What RoomMates Decor does

RoomMates Decor is a U.S.-based, privately held direct-to-consumer retailer of peel-and-stick decorative home products, founded in 2005 and headquartered in York, with an employee base of 101-250. The company sells primarily through its WallPops e-commerce storefront at wallpops.com, offering a portfolio that spans peel-and-stick wallpaper, FloorPops floor tiles, wall decals, large-format murals, peel-and-stick backsplash, and static-cling and self-adhesive window film. Its core technology is a wall-safe, repositionable adhesive system that enables one-piece removal without damage, positioning the offering as a DIY-friendly, renter-friendly alternative to traditional wallpaper and tile.

The business monetizes through one-time consumer purchases at retail price points, with a 15% first-purchase subscriber discount and free shipping on orders over $100, and is supported by an affiliate/referral program and a multi-channel content engine spanning Instagram, Pinterest, Facebook, YouTube, The Studio blog, and email. Catalog differentiation is driven by licensed entertainment partnerships (Disney, Marvel, Bluey, Minecraft, Star Wars, Netflix, Universal Pictures) and a broad set of designer co-development collaborations (Chris Loves Julia, Morris & Co., LoveShackFancy, Printfresh, Nabela Noor Home, Brownstone Boys, Society Social, Scott Living, Mr. Kate, Rachel Antonoff, Nikki Chu, Megan Carter, Very Gay Paint).

Customer segments are led by individual DIY home decorators and families with children, with a secondary base of interior designers; no enterprise or B2B anchor customers are disclosed. The company operates no disclosed mobile app, no AI/ML capabilities of note, and holds no patents in the supplied data; its identity assets are registered trademarks including WallPops, FloorPops, and RoomMates Decor. It is identified by third-party market research as a major participant in the removable wallpaper market alongside WallPops and Tempaper.

Name

RoomMates Decor

Legal name

WallPops

Website

https://roommatesdecor.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

RoomMates Decor is a U.S. direct-to-consumer retailer of peel-and-stick wallpaper, floor tiles, backsplash, murals, decals, and window film, selling primarily via its WallPops e-commerce storefront to DIY home decorators, families, and interior designers.

Ownership category

akta.pro rank

Product category

Removable Wall Decor

NAICS

Paint and Wallpaper Retailers (44412), Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA)

Keywords

• Peel and stick wallpaper
• Removable wall decals
• Peel and stick floor tiles
• Home decor ecommerce
• Designer wall coverings

Headquarters

HQ city

York

HQ country

United States

HQ region

North America

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 Product Sales: One-time purchase model for peel-and-stick wallpaper, wall decals, floor tiles, backsplash tiles, murals, and window film products sold directly to consumers through wallpops.com e-commerce platform

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

RoomMates Decor operates the WallPops direct-to-consumer e-commerce brand, selling peel-and-stick removable wallpaper, peel-and-stick floor tiles (FloorPops), wall decals, wall murals, peel-and-stick backsplash tiles and rolls, and removable window film. Products feature licensed entertainment IP (Disney, Marvel, Bluey, Minecraft, Star Wars, Netflix) and designer collaborations (Morris & Co., Nabela Noor, LoveShackFancy, Printfresh, Chris Loves Julia, Brownstone Boys, Society Social, Scott Living, Mr. Kate, Rachel Antonoff, Nikki Chu, Megan Carter, Very Gay Paint). Items are designed for DIY installation without professional help and clean removal without wall damage.

Product overview

RoomMates Decor operates primarily through its WallPops brand, offering a portfolio of removable and repositionable decorative products. The core offerings include Peel & Stick Wallpaper (featuring designer collaborations with Morris & Co., Society Social, Nabela Noor Home, Printfresh, Chris Loves Julia, LoveShackFancy, Brownstone Boys, and Disney), FloorPops (peel and stick floor tiles), Wall Decals (including licensed entertainment properties like Marvel, Bluey, Minecraft, Toy Story, and Disney characters), Murals, Peel & Stick Backsplash tiles/rolls, and Window Film. All products are designed for easy installation without tools, featuring wall-safe and residue-free removal. The company also offers various styles including Bohemian, Coastal, Eclectic, Farmhouse, Glam, Modern, and Nursery.

Differentiator

Problem solved

Functional benefit

Brands

• FloorPops: Peel and stick floor tile product line
• The Studio

Products and services

• Peel & Stick Wallpaper

Quantifiable outcome

• Peels off in one piece with no wall damage

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered core and minor.

