What Wall&decò does

Wall&decò is an Italian designer and manufacturer of custom contemporary wallcoverings for indoor, outdoor, and wet environments, founded in 2005 in Cervia (Emilia-Romagna) by Christian Benini. The company offers four primary collections: CWC (Contemporary Wallpaper Collection) featuring macro-scale photographic subjects printed on d.ecodura™, the world's first bio-based vinyl wallpaper substrate; EWC (Essential Wallpaper Collection) with 3D textured vinyl relief patterns available in standard 70 cm x 10 m rolls; AQUABOUT WET SYSTEM™, a patented waterproof wallcovering with over 24,000 shower installations across 81 countries since 2012; and OUT SYSTEM, a weather-resistant fiberglass wallcovering for facades and terraces. Supporting product lines include Grasstique (natural fiber wallcoverings launched in 2025), Sound System Wallpaper for acoustic comfort, and Rollover for common-area interiors. The proprietary design library contains over 1,500 customizable graphics developed with more than 50 international designers.

The business operates a B2B contract sales motion targeting architects, interior designers, and design studios across vertical segments including hospitality and leisure, healthcare, corporate and retail, and high-end residential. Revenue is generated through bespoke, made-to-measure project sales with custom pricing based on dimensions, substrate selection, and graphic customization, alongside an immediate-delivery standard product tier (EWC). Showrooms are operated in Milan (opened 2011, expanded 2016), Miami (2013), and Singapore (2013), with products distributed through Architonic and Archiproducts digital platforms and project pipelines sourced via Maison&Objet, Fuorisalone, and Hospitality Innovation Summit trade shows.

Wall&decò has been a wholly-owned subsidiary of Swedish-listed Embellence Group (formerly Wallvision Group, Nasdaq First North Premier since 2021) since 2018. Founder Christian Benini remains as creative director; Gianluca Laganà serves as CEO. Headcount is reported at 11–50 employees, and the company opened a new headquarters building in 2020.

Name

Wall&decò

Legal name

Wall&decò

Website

https://wallanddeco.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Wall&decò is an Italian manufacturer of custom contemporary wallcoverings for indoor, outdoor, and wet environments, serving architects, interior designers, and hospitality, healthcare, and retail contract projects across more than 80 countries.

Ownership category

akta.pro rank

Product category

Decorative Wallcoverings

NAICS

Paint, Coating, and Adhesive Manufacturing (3255), Laminated Plastics Plate, Sheet (except Packaging), and Shape Manufacturing (326130)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Unsupported Plastics Film & Sheet (3081)

akta.pro primary industry

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

akta.pro secondary industry

Anti-Graffiti, Anti-Microbial & Functional Wall Coatings (IMADAKAK)

Keywords

• Custom contemporary wallpaper
• Wallcoverings manufacturer
• Contract interior surfaces
• Waterproof wallcovering systems
• Outdoor facade wallpaper

Headquarters

HQ city

Cervia

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Made-to-measure wallcovering products: Wall&decò generates revenue primarily through the sale of bespoke, made-to-measure contemporary wallpapers across four collections (CWC, EWC, WET/AQUABOUT, OUT). Products are customized in size, color, and graphic subject, with pricing based on specifications and project scope. The company also sells standard-format products from the Essential Wallpaper (EWC) collection, available for immediate delivery in fixed sizes and colors.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Wall&decò designs, manufactures, and sells tailor-made contemporary wallpapers and wallcoverings across four main collections: CWC (Contemporary Wallpaper, macro-scale imagery on d.ecodura bio-based vinyl), EWC (Essential Wallpaper, 3D textured vinyl for immediate delivery), AQUABOUT Wet System (patented waterproof wallcovering for wet environments), and OUT System (weather-resistant fiberglass wallpaper for outdoor facades). The company offers bespoke design services from sketch to installation, leveraging a proprietary library of over 1,500 customizable graphics and patented substrate technologies.

Product overview

Wall&decò specializes in made-to-measure contemporary wallpapers with a portfolio of four main collections: CWC (Contemporary Wallpaper) featuring macro photographic subjects printed on d.ecodura bio-based substrate; EWC (Essential Wallpaper) offering 3D textured vinyl with relief patterns for immediate delivery; AQUABOUT Wet System for waterproof applications in wet areas; and OUT System for weather-resistant outdoor use. Additional products include Grasstique natural fiber wallcoverings, Sound System Wallpaper for acoustic comfort, and Rollover for common areas. The company offers bespoke design services with over 1,500 customizable graphics and proprietary substrates including d.ecodura and CWC-ECO. Founded in 2005 and now part of Embellence Group (Nasdaq listed), Wall&decò serves contract and residential markets with products for indoor, dampdoor, and outdoor applications.

