Ecodecor Company/ Ecologic Wallpaper

What Ecodecor Company/ Ecologic Wallpaper does

Ecodecor Company, also operating as Ecologic Wallpaper, is a wall decoration franchise network that manufactures and distributes liquid wallpaper and decorative wall coatings. The company's core product, Ecopaper, is a 100% ecological liquid-applied wall covering made from natural material extracts, applied as a wet coating that dries into a seamless, odorless, hypoallergenic finish with anti-static properties that prevent dust accumulation. The product line spans 20+ Ecopaper variants (Elite, Granilite, Linen Classic, Pietra, Triunfo, Versailles, etc.), the pearlescent Macchiato Perla line, and the Pratic Coating and Pratic Stone decorative effect lines, totaling 300+ color and texture options across multiple product categories.

The company operates on a hybrid business model combining (1) franchise network expansion with associated franchise fees and wholesale product supply across 130+ stores in six countries (Brazil, USA, France, Argentina, Paraguay, Bolivia), (2) direct-to-consumer e-commerce sales through usaecodecor.com, and (3) a professional installation service channel delivered through 500+ brand-accredited applicators. The US subsidiary is headquartered in Chelsea, Massachusetts with three operational retail locations (Chelsea, Hyannis, Burlington) and three announced openings (Houston, Sarasota, Orlando). Ecodecor was founded in Brazil in 2011 as the first company to introduce liquid wallpaper in the country, began international expansion in 2022, and holds the CE European Quality Certificate, EU Ecolabel, and Russian Health Institute health-safe classification.

Revenue is generated through unit-priced product sales (per package/weight), franchise fees and royalties, professional application services, and accessory sales (pretreatment, trowels, sample books). The customer base is segmented across residential homeowners (primary) and commercial establishments (hotels, offices, restaurants, retail), with a secondary B2B segment of franchise partners seeking to operate branded wall decoration stores. The US entity operates with a lean team of 14 employees, with the broader product supply, franchise development, and training infrastructure distributed across the international network.

Name

Ecodecor Company/ Ecologic Wallpaper

Legal name

Ecodecor

Website

https://usaecodecor.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Ecodecor is a wall decoration franchise network that manufactures and distributes 100% ecological liquid wallpaper (Ecopaper) and decorative coatings, operating 130+ franchise stores across six countries with 500+ accredited applicators serving residential and commercial customers.

Ownership category

akta.pro rank

NAICS

Paint and Coating Manufacturing (32551), Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Specialty Wallcoverings (Wallpaper, Vinyl, Fabric) (IMADAKAG)

Keywords

• Ecological wallpaper
• Liquid wall coverings
• Decorative wall coatings
• Eco-friendly wallpaper
• Wall finish systems

Headquarters

HQ city

Chelsea

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ecopaper product sales: Direct sales of liquid wallpaper products (Ecopaper, Macchiato Perla, Pratic Coating, Pratic Stone) through online store and physical franchise locations. Products are sold by unit/package with varying yields.
2. Franchise fees and royalties: Revenue from franchise network expansion through the Partner Portal (partnerportal.usaecodecor.com). Franchisees pay for the right to operate Ecodecor stores with brand licensing.
3. Professional application services: Revenue from specialized labor through over 500 accredited applicators trained and certified by the brand for professional installation of Ecodecor products.
4. Tools and accessories sales: Sales of complementary products including Ecobase white acrylic pretreatment, Ecopaper trowels, and sample books for color selection.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Ecodecor manufactures and sells Ecopaper, a 100% ecological liquid wallpaper applied in paste form directly to wall surfaces, available in 300+ color options. The company also offers complementary decorative wall finishes including Macchiato Perla, Pratic Coating, and Pratic Stone, sold through a global franchise network, certified applicators, and online storefronts across Brazil, the USA, France, Argentina, Paraguay, and Bolivia.

Product overview

Ecodecor is a wall decoration company and franchise network specializing in liquid wallpaper and decorative wall coatings. The core product is Ecopaper, a 100% ecological liquid wallpaper made from natural materials with anti-static, hypoallergenic, and easy-repair properties. Ecopaper is offered in multiple variants including Elite, Granilite, Granilite Colors, Linen Classic, Linen Shine, Nica, Pietra, Pietra Colors, Pietra Exclusive, Pietra Traditional, Premium, Triunfo, Versailles, Black, Clean, Jeans, Linen Exclusive, Recoat M Style, and Veneza. Additional product lines include Macchiato Perla (pearlescent liquid coating) and Pratic Coating/Pratic Stone (wall coating products). The company also offers application tools (ECOBASE pretreatment, ECOPAPER trowel) and sample books for customer reference. With 130+ stores worldwide and over 500 accredited applicators, the company serves residential and commercial clients in the Americas and Europe since 2011.

Differentiator

Problem solved

Functional benefit

Brands

• Ecopaper: 100% ecological liquid wallpaper product line with multiple variants including Elite, Granilite, Linen Classic, Nica, Pietra, Premium, Triunfo, and Versailles
• Macchiato Perla
• Pratic Coating
• Pratic Stone

Quantifiable outcome

• 120+ countries tested and validated
• +4 more outcomes

Segments3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• York Wallcoverings: One of the largest wallpaper manufacturers globally with a broad portfolio of residential and commercial wallcoverings. Directly comparable as a wallpaper provider targeting similar decorative wall-finish use cases.
• Farrow & Ball: Premium paint and wallpaper brand known for distinctive colors and decorative finishes. Overlaps directly with Ecodecor in the eco-friendly, design-forward wall finishes segment for both residential and commercial interiors.
• Graham & Brown: British wallcovering and paint brand with strong design-led product range. Comparable as a premium wallpaper specialist pursuing similar aesthetically driven, trend-aware residential and commercial customers.
• Brewster Home Fashions: Wallpaper and wallcovering manufacturer with broad residential and hospitality product lines. Comparable as a traditional wallpaper competitor serving similar decorative wall-finish applications.

Emerging players

• Clare: Direct-to-consumer premium paint company with curated designer colors and easy online ordering. Comparable as a digitally-native, design-focused challenger in the interior wall-decor category.
• Backdrop: Direct-to-consumer premium paint brand repositioning wall finishes as a design-forward consumer product. Comparable as a digitally-native, design-led challenger in the decorative wall-finish category.

Regional players

• Roman Decorating Products: Manufacturer of wallpaper adhesives and related wall-decoration accessories. Comparable as a complementary wall-finish products supplier serving the same professional applicator and DIY customer base.

Broad incumbents

• Behr (Masco subsidiary): Major architectural paint brand sold through home improvement retail (Home Depot). Comparable as a volume paint and coatings competitor broadly addressing the interior wall-decoration market.
• Benjamin Moore: Premium architectural paint and coatings brand with strong independent-dealer network. Comparable as a premium decorative wall-coatings brand competing for the same eco-conscious, design-led residential and commercial customers.
• Sherwin-Williams: Global paint and coatings leader with extensive retail and contractor distribution. Comparable as the dominant incumbent in the surface-coatings category where Ecodecor competes, though its portfolio is far broader and paints/conventional coatings rather than liquid wallpaper.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/ecodecor.usa
• LinkedInlinkedin.com/company/ecodecor-store

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Ecodecor Company/ Ecologic Wallpaper