Midbec Tapeter
Midbec Tapeter is a family-owned Swedish wallpaper design and manufacturing company, founded circa 1975, selling 60+ Scandinavian-style and licensed heritage (William Morris, Marimekko) wallpaper collections directly to homeowners via Swedish e-commerce and through 20+ international distributors.
- Company typePrivate
- Founded1975
- HeadquartersMölnlycke, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Midbec Tapeter does
Midbec Tapeter AB is a privately held Swedish wallpaper company founded around 1975 and headquartered in Sweden (Mölnlycke/Malmö region), operated by family owners Bengt and his son Per. The company designs, manufactures, and distributes residential wallpapers across 60+ distinct collections, with an in-house design studio (Midbec Design, established 2014) employing three specialized designers (Björn Nilsson, Hanna Wendelbo, Lina Schnaufer) creating hand-drawn Scandinavian motifs. Midbec also holds licensing partnerships with The William Morris Society for heritage Victorian patterns and Marimekko for iconic Finnish designs, alongside a curated third-party brand (Miss Print / Signature).
The core product is non-woven wallpaper rolls (0.53m × 10.05m) priced from 199 SEK for outlet items up to 1,899 SEK for premium Marimekko collections, with most standard collections priced between 730-940 SEK per roll. The company complements physical products with digital tools including a room visualization feature, a wallpaper calculator, and A4 sample ordering at 25 SEK per sample (free shipping within Sweden). Distribution is hybrid: direct-to-consumer e-commerce at midbectapeter.se in Sweden, paired with Swedish paint/decor retail pickup points, plus 20+ authorized international distributors covering Belgium, Denmark, Estonia, Finland, France, Hungary, Italy, Norway, Poland, Portugal, Spain, Netherlands, UK, Canada, USA, China, Japan, and South Korea.
The business operates as a B2C home decoration brand targeting homeowners decorating bedrooms, living rooms, kitchens, children's rooms, hallways, and offices. Marketing emphasizes Scandinavian design aesthetics, content inspiration (80+ blog articles), Instagram engagement, "tapetfrukost" preview events, and trend forecasting. The company has no disclosed institutional investors, subsidiaries, or M&A activity, and operates with a headcount in the 11-50 range. New collections Grafico and Industri 3 launched in 2025, and Midbec has extended into digital wallpapers via the Muance EU portal.
Midbec Tapeter firmographics
Firmographics- Name
- Midbec Tapeter
- Legal name
- Midbec Tapeter AB
- Website
- https://midbectapeter.se
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Midbec Tapeter is a family-owned Swedish wallpaper design and manufacturing company, founded circa 1975, selling 60+ Scandinavian-style and licensed heritage (William Morris, Marimekko) wallpaper collections directly to homeowners via Swedish e-commerce and through 20+ international distributors.
- Ownership category
- akta.pro rank
Midbec Tapeter industry classification
Industry- Product category
- Wallpaper and Home Wall Coverings
- NAICS
- Converted Paper Product Manufacturing (3222), Paint and Wallpaper Retailers (444120)
- SIC
- Converted Paper & Paperboard Prods (No Contaners/Boxes) (2670)
- akta.pro primary industry
- Decor & Laminating Paper Manufacturing (Furniture, Flooring, Impregnated Papers) (IMAMAEAE)
Keywords
Where Midbec Tapeter is headquartered
LocationHeadquarters
- HQ city
- Mölnlycke
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Midbec Tapeter business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Wallpaper Roll Sales: Primary revenue stream from sale of wallpaper rolls. Pricing varies by collection and design complexity, ranging from 499 SEK to 1899 SEK per roll. Standard pricing around 730-940 SEK per roll for most collections.
- Wallpaper Sample Sales: A4 wallpaper samples sold for 25 SEK each to help customers make purchase decisions. Samples shipped free within Sweden.