Differentiator

Problem solved

Functional benefit

Brands

• d.ecodura: The world's first bio-based vinyl wallpaper substrate.
• AQUABOUT WET SYSTEM
• OUT SYSTEM
• Grasstique
• Sound System Wallpaper

Products and services

• CWC – Contemporary Wallpaper Collection Made-to-measure contemporary wallpaper collection featuring macro-scale photographic and illustrated subjects with high visual impact. Printed on d.ecodura™ bio-based vinyl substrate and customizable in size and color for residential, hospitality, healthcare, corporate, and retail projects.
• EWC – Essential Wallpaper Collection 3D textured vinyl wallpaper collection featuring relief patterns, embossing, bas-reliefs, engravings, and inlays. Available in pre-defined colors and patterns for immediate delivery in 70 cm x 10 m rolls, including the 2025 update.
• AQUABOUT Wet System™ Patented waterproof wallcovering for wet environments including bathrooms, showers, kitchens, swimming pool areas, spas, and healthcare facilities. With over 24,000 installations across 81 countries.
• OUT System Weather-resistant outdoor wallpaper made of printed fiberglass with transparent finishes and a hygienizing primer. Suitable for patios, terraces, and building facades with anti-smog and yellowing-resistant properties; supplied as a kit including primer, glue, printed fiberglass rolls, and protective finish.
• Grasstique Natural Fiber Wallpaper Natural, elegant, and sustainable wall covering made from plant fibers including sisal, jute, rattan, raffia, hemp, reed, and bamboo; handcrafted for contemporary interiors.
• Sound System Wallpaper Acoustic comfort wallpaper that reduces reverberation and echoes within spaces, improving acoustic performance for interior environments.
• Rollover Interior wallcovering solution designed for enhancing common areas with refined aesthetics and harmonious design, creating continuity between architecture and experience.
• Bespoke Design Service Custom wallpaper design service for architects, designers, and clients, including color and size adaptation of existing graphics and creation of entirely new patterns. Backed by a library of over 1,500 customizable graphic designs and an online session booking system with the Wall&decò Style Department.

Quantifiable outcome

• Over 24,000 WET/AQUABOUT showers wallpapered in 81 countries since 2012, demonstrating global adoption and technical validation of the waterproof product line.
• +1 more outcomes

Named customers19 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Five partnerships are on record, tiered minor and core.

• NABA – Nuova Accademia di Belle Arti MilanminorStrategic or Co-development Partner · 1 January 2025Wall&decò launched a Wallpaper Design Competition in collaboration with NABA Milan, inviting students to explore wallpaper as a narrative surface. The competition was launched in spring 2025 and a winner was announced at the Milano, Italy event.
• Atemporary StudiominorStrategic or Co-development Partner · 1 January 2022Wall&decò partnered with Atemporary Studio to create 'Wall&decò with CARTEdition', a research project investigating the relationship between contemporary art and wallcovering through a collection of artists' wallpaper projects of high cultural value, officially launched in 2022.
• ArchitonicminorChannel Partner/ Reseller/ DistributorWall&decò products are available through the Architonic platform, a digital marketplace for the architectural and design community, enabling specification and discovery by architects and designers globally.
• ArchiproductsminorChannel Partner/ Reseller/ DistributorWall&decò products are available through the Archiproducts platform, a digital marketplace for architectural and design products, enabling specification by design professionals globally.
• Wallvision Group (now Embellence Group)coreOthersWall&decò became part of the Swedish group Wallvision in 2018. Wallvision changed its name to Embellence Group in 2021 and listed on Nasdaq First North Premier. Embellence Group is the parent company encompassing Wall&decò and other premium interior decoration brands.

Scale indicators5 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Vescom: Dutch manufacturer of high-end vinyl and textile wallcoverings for the contract market (hospitality, healthcare, offices). Closely comparable to Wall&decò in B2B contract focus, premium positioning, and substrate innovation for commercial interiors.
• Élitis: French premium wallcovering and textile brand offering bespoke and designer-driven wallcoverings with high design content and global distribution. Comparable to Wall&decò in made-to-measure luxury positioning and contract/residential dual-channel GTM.
• Glamora: Italian made-to-measure wallcovering manufacturer specializing in bespoke decorative wallpapers for hospitality, residential, and commercial interiors. Direct competitor with comparable customization model and Italian design heritage.
• Omexco: Belgian manufacturer of high-end natural and specialty wallcoverings (silk, sisal, bamboo, non-woven). Comparable to Wall&decò in premium contract wallcoverings with strong emphasis on material innovation and natural substrates.
• Tres Tintas Barcelona: Spanish designer wallcovering brand with artist-driven collections for residential and contract markets. Comparable to Wall&decò in designer-collaboration model and made-to-measure customization.
• Cole & Son (Designer Group): British heritage wallpaper manufacturer (part of Designer Group) offering designer and architectural wallcoverings. Comparable to Wall&decò in premium contract and residential wallcovering with strong designer portfolio and global distribution.
• Murals Wallpaper: Custom-made-to-measure wallpaper specialist offering bespoke mural and large-format printed wallcoverings. Comparable to Wall&decò in made-to-measure customization but with a more e-commerce/consumer-led GTM model.
• Arte (Arte International): Belgian manufacturer of high-end textile, vinyl, and specialty wallcoverings for the international contract and residential market. Comparable to Wall&decò in premium positioning, material innovation (textile and specialty substrates), and contract-led distribution.

Emerging players

• Calico Wallpaper: US-based bespoke wallpaper studio focused on hand-screened and digitally printed wallcoverings with strong design and craft positioning. Comparable to Wall&decò's bespoke premium tier but smaller scale and primarily North America-focused.

Broad incumbents

• York Wallcoverings: Largest US-based wallpaper manufacturer with broad residential and contract assortments. Comparable to Wall&decò in wallcovering manufacturing but operates at much larger scale across mass-market and premium tiers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wallanddeco

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 Wall&decò