What Moab Paper does

Moab Paper is a brand within Legion Paper Corp., a privately held North American distributor of fine art papers and museum board, that designs, markets, and distributes premium inkjet fine art papers for professional photographers, fine art artists, and specialty print labs. Founded in Moab, Utah — inspired by the surrounding red rock landscape — and now operating from Legion Paper's headquarters at 38 East 32nd Street in New York City, the company sells through moabpaper.com direct e-commerce, a worldwide network of authorized resellers (with a $400 minimum order for existing resellers), and a free Print Service Provider (PSP) program that lists authorized print labs. US fulfillment runs from distribution facilities in South Hadley, MA and City of Industry, CA, with international shipping available.

The product portfolio centers on six paper lines: Entrada Rag (100% cotton fine art paper in Bright and Natural variants at 190-300 gsm), Lasal Photo (luster and matte photo papers with a fourth-generation resin coating for high d-max), Juniper Baryta Rag (305 gsm true baryta fiber paper using barium sulfate coatings), Moenkopi Washi (110 gsm Kozo and 55 gsm Unryu Japanese mulberry-fiber papers produced in partnership with Awagami Factory in Tokushima, Japan), Slickrock Metallic (260 gsm Pearl and forthcoming 300 gsm Silver Pro variants), and Somerset (museum-quality 100% cotton papers produced at St Cuthberts Mill in England). Supporting offerings include downloadable ICC color profiles for Canon, Epson, and HP printers, low-cost sample boxes ($5.81-$30.90) to drive trial, and Desert Varnish protective spray coating. Pricing is unit-based on sheets, packs, and rolls, with individual items ranging from $18.99 to over $945.

The go-to-market is anchored on the Moab Masters ambassador program — a curated roster of 22+ professional photographers providing portfolio galleries, testimonials, and webinar content — combined with a YouTube channel (Moab TV), blog, support forum, free eBook distributed via Substack, and a knowledge base covering ICC profile installation and printing workflows. Customer segments are horizontal: professional photographers (primary, served through ambassadors and case studies including work for National Geographic, NASA documentary projects, and gallery exhibitions), professional print labs (PSP program), and hobbyist/enthusiast photographers (sampler program). The company has not disclosed revenue, headcount, or funding data, and operates as a privately held unit within the Legion Paper family alongside LegionPaper.com, LetterpressPaper.com, and RisingMuseumBoard.com.

Name

Moab Paper

Legal name

Legion Paper Corp.

Website

https://moabpaper.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Moab Paper, a brand within Legion Paper Corp., designs and distributes premium inkjet fine art papers — including Entrada Rag, Lasal, Juniper Baryta, Moenkopi Washi, Slickrock Metallic, and Somerset — to professional photographers, fine art artists, and specialty print labs worldwide.

Ownership category

akta.pro rank

Product category

Fine Art Paper

NAICS

Paper Manufacturing (322), Printing and Writing Paper Merchant Wholesalers (42411)

SIC

Papers & Allied Products (2600), Wholesale-Paper & Paper Products (5110)

akta.pro primary industry

Colored, Art & Premium Paper Manufacturing (IMAMAEAG)

akta.pro secondary industries

Specialty Paper Manufacturing (Coated, Release, Thermal, Filter, Security) (IMAMAEAC), Paper & Printing Grades Distribution (Printing/Writing, Newsprint, Specialty) (IMAMAIAF)

Keywords

• Fine art paper
• Inkjet photo paper
• Cotton rag paper
• Baryta fiber paper
• Japanese washi paper

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel

Revenue model

1. Direct E-commerce Sales: Moab Paper sells its products directly to customers through its e-commerce website (moabpaper.com). Customers can purchase individual paper sheets, packs, and rolls at listed prices. This is the primary revenue channel for individual consumers and photographers.
2. Authorized Reseller / Distribution Sales: Moab products are sold through a worldwide network of authorized resellers. Resellers purchase in bulk (minimum order $400 for existing authorized resellers) and resell to end customers. This channel serves as the primary B2B revenue stream.
3. Print Service Provider (PSP) Program: Moab maintains a network of authorized print labs (Print Service Providers) that offer professional printing on Moab paper. While the PSP program is free to join, it drives demand for Moab paper products from professional print buyers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Moab Paper manufactures and distributes premium inkjet fine art and photographic papers for professional photographers, fine artists, and print service providers. Its product range spans 100% cotton rag papers (Entrada Rag, Somerset), true baryta fiber paper (Juniper Baryta Rag), Japanese Washi papers (Moenkopi), metallic finish papers (Slickrock), and luster/matte photo papers (Lasal). The company sells direct to consumers via moabpaper.com and through a worldwide network of authorized resellers and authorized print labs.