- E-commerce Direct Sales: Direct online sales through midbectapeter.se e-commerce platform with order fulfillment through paint/decor retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Wallpaper Rolls |
| Unit Pricing | Pay-as-you-go | Premium Collections (Marimekko) |
| Unit Pricing | Pay-as-you-go | Basic Collections (Level Two, Kids World 2) |
| Unit Pricing | Pay-as-you-go | Kulör Solid Color Collection |
| Unit Pricing | Pay-as-you-go | William Morris Collection |
| Unit Pricing | Pay-as-you-go | Outlet/Discounted Wallpapers |
| Unit Pricing | Pay-as-you-go | Wallpaper Samples (A4) |
| Unit Pricing | Multi-year contract | Special Order Items (Rifle 3) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Midbec Tapeter product offering
Product offeringCore offering
Midbec Tapeter designs, manufactures, and sells non-woven wallpaper rolls across 60+ collections, including original Scandinavian designs, licensed William Morris and Marimekko collections, and curated third-party brands. Products are sold per roll (0.53m × 10.05m) through the company's own e-commerce platform, Swedish paint/decor retail stores, and 20+ international distributors. A4 wallpaper samples, a room visualization tool, and a wallpaper calculator support the purchase decision.
Product overview
Midbec Tapeter is a Swedish wallpaper company offering a comprehensive portfolio of wallpaper products across multiple distinct collections and designer collaborations. The core offering consists of residential and commercial wallpapers available through their e-commerce platform (Midbec e-handel) and physical retail partners. The portfolio spans Scandinavian design wallpapers, licensed designer collections (William Morris, Marimekko), and curated third-party brands. The company provides wallpaper products with associated services including A4 sample ordering, digital wallpaper offerings, and room visualization tools.
Differentiator
Problem solved
Functional benefit
Products and services
- Wallpaper Rolls (non-woven, 0.53m × 10.05m) Non-woven wallpaper rolls sold per unit across 60+ Midbec collections, each roll 0.53m wide and 10.05m long. Pricing ranges from 199 SEK for outlet items to 1899 SEK for premium collections, with most collections priced between 730-940 SEK. Sold to homeowners for residential decoration; glue is applied directly to the wall rather than the wallpaper backing.
- Havsblick (Sea View) Collection Wallpaper collection designed by Hanna Wendelbo with patterns inspired by a red house by the sea, featuring both small and large-scale wallpapers for harmony across rooms in the home.
- William Morris Collection (Hidden Treasures Vol 1 & Vol 2) Wallpaper collection featuring historic patterns from 19th-century designer William Morris through an exclusive collaboration with The William Morris Society. Includes patterns such as Vine, Mallow, Cray, and Oak Tree. Priced at 1250 SEK per roll.
- Marimekko Collection (Marimekko 6 & Marimekko 7) Wallpaper collections featuring bold patterns from the Finnish design house Marimekko, including the iconic Unikko (poppy) pattern. Priced at 1899 SEK per roll.
- Grafico Collection New wallpaper collection by designer Björn Nilsson featuring modern wallpaper designs with contemporary patterns.
- Industri 3 Collection Third installment in the Industri collection of wallpaper designs featuring industrial-inspired patterns.
- Hidden Treasures Vol 1 Collection Collection featuring rediscovered historic wallpaper patterns including William Morris designs such as Vine from No 1 Holland Park and Mallow.
- Hidden Treasures Vol 2 Collection Second volume of rediscovered historic wallpaper patterns and designs from the Hidden Treasures series.
- Rifle 3 Collection Third collection featuring geometric and patterned wallpapers. Priced at 1599 SEK per roll. Available as special order items with no returns accepted and delivery time 5-25 working days.
- Kulör Solid Color Collection Plain/solid color wallpaper collection including Skog (forest green), Vitpeppar (light beige), and other solid tones. Priced at 499 SEK per roll.
- Level Two Collection Wallpaper collection featuring sea grass-like textures in warm beige tones with shimmering effects. Priced at 730 SEK per roll.
