EMBELLENCE GROUP AB

Name

EMBELLENCE GROUP AB

Legal name

Embellence Group AB (publ)

Website

https://embellencegroup.com

Company type

Public

Founded year

1905

Operating status

Operating

Ownership category

akta.pro rank

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Wallpaper: Sale of premium wallpaper through brands including Boråstapeter, Cole & Son, Wall&decò, and Artscape window films. Net sales of SEK 740 million in 2023 with stable adjusted EBITA margin of 13-15 percent.
2. Product Sales - Rugs and Textiles: Sale of plastic rugs through Pappelina brand, woven at own mill in Leksand, Sweden. Also includes other home furnishings such as blankets, cushions and trays.
3. Manufacturing Services: Borås Tapetfabrik provides wallpaper manufacturing services to external companies, designers, lifestyle brands and construction companies with both traditional and digital printing techniques.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Embellence Group is a House of Brands that designs, manufactures, and sells premium interior decoration products across six wholly owned brands: Boråstapeter, Cole & Son, and Wall&decò for wallpapers and wallcoverings; Pappelina for plastic rugs and home textiles; Artscape for decorative window films; and Borås Tapetfabrik for contract wallpaper manufacturing services. The group serves consumers, architects, interior designers, retailers, and the hospitality sector with products sold in more than 100 markets worldwide.

Product overview

Embellence Group is a House of Brands operating as a leading European interior decoration company with a portfolio of six distinct brands. The core offerings include premium wallpapers (Boråstapeter, Cole & Son, Wall&decò), decorative window films (Artscape), plastic rugs (Pappelina), and contract manufacturing services (Borås Tapetfabrik). The brands operate autonomously while sharing group-level resources for strategy, finance, IT, sustainability, and HR.

Differentiator

Problem solved

Functional benefit

Brands

• Boråstapeter: Swedish wallpaper brand founded 1905, offering wide array of collections with strong Swedish heritage connection, over 10,000 designs in archive
• Cole & Son
• Wall&decò
• Pappelina
• Artscape
• Borås Tapetfabrik

Products and services

• Boråstapeter Wallpaper Collections Classic Swedish wallpaper brand offering collections for every home with strong connection to Swedish heritage and Scandinavian nature, colors, and patterns; backed by an archive of over 10,000 designs spanning multiple eras.
• Cole & Son Wallpaper Collections Luxury British wallpaper brand established in 1875, known for rich heritage, whimsical design, eccentric prints, and artistic excellence; Royal Warrant supplier that has furnished Buckingham Palace, Palace of Westminster, and the White House.
• Wall&decò Contemporary Wallcoverings Italian contemporary wallpaper and wallcovering brand offering custom wallpaper and tailor-made technical solutions for all environments including indoor, outdoor, wet interiors, and acoustic applications; reference brand for custom wallpaper globally with about 3,000 designs in archive.
• Pappelina Plastic Rugs and Home Furnishings Swedish brand of high-quality plastic rugs with Scandinavian design, woven at own mill in Leksand, Sweden using traditional looms; products are non-allergenic, water and UV-light resistant, and complemented by other home furnishings such as blankets, cushions, and trays.
• Artscape Decorative Window Films Pattern-based decorative window film manufactured in the USA, combining traditional craftsmanship with modern digital techniques; products provide privacy and decorative treatments for residential and commercial windows, sold through more than 3,000 retailers with leading North American market position.
• Borås Tapetfabrik Contract Wallpaper Manufacturing Services Wallpaper manufacturing services unit offering design, product development, and production using both traditional and digital printing techniques; serves Embellence Group brands as well as external wallpaper companies, designers, lifestyle brands, and construction companies with a strong sustainability focus.

Quantifiable outcome

• Net sales increased by 30% during 2020-2022, reaching SEK 740 million at end of 2023
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators16 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Sanderson Design Group: UK-listed owner of Morris & Co., Sanderson, Harlequin, Zoffany and Swaffer — premium and heritage wallpaper and fabric brands sold globally through decorators and retailers. The closest direct comparable as a multi-brand premium wallcovering platform.
• Farrow & Ball: UK premium paint and wallpaper brand, owned by L Catterton, distributed globally with strong designer/architect specification channel. Directly comparable on premium positioning, design-led heritage, and multi-channel premium retail distribution.
• Designers Guild: UK privately-held premium wallpaper, paint, fabric and home furnishings brand founded by Tricia Guild. Comparable on premium positioning, designer-led collections, global multi-channel distribution and trade/contract sales.
• York Wallcoverings: US-based wallpaper manufacturer and brand owner (York, Patton, Fresh Farmhouse, Candice Olson). Comparable as a wallpaper-specialist multi-brand manufacturer with North American retail distribution.
• Marimekko: Finnish-listed design house for fabrics, wallpaper and home goods with iconic print archive. Comparable on Scandinavian premium positioning, pattern-driven design archive, and direct-to-consumer + wholesale mix.
• Brewster Home Fashions: US-based wallpaper manufacturer and brand owner (Brewster, WallPops, York, RoomMates). Comparable as a wallpaper-focused multi-brand manufacturer selling to mass and premium retail channels.
• Walker Greenbank: UK AIM-listed premium interior furnishings group (Morris & Co., Sanderson, Harlequin, Zoffany, Swaffer, AnOther) historically — multi-brand wallpaper, fabric and paint platform with designer-led collections. Closest UK publicly-listed peer by business model until corporate changes.

Broad incumbents

• Kvadrat: Danish premium textile company supplying architects and designers globally with upholstery, curtain and acoustic textiles. Comparable on premium specification-channel positioning and Scandinavian design heritage, though broader portfolio and larger scale.

Emerging players

• Hay House: Danish contemporary design brand for furniture, lighting and accessories with strong design-led premium positioning. Adjacent comparable on Scandinavian premium design DNA and contract/hospitality specification sales.
• Tempaper & Co. US peel-and-stick removable wallpaper brand sold through mass retail, home improvement and DTC. Comparable in core wallpaper product but positioned at a much lower price point and through DIY retail rather than premium decorator channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/embellence-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about EMBELLENCE GROUP AB