SAMUELS GROUP ACQUIRES CREATIVE BUSINESS INTERIORS, EXPANDING WORKPLACE SOLUTIONS ACROSS WISCONSIN
Acquisition brings together two established Wisconsin organizations to create a stronger statewide resource for workplace strategy, furniture and interior solutions.
WAUSAU, Wis. – October 1, 2026 – The Samuels Group announced today the acquisition of Creative Business Interiors, bringing together two established Wisconsin organizations with a shared commitment to creating exceptional environments and delivering an outstanding client experience.
The acquisition combines Creative Business Interior’s strong presence and expertise in workplace interiors with Samuels Group Furniture Solutions and the broader resources of The Samuels Group. Together, the organizations will provide clients with expanded expertise, resources and geographic coverage throughout Wisconsin.
As part of the acquisition, Creative Business Interiors and Samuels Group Furniture Solutions will come together as one furniture organization operating under the Creative Business Interiors name. Creative will serve as the furniture and workplace interiors division of The Samuels Group, with offices in Wausau, Madison, and Milwaukee, and team members serving the Appleton, Eau Claire and La Crosse markets. This expanded presence provides statewide coverage while maintaining the local relationships and support clients value.
Creative Business Interior’s former owner, Rebecca Gaylord, will continue with the organization as Vice President of Furniture for The Samuels Group, providing leadership for the combined furniture division.
“This is an exciting opportunity to bring together two organizations that share a strong commitment to their clients, employees and communities,” said Sid Samuels, President and Owner of The Samuels Group. “Creative has built an outstanding reputation, a talented team and strong client relationships throughout Wisconsin. Rebecca’s continued leadership, combined with the experience and strengths of both teams, positions us to build an even stronger statewide furniture organization and provide greater value to our clients.”
The combined organization strengthens its ability to serve clients across corporate, healthcare, education, government and other markets with workplace strategy, interior design, furniture solutions, project coordination, installation and ongoing service.
For existing Creative and Samuels Group Furniture Solutions clients, the acquisition is designed to provide more resources without sacrificing the relationships and personalized service they value. With an expanded team and presence across Wisconsin, clients will have greater access to local expertise and additional resources to support projects throughout the state.
As a MillerKnoll Certified Dealer, the combined organization will continue providing clients access to the MillerKnoll collective of brands and solutions while helping organizations create environments that support their people, culture and business objectives.
“What has always made Creative special is our people, our relationships and the trust our clients place in us,” said Rebecca Gaylord, Vice President of Furniture for The Samuels Group. “Joining The Samuels Group allows us to build on that foundation while bringing together the experience and strengths of two talented furniture teams. Together, we’ll have greater resources, broader expertise and stronger support for our clients across Wisconsin. I’m excited about what we can accomplish as one team while continuing the relationships, personalized service and commitment to our clients that have always been at the heart of Creative”
The acquisition also provides Creative Business Interiors with access to The Samuels Group’s broader expertise in construction, architecture, facility planning and project delivery. Creative will continue to work collaboratively with architects, designers, contractors and other project partners throughout Wisconsin.
“Our vision is bigger than simply combining two furniture businesses,” Samuels added. “We’re building a statewide team that can meet clients wherever they are, understand their needs and bring the right people and resources to the table. We believe we are stronger together, and we’re excited about what comes next.”
About Creative Business Interiors
Creative Business Interiors is the furniture and workplace interiors division of The Samuels Group. Creative provides workplace strategy, interior design, furniture solutions, project coordination, installation and ongoing service to organizations throughout Wisconsin. With decades of experience and a strong statewide team, Creative Business Interiors helps clients create environments that support their people and organizational goals.
About The Samuels Group
The Samuels Group is a Midwest leader in commercial construction and facility solutions, with offices in Wausau, Appleton, Madison, and Milwaukee, Wisconsin, and West Des Moines, Iowa. The company provides expertise in architectural design, preconstruction, construction management, general construction, and furniture and workplace solutions, serving clients across government, healthcare, commercial, and manufacturing markets. For more than 25 years, The Samuels Group has built its reputation on trusted relationships, collaborative partnerships, and an integrated approach to helping clients plan, build, furnish, and enhance the spaces where they work and serve their communities.
ONE TEAM. ONE VISION. EXCEPTIONAL SPACES.