- Kids World 2 Collection Children's wallpaper collection featuring playful designs suitable for kids' rooms. Priced at 599 SEK per roll.
- Lina Collection Collection by designer Lina Schnaufer featuring playful patterns inspired by her illustrative approach. Her first wallpaper collection was released in 2020.
- Lina 2 Collection Second wallpaper collection by Lina Schnaufer expanding on her signature illustrative wallpaper style.
- Hjärterum Collection Collection by Lina Schnaufer with romantic patterns featuring Swedish meadow and floral motifs.
- Signature Collection (Miss Print) Retro-inspired wallpaper collection from UK textile designers Miss Print (Rebecca & Yvonne) featuring 1950s and 1960s pattern styles with PEFC/FSC certified wallpaper products.
- Wallpaper Samples (A4) A4-format wallpaper samples sold at 25 SEK each to help customers make purchase decisions. Samples shipped free within Sweden.
- Midbec Digitaltapeter (Digital Wallpapers) Digital wallpaper offerings accessible through the Muance EU portal, extending the Midbec product line beyond physical rolls.
Quantifiable outcome
- Free sample delivery within Sweden
- +1 more outcomes
Companies that use Midbec Tapeter
Customer profileSegments4 records
Ideal customer profiles2 records
Midbec Tapeter technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Midbec Tapeter partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered flagship, core, major and regional.
- The William Morris SocietyflagshipExclusive partnership for Scandinavian market distribution of William Morris heritage wallpaper designs through Midbec's Hidden Treasures Vol 1 & 2 collections. The partnership leverages the iconic William Morris brand and Victorian-era botanical patterns for contemporary Scandinavian interiors.
- MarimekkocoreLicensed wallpaper collections (Marimekko 6 and Marimekko 7) featuring iconic Finnish design house patterns including Unikko (poppy). Strategic partnership bringing Scandinavian design heritage to Midbec's wallpaper portfolio.
- Spits WallcoveringsmajorAuthorized distributor for Midbec wallpapers in Belgium and The Netherlands.
- Tapetforum A/SmajorAuthorized distributor for Midbec wallpapers in Denmark.
- StoreysmajorAuthorized distributor for Midbec wallpapers in Norway.
- Brewster Home FashionsmajorAuthorized distributor for Midbec wallpapers in Canada and USA.
- Galerie LtdmajorAuthorized distributor for Midbec wallpapers in United Kingdom.
- Studio DecocoreAuthorized distributor for Midbec wallpapers in Finland.
- CordonnecoreAuthorized distributor for Midbec wallpapers in France and Spain.
- Miss Print (Rebecca & Yvonne)coreUK-based textile designers producing retro-patterned wallpapers (Signature collection) combining 50s and 60s aesthetics with modern sustainable home decor. Family business with PEFC/FSC certified wallpaper products.
- ViewdecoregionalAuthorized distributor for Midbec wallpapers in China.
- Manas/TecidoregionalAuthorized distributor for Midbec wallpapers in Japan.
- SamwonregionalAuthorized distributor for Midbec wallpapers in South Korea.
- DomotrendregionalAuthorized distributor for Midbec wallpapers in Hungary.
- Janneli Volpi / SirpiregionalAuthorized distributor for Midbec wallpapers in Italy.
- DecodoreregionalAuthorized distributor for Midbec wallpapers in Poland.
- High LineregionalAuthorized distributor for Midbec wallpapers in Portugal.
- La Maison WallsregionalAuthorized distributor for Midbec wallpapers in Spain.
- Hansasel / Scand.TapeedisalongregionalAuthorized distributor for Midbec wallpapers in Estonia.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Midbec Tapeter competitors and assessment
Company assessmentDirect peers
- Cole & Son: Historic UK wallpaper manufacturer known for heritage and designer collaborations, selling premium wallpapers through distributors worldwide. Comparable as a design-led, premium-priced peer competing for similar residential interior projects.
- Brewster Home Fashions: North American wallpaper manufacturer and distributor carrying Midbec's collections in the US and Canada. Directly comparable in product (designer/patterned wallpapers) and serves as both a peer and a channel partner.
