GreenbergFarrow (GF) Company Profile

Background

GreenbergFarrow (GF) is a fully integrated architecture, engineering, planning, interior design, landscape architecture, and development services firm headquartered in Atlanta, Georgia. Established in 1974 by Martin Greenberg and Larry Farrow, the firm has over 50 years of experience, operating 16 offices across the United States, Mexico, Singapore, and Vietnam. GF specializes in large-scale retail and urban mixed-use developments, specialty retail and restaurants, and luxury high-rise residential developments. Their comprehensive services include pre-development zoning, land use studies, branding and prototype development, architectural and engineering design, project management, and construction administration. Notable clients encompass IKEA, Related Companies, Meijer, Vornado, Victoria's Secret, Toll Brothers, Bath & Body Works, Whole Foods Market, Acadia, The Home Depot, Michaels, Murphy USA, Circle K, Clean Energy, and Texas Roadhouse.

Key Strategic Focus

GF's strategic focus centers on delivering integrated design solutions that address complex project requirements across various sectors. The firm's core objectives include:

Comprehensive Service Delivery: Providing end-to-end solutions that unify architecture, engineering, planning, interior design, and land development, enabling seamless project execution without the need for multiple partners.

Market Diversification: Expanding their portfolio to include diverse sectors such as retail, residential, hospitality, and mixed-use developments, thereby mitigating risks associated with market fluctuations.

Geographic Expansion: Strengthening their presence in key markets, both domestically and internationally, to leverage growth opportunities and enhance service delivery.

Technological Integration: Incorporating advanced technologies and sustainable design practices to deliver innovative and efficient solutions.

Financials and Funding

As a privately held firm, GF does not publicly disclose detailed financial information. However, industry reports indicate that the company employs over 370 professionals and has a revenue of approximately $16 million. In April 2025, GF expanded its mechanical, electrical, and plumbing (MEP) engineering capabilities by acquiring South Coast Engineering Group (SCEG), a California-based provider of MEP engineering services. This acquisition aimed to enhance GF's MEP expertise and broaden its client base across the U.S.

Pipeline Development

GF's project pipeline is diverse, encompassing various sectors and regions. In 2025, the firm completed over 200 projects, including:

RCCC Teaching Auditorium Renovation: An educational facility enhancement.

Coastal Athletic Club: A recreational facility development.

Madison Grove Apartments: A residential apartment complex.

Gladwen: A mixed-use development project.

FDTC SIMT Conference Center Renovation: A conference center upgrade.

Coastal Dermatology: A healthcare facility project.

Additionally, GF announced several new projects in progress, such as Restore at Viera and Summerville Elementary School Addition.

Technological Platform and Innovation

GF distinguishes itself through the integration of advanced technologies and sustainable design practices, including:

Building Information Modeling (BIM): Utilizing BIM to enhance collaboration, streamline project delivery, and improve design accuracy.

Sustainable Design Practices: Implementing green building standards and energy-efficient solutions to promote environmental sustainability.

Pavement Analytics: Offering specialized services that integrate computerized mapping with advanced analytics to optimize pavement maintenance and extend lifespan.

Leadership Team

GF's leadership team comprises seasoned professionals committed to the firm's mission and strategic objectives:

Keith Johnston: Chief Executive Officer and President, leading the firm's strategic direction and operations.

Rodney E. Abney, Jr.: Chief Operating Officer and Senior Vice President, overseeing firmwide operations and ensuring alignment across GF's studios, disciplines, and regional offices.

Edmund Truty: Chief Financial Officer, responsible for managing the firm's financial strategy and operations.

Ali Yadegari: Senior Managing Director of Roll-Out Architecture, leading the firm's roll-out architecture services.

Scott Loikits: Managing Director of Design, overseeing design initiatives and ensuring design excellence.

Dawn Schaffran: Managing Director of Land Development, guiding land development projects and strategies.

John Kerekes: Managing Director of Land Development, focusing on land development operations and project execution.

Mike Haas: Managing Director of Structural Engineering, leading structural engineering services and innovations.

Kelly Hosack: Managing Director of Charleston, overseeing operations in the Charleston office.

Jason Loucks: Managing Director of Charlotte, managing the Charlotte office's activities and client relations.

Beth Todd: Managing Director of Reston, leading the Reston office and its project portfolio.

Leadership Changes

In January 2026, GF announced significant leadership changes:

Rodney E. Abney, Jr.: Appointed Chief Operating Officer and Senior Vice President, transitioning from his previous role as Chief Financial Officer.

Competitor Profile

Market Insights and Dynamics

The architecture and engineering industry is characterized by a diverse range of firms offering specialized services. GF competes with companies such as Gresham Smith, MCG Architecture, and RS&H, each with unique service offerings and market positions. The industry is influenced by factors such as economic cycles, technological advancements, and evolving client needs.

Competitor Analysis

Gresham Smith: A multidisciplinary firm providing architecture, engineering, and consulting services, with a focus on transportation, healthcare, and education sectors.

MCG Architecture: Specializes in architecture and planning services, with a portfolio that includes residential, commercial, and mixed-use developments.

RS&H: Offers architecture, engineering, and consulting services, with expertise in aviation, transportation, and defense sectors.

Strategic Collaborations and Partnerships

GF has strengthened its market position through strategic acquisitions:

Acquisition of SGA|NarmourWright Design: In January 2022, GF acquired SGA|NarmourWright Design, a Carolinas-based architecture firm, to expand its presence in the Southeast's apartment market.

Acquisition of DBI Architects: In March 2024, GF acquired DBI Architects, a Virginia-based firm specializing in architecture and interior design, to enhance its capabilities in the Washington D.C. area.

Operational Insights

GF's integrated approach allows for efficient project execution, reducing the need for multiple partners and ensuring cohesive design solutions. The firm's expansion into diverse markets and sectors positions it to leverage growth opportunities and mitigate risks associated with market fluctuations.

Strategic Opportunities and Future Directions

GF's strategic roadmap includes:

Geographic Expansion: Continuing to establish a presence in key markets to enhance service delivery and capture new opportunities.

Service Diversification: Broadening service offerings to include emerging sectors and technologies, such as sustainable design and smart city initiatives.