Photowall

What Photowall does

Photowall is a Sweden-based, privately held direct-to-consumer e-commerce company that designs, prints, and ships custom-measured wallpapers to end customers. Its core product is made-to-order wallpaper sized to the buyer's exact wall dimensions, addressing the fitting problem inherent to standard-sized rolls; production is print-on-demand, which the company frames as both a fit/customer-experience benefit and an inventory/waste reduction benefit. Customers browse a design catalog — the company states it collaborates with designers globally — input dimensions through the website, and receive finished wallpaper direct from production.

The business operates entirely through owned e-commerce channels, with 25+ country-specific storefronts covering most of Europe (Sweden, Norway, Denmark, Finland, the UK, Germany, France, Italy, Spain, the Netherlands, Belgium, Austria, Switzerland, Ireland, Portugal, Poland, Romania, Estonia, Luxembourg), North America (USA, Canada), and Asia Pacific (Japan, Singapore, Australia, New Zealand), plus an international fallback site. Revenue is generated through one-time purchases of custom-printed wallpaper rolls, with no subscription, licensing, or recurring-pricing model disclosed; no public pricing data is available.

The primary customer segment is residential consumers (homeowners and renters decorating living spaces); a secondary segment serves businesses needing customized wall coverings for offices, retail, and other commercial interiors. Photowall is small (11–50 employees, headquartered in Skarpnäck, Sweden, founded 2006) and privately held; no parent company, subsidiaries, investors, funding rounds, partnerships, patents, certifications, or management-team data are disclosed in the source material.

Name

Photowall

Website

https://photowall.se

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Photowall is a Sweden-based direct-to-consumer e-commerce company that designs and prints custom-measured, made-to-order wallpapers, selling primarily to residential consumers and secondarily to commercial-interior customers across more than 25 countries via localized websites.

Ownership category

akta.pro rank

Product category

Custom Wall Décor

NAICS

Paint and Wallpaper Retailers (44412), Commercial Screen Printing (323113)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

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

akta.pro secondary industries

Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA), Construction, Home Improvement & Building Materials Marketplaces (CRAFABAO)

Keywords

• Custom wallpapers
• Wall décor
• Made-to-measure murals
• Interior decoration
• Custom-sized prints

Headquarters

HQ city

Skarpnäck

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Wallpaper Sales: Photowall generates revenue through the direct sale of custom-measured wallpapers to consumers. Customers can customize dimensions and designs, with products printed and shipped directly to end customers. The business operates as a consumer e-commerce platform with international reach across multiple country-specific websites.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Photowall designs, custom-prints, and sells made-to-measure wallpapers directly to end customers through its own e-commerce websites. Products are tailored to the customer's exact wall dimensions using designs from a global network of collaborating designers, then produced on demand and shipped worldwide.

Product overview

Photowall is a wall decor company offering custom-sized wallpapers. The source content indicates they provide tailored wallpapers designed to fit any space, with operations spanning multiple countries including Sweden, Australia, Austria, Belgium, Canada, Denmark, Estonia, Finland, France, Germany, Ireland, Italy, Japan, Luxembourg, Netherlands, New Zealand, Norway, Poland, Portugal, Romania, Singapore, Spain, Switzerland, USA, and United Kingdom. The product offering centers on customizable wallpaper products for residential and commercial interior decoration.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Wallpapers (Måttanpassade tapeter) Made-to-measure wallpaper murals produced to the customer's specified wall dimensions, featuring designs from collaborating international designers. Offered directly to consumers and commercial buyers through localized e-commerce websites across 20+ countries.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Others

• Etsy: Major marketplace where independent sellers offer custom and bespoke wallpapers. Competes for Photowall's customer acquisition channels and price-sensitive buyers rather than head-to-head as a wallpaper producer.

Direct peers

• Tempaper Designs: Peel-and-stick and traditional wallpaper brand selling designer patterns DTC, with growing custom and commercial offerings competing for Photowall's customer base.
• I Love Wallpaper: UK-based wallpaper specialist with strong DTC e-commerce presence, including custom sizing options and broad designer catalogue, overlapping Photowall's residential and design-led positioning.
• Spoonflower: Pioneer in custom print-on-demand for fabric, wallpaper, and home décor. Most directly comparable to Photowall's made-to-order, design-led, direct-to-consumer model with global shipping.
• Wallsauce: Custom wallpaper mural specialist offering made-to-measure prints from designer artwork, directly competing with Photowall on custom sizing and design-driven e-commerce.
• MuralsWallpaper: Specializes in custom-printed wallpaper murals and wallpapers with a similar made-to-measure, design-led, DTC e-commerce proposition and broad international shipping.
• Feathr: Designer-focused custom wallpaper and mural brand with artist collaborations and custom sizing — closely overlaps Photowall's designer-collaboration, made-to-order model.

Emerging players

• Society6: Artist marketplace offering prints, wall art, and wallpaper from independent designers — overlaps Photowall's designer-collaboration and wall décor positioning but is broader and less customization-focused.

Broad incumbents

• Graham & Brown: Established UK wallpaper brand and manufacturer with strong design heritage, broad retail distribution, and growing custom-order capabilities — a scaled incumbent in Photowall's core category.
• Wayfair: Large home furnishings marketplace carrying a broad wallpaper assortment. Not a custom specialist, but its scale and traffic shape the competitive landscape Photowall operates in.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/photowall

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 Photowall