Wallism

What Wallism does

Wallism is a direct-to-consumer e-commerce company that sells custom-sized, eco-friendly wallpaper and wall murals produced to exact customer-specified dimensions. The product portfolio comprises three wallpaper lines — Premium ($4.10/sq ft), Premium Textured ($4.90/sq ft), and Peel & Stick ($6.90/sq ft) — all of which are 100% PVC-free, non-toxic, fire rated Class A, and printed on demand from a manufacturing partner with 100+ years of wallpaper production experience. The catalog spans over 20,000 designs organized across style (nature, abstract, classic, geometric, art, animals, vintage, space, etc.), color, room type, art medium, and historic period, supporting both rapid browsing via deep category structures and curated collections such as the 2026 Heirloom Summer Collection with artist Clara Hallencreutz.

The business operates a dual-market footprint through a Stockholm-anchored brand and Wallism, Inc. in the USA (wallism.com/us), reaching residential consumers as the primary segment and commercial/hospitality plus interior designers as a secondary segment via a dedicated trade program. Go-to-market is digital-first, relying on SEO-optimized category navigation, a content/educational blog, email newsletter capture, and Trustpilot-rated social proof (4.8/5) rather than paid retail distribution. Revenue is generated one-time at order time with per-square-foot unit pricing plus a $3 sample SKU, free shipping, and a 30-day money-back guarantee on uninstalled product. Leadership is founder-led, with Joakim Friedman as CEO and Mikael Flodman as COO and CTO; no external funding rounds, institutional investors, parent company, or acquisition history are disclosed.

Name

Wallism

Legal name

Wallism, Inc.

Website

https://wallism.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Wallism is a direct-to-consumer e-commerce brand selling custom-sized, eco-friendly wallpaper and wall murals in over 20,000 designs, serving residential homeowners primarily and commercial/hospitality and interior designer customers secondarily via wallism.com.

Ownership category

akta.pro rank

Product category

Custom Wallpaper and Wall Murals

NAICS

Paint and Wallpaper Retailers (44412)

akta.pro primary industry

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

akta.pro secondary industry

Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA)

Keywords

• Custom wallpaper
• Wall murals
• Eco-friendly wallpaper
• Peel and stick wallpaper
• Interior wall coverings

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Wallpaper and Wall Mural Sales: One-time purchase model where customers buy custom-sized wallpaper and wall mural products. Customers select from thousands of designs and pay per square foot based on product type. Pricing varies by product line: Premium ($4.10/sq.ft), Premium Textured ($4.90/sq.ft), and Peel & Stick ($6.90/sq.ft). Samples available for $3.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Wallism designs, custom-sizes, and sells eco-friendly wallpaper and wall murals direct-to-consumer, offering more than 20,000 designs across three substrate categories — Premium, Premium Textured, and Peel & Stick — priced per square foot and printed to each customer's exact wall dimensions. Orders are supported by $3 samples, free shipping, and a 30-day money-back guarantee, with a parallel trade program serving interior designers and commercial projects.

Product overview

Wallism is a custom-sized, eco-friendly wallpaper and wall mural company offering over 20,000 designs. The product portfolio consists of three main wallpaper product types: Premium Wallpaper (classic matte finish with paste application), Premium Textured (luxury textured surface with heavier paper), and Peel & Stick Wallpaper (self-adhesive, removable, renter-friendly). All products are 100% PVC-free, non-toxic, fire rated Class A, and ship within 2-5 days. The company offers wall murals and patterned wallpaper across diverse categories including nature, floral, jungle, abstract, classic, art, landscapes, animals, geometric patterns, surfaces, graffiti, cities, vintage, space, and various historic periods. Products are customized to exact wall dimensions with free shipping and a 30-day money-back guarantee.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 100+ years of manufacturing experience
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Etsy: Etsy is a broad marketplace hosting many custom and small-batch wallpaper sellers, comparable to Wallism as a discovery channel for custom wallcoverings and as indirect competition for organic search traffic.
• Wayfair: Wayfair is a broad home furnishings marketplace that lists wallpaper from many brands and competes for the same DIY and trade buyer; it is comparable as a discovery and price-comparison channel rather than as a direct manufacturer.
• Graham & Brown: Graham & Brown is a long-established wallpaper brand with broad designer collections sold through retail and their own site, serving as a broad incumbent in the same specialty wallcoverings category as Wallism.
• York Wallcoverings: York Wallcoverings is one of the oldest and largest US wallpaper manufacturers with broad licensed and in-house designs, representing the established manufacturer-side incumbent competing with Wallism's custom-print model.

Direct peers

• Photowall: Photowall is a direct competitor producing custom photo and patterned wall murals and wallpaper with a Sweden-origin heritage, mirroring Wallism's Stockholm roots and on-demand custom sizing approach for residential and commercial buyers.
• Tempaper: Tempaper specializes in peel-and-stick removable wallpaper with strong design partnerships, competing most directly with Wallism's Peel & Stick tier in the renter-friendly and DIY segment.
• Walls Need Love: Walls Need Love sells custom-printed and peel-and-stick wallpaper and murals DTC, sharing Wallism's focus on made-to-order sizing and a direct-to-consumer e-commerce experience.
• Spoonflower: Spoonflower operates a custom digital printing marketplace for wallpaper, fabric, and home decor, directly comparable to Wallism on made-to-order printing, custom sizing, and a marketplace-of-designers model targeting design-savvy consumers.
• Murals Wallpaper: Murals Wallpaper is a direct peer offering custom-sized wall murals and wallpaper with a similar made-to-order digital printing model and broad design library, serving both consumer and commercial customers across multiple geographies.

Emerging players

• Society6: Society6 operates an artist marketplace for print-on-demand wall art, wallpaper, and home decor, overlapping with Wallism on the artist-licensed, on-demand printing model but with a broader product category set.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wallism.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Wallism