Eurowalls
Eurowalls is a privately-held Australian specialty retailer founded in 2008 that curates over 20,000 premium European wallpaper, mural, and natural wallcovering designs for residential consumers and trade professionals across Australia and New Zealand via a Sydney-warehouse, DTC Shopify storefront.
- Company typePrivate
- Founded2008
- HeadquartersAlexandria, Australia
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Eurowalls does
Eurowalls is a privately-held Australian specialty retailer founded in 2008 that curates and distributes premium European wallpapers, wall murals, and natural wallcoverings to residential consumers and trade professionals across Australia and New Zealand. The company operates a direct-to-consumer e-commerce storefront (eurowalls.com.au, built on Shopify) supported by a Sydney warehouse that stocks A4/A5 samples and ships full orders in 10-12 working days. Its catalogue spans over 20,000 SKUs across designer wallpapers, custom-sized and standard continuous murals, grasscloth, cork wallcoverings, and a complementary Markoline Professional Adhesive, including licensed lines from Versace and Karl Lagerfeld and a designer line from Anna D'Andrea.
The business model is one-time purchase, pay-as-you-go e-commerce with unit pricing ranging from $5 samples to $447+ premium grasscloth rolls, plus a trade program for interior designers and decorators. Marketing is multi-channel and organic-led: a 'Designer in Focus' blog, SEO-optimised collection pages, plus Facebook, Instagram, Pinterest, and YouTube presence, with email newsletter and online chat supporting mid- and bottom-funnel conversion. Free shipping thresholds are $99 in Australia and $199 in New Zealand. The company has no disclosed funding, no headcount data, no proprietary technology, no API, and no disclosed management team, and is best characterised as a founder-operated curation-and-distribution business with sustainable but unproven scale.
Eurowalls firmographics
Firmographics- Name
- Eurowalls
- Legal name
- Eurowalls
- Website
- https://eurowalls.com.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Eurowalls is a privately-held Australian specialty retailer founded in 2008 that curates over 20,000 premium European wallpaper, mural, and natural wallcovering designs for residential consumers and trade professionals across Australia and New Zealand via a Sydney-warehouse, DTC Shopify storefront.
- Ownership category
- akta.pro rank
Eurowalls industry classification
Industry- Product category
- Designer Wallpaper & Wall Mural Retail
- NAICS
- Paint and Wallpaper Retailers (44412)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA)
Keywords
Where Eurowalls is headquartered
LocationHeadquarters
- HQ city
- Alexandria
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Eurowalls business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Retail Product Sales: Direct e-commerce sales of wallpaper rolls, wall murals, grasscloth, cork, and accessories (adhesive). One-time purchase model with products sold at various price points from samples ($5) to premium rolls ($447+).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sample products |
| Unit Pricing | Pay-as-you-go | Standard wallpaper rolls |
| Unit Pricing | Pay-as-you-go | Custom wall murals |
| Other | Pay-as-you-go | Trade accounts |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
Eurowalls product offering
Product offeringCore offering
Eurowalls curates and retails over 20,000 premium European wallpaper designs, custom and standard wall murals, natural grasscloth and cork wallcoverings, and professional wallpaper adhesive accessories. Products are sold direct-to-consumer through an Australian e-commerce storefront with shipping from a Sydney warehouse to customers across Australia and New Zealand in 10–12 working days. A separate trade account program supports interior designers and decorators with trade pricing and dedicated account management.
Product overview
Eurowalls is a premium wallpaper and wall mural retailer offering over 20,000 European-designed wallcovering products. The core product portfolio consists of designer wallpapers (including licensed Versace collections and Anna D'Andrea designs), custom and standard wall murals (Smart Art and The Wall continuous mural lines), natural grasscloth and cork wallcoverings, and specialty adhesive products. The company operates as a single unified e-commerce platform with add-on services including sample ordering, roll calculation tools, and a trade program for industry professionals. Products are manufactured in Europe with delivery to Australia and New Zealand in 10-12 working days from the Sydney warehouse.
Differentiator
Problem solved
Functional benefit
Products and services
- Designer Wallpapers Premium European designer wallpapers offered as standard rolls with sample options, sold across styles including Art Deco, Botanical, Damask, Geometric, Industrial, Kids, Subtle Plain, and Textile patterns. Sold to residential consumers and trade professionals in Australia and New Zealand.
- Wall Murals Custom-sized and standard wall murals featuring photographic and illustrated designs across botanical, abstract, animals, bohemian, cities, graphic, industrial, kids, maps, and designer collections. Sold to residential consumers and trade professionals in Australia and New Zealand.
- Grasscloth Wallcoverings Natural woven sisal and grasscloth wallcoverings offering organically textured, tactile surfaces available in multiple colorways with natural variation between rolls. Premium rolls priced up to $447+.
- Cork Wallcoverings Premium natural cork wallcoverings featuring grain textures, some with metallic gold accents. Sold to residential consumers seeking natural tactile wall finishes.
- Smart Art Continuous Wall Murals Pre-sized continuous wall mural panels each measuring 0.53m wide x 2.80m high, designed for straightforward installation and precise wall coverage in standard residential spaces.
- The Wall Continuous Murals Standard-sized continuous mural collection offering seamless panoramic wall designs in various themes including palm house, bouquet, golden horizon, and oasis dune motifs.
- Markoline Professional Adhesive Professional-grade wallpaper adhesive available for purchase as an accessory alongside wallpaper and mural orders, supporting installation of Eurowalls products.
