What Gracie does

Gracie is a New York-based luxury producer of handpainted wallpapers, operating since 1898 with a 44-person team and distributing globally through its direct-to-consumer e-commerce site, graciestudio.com. Its core product is custom and collection handpainted wallcoverings spanning named collections including Scenic Florals, Asian Landscapes, Panoramic Landscapes, Japanese Designs (Japanese Scenics), Textures, and a Custom Design & Inspiration service for fully bespoke commissions. A separately branded sub-line, Alexa Hampton for Gracie, extends the catalog through a strategic designer collaboration, signaling reliance on trade-channel pull from interior designers as well as direct HNW engagement.

Beyond wallpapers, Gracie has expanded into adjacent luxury interior categories — Gracie Fabric (for upholstery and drapery), Gracie Prints (art reproductions), Antiques & Furniture, and a Paradiso collection — allowing a single project to capture more wallet share across wall, window, and furniture surfaces. Revenue mechanics are built on one-time bespoke project sales rather than recurring or subscription contracts; pricing is quote-based and not publicly disclosed, consistent with a luxury, made-to-order model.

The go-to-market is direct-to-consumer via e-commerce and the trade channel via interior designer specifications. Marketing relies on Instagram (@graciestudio), an email newsletter, and content-style product collections on the website. Customer segments are primarily high-net-worth individuals and interior designers, with a secondary luxury hospitality and commercial use case (boutique hotels, luxury retail, high-end restaurants). No data is disclosed on revenue, funding, management, geographic restrictions, or AI/ML technology usage.

Name

Gracie

Website

https://graciestudio.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Gracie is a 1898-founded, New York-based luxury producer of handpainted wallpapers and adjacent interior products (fabric, prints, antiques), selling direct-to-consumer globally and serving high-net-worth individuals and interior designers via bespoke commissions and named collections.

Ownership category

akta.pro rank

Product category

Luxury Handpainted Wallcoverings

NAICS

Interior Design Services (541410), Interior Design Services (54141)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

Keywords

• Handpainted wallpapers
• Luxury wallcoverings
• Scenic murals
• Decorative fabrics
• Vintage antiques

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Handpainted Wallpaper Sales: Primary revenue from custom and collection handpainted wallpapers sold directly to consumers and through interior design trade. Products include scenic florals, landscapes, Japanese designs, textures, and custom commissions.
2. Gracie Fabric: Sale of proprietary handpainted fabrics complementary to wallpaper offerings.
3. Gracie Prints: Print versions of handpainted designs for customers seeking more accessible price points.
4. Antiques & Furniture: Sale of antique furnishings and furniture pieces to complement the wallpaper collections.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Gracie designs and produces handpainted wallpapers, fabrics, and prints, along with a curated selection of antiques and furniture, for luxury residential and hospitality interiors. The company offers both signature collections and bespoke custom design services, including a designer collaboration line with Alexa Hampton.

Product overview

Gracie is a luxury handpainted wallpaper company offering a portfolio of artisanal wallcovering products. The core offering is handpainted wallpapers, available in multiple collections including Scenic Florals, Asian Landscapes, Panoramic Landscapes, Japanese Designs (Japanese Scenics), Custom Design & Inspiration, and Textures. The company also offers a designer collaboration with Alexa Hampton. Beyond wallpapers, the product line extends to Gracie Fabric, Gracie Prints, Antiques & Furniture, and the Paradiso collection, providing a comprehensive range of luxury interior design products.

Differentiator

Problem solved

Functional benefit

Brands

• Alexa Hampton for Gracie: A collection of handpainted wallpapers designed in collaboration with Alexa Hampton.

Products and services

• Handpainted Wallpapers
• Custom Design & Inspiration

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Alexa HamptoncoreStrategic or Co-development PartnerExclusive designer collaboration featuring the Alexa Hampton for Gracie collection of handpainted wallpapers. This partnership leverages Hampton's reputation as a prominent interior designer to enhance Graces brand positioning in the luxury interior design market.

Recent moves5 records

Expansion highlights4 records

Direct peers

• Fromental: Luxury handpainted and hand-embroidered wallcoverings with strong custom design capabilities serving the same high-end residential and hospitality projects as Gracie.
• Cole & Son: British heritage wallpaper brand offering designer wallcoverings across historic and contemporary collections, competing in the premium wallpaper segment of the same trade and HNW channels.
• Morris & Co. Heritage wallpaper and fabric brand built on William Morris designs, serving the same interior design trade and HNW customers seeking artist-driven wallcoverings with a strong provenance story.
• Zuber: Historic French wallpaper manufacturer (founded 1797) producing hand-blocked scenic and panoramic wallpapers, directly comparable to Gracie in heritage positioning and bespoke wallpaper category.
• Designers Guild: Luxury British brand spanning wallpaper, fabric, and home furnishings with a strong designer-led aesthetic, competing in the same premium interior design market as Gracie.
• Schumacher: American luxury wallpaper and fabric brand with deep trade-channel penetration to interior designers, overlapping Gracie's trade customer base and high-end residential focus.
• de Gournay: London-based maker of handpainted chinoiserie and scenic wallpapers — the closest direct competitor to Gracie, offering bespoke handpainted wallcoverings to the same HNW homeowners and interior designer trade.
• Pierre Frey: French luxury house offering coordinated wallpapers, fabrics, and furniture for high-end interiors — directly comparable to Gracie's combined wallpaper, fabric, and antiques portfolio.

Broad incumbents

• Andrew Martin: British interior design brand and designer-focused wallcovering/fabric house with broad luxury distribution — adjacent competitor serving the same designer trade and HNW residential segment.
• Sanderson Design Group: Larger publicly-listed parent of multiple heritage wallpaper and fabric brands (Sanderson, Morris & Co, Harlequin), competing in the same premium wallpaper category but with broader portfolio and distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/graciestudio
• LinkedInlinkedin.com/company/gracie-inc.

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 Gracie