• DisneycoreOEM/ Whitelabel/ Licensing PartnerLicensed partnership featuring Disney's Enchanted collection and Disney character wallpapers including Toy Story, Moana, and other Disney properties. Products include wall decals and peel-and-stick wallpaper featuring beloved Disney characters.
• MarvelcoreOEM/ Whitelabel/ Licensing PartnerLicensed partnership for Marvel superhero wall decals and wallpaper products featuring Marvel characters.
• BlueycoreOEM/ Whitelabel/ Licensing PartnerLicensed partnership featuring Bluey and Bingo character wallpapers and wall decals. Transform children's rooms into the world of the beloved Australian animated series.
• MinecraftcoreOEM/ Whitelabel/ Licensing PartnerLicensed partnership for Minecraft-themed wall decals and wallpaper featuring pixelated characters and elements from the popular video game.
• Nabela NoorcoreStrategic or Co-development PartnerDesigner collaboration with Nabela Noor featuring her signature South Asian-inspired aesthetic. The Nabela Noor Home collection blends her heritage with effortless style for serene sanctuary spaces.
• PrintfreshcoreStrategic or Co-development PartnerDesigner collaboration with Printfresh featuring eccentric animal prints, technicolor patterns, and lush florals with maximalist energy. Includes the Go Wildly Chic collection.
• LoveShackFancycoreStrategic or Co-development PartnerDesigner collaboration with LoveShackFancy featuring romantic, feminine floral patterns perfect for dorm rooms and dreamy spaces.
• Chris Loves JuliacoreStrategic or Co-development PartnerLong-running designer partnership with Chris Loves Julia featuring classic patterns including floor tiles and backsplash collections. Known for timeless home design aesthetics.
• Morris & Co.coreStrategic or Co-development PartnerHeritage brand collaboration featuring iconic Morris & Co. florals and beloved motifs from the William Morris archives, brought to life as peel-and-stick wallpaper.
• Brownstone BoyscoreStrategic or Co-development PartnerDesigner collaboration with the Brownstone Boys featuring patterns inspired by New York City architecture and interior design stories.
• Star WarsminorOEM/ Whitelabel/ Licensing PartnerLicensed Star Wars themed wall decals featuring characters from the iconic film franchise.
• NetflixminorOEM/ Whitelabel/ Licensing PartnerLicensed Netflix-themed wall decals and wallpaper featuring content from Netflix productions.
• Universal PicturesminorOEM/ Whitelabel/ Licensing PartnerLicensed Universal Pictures themed wall decals featuring characters from Universal film properties.
• Society SocialminorStrategic or Co-development PartnerDesigner collaboration with Society Social featuring grasscloth wallpapers with modern flair and traditional design elements.
• Scott LivingminorStrategic or Co-development PartnerDesigner collaboration with Scott Living featuring contemporary patterns and styles for modern interiors.
• Mr. KateminorStrategic or Co-development PartnerDesigner collaboration with Mr. Kate featuring eclectic and creative design collections.
• Rachel AntonoffminorStrategic or Co-development PartnerDesigner collaboration with Rachel Antonoff featuring her signature whimsical and playful design aesthetic.
• Nikki ChuminorStrategic or Co-development PartnerDesigner collaboration with Nikki Chu featuring her modern, globally-inspired design style.
• Megan CarterminorStrategic or Co-development PartnerDesigner collaboration with Megan Carter featuring her distinctive design perspective.
• Very Gay PaintminorStrategic or Co-development PartnerDesigner collaboration with Very Gay Paint featuring bold, colorful, and retro-inspired patterns.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Walls Need Love: Walls Need Love is a direct peer in removable wallpaper and decals, selling peel-and-stick wall coverings and murals DTC to consumers looking for non-permanent decor.
• Milton & King: Milton & King is a designer-driven wallpaper brand offering traditional and peel-and-stick collections through DTC, competing for the same designer-collection shopper as RoomMates Decor.
• Chasing Paper: Chasing Paper is a direct competitor offering peel-and-stick removable wallpaper and designer-driven collections through a DTC e-commerce model very similar to WallPops.
• Spoonflower: Spoonflower operates a DTC print-on-demand wallpaper and home decor marketplace with designer-led collections; it overlaps with RoomMates Decor on peel-and-stick wallpaper sold direct to consumers.
• Tempaper: Tempaper is a direct competitor in the removable, peel-and-stick wallpaper and decals category and is explicitly named alongside RoomMates Decor / WallPops as a major participant in the removable wallpaper market.
• Murals Wallpaper: Murals Wallpaper is a direct peer specializing in large-format removable wall murals and wallpaper, overlapping with WallPops' murals and peel-and-stick wallpaper product lines.

Broad incumbents

• Anthropologie Home: Anthropologie's home division sells curated wallpapers, decals, and decorative furnishings with a designer-led aesthetic that overlaps with WallPops' designer collaboration positioning.
• York Wallcoverings: York Wallcoverings is an established incumbent in the broader wallpaper category, covering traditional and modern wall coverings sold through retail and design channels.
• Brewster Home Fashions: Brewster Home Fashions is a long-standing wallpaper and home decor incumbent with broad distribution across mass and specialty retail, competing with RoomMates Decor in the same shelf space.
• Wayfair: Wayfair is a broad incumbent home furnishings marketplace that sells peel-and-stick wallpaper, decals, and floor tiles across thousands of SKUs, including competing private-label offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/WallPopsWallArt
• Facebookfacebook.com/roommatesdecor
• Instagraminstagram.com/wallpops
• Pinterestpinterest.com/wallpops

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 RoomMates Decor