Trade Tales: How Acquiring Another Design Firm Helped Duane Bergman Get Back in Touch with His Creativity

Episode Release Date: August 13, 2025
Host: Kaitlin Petersen, Editor-in-Chief of Business of Home

In this insightful episode of Trade Tales, Kaitlin Petersen delves into the transformative journey of Duane Bergman, an interior designer whose strategic acquisition of another design firm reignited his creative passion and streamlined his business operations. This comprehensive summary captures the essence of Duane’s experiences, strategies, and the lessons he imparted on nurturing creativity while sustaining business growth.

1. Duane Bergman's Journey: From Equestrian to Entrepreneur

Duane Bergman begins by sharing his unique background in the competitive equestrian world, highlighting the skills and mindset that laid the foundation for his entrepreneurial success.

[00:02] Duane Bergman:
"If you can spend 90% of your productive time doing things that really align with who you are, what you love to do, and what makes you intrinsically happy, then I've always found that the teams are much more successful. And that means your group is much more successful and your business is much more successful."

Duane recounts his transition from a professional equestrian to the design industry, emphasizing how his early experiences shaped his approach to business and leadership.

[03:49] Duane Bergman:
"I decided, you know what, I want a little bit of a different lifestyle than being a professional equestrian for the rest of my life."

2. Founding Duane Bergman Interiors (DBI): Turning Passion into Profession

The turning point in Duane’s career came after flipping a home that garnered attention in Gulf Shore Life magazine, leading him to explore interior design professionally.

[04:05] Duane Bergman:
"... when the article came out, I started getting phone calls for design. My partner at the time encouraged me to just take a client on. He's like, you know, you've had all these phone calls, why don't you pick one and see if you can do it in your spare time."

By 2013, Duane had left his corporate role at Home Depot to launch DBI, embarking on a path that would soon see rapid growth and the need for strategic team building.

3. Building the Team: Hiring for Strengths and Specializations

Duane emphasizes the importance of focusing on individual strengths within his team to foster both personal satisfaction and collective success.

[09:24] Duane Bergman:
"So that's one of the gifts that I would say I learned through my business education as well as working in corporate America was to understand what your strengths are."

Duane details his initial hires, focusing on complementary skills such as soft goods specialization and CAD drafting, ensuring each team member contributed uniquely to the firm's capabilities.

4. The Creative Shift: Returning to Passionate Design Work

As DBI expanded, Duane found himself increasingly managing rather than creating, leading to a period of dissatisfaction with his supervisory role.

[14:12] Duane Bergman:
"Absolutely."

This introspection prompted Duane to seek ways to reclaim his creative focus, ultimately leading to the strategic acquisition that would redefine his professional landscape.

5. Strategic Acquisition: Integrating Freestyle Interiors

In January 2023, Duane announced the acquisition of Freestyle Interiors, a move that allowed him to bifurcate his business operations and focus more intensely on creative endeavors.

[22:17] Duane Bergman:
"So the strategy was, was very clear for me. I wanted to have two brands that served the market."

The acquisition facilitated a clear division where Freestyle handled the bulk of operational tasks, enabling Duane to concentrate on high-level design projects under the DBI brand.

6. Operational Excellence: Structuring DBI and Freestyle

Duane outlines the organizational structure post-acquisition, highlighting how both firms operate synergistically while maintaining distinct brand identities.

[24:05] Duane Bergman:
"So I have two interior designers that have architectural and drafting backgrounds. So they work very closely with me on the construction and background side."

By sharing operational teams, DBI and Freestyle benefit from streamlined processes and enhanced efficiency, allowing each brand to thrive independently while supporting each other.

7. Flexible Billing Models: Tailoring to Project Needs

Duane discusses the importance of adaptable billing strategies to accommodate different project types, ensuring transparency and client satisfaction.

[36:44] Duane Bergman:
"So we experimented with multiple ways of presenting our value to clients, and over time, we settled in on with a new construction client."

DBI employs a combination of fixed fees for new construction, hourly billing for remodels, and proposal-based pricing for smaller projects, each tailored to the specific demands and uncertainties inherent in different types of work.

8. Enhancing Client Communication: The Power of 3D Renderings

A pivotal aspect of DBI’s client engagement strategy is the use of photorealistic 3D renderings, which revolutionize how design concepts are presented and approved.

[32:00] Duane Bergman:
"So we brought our 3D rendering specialist on board. Goodness. I think 2019. He's been with us for several years."

These renderings have significantly improved client understanding and approval rates, reducing the time and resources spent on redesigns and fostering smoother project executions.

9. Expanding Horizons: Duane’s Business Ventures Beyond DBI

Duane has strategically diversified his business portfolio to include ventures like Unique Slabs and Barrett Bergman Home, ensuring vertical integration and unique product offerings.

[52:40] Duane Bergman:
"As my business developed, I quickly identified some vertical opportunities within the business."

These ventures not only support DBI’s core operations but also position Duane as a multifaceted leader in the design industry, addressing market gaps and enhancing the firm’s competitive edge.

10. Advice for Aspiring Designers: Navigating Product Development

Duane offers valuable insights for designers looking to bring new products to market, emphasizing the importance of resource allocation and realistic expectations.

[58:24] Duane Bergman:
"There is a lot more to it than, you know, this whole sexy idea of. Hey, oh, oh. I've got this amazing idea to combine these, you know, ingredients to make this scent."

He underscores the necessity of thorough planning, legal compliance, and sustained dedication to successfully launch and maintain new product lines.

11. Future Directions: Focus on Execution and Excellence

Looking ahead, Duane envisions a future where DBI and its affiliates continue to execute at the highest levels, prioritizing quality, efficiency, and client satisfaction over expansion.

[60:01] Duane Bergman:
"So as I review 2025 and go into 2026, the future from my perspective is rewarding."

He plans to concentrate on refining existing operations, enhancing product offerings, and fostering strong client and trade relationships, setting the stage for sustained success and industry influence.

12. Defining Success: Beyond Financial Metrics

For Duane, success transcends financial achievements, encompassing the quality of delivered products, team satisfaction, and the firm’s reputation within the industry.

[64:27] Duane Bergman:
"For me, it's really about the product that we're able to deliver, the people that are involved delivering that product, and the reputation that we're still trying to build within, within the industry."

He emphasizes the intrinsic rewards of creating meaningful designs, building a cohesive team, and contributing positively to the design community.

Conclusion

Duane Bergman’s story, as shared on Trade Tales, is a testament to the power of strategic decision-making and the importance of aligning business operations with personal passions. By acquiring Freestyle Interiors, Duane not only streamlined his business but also reclaimed his creative essence, setting a powerful example for interior designers and entrepreneurs alike. His holistic approach to team building, client communication, and business diversification offers valuable lessons for those navigating the complexities of growing a design firm.

For more insights and stories like Duane’s, subscribe to Trade Tales and stay connected with the latest in the design industry through Business of Home.