Product overview

Moab Paper offers a portfolio of premium fine art inkjet papers designed for photographers and artists. The core product lineup includes Entrada Rag (100% cotton fine art paper available in Bright and Natural variants), Lasal Photo (luster and matte photo papers), Juniper Baryta Rag (true baryta fiber paper), Moenkopi Washi (Japanese mulberry fiber papers), Slickrock Metallic (metallic pearl and silver papers), and Somerset (museum-quality cotton papers from England). Supporting offerings include ICC color profiles for Canon, Epson, and HP printers, sample boxes for testing, Desert Varnish spray for print protection, and educational content through Moab Masters ambassadors and Moab TV webinars. The company is part of the Legion Paper family of fine art papers.

Differentiator

Problem solved

Functional benefit

Brands

• Entrada Rag: Award-winning 100% cotton fine art paper available in Bright and Natural versions, with weights including 190gsm, 290gsm, and 300gsm. Also includes Coldpress variant.
• Lasal Photo
• Moenkopi
• Slickrock Metallic
• Juniper Baryta Rag
• Somerset
• Moab Masters
• Desert Varnish

Products and services

• Entrada Rag Award-winning 100% cotton fine art inkjet paper available in Bright (with OBAs) and Natural (OBA-free) versions, with weights including 190gsm, 290gsm, and 300gsm, designed for archival fine art prints with expanded color gamut and high ink load.
• Lasal Photo Professional luster and matte inkjet photo paper family including Lasal Exhibition Luster 300 (300 gsm, single-sided) and Lasal Photo Matte 230/235 (double-sided), featuring a fourth-generation resin coating for high d-max and color holdout.
• Juniper Baryta Rag 100% cotton true baryta (barium sulfate) fiber paper at 305 gsm that delivers the density of a traditional darkroom FB-type paper, holding detail in deep blacks while producing natural white highlights with a slight fiber glossy surface texture.
• Moenkopi Washi Japanese Washi paper made primarily from Kozo (mulberry) fibers using traditional Awagami Factory techniques, available in Kozo 110 and Unryu 55 variants, designed for discerning artists with advanced technical printing skills.
• Slickrock Metallic Metallic finish inkjet paper line including Slickrock Metallic Pearl 260 (260 gsm, resin-coated) and Slickrock Metallic Silver Pro 300 (300 gsm, built on real aluminum surface), providing a luminous metallic sheen and 3D quality for fine art and photo prints.
• Somerset Mouldmade archival 100% cotton fine art paper produced at St Cuthberts Mill in England, including Somerset Museum Rag (300 gsm, smooth surface) and Somerset Enhanced Velvet (190 gsm), engineered for deep blacks and unparalleled color gamut.
• Desert Varnish Spray 100% invisible protective spray coating for printed artwork that increases dynamic range of colors and density of blacks without changing surface finish, covering approximately 55-60 prints sized 8.5x11.
• Sample Boxes and Samplers Pre-packaged sample boxes (General Sampler 8.5x11 at $30.90, Moenkopi Sampler 8.5x11 at $14.31, Moab Swatch Book 4x6 at $5.81) containing multiple paper types for testing before committing to full boxes.

