What Backdrop does

Backdrop Inc. is a U.S.-based direct-to-consumer e-commerce brand selling premium paint, wallcoverings, and rugs, founded in 2018 and headquartered in New York. The company operates as a digital-first division of the 135-year-old heritage design house F. Schumacher & Co., leveraging the parent's design archives and brand authority. The core product portfolio includes Green Wise certified premium paints available in interior, exterior, and cabinet & door formulations with low-VOC and ultra-low odor characteristics, paired with proprietary 12x12 inch adhesive paint swatches that stick and re-stick to enable mess-free color sampling. The wallcovering line comprises 338+ designs on non-woven ground with a subtle fibrous texture, including proprietary Backdrop designs, the ARCHIVE by Backdrop collection of reimagined historic Schumacher designs, and collaborations with named designers (Xavier Donnelly, Charlap Hyman & Herrero, Johanna Ortiz, Celerie Kemble, Miles Redd, and others) plus flagship collaborations with Porsche and The New Yorker.

The business operates two go-to-market motions: a consumer-facing e-commerce storefront at backdrophome.com, which sells paint by color, finish, and use case alongside wallcoverings, rugs, supplies, and gift cards; and a B2B trade program called Industry by Backdrop, offering professional pricing and account access to interior designers, decorators, and professional painters. Revenue is generated via one-time transactional purchases with no subscription or recurring revenue model — wallcoverings price starting at $34 per yard sold in 5 and 10 yard rolls, and paint is sold by the gallon with a $10 restocking fee on unopened returns. Operations are dual-located: design and product development occurs in a Downtown Los Angeles studio, while wallcoverings are physically printed at an in-house facility in Brooklyn. Distribution is marketed as global via DTC shipping, with the U.S. as the primary market, and the company holds Green Wise product certification and a Climate Label Certified Company designation.

Name

Backdrop

Legal name

Backdrop Inc.

Website

https://backdrophome.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Backdrop is a U.S. direct-to-consumer brand selling premium Green Wise certified paints, designer wallcoverings, and rugs, operating as a division of heritage design house F. Schumacher & Co., and serving homeowners alongside a B2B trade program for interior designers and professional painters.

Ownership category

akta.pro rank

Product category

Premium Paint & Wallcoverings

NAICS

Paint and Wallpaper Retailers (444120)

SIC

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

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

akta.pro secondary industry

Curtains & Drapery Panels Retail (Textile Window Coverings) (CRAIALAD)

Keywords

• Premium paint products
• Designer wallcoverings
• Interior paint retail
• Home decor ecommerce
• Trade paint program

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online direct-to-consumer sales of premium paint, wallcoverings, rugs, and painting supplies through backdrophome.com.
2. Trade Program: B2B trade program for interior designers, painters, and specifiers providing professional pricing and access.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Backdrop is a direct-to-consumer online retailer that designs, sources, and sells premium Green Wise certified interior, exterior, and cabinet & door paints, a catalog of 338+ premium wallcoverings (traditional, textured, and peel-and-stick formats), 100% Abaca rugs, and painting supplies. The company also operates a dedicated B2B Trade Program ("Industry by Backdrop") serving interior designers and professional painters with account-based pricing, and produces limited-edition designer and brand collaborations (ARCHIVE by Backdrop, Porsche x Backdrop, Backdrop x Xavier Donnelly, Charlap Hyman & Herrero).