- Flora Eterna Collection Limited-quantity floral wallpaper collection featuring eight designs including Floral Etching, Graphic Floral Archive, Vintage Flora Study, Songbird Tapestry, Floral Keepsake, Ornamental Iris, Chrysanthemum House, and Daisy Dream. In stock for swift shipping from Sydney warehouse.
- Versace Wallpapers Licensed Versace designer wallpaper collection featuring iconic brand motifs including Barocco, Greek Key, Medusa, Virtus, Floral Virtus, Palazzo, Art de la Table, Heritage, and Tarsia patterns.
- Anna D'Andrea Wallpapers Anna D'Andrea designer wallpaper collection featuring artistic designs including Botanical Breeze, Tropical Breeze, Mist Aura, Painted Drift, Leopard Chic, Heritage Vine, Leaf Mosaic, and Urban Stripe patterns.
- Wallpaper Samples A4 and A5 wallpaper samples readily in stock for swift despatch from Sydney warehouse, priced from $5.00, enabling customers to visualise designs before committing to full roll purchases.
- Trade Program Trade account program for interior designers, decorators, and industry professionals providing access to trade pricing, dedicated account management, and professional consultation for client projects.
Quantifiable outcome
- Over 15,000 customers served across Australia and New Zealand
- +1 more outcomes
Companies that use Eurowalls
Customer profileSegments2 records
Ideal customer profiles2 records
Eurowalls technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Eurowalls partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MarkolineminorEurowalls distributes Markoline Professional Adhesive as an accessory product on their website, offering wallpaper application products alongside their wallpaper and mural offerings.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Eurowalls competitors and assessment
Company assessmentDirect peers
- Murals Wallpaper: Global online retailer specializing in custom-sized wall murals and designer wallpaper with worldwide shipping. Directly comparable to Eurowalls on custom murals, large design catalog, and cross-border e-commerce delivery into AU/NZ.
- Milton & King: Australian premium wallpaper retailer offering designer and custom wallcoverings to residential and trade customers. Closely comparable to Eurowalls in catalog curation model, AU/NZ distribution, trade program, and DTC e-commerce positioning.
- Wallsauce: UK-based custom wall mural specialist with global shipping including AU/NZ. Comparable to Eurowalls' mural category, made-to-measure sizing, and digital-first purchase experience.
- Society of Wanderers: Australian designer wallpaper brand creating proprietary hand-drawn patterns sold direct-to-consumer online. Comparable to Eurowalls in AU-based DTC wallpaper retail and premium positioning, though smaller in catalog breadth.
- Wallpaperdirect: Long-established UK online wallpaper retailer shipping globally including into AU/NZ. Directly competes with Eurowalls on multi-brand designer wallpaper assortment, sample ordering, and direct-to-consumer delivery model.
Broad incumbents
- Graham & Brown: Iconic UK wallpaper brand with global distribution and an extensive catalog spanning licensed designer collections. Comparable to Eurowalls in licensed brand partnerships (Versace, etc.) and multi-style designer assortment, though broader geographic reach and broader product portfolio.
- Adairs: Leading Australian specialty retailer of home textiles, bedding, and home décor with strong omni-channel presence. Comparable to Eurowalls in AU home décor retail and target customer (home decorators), though much broader assortment and physical-store footprint.
- Temple & Webster: Largest Australian pure-play online home furnishings and décor retailer. Comparable to Eurowalls as an AU e-commerce home décor destination, though operates across furniture, bedding, and rugs rather than specializing in wallpaper.
- West Elm: Williams-Sonoma-owned modern home furnishings retailer operating in Australia with broad décor assortment including wall art and wallpaper. Comparable to Eurowalls in AU home décor e-commerce and design-led positioning, though much broader product portfolio spanning furniture to textiles.
Emerging players
- Tempaper: US-based peel-and-stick removable wallpaper brand selling directly online globally. Comparable to Eurowalls in the wallpaper retail category and digital-first model, though focused on the DIY/removable sub-segment rather than traditional European paste-the-wall wallcoverings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Eurowalls social profiles
Digital presenceEurowalls financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eurowalls leadership team
Management profileNumber of profiles
Eurowalls funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eurowalls 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 Eurowalls
What does Eurowalls do?
Eurowalls curates and retails over 20,000 premium European wallpaper designs, custom and standard wall murals, natural grasscloth and cork wallcoverings, and professional wallpaper adhesive accessories. Products are sold direct-to-consumer through an Australian e-commerce storefront with shipping from a Sydney warehouse to customers across Australia and New Zealand in 10–12 working days. A separate trade account program supports interior designers and decorators with trade pricing and dedicated account management.
Is Eurowalls a public or private company?
Eurowalls is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Eurowalls founded?
Eurowalls was founded in 2008. It employs 1 to 10 people.
Where is Eurowalls based?
Eurowalls is headquartered in Alexandria, Australia, in the Oceania region.
How does Eurowalls make money?
One revenue line is on record: retail Product Sales.
Who are Eurowalls's main competitors?
Direct peers on record are Murals Wallpaper, Milton & King, Wallsauce, Society of Wanderers and Wallpaperdirect. Broad incumbents are Graham & Brown, Adairs, Temple & Webster and West Elm. Tempaper is listed as an emerging player.
Does Eurowalls have an API?
No public API is recorded for Eurowalls.
What industry is Eurowalls in?
Eurowalls's product category is Designer Wallpaper & Wall Mural Retail. Its primary akta.pro industry code is CRAIACAA, Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings). Its NAICS code is 44412 and its SIC code is 5700.