Hovia
Hovia is a digitally-led wallpaper and mural company, founded 2010 in Liverpool and owned by Swedish parent Gimmersta Wallpaper AB, that designs and print-on-demand produces custom wallcoverings on three proprietary paper types for residential, commercial, and trade customers worldwide.
- Company typePrivate
- Founded2010
- HeadquartersLiverpool, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Hovia does
Hovia is a digitally-led wallpaper and wall mural company that designs, prints, and ships made-to-measure wallcoverings directly to consumers and commercial customers worldwide. The company was founded in 2010 in Liverpool (rebranded to Hovia from MuralsWallpaper around 2020) and operates as a trading brand under the Swedish parent Gimmersta Wallpaper AB, with legal entities in the UK (Gimmersta Wallpaper UK Limited), US (Gimmersta Wallpaper US Inc, EIN 38-4367474), and Sweden (Gimmersta Wallpaper AB). Its product portfolio spans custom murals printed to customer-specified dimensions, pre-designed wall murals, repeat-pattern wallpaper rolls, and three proprietary paper types — Hovia Mattic™, Hovia Commercial Grade™, and Hovia Mattic Peel & Stick™ — the latter two targeting commercial-grade durability and rental/DIY installation respectively.
The underlying technology is digital print-on-demand production, with the company controlling the end-to-end journey from in-house design through printing to global fulfillment, enabling 3-5 working day worldwide delivery and FSC Mix Credit Certified papers with non-toxic inks. Revenue is generated on a one-time purchase basis through the company-owned e-commerce storefront (hovia.com), supplemented by a dedicated Hovia Trade program that serves interior designers, architects, and commercial accounts in hotels, retail, restaurants, and offices with exclusive pricing, dedicated account executives, and custom sampling.
The customer base spans three co-primary segments — residential homeowners (including a strong children's/nursery sub-segment), commercial spaces, and trade professionals — served through a DTC e-commerce motion complemented by content marketing (DIY guides, customer galleries) and organic social on Instagram, Pinterest, and Facebook. The company employs 11-50 staff across its UK, US, and Swedish offices and markets itself on sustainability credentials (100% renewable energy at Liverpool HQ, FSC-certified papers) alongside an "Excellent" Trustpilot rating. No funding rounds, revenue figures, or AI/ML capabilities are disclosed in available materials.
Hovia firmographics
Firmographics- Name
- Hovia
- Legal name
- Gimmersta Wallpaper US Inc
- Website
- https://hovia.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hovia is a digitally-led wallpaper and mural company, founded 2010 in Liverpool and owned by Swedish parent Gimmersta Wallpaper AB, that designs and print-on-demand produces custom wallcoverings on three proprietary paper types for residential, commercial, and trade customers worldwide.
- Ownership category
- akta.pro rank
Hovia industry classification
Industry- Product category
- Wallpaper & Wall Coverings
- NAICS
- Paint and Wallpaper Retailers (44412)
- SIC
- Wholesale-Paper & Paper Products (5110)
- akta.pro primary industry
- Decor & Laminating Paper Manufacturing (Furniture, Flooring, Impregnated Papers) (IMAMAEAE)
- akta.pro secondary industry
- Architectural & Decorative Paints (IMADAKAA)
Keywords
Where Hovia is headquartered
LocationHeadquarters
- HQ city
- Liverpool
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Hovia business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Wallpaper and Mural Sales: One-time purchase model for custom-printed wallpapers and murals. Products are printed to order based on customer-provided wall dimensions. Includes repeat pattern rolls and custom murals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wallpaper Samples |
| Unit Pricing | Pay-as-you-go | Trade Accounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Hovia product offering
Product offeringCore offering
Hovia designs, prints, and sells custom-sized wallpaper and wall murals direct-to-consumer worldwide through hovia.com, with a dedicated B2B trade program for interior designers and commercial projects. Products are produced on demand using digital printing technology on three proprietary paper substrates (Hovia Mattic™, Hovia Commercial Grade™, and Hovia Mattic Peel & Stick™) using FSC-certified paper and non-toxic inks.
Product overview
Hovia is a digitally-led wallpaper and wall mural company that offers a portfolio of customizable wallcovering products. The core product offerings include Custom Murals (bespoke murals printed to customer dimensions with design customization options), Wall Murals (pre-designed mural collections in various themes), and Wallpaper (repeat pattern rolls printed exclusively on Hovia Mattic™ paper). These are available across three proprietary paper types: Hovia Mattic™ (premium matte finish, washable, strippable), Hovia Commercial Grade™ (canvas-like texture, high durability for commercial use), and Hovia Mattic Peel & Stick™ (self-adhesive, repositionable, ideal for rentals). The company also operates a Trade program for commercial customers offering hotel, retail, restaurant, and office wallpaper solutions. Product collections include Best Sellers, New Designs, Children's Wallpaper, Floral Wallpaper, and Modern Wallpaper. The company previously operated as MuralsWallpaper and ships worldwide from Liverpool with free delivery in 3-5 working days.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Murals Bespoke wall murals printed to customer-specified wall dimensions, with options to customize colors and reposition design elements; a scaled preview is provided before printing.
