What Hygge & West does

Hygge & West is a privately held, US-based boutique wallpaper and home goods company founded in 2008 and operated by Propitious Jackson Inc. The company designs and sells contemporary and modern wallpaper patterns in three material formats — traditional hand screen-printed, pre-pasted (GREENGUARD Gold certified, Class A fire-rated), and peel-and-stick — alongside a complementary line of designer shower curtains, a home design book, and e-gift cards. Its product catalog of 50+ patterns is developed through collaborations with 25+ independent artists, designers, illustrators, and brand partners including Universal (licensed film themes), Pattern People, Julia Rothman, Nathalie Lete, Ingrid Fetell Lee, Heath Ceramics, Schoolhouse, and Coral & Tusk. Wallpapers are manufactured in the USA and priced between $125 and $425 per double roll; shower curtains retail from $35 to $95.

The business is built on a direct-to-consumer e-commerce model operated on Shopify, supported by a wallpaper calculator tool, an installation resource library, and a content-driven blog ('Pattern Stories'). Distribution extends globally via UPS shipping, and a dedicated trade program serves interior designers, architects, contractors, and installers with a 20% discount, free samples, and priority access to new collections — giving the company a parallel B2B specification channel into residential and commercial/hospitality projects. Named commercial deployments include MIXT Restaurant (San Francisco), The Bungalow Club (Minneapolis), and the Purewow Recording Studio (Queens), and interior design case studies feature Kate Marker Interiors, Elizabeth Hay Design, and Max Humphrey.

Revenue is not publicly disclosed and the company has no disclosed funding rounds, M&A activity, or institutional ownership. Customer acquisition is driven by organic social (Instagram, Facebook, Pinterest), the company blog, email newsletter, and a user-generated customer gallery, with no third-party marketplace or wholesale distribution indicated. Certifications include GREENGUARD Gold (pre-pasted line) and Class A fire-rating (traditional and pre-pasted lines).

Name

Hygge & West

Legal name

Propitious Jackson Inc.

Website

https://hyggeandwest.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Hygge & West is a privately held US boutique wallpaper and home goods brand that designs and sells contemporary wallpaper (traditional, pre-pasted, and peel-and-stick) plus shower curtains directly to consumers and trade professionals via Shopify, using curated collaborations with 25+ artists and brand partners.

Ownership category

akta.pro rank

Product category

Designer Wallpaper and Home Decor

NAICS

Paint and Wallpaper Retailers (44412)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Specialty Wallcoverings (Wallpaper, Vinyl, Fabric) (IMADAKAG)

Keywords

• Designer wallpaper
• Home decor
• Peel and stick wallpaper
• Wall murals
• Shower curtains

Headquarters

HQ city

Hudson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Wallpaper Sales: Primary revenue stream from selling contemporary and modern wallpaper patterns directly to consumers and trade professionals. Products are sold in rolls (double rolls, 30' long) at price points ranging from $125 to $425 depending on pattern and material type.
2. Shower Curtains: Secondary product line featuring designer shower curtains at $35-95 price points, using the same print designs as wallpaper collections.
3. Trade Program: B2B revenue stream targeting design professionals with 20% discount on all full-priced items, free samples, and priority access to new collections.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Hygge & West designs, sources, and sells contemporary and modern wallpaper patterns, along with complementary home goods such as shower curtains, through a direct-to-consumer e-commerce store. Wallpapers are offered in three material formats (traditional hand screen-printed, pre-pasted, and peel-and-stick) and are created in collaboration with 25+ independent artists and designers. The company also operates a trade program for design professionals.

Product overview

Hygge & West is a designer wallpaper company offering contemporary and modern wallpapers in three material formats (traditional hand screen-printed, pre-pasted, and peel and stick), shower curtains, and home design books. Products are created in collaboration with over 20 independent designers and artists, with all wallpapers made in the USA. The company provides complementary tools including a wallpaper calculator and installation resources, and operates a trade program for design professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Wallpaper Hand screen-printed wallpaper made in Chicago on American-made paper, offering a hand-painted look and texture with Class A fire-rating. Designed for nearly any wall application.
• Pre-pasted Wallpaper Digitally printed wallpaper on PVC-free paper with paste pre-applied for easier installation. GREENGUARD Gold certified and Class A fire-rated.
• Peel and Stick Wallpaper Self-adhesive removable wallpaper with adhesive backing that installs without paste and can be repositioned. Ideal for kids' rooms, dorms, rentals, and DIY projects. Made in the USA.
• Wallpaper Murals Large-scale wallpaper designs that cover entire walls with cohesive scenic or patterned imagery, available across multiple designer collections.
• Shower Curtains Designer shower curtains featuring licensed patterns (e.g., Universal titles such as Jaws, E.T., Back to the Future, Wicked, The Big Lebowski) and original designs from collaborating artists. Priced $35-$95.
• Hygge & West Home Design for a Cozy Life (Book) A home design book published by Hygge & West offering guidance on creating cozy living spaces.
• E-Gift Cards Digital gift cards redeemable on the Hygge & West website for designer wallpaper and home goods.
• Trade Program A membership program for interior designers, architects, contractors, and installers that provides a 20% discount on full-priced items, free samples with free domestic shipping, priority access to new collections, and promotional opportunities. Approvals processed within 24 hours Monday-Friday.

Quantifiable outcome

• Free shipping threshold is $200 away from current cart total

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered core and flagship.

