Rebel Walls

What Rebel Walls does

Rebel Walls is a Swedish bespoke wallpaper company founded in 2012 by Christofer and Irene Gimmersta, operating under the legal entity Gimmersta Wallpaper AB (Sweden) and Gimmersta Wallpaper US Inc (US, Greensboro NC). The company produces custom-sized wall murals, digital wallpaper rolls, and removable Peel & Stick wallpapers through on-demand digital printing at owned facilities in Borås, Sweden and Liverpool, UK, using proprietary substrates including Rebel Mattic™ (PVC-free, nylon-reinforced non-woven paper), Rebel Mattic Peel & Stick™ (removable, water-based adhesive), and Rebel Commercial Grade™ (US Class A fire-rated paper-backed vinyl). All products are made to exact customer dimensions with no minimum order beyond a 1 m² pricing floor, and a Design Studio service provides color, scale, and fully bespoke design customization.

The business operates four primary revenue streams: (1) direct-to-consumer e-commerce via rebelwalls.com with global shipping and free worldwide delivery; (2) a 615-store retail reseller network across 20+ countries including Sweden, Germany, UK, USA, Canada, and Australia; (3) a trade account program for interior designers, architects, and hospitality operators, unified across four sister brands (Rebel Walls, Sandberg Wallpaper, Hovia, Bien Fait) under the Gimmersta umbrella; and (4) Private Label / OEM on-demand manufacturing for other wallpaper brands with dropshipping and 5–7 day global delivery. Pricing is per-square-meter for custom murals and per-roll for standard wallpaper, with non-refundable A3/A4 samples sold separately and Klarna/Adyen-supported payment options. Customer segments include residential consumers, commercial/hospitality operators (Lufthansa, Radisson Blu, Bata Shoe Museum, IKEA featured in case studies), interior professionals, and OEM brand clients.

The company is privately held with no external funding rounds disclosed, indicating a bootstrapped, founder-controlled business. Growth signals include a 2026 Telegraph endorsement for the Peel & Stick line, an Excellent Trustpilot rating, and a multi-year international retail rollout, though the absence of disclosed revenue limits visibility into absolute scale.

Name

Rebel Walls

Legal name

Gimmersta Wallpaper AB

Website

https://rebelwalls.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Rebel Walls is a Swedish bespoke wallpaper company that designs and produces custom-sized wall murals and digital wallpapers on demand at facilities in Sweden and the UK, selling to residential consumers, interior designers, commercial/hospitality operators, and OEM brand clients globally via DTC e-commerce, a 615-store retail network, and a four-brand trade program.

Ownership category

akta.pro rank

Product category

Wallcoverings & Wall Murals

NAICS

Paint and Wallpaper Retailers (44412)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

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

Keywords

• Designer wall murals
• Custom wallpaper printing
• Removable peel and stick
• Commercial wall coverings
• Bespoke interior wallpapers

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wallpaper and Wall Mural Sales: One-time purchase revenue from selling bespoke wall murals (custom-sized printed to exact customer measurements) and digital wallpaper rolls. Products include standard Rebel Mattic, Peel & Stick, and Commercial Grade materials. The company controls the entire process from design to production to delivery.
2. Trade Account and B2B Sales: Sales to interior professionals, architects, and commercial clients through a dedicated trade account program. Trade accounts receive exclusive pricing, sample support, and access to bespoke design studio services for customization.
3. Bespoke Design Studio Services: Custom wallpaper design service for interior professionals and commercial clients. Services include color customization, scale adjustments, adding/removing objects, inserting text and logos, and creating fully bespoke designs from scratch or from customer-provided images.
4. Private Label / OEM Manufacturing: On-demand digital wallcovering manufacturing for other wallpaper brands. Products are branded and produced on-demand for stock or through a dropshipping model directly to the partner's customers. Offered globally with standard 5-7 day delivery.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Rebel Walls designs, manufactures, and sells bespoke wall murals and custom-printed wallpapers — including its proprietary Rebel Mattic™ (non-woven matte), Rebel Mattic Peel & Stick™ (removable), and Rebel Commercial Grade™ (fire-rated vinyl) — directly to consumers and trade professionals. All products are produced on demand at the company's facilities in Borås, Sweden and Liverpool, UK, in exact customer-specified sizes, with global shipping from a direct e-commerce store and a 615+ retail store network.

Product overview

Rebel Walls is a bespoke wallpaper company offering designer wall murals and custom wallpaper. Their core product portfolio consists of three main wallpaper types: Rebel Mattic™ (non-woven matte finish wallpaper), Rebel Mattic Peel & Stick™ (removable self-adhesive wallpaper), and Rebel Commercial Grade™ (paper-backed vinyl for high-traffic commercial spaces). All wallpapers are custom-made to order with exact customer specifications. Additional offerings include a Design Studio service for bespoke designs with unlimited customization options, Private Label manufacturing for other wallpaper companies, a Trade Account program for interior professionals with exclusive benefits, wallpaper samples (A3/A4 sizes), wallpaper paste, and installation tools. The company controls the entire process from design to production and delivery at facilities in Borås, Sweden and Liverpool, UK.