- Wallpaper Standard repeat-pattern wallpaper rolls in various designs (floral, modern, children's themes) printed exclusively on Hovia Mattic™ paper.
- Wall Murals Pre-designed wall murals in floral, nature, and abstract themes, available on Hovia Mattic™, Commercial Grade™, and Mattic Peel & Stick™ paper types.
- Hovia Trade Program Trade account program for interior designers, architects, and businesses offering exclusive pricing, dedicated account executives, and custom sample services for commercial projects.
- Hotel Wallpaper Commercial wallpaper solutions tailored for hotels, leveraging Hovia Commercial Grade™ paper for high-traffic durability and fire ratings.
- Retail Wallpaper Wallpaper solutions designed for retail environments and commercial spaces requiring durable wall coverings.
- Restaurant Wallpaper Wallpaper solutions for restaurants, bars, and cafe environments with commercial-grade durability.
- Office Wallpaper Professional wallpaper solutions for office environments, including commercial-grade Hovia Commercial Grade™ options.
- Wallpaper Samples Physical wallpaper samples orderable from product pages for a small fee; printed on the requested paper type and dispatched within two working days so customers can verify quality and color before ordering.
Companies that use Hovia
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Hovia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Hovia partnerships and signals
Strategic signalScale indicators3 records
Recent moves7 records
Expansion highlights5 records
Hovia competitors and assessment
Company assessmentEmerging players
- Tempaper: Tempaper pioneered peel-and-stick removable wallpaper sold through DTC and retail — overlapping with Hovia's Mattic Peel & Stick™ SKU on renter-friendly, repositionable wallcoverings, though narrower in product format.
- Anewall: Anewall offers custom digital wallpaper murals produced on demand with European manufacturing — directly comparable to Hovia on custom digital printing, made-to-measure murals and European production footprint.
- Mitchell Black: Mitchell Black is a designer wallpaper brand with strong trade/specifier and commercial presence — overlapping with Hovia's trade program and design-led positioning in the residential and commercial wallpaper market.
- Hygge & West: Hygge & West is a boutique wallpaper and home decor brand with curated designer collections — comparable to Hovia's design-led, premium-positioned wallpaper assortment and trade/specifier audience.
Broad incumbents
- Wayfair: Wayfair is a large US home goods marketplace carrying extensive wallpaper assortments from many brands — comparable as a broad incumbent distribution channel that competes for the same residential wallpaper buyer.
- Farrow & Ball: Farrow & Ball is a premium, design-led paint and wallpaper brand with global DTC and trade distribution — comparable as an incumbent in the upscale wallpaper category where Hovia also competes on design and trade relationships.
Direct peers
- Wallsauce: Wallsauce is a UK-based custom wallpaper and mural specialist offering made-to-measure digital prints — directly comparable to Hovia's core custom mural and wallpaper e-commerce business, including its trade/specifier channel.
- Wallpaper Direct: Wallpaper Direct is a UK online wallpaper retailer with curated designer collections and a trade program — directly comparable to Hovia's repeat-pattern wallpaper e-commerce and trade account offering.
- Murals Your Way: Murals Your Way is a long-established US custom wallpaper mural brand offering made-to-order digital prints for residential and commercial interiors — directly comparable to Hovia's custom murals and trade/commercial vertical.
- Spoonflower: Spoonflower operates a print-on-demand marketplace for custom fabric, wallpaper and home decor using digital printing — directly comparable to Hovia's digitally printed, custom-dimension wallpaper and mural offering for consumers and designers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Hovia social profiles
Digital presenceHovia compliance and trust
Trust signalCompliance1 record
Hovia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hovia leadership team
Management profileNumber of profiles
Hovia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hovia 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 Hovia
What does Hovia do?
Hovia designs, prints, and sells custom-sized wallpaper and wall murals direct-to-consumer worldwide through hovia.com, with a dedicated B2B trade program for interior designers and commercial projects. Products are produced on demand using digital printing technology on three proprietary paper substrates (Hovia Mattic™, Hovia Commercial Grade™, and Hovia Mattic Peel & Stick™) using FSC-certified paper and non-toxic inks.
Is Hovia a public or private company?
Hovia is a private company. It is classified as corporate owned and is currently operating.
When was Hovia founded?
Hovia was founded in 2010. It employs 11 to 50 people.
Where is Hovia based?
Hovia is headquartered in Liverpool, United Kingdom, in the Europe region.
How does Hovia make money?
One revenue line is on record: wallpaper and Mural Sales.
Who are Hovia's main competitors?
Emerging players on record are Tempaper, Anewall, Mitchell Black and Hygge & West. Broad incumbents are Wayfair and Farrow & Ball. Direct peers are Wallsauce, Wallpaper Direct, Murals Your Way and Spoonflower.
Does Hovia have an API?
No public API is recorded for Hovia.
What industry is Hovia in?
Hovia's product category is Wallpaper & Wall Coverings. Its primary akta.pro industry code is IMAMAEAE, Decor & Laminating Paper Manufacturing (Furniture, Flooring, Impregnated Papers), with a secondary code of IMADAKAA, Architectural & Decorative Paints. Its NAICS code is 44412 and its SIC code is 5110.