- York Wallcoverings: One of North America's largest wallpaper manufacturers with broad designer pattern assortment and big-box retail distribution. Comparable in product breadth and B2B/retail distribution model.
- Sandberg Wallpaper: Nordic wallpaper brand producing hand-drawn, premium designer wallpapers with similar Scandinavian aesthetic and global distribution. Closest style and product peer to Midbec's in-house design portfolio.
- Galerie Wallcoverings: Large UK-based wallpaper and wallcovering brand with broad pattern assortment and international distribution; one of Midbec's own UK distributors. Comparable scale and channel model in adjacent geography.
- Boråstapeter: Swedish wallpaper manufacturer and brand with a comparable Scandinavia-focused portfolio of designer collections, sold through DTC and retail channels. Most direct head-to-head competitor to Midbec in the Swedish home decor market.
- Graham & Brown: UK wallpaper and paint brand with designer collaborations and global retail distribution. Comparable as a multi-collection, design-IP-driven wallpaper business operating in overlapping end markets.
Emerging players
- Marimekko: Finnish design house whose wallpaper and home collections are licensed to Midbec for the Scandinavian market. Comparable at the intersection of premium design and home decor, with Marimekko serving as licensor rather than direct wallpaper competitor.
Broad incumbents
- Farrow & Ball: UK-based premium paint and wallpaper company with strong heritage brand and global showrooms. Comparable on premium positioning and home interior customer overlap, but operates at materially larger scale and scope than Midbec.
- Morris & Co (Sanderson Design Group): Owns and commercially develops the William Morris wallpaper and fabric designs, including collections similar to Midbec's Hidden Treasures line. Direct overlap on the William Morris heritage IP; broader portfolio and parent-company backing make it a larger incumbent in the same niche.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Midbec Tapeter social profiles
Digital presenceMidbec Tapeter financial estimates
Financial estimateRevenue estimate
Valuation estimate
Midbec Tapeter leadership team
Management profileNumber of profiles
Profiles5 records
Midbec Tapeter funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Midbec Tapeter M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Midbec Tapeter
What does Midbec Tapeter do?
Midbec Tapeter designs, manufactures, and sells non-woven wallpaper rolls across 60+ collections, including original Scandinavian designs, licensed William Morris and Marimekko collections, and curated third-party brands. Products are sold per roll (0.53m × 10.05m) through the company's own e-commerce platform, Swedish paint/decor retail stores, and 20+ international distributors. A4 wallpaper samples, a room visualization tool, and a wallpaper calculator support the purchase decision.
Is Midbec Tapeter a public or private company?
Midbec Tapeter is a private company. It is classified as family owned and is currently operating.
When was Midbec Tapeter founded?
Midbec Tapeter was founded in 1975. It employs 11 to 50 people.
Where is Midbec Tapeter based?
Midbec Tapeter is headquartered in Mölnlycke, Sweden, in the Europe region.
How does Midbec Tapeter make money?
Three revenue lines are on record. Wallpaper Roll Sales are the primary driver. The others are wallpaper Sample Sales and E-commerce Direct Sales.
Who are Midbec Tapeter's main competitors?
Direct peers on record are Cole & Son, Brewster Home Fashions, York Wallcoverings, Sandberg Wallpaper, Galerie Wallcoverings, Boråstapeter and Graham & Brown. Marimekko is listed as an emerging player. Broad incumbents are Farrow & Ball and Morris & Co (Sanderson Design Group).
Does Midbec Tapeter have an API?
No public API is recorded for Midbec Tapeter.
What industry is Midbec Tapeter in?
Midbec Tapeter's product category is Wallpaper and Home Wall Coverings. Its primary akta.pro industry code is IMAMAEAE, Decor & Laminating Paper Manufacturing (Furniture, Flooring, Impregnated Papers). Its NAICS code is 3222 and its SIC code is 2670.