Differentiator

Problem solved

Functional benefit

Brands

• Rebel Mattic™: Non-woven wallpaper with a matte finish, excellent for all spaces
• Rebel Mattic Peel & Stick™
• Rebel Commercial Grade™
• Private Label Wallpaper Manufacturing

Quantifiable outcome

• 30-day money back guarantee with free return shipping
• +3 more outcomes

Named customers15 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

Integration5 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Habitat for HumanitycoreOthers · 1 September 2023Rebel Walls has proudly supported Habitat for Humanity for over 10 years. The nonprofit organization empowers people in local communities worldwide to build a place they can call home. In September 2023, a Rebel Walls team traveled to Berceni, Romania, to help construct and wallpaper the homes of 12 families. The right to have one's own space is part of Rebel Walls' DNA.
• PlantMore.comminorStrategic or Co-development PartnerA Swedish tree-planting company that plants trees that would otherwise never have been planted. Rebel Walls' climate investments through Plantmore support biodiverse reforestation, creating local and global sustainability impact. The company ensures every tree used in production is replaced with a newly planted one.
• RFSL (Rörelsen för sexuellt libertär, The Swedish Federation for Lesbian, Gay, Bisexual and Transgender Rights)minorOthersRebel Walls supported RFSL's work promoting LGBTQI rights worldwide by designing specially branded wallpapers. 50% of revenues from these wallpapers were donated to RFSL during June-December 2023. The partnership aligns with Rebel Walls' 'Claim Your Space' motto supporting everyone's right to be and express their true selves.
• World Wildlife FundminorOthersOne of the organizations Rebel Walls has supported through earlier community engagement initiatives, reflecting the company's commitment to environmental and social causes beyond its core business.
• Operation SmileminorOthersOne of the organizations Rebel Walls has supported through earlier community engagement initiatives.
• Swedish Childhood Cancer FundminorOthersOne of the organizations Rebel Walls has supported through earlier community engagement initiatives.
• Sandberg WallpaperminorStrategic or Co-development PartnerSister brand under the same corporate umbrella (Gimmersta). Trade accounts for Rebel Walls also provide access to Sandberg Wallpaper, creating a joint trade account that allows interior professionals to source from multiple wallpaper brands through one partnership.
• HoviaminorStrategic or Co-development PartnerSister brand under the same corporate umbrella (Gimmersta). Trade accounts for Rebel Walls also provide access to Hovia, creating a joint trade account that allows interior professionals to source from multiple wallpaper brands through one partnership.
• Bien FaitminorStrategic or Co-development PartnerSister brand under the same corporate umbrella (Gimmersta). Trade accounts for Rebel Walls also provide access to Bien Fait, creating a joint trade account for interior professionals.
• UPS (Transport Partner)minorChannel Partner/ Reseller/ DistributorUPS serves as Rebel Walls' primary transport and shipping partner for delivering products to customers worldwide. Customers receive tracking details via email once orders are dispatched. Customs and duties for non-EU shipments are collected by UPS upon or before delivery.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hovia: Hovia is a direct peer and sister brand under the Gimmersta umbrella alongside Rebel Walls, offering designer wallpapers and custom murals with on-demand digital printing. Both brands share the joint trade account program and operate from overlapping production infrastructure, making them the closest internal comparable.
• Wallsauce: Wallsauce is a UK-based direct competitor specializing in custom wall murals and bespoke wallpaper printed on demand to customer specifications. Both companies target the same interior designer, hospitality, and residential customer segments with similar customization and on-demand production value propositions.
• Murals Wallpaper: Murals Wallpaper (part of the Wallsauce group) offers custom-printed wall murals and designer wallpaper with global shipping. Direct competitor to Rebel Walls in the on-demand custom mural category, serving both consumer and commercial customers with similar size-customization and on-demand printing models.
• Spoonflower: Spoonflower operates an on-demand digital printing platform for custom wallpaper and fabrics using similar print-on-demand technology. Both companies serve design-conscious consumers and interior professionals with custom-printed surface coverings, though Spoonflower's marketplace model is broader across fabric and home goods.
• Photowall: Photowall is a Swedish custom wallpaper and wall mural company offering made-to-measure prints from customer photos and designer images. Direct competitor with strong overlap in Scandinavian markets, targeting both consumers and commercial clients with similar bespoke printing capabilities.
• Tempaper: Tempaper specializes in self-adhesive removable wallpaper (peel-and-stick), directly overlapping with Rebel Walls' Rebel Mattic Peel & Stick™ line. Both brands target renters, DIY consumers, and commercial designers seeking removable wall coverings with designer aesthetics.
• Sandberg Wallpaper: Sandberg Wallpaper is another sister brand under the Gimmersta umbrella, offering premium designer wallpapers with a more traditional Scandinavian aesthetic. Both brands share production infrastructure, trade accounts, and corporate parent, making them direct internal comparables.

Broad incumbents

• Graham & Brown: Graham & Brown is a long-established UK wallpaper manufacturer with a broad portfolio of designer and traditional wallcoverings sold through major retail channels globally. A broad incumbent offering both stock and custom solutions with significantly larger scale and retail distribution than Rebel Walls.
• York Wallcoverings: York Wallcoverings is one of the largest US wallpaper manufacturers, offering branded and licensed designer collections through mass retail and home improvement channels. A broad incumbent with deep distribution and licensing partnerships that compete for shelf space and trade accounts in the same end markets as Rebel Walls.

Emerging players

• Ferm Living: Ferm Living is a Danish design brand offering premium home decor including wallpaper, with strong overlap in the design-conscious Scandinavian consumer segment. While broader across home categories, Ferm Living's wallpaper line competes for the same interior design professional and consumer mindshare as Rebel Walls.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rebelwalls
• Instagraminstagram.com/rebelwalls
• Pinterestpinterest.com/rebelwalls
• Xx.com/rebel_walls
• LinkedInlinkedin.com/company/gimmersta-wallpaper

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Rebel Walls