How In-House Manufacturing Drives Growth At A Luxury Design Firm

For interior designer Susan Semmelmann, manufacturing what she designs for homeowners is not just about control—it’s about elevating her craft by being “radically creative” to truly serve her clients.

Semmelmann is the CEO of Semmelmann Interiors in Fort Worth, Texas, which manufactures beds, bedding, drapery, floral and other furniture like ottomans that she designs for clients. Since the firm opened its doors in 2019, Semmelmann Interiors has generated more than $35 million in revenue and donating over $1 million to charitable causes.

Semmelmann now leads a team of 30-plus, designing homes for the likes of Fortune 100 CEOs and celebrities. She spoke with Chief Executive to discuss the decision to bring manufacturing operations in-house and where the firm is headed next.

Tell us about Semmelmann Interiors, and why you make some of the design elements yourself.

At Semmelmann Interiors, we believe a home should never come out of a box. Every space deserves to be created for the people who live there, not just filled with what already exists. That is why we design and produce many of our own elements.

As radical creators, we care about both quality and craftsmanship, but also about scale, making sure every piece feels exactly right for its place. A sofa designed to stretch across a great room, a chandelier balanced to its ceiling height, drapery cut to the rhythm of the windows.

It is about creating something to scale, with intention and in a way that gives our clients more than beauty. Design should give you something back: ease, inspiration, connection and a sense of belonging.

What do your manufacturing operations look like?

Our operations are structured to bring this vision to life. In Decatur, Texas, a dedicated workroom with three seamstresses creates custom bedding and drapery. In west Fort Worth, a warehouse staffed by five manages fabric, furnishings and inventory so our projects move seamlessly from concept to installation.

At our main Fort Worth office, a team of experts including floral, rendering, conceptual and technical designers partner with our interior designers to develop products from the ground up. Each space, each role, is part of a single ecosystem built to support radical creativity and the pursuit of excellence.

What is your advice for other interior design firms contemplating making some of the elements themselves?

Approach it with purpose. Start small, choose one area where you can excel and commit to true mastery. In-house production is not simply about control. It is about elevating the craft, serving your clients in a deeper way and reinforcing your identity as experts in the field. Done well, it gives you the freedom to be radically creative while ensuring the details reflect both precision and heart.

What’s next for Semmelmann Interiors?

What comes next reflects both innovation and generosity. In 2026, we will launch the Susan Semmelmann Couture Collection, our first product line of fabrics, lighting, art and rugs. This is a natural extension of our philosophy, blending the richness of luxury with inspiration from nature.

At the same time, we remain anchored in our posture of servanthood. We are preparing for our ninth and 10th charity showhouses: St. Jude in Southlake, Texas in March 2026, and the Fort Worth Magazine Dream Home benefiting A Wish with Wings in May 2026. For us, the spirit of living is in the giving, and each new season of growth is an opportunity to design in a way that serves, inspires and brings something meaningful back to the world.