Samuels Group Acquired Creative Business Interiors

The firm integrated its furniture division to expand service capacity across Wisconsin.

Updated on Oct. 6, 2026 in Business Strategy

Modern open-plan office interior showing clean architectural lines, modular furniture, and sculptural lighting, representing professional design services. — Samuels Group has finalized its acquisition of Creative Business Interiors, merging the two firms to scale service delivery for workplace design projects across Wisconsin. AI Illustration. Upload story photo >

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Samuels Group finalized its acquisition of Creative Business Interiors, merging both organizations into a single furniture and workplace interiors entity under the Creative Business Interiors brand name. The move aims to increase operational resources for the firm throughout the state.

Why it matters

The consolidation provides the combined organization with expanded expertise and greater geographic coverage to compete for workplace interior projects in Wisconsin. Integrating these units allows for a more centralized service delivery model across multiple high-traffic business corridors.

The firm now operates across offices in Wausau, Madison, and Milwaukee, serving markets in Appleton, Eau Claire, and La Crosse. This integration combines the furniture operations of both brands under the MillerKnoll Certified Dealer designation.

The players

Samuels Group

A professional services organization providing furniture and workplace solutions across Wisconsin.

Creative Business Interiors

A MillerKnoll Certified Dealer specializing in furniture and interior design for workplace environments.

Rebecca Gaylord

The vice president of furniture for the Samuels Group who oversees the firm's integrated interior strategy.

The details

Creative Business Interiors now functions as the primary furniture and workplace interiors division for the broader Samuels Group. The combined organization is positioning itself to leverage shared resources to scale its service footprint. By unifying the two teams, the firm aims to streamline its project management and design capabilities for its statewide client base.

Samuels Group announced the acquisition in October 2026.

Market Landscape

This move follows the broader industry trend of consolidating MillerKnoll Certified Dealer networks to optimize regional supply chain and design delivery. By merging operations, the firm aligns with regional competitors that have shifted toward centralized management models.

Owners should monitor whether this consolidation results in expanded lead times or increased service availability for office furniture procurement. Businesses in Appleton, Eau Claire, or La Crosse should verify if their current account terms remain with the new entity.

The takeaway

Merging distinct service teams can create significant back-office efficiencies, but it often necessitates a review of existing client contracts. Operators should request an updated service level agreement to confirm whether personnel and project timelines remain unchanged following the transition.