Product overview

Backdrop is an online paint and wallcovering retailer offering a curated portfolio of premium products. The core offerings include Green Wise certified paints (interior, exterior, and cabinet & door varieties) with low-VOCs and ultra-low odor, accompanied by innovative 12x12 inch adhesive paint swatches for mess-free sampling. The wallcovering line features hand-crafted artwork printed on non-woven grounds, including proprietary Backdrop designs, the ARCHIVE collection (historic F. Schumacher designs), and designer collaborations with Xavier Donnelly, Charlap Hyman & Herrero, and others. The company also offers a premium rug collection, supplies, and the limited-edition Porsche x Backdrop paint collaboration. Backdrop is a division of heritage design house F. Schumacher & Co., with products designed in Los Angeles and wallcoverings printed in Brooklyn.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Paint Premium, Green Wise certified paint available in interior, exterior, and cabinet & door finishes, featuring low-VOC, ultra-low odor formulations and durable pigment. Sold by the gallon direct-to-consumer via backdrophome.com.
• Adhesive Paint Swatches

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• F. Schumacher & Co.coreOthersBackdrop is a division of F. Schumacher & Co., a heritage design house with 135 years of history in premium wallcoverings and design. Backdrop 2026 represents the company's paint and wallcovering expansion under the Schumacher umbrella.
• PorscheflagshipStrategic or Co-development PartnerLimited-edition collaboration celebrating 75 years of Porsche Sports Cars. Four exclusive paint colors inspired by iconic Porsche car colors: IRISH GREEN, RIVIERA BLUE, SPEED YELLOW, and RUBY STAR. Each color speaks to a specific moment in Porsche history and embodies cultural narratives of their time.
• Schumacher x The New YorkercoreStrategic or Co-development PartnerExclusive wallcovering collection featuring iconic New Yorker artwork and covers, reimagined as peel & stick and traditional wallcoverings. Includes designs like Joana Avillez's Street Scenes, Pascal Campion's New York Skyline Panel Sets, Edward Steed's Towers of Flowers, and more.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Clare: Clare is a DTC premium paint brand with peel-and-stick sample delivery and a curated color palette, serving homeowners and interior designers online. Closest direct competitor to Backdrop — same model, same product category, similar target customer.
• Farrow & Ball: Farrow & Ball is a heritage premium paint and wallpaper brand sold DTC and through design showrooms worldwide. Comparable to Backdrop in premium positioning, curated palette, paint + wallcovering bundle, and design-trade customer base.
• Schoolhouse: Schoolhouse is a DTC home brand offering lighting, furniture, rugs, and decor with curated design aesthetic and strong designer/trade following. Comparable to Backdrop in premium DTC positioning, design-led assortment, and trade program structure.
• Serena & Lily: Serena & Lily is a premium DTC home furnishings brand offering rugs, wallpaper, textiles, and decor to design-minded homeowners. Comparable to Backdrop in DTC premium home positioning, lifestyle-led branding, and trade/designer customer overlap.
• Graham & Brown: Graham & Brown is a UK-based premium wallpaper and paint brand with deep wallcovering catalog heritage and designer collaborations. Direct peer in wallcoverings and adjacent paint offering, with similar premium design-led positioning.

Broad incumbents

• Sherwin-Williams: Sherwin-Williams is the largest paint manufacturer and retailer in the U.S. with thousands of company-owned stores and deep contractor relationships. Competes broadly in paint and coatings but at mass-market scale rather than Backdrop's premium DTC niche.
• Benjamin Moore: Benjamin Moore is one of the largest premium paint manufacturers and retailers in North America with independent dealer network and strong designer/specifier relationships. Overlaps with Backdrop's premium paint positioning but at vastly greater scale and distribution.
• Behr: Behr is a major architectural paint brand sold primarily through Home Depot with broad SKU coverage and strong DIY appeal. Competes with Backdrop at the mass-market end of the paint category, leveraging big-box distribution that Backdrop cannot match.

Emerging players

• Tempaper: Tempaper is a peel-and-stick wallpaper brand sold DTC and through retail. Comparable to Backdrop in peel-and-stick wallcovering category and DIY-friendly positioning, though narrower in product breadth and lacking the paint offering.
• ECOS Paint: ECOS Paint is a non-toxic, low-VOC paint manufacturer sold DTC to health- and eco-conscious consumers. Comparable to Backdrop in green-certified paint positioning and direct-to-consumer channel, though narrower in brand and collaboration breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/backdrop_home

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Backdrop