Quantifiable outcome

• Entrada Rag is described as an 'award-winning' paper by multiple sources, establishing it as a flagship product
• +2 more outcomes

Named customers22 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature7 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Awagami Factory (Tokushima, Japan)coreStrategic or Co-development PartnerMoenkopi papers represent a unique partnership with the Awagami Factory in Tokushima, Japan. Moenkopi is a Native-American name identifying a mudstone layer of rock common in the Moab area. The partnership produces Japanese Washi papers using traditional techniques — made primarily from Kozo (mulberry) fibers — then coated to accept inkjet inks. This is a specialty product line designed for discerning artists with advanced technical printing skills.
• St Cuthberts Mill (England)coreStrategic or Co-development PartnerSomerset Museum Rag is produced at the acclaimed St Cuthberts Mill in England, which helped create the fine art digital imaging paper industry over a decade ago when it launched Somerset Enhanced Velvet as one of the first papers used for fine art digital imaging. The mill combines archival 100% cotton paper with modern coating technologies.
• Legion Paper CorpflagshipOthersMoab is part of the Legion Paper family of fine art papers, North America's premier distributor of fine art papers and museum board sourced from mills around the world. Legion Paper maintains offices in New York City, Los Angeles, and Moab, with distribution facilities in Los Angeles and Massachusetts. Legion Paper also owns Rising Museum Board and LetterpressPaper.com.
• CanoncoreTechnology or IntegrationMoab provides free ICC color profiles optimized for Canon photo printers including the Pixma Pro series, imagePROGRAF series, and PRO series. Profiles include both ICC files and am1x files where applicable for Canon PROGRAF printers.
• EpsoncoreTechnology or IntegrationMoab provides free ICC color profiles optimized for Epson photo printers including the Stylus Photo, Stylus Pro, SureColor, and Expression series across desktop and wide-format models.
• Professional Picture Framers Association (PPFA)minorOthersMoab references and recommends PPFA-certified framers for archival framing of prints. Moab also recommends Rising Museum Board (100% cotton matboard) for mounting prints, which is used by major museums worldwide.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Awagami Factory: Japanese washi paper mill and partner/supplier to Moab for the Moenkopi line. Sells its own washi-based inkjet media primarily in Japan and Asia, comparable on the Washi/Japanese-paper axis.
• St Cuthberts Mill: English paper mill that produces Moab's Somerset line. Manufactures mouldmade cotton papers and sells its own Somerset and Saunders branded fine art media, making it both a supplier peer and a competitor in cotton rag papers.

Direct peers

• Red River Paper: US-based direct-to-consumer fine art and photo paper brand (e.g., Palo Duro Baryta, Aurora Art). Closely comparable business model to Moab's direct e-commerce plus authorized reseller approach.
• Canson Infinity: French fine art inkjet paper brand (Platine, Baryta Photographique, Rag Photographique). Competes head-to-head with Moab's Entrada, Juniper Baryta, and Somerset lines for the same gallery/exhibition customer base.
• Breathing Color: US-based premium inkjet photo and fine art paper brand (e.g., Lyve, Vibrance Baryta, Optica). Targets the same professional photographer and gallery segments as Moab with similar cotton rag and baryta offerings.
• Innova Art: UK-based manufacturer of fine art inkjet papers (Edition Etching, Smooth Cotton, Baryta). Directly comparable product portfolio and target market to Moab for fine art photographers and artists.
• Hahnemühle: German manufacturer of premium fine art and photo inkjet papers (e.g., Photo Rag, Baryta, German Etching). Directly comparable to Moab across cotton rag, baryta, and specialty surfaces sold into the same professional photographer and gallery segments.

Broad incumbents

• Epson Media (SureColor / Signature Worthy): Major printer OEM that also sells branded photo and fine art media (e.g., Hot Press, Cold Press, Metallic). Competes with Moab on price and convenience for users already inside the Epson printer ecosystem.
• Canon Photo / Fine Art Papers: Canon's branded photo and fine art media for Pixma Pro and imagePROGRAF printers. Competes directly with Moab for Canon printer owners seeking premium output substrates.
• HP Photo & Fine Art Papers: HP sells a range of photo and fine art media bundled with DesignJet and Photosmart Pro printers. Overlaps with Moab on photo and specialty papers for HP-based workflows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/moabpaper
• Xx.com/MoabPaper
• Facebookfacebook.com/moabpaper
• LinkedInlinkedin.com/company/moab-by-legion-paper

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 Moab Paper