Photowall
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.
- Company typePrivate
- Founded2006
- HeadquartersSkarpnäck, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Photowall firmographics
Firmographics- 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
Photowall industry classification
Industry- 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
Where Photowall is headquartered
LocationHeadquarters
- HQ city
- Skarpnäck
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Photowall business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- 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
Photowall product offering
Product offeringCore 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.
Companies that use Photowall
Customer profileSegments2 records
Ideal customer profiles2 records
Photowall technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Photowall partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights3 records
Photowall competitors and assessment
Company assessmentOthers
- 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
Photowall social profiles
Digital presencePhotowall financial estimates
Financial estimateRevenue estimate
Valuation estimate
Photowall leadership team
Management profileNumber of profiles
Photowall funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Photowall M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Photowall
What does Photowall do?
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.
Is Photowall a public or private company?
Photowall is a private company. It is classified as unknown and is currently operating.
When was Photowall founded?
Photowall was founded in 2006. It employs 11 to 50 people.
Where is Photowall based?
Photowall is headquartered in Skarpnäck, Sweden, in the Europe region.
How does Photowall make money?
One revenue line is on record: custom Wallpaper Sales.
Who are Photowall's main competitors?
Etsy is listed as an others. Direct peers are Tempaper Designs, I Love Wallpaper, Spoonflower, Wallsauce, MuralsWallpaper and Feathr. Society6 is listed as an emerging player. Broad incumbents are Graham & Brown and Wayfair.
Does Photowall have an API?
No public API is recorded for Photowall.
What industry is Photowall in?
Photowall's product category is Custom Wall Décor. Its primary akta.pro industry code is IMADAKAG, Specialty Wallcoverings (Wallpaper, Vinyl, Fabric), with a secondary code of CRAIACAA, Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings). Its NAICS code is 44412 and its SIC code is 7330.