Samuels Group Acquired Creative Business Interiors

The two furniture companies have merged to form a single entity operating under the Creative Business Interiors brand.

Updated on Oct. 6, 2026 in Business Strategy

Isometric editorial illustration of wooden furniture joints and steel fasteners, representing a professional business merger and structural consolidation. — Samuels Group has finalized its acquisition of Creative Business Interiors, merging both firms into a single Wisconsin-based workplace furniture division. AI Illustration. Upload story photo >

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Samuels Group completed its acquisition of Creative Business Interiors, merging the two operations into a single furniture and workplace interiors division. The combined firm will continue to operate under the Creative Business Interiors name.

Why it matters

The acquisition aims to strengthen the combined organization's service capabilities and expertise by pooling resources. This move expands the company's geographic reach and operational footprint throughout the state of Wisconsin.

The unified organization now operates as a MillerKnoll Certified Dealer serving markets across Wisconsin. The company maintains three physical office locations in Wausau, Madison, and Milwaukee.

The players

Samuels Group

This organization is a Wisconsin-based firm that now houses a specialized furniture and workplace interiors division following its recent acquisition.

Creative Business Interiors

This company operates as a furniture and workplace design firm and serves as the brand name for the newly combined furniture entity.

Rebecca Gaylord

She serves as the vice president of furniture for the Samuels Group and oversees the integration of the newly acquired division.

The details

Creative Business Interiors now functions as the specialized furniture and workplace interiors division within the broader Samuels Group structure. The merger consolidates the resources of both firms to provide expanded support to existing clients throughout the region.

Samuels Group announced the acquisition of Creative Business Interiors in October 2026.

Market Landscape

This acquisition reflects a broader industry trend of consolidating regional office furniture dealerships into centralized platforms to capture increased market share. By integrating these operations, the company positions itself to better compete with larger national distributors throughout the state.

Clients across Wisconsin, including those in Appleton, Eau Claire, and La Crosse, can expect a unified point of contact for furniture and workplace interior needs. The merger provides customers with access to expanded design expertise and a broader resource base under the existing brand.

The takeaway

This merger signals a shift toward larger, more regionally focused service providers in the workspace design sector. Customers can benefit from a streamlined procurement process as the combined entity leverages its expanded scale to handle more complex interior projects.