• UniversalcoreOEM/ Whitelabel/ Licensing PartnerUniversal is a major licensing partner providing rights to create wallpaper and home products featuring iconic movie themes including Jaws (Amity Sunset, Life Finds a Way), E.T. the Extra-Terrestrial (Be Good), Wicked (One Short Day, Dear Old Shiz), Back to the Future (Hill Valley Toile), and The Big Lebowski (Abide). These licensed products extend across both wallpaper and shower curtain lines.
• Pattern PeoplecoreStrategic or Co-development PartnerPortland-based surface design studio led by designer and author Jessie Whipple that creates immersive pattern designs for the Hygge & West collection, including Cavendish, Palmer, Forest Floor, and Underwater World patterns. The collaboration transforms love of nature and color into imaginative, detail-rich surface designs.
• Julia RothmancoreStrategic or Co-development PartnerBrooklyn-based illustrator with signature bold, whimsical, and hand-crafted patterns. Her Daydream collection featuring birds and floating clouds is among the brand's most popular offerings with 12 color variations.
• Ingrid Fetell Lee / The Aesthetics of JoyflagshipStrategic or Co-development PartnerDesigner and author known for pioneering work on the relationship between design and joy. Creator of Joyful and founder of The Aesthetics of Joy brand. Her collection with Hygge & West uses pattern and color to spark delight in everyday spaces, translating her research on design and joy into tangible product.
• Nathalie LetecoreStrategic or Co-development PartnerParis-based artist with mixed Chinese and German heritage whose colorful, joyful, and poetic style blends folk art influences from Asia and Eastern Europe. Created the popular Butterflies wallpaper collection.
• Emily IsabellacoreStrategic or Co-development PartnerNew York-based illustrator and textile designer inspired by nature and the everyday. Created Folklore and Bloom collections featuring whimsical floral and animal motifs.
• SchoolhousecoreStrategic or Co-development PartnerCollaborative collection partner creating exclusive wallpaper designs including Alpine Garden Multi, Alpine Garden Tonal, Olive Grove, Cascade Meadow, Sway, and Arcade patterns. Schoolhouse brings expertise in traditional craftsmanship and mid-century design aesthetic.
• Katharine WatsoncoreStrategic or Co-development PartnerPrintmaker and designer known for bold, monochromatic linocut designs. Created Conservatory and Symmetry collections, with designs derived from block-print techniques.
• Heath CeramicscoreStrategic or Co-development PartnerFounded in 1948, Heath Ceramics is among the most enduring examples of mid-century design and California style. Their collection embraces signature clean, graphical style, strong yet muted color palette, and character of play, exploration, and discovery.
• Josie ShenoycoreStrategic or Co-development PartnerLondon-based illustrator drawing on themes of nature, pattern, traditional decorative arts, and storytelling. Created the intricate London Town collection featuring British iconography.
• Coral & TuskcoreStrategic or Co-development PartnerFounded by designer Stephanie Housley, Coral & Tusk creates exquisite embroidered textiles for the home. The brand uses a unique process of hand illustration and machine embroidery to capture authentic spirit and storytelling.
• Tilton FenwickcoreStrategic or Co-development PartnerBoutique interior design firm known for distinct use of color and bold pattern. Designers Anne Maxwell Foster and Suysel dePedro Cunningham embrace pattern in all interior and product design. In 2018, nominated to Elle Decor's 'A List: 100+ of the Best Interior Designers in the World.'
• Dinara MirtalipovacoreStrategic or Co-development PartnerSelf-taught illustrator and designer born and raised in Tashkent, Uzbekistan. Folkloric charm in her work is deeply influenced by her upbringing, using carved lino blocks, gouache, acrylics, and more.
• Lawson-FenningcoreStrategic or Co-development PartnerLos Angeles-based design duo Glenn Lawson and Grant Fenning who translate raw, natural beauty of Southern California landscape with contemporary vernacular rooted in mid-century lines.

Scale indicators1 record

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Anthropologie Home: Lifestyle retailer with a strong home assortment including proprietary wallpaper collections and artist collaborations — competes for the same design-conscious décor buyer through a broader assortment.
• York Wallcoverings: One of the largest U.S. wallpaper manufacturers and brand houses, with a broad portfolio across price points — a broad incumbent in the same core category as Hygge & West.
• West Elm: National home furnishings retailer with wallpaper and wall décor lines, designer partnerships, and broad omnichannel distribution — competes for the same modern-designer customer with greater scale.
• Brewster Home Fashions: Established U.S. wallpaper manufacturer and distributor with broad retail and trade channels — a large-scale incumbent operating in the same core wallpaper category.

Direct peers

• Farrow & Ball: Premium paint and wallpaper brand with a strong DTC and showroom presence, similarly emphasizing curated designer-quality patterns, premium pricing, and a heritage/artisan narrative — a closely analogous premium-positioned DTC home décor brand.
• Chasing Paper: U.S. peel-and-stick wallpaper DTC brand selling designer removable wallpaper direct to consumers and renters — directly overlapping with Hygge & West's peel-and-stick line and DTC e-commerce model.
• Tempaper: Specialist peel-and-stick removable wallpaper brand with a broad pattern library sold DTC — competes head-to-head in the same removable-wallpaper category and channel.
• Schumacher: Long-established designer wallpaper and fabric house with a deep pattern library used by interior designers — directly comparable premium designer-wallpaper positioning to Hygge & West.
• Rebel Walls: Designer wallpaper brand selling premium mural and patterned wallpapers DTC internationally with a strong emphasis on artist collaborations — comparable content-led, designer-driven business model.

Emerging players

• Spoonflower: Custom print-on-demand wallpaper and fabric platform with a deep independent-designer marketplace — overlaps with Hygge & West's designer-collaboration approach and DTC channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hyggeandwest
• Instagraminstagram.com/hyggeandwest
• Pinterestpinterest.com/hyggeandwest
• Xx.com/hyggeandwest
• LinkedInlinkedin.com/company/hygge-west

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hygge & West