Wallpaper direct
Wallpaper Direct is a UK-based DTC e-commerce retailer selling wallpapers, murals, curtains, blinds, and fabrics from 100+ brands across seven country sites, serving residential consumers and interior designers.
- Company typePrivate
- Founded1904
- HeadquartersEastbourne, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Wallpaper direct does
Wallpaper Direct, legally C. Brewer & Sons Ltd., is a UK-based direct-to-consumer e-commerce retailer of wallcoverings and adjacent home-decor products, founded in 1904 and headquartered in Eastbourne. The platform sells wallpapers, murals, borders, decorating tools, fabrics, curtains, and blinds, aggregating an 18,000+ design catalog from more than 100 supplier brands with per-roll pricing ranging from £14.99 to £318+. It operates localized country sites in seven markets: the UK, US, Canada, Australia, India, France, and Spain.
Wallpaper direct firmographics
Firmographics- Name
- Wallpaper direct
- Legal name
- C. Brewer & Sons Ltd.
- Website
- https://wallpaperdirect.com
- Company type
- Private
- Founded year
- 1904
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Wallpaper Direct is a UK-based DTC e-commerce retailer selling wallpapers, murals, curtains, blinds, and fabrics from 100+ brands across seven country sites, serving residential consumers and interior designers.
- Ownership category
- akta.pro rank
Wallpaper direct industry classification
Industry- Product category
- Home Decor Retail
- NAICS
- Paint and Wallpaper Retailers (44412), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA)
- akta.pro secondary industries
- Specialty Wallcoverings (Wallpaper, Vinyl, Fabric) (IMADAKAG), Wallpaper Installation & Removal (HSAPAHAJ)
Keywords
Where Wallpaper direct is headquartered
LocationHeadquarters
- HQ city
- Eastbourne
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Wallpaper direct business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Product Sales: One-time transaction-based sales of wallpapers, fabrics, curtains, blinds, murals, wall tools, and home furnishings. Revenue generated per unit (roll, yard, item) with no subscription component. Prices range from budget (£14.99) to premium (£318+).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual wallpaper rolls |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Wallpaper direct product offering
Product offeringCore offering
Wallpaper Direct is an online retailer selling designer wallpapers, wall murals, fabrics, made-to-measure curtains, blinds, wallpapering tools, and home furnishings through a direct-to-consumer e-commerce platform. The company offers over 18,000 wallpaper designs from 100+ brands, supported by free sample ordering, a wallpaper calculator, and how-to installation guides.
Product overview
Wallpaper Direct operates as an e-commerce platform offering a comprehensive range of home décor products, centred around its core offering of designer wallpapers with over 18,000 designs. The product portfolio comprises wallpapers (including Blown vinyl, Grasscloth, Peel and Stick, Standard, and Vinyl types), wall murals, fabrics, made-to-measure curtains, and blinds. Supporting these core products, the company provides complementary offerings including wallpapering tools, furnishings (art and cushions), a wallpaper calculator tool, and how-to guides with video tutorials. The platform hosts an extensive portfolio of over 100 designer brands including Mini Moderns, Boråstapeter, Harlequin, Sanderson, Morris, Cole & Son, and Laura Ashley. The business model centres on direct-to-consumer online sales with free sample requests, made-to-measure curtain options, and international shipping across multiple currency options.
Differentiator
Problem solved
Functional benefit
Products and services
- Designer Wallpapers Extensive range of designer wallpapers including over 18,000 designs from 100+ brands, sold by roll or sample. Types include Blown vinyl, Grasscloth, Peel and Stick, Standard, and Vinyl wallpapers, organized by color, design, style, and type.
- Wall Murals Large-scale photographic or illustrated wall murals categorized by colour, design, and style.
- Designer Fabrics Designer fabrics sold by the metre, categorized by colour, design, and style, suitable for curtains and upholstery.
- Made-to-Measure Curtains Made-to-measure curtains in styles including pinch pleats, pencil pleats, tab tops, and eyelet headings, with both ready-made and custom options.
- Window Blinds Window blinds including roller blinds and roman blinds, available in various colours and designs to complement wallpapers and fabrics.
- Wallpapering Tools and Adhesives Professional wallpapering supplies including adhesives, brushes, carpet protectors, fillers, glass papers, lining papers, rollers, and general tools.
- Home Furnishings Home furnishings including wall art and cushions to complement wallpaper and fabric purchases.
- Wallpaper Sample Service Sample ordering service allowing customers to request physical samples before purchasing full wallpaper rolls to verify color, texture, and quality. 3 free samples per order with additional samples at £1.00 each.
Companies that use Wallpaper direct
Customer profileSegments2 records
Ideal customer profiles2 records
Wallpaper direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wallpaper direct partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BrewerscoreBrewers is a sister company (both owned by C. Brewer & Sons Ltd.) operating 150+ UK retail stores. Wallpaper Direct customers can collect orders from Brewers locations via Click & Collect, and access next-day delivery with Collect at Brewers option. Returns accepted at Brewers stores.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Wallpaper direct competitors and assessment
Company assessmentEmerging players
- Spoonflower: Custom-print-on-demand wallpaper, fabric, and home décor marketplace with strong digital/creative-community positioning. Comparable DTC wallpaper model with sample-first behavior and global shipping.
- Tempaper: US-based peel-and-stick removable wallpaper brand selling direct-to-consumer online. Comparable DTC, design-led, sample-friendly model focused on a fast-growing wallpaper subsegment.
Direct peers
- Graham & Brown: UK-based wallpaper designer, manufacturer, and retailer with both DTC e-commerce and high-street presence. Direct competitor in the same product category with overlapping premium-brand positioning and international shipping.
- Murals Wallpaper: UK-headquartered online specialist selling wallpapers, murals, and wall coverings directly to consumers globally. Closest pure-play DTC peer with similar product-led discovery, sample model, and international localization.
- I Love Wallpaper: UK online wallpaper retailer offering branded and own-label wallcoverings across multiple price points. Comparable DTC model serving DIY consumers with sample-first purchasing and international shipping.
- York Wallcoverings: North American wallpaper manufacturer and brand owner with direct e-commerce. Comparable in designer-brand depth and serves a similar consumer DIY/decorator customer base.
- Brewster Home Fashions: US-based wallpaper and wall décor brand with multi-brand portfolio and direct online retail. Comparable curated-brand approach and similar product taxonomy across wallpaper types and murals.
Broad incumbents
- Farrow & Ball: Premium paint-and-wallpaper brand with owned DTC e-commerce, retail showrooms, and strong trade/decorator channel. Overlaps as both supplier-brand listed on Wallpaper Direct and a competing retail destination for premium wallcoverings.
- Sanderson (Sanderson Design Group): Heritage British wallpaper, fabric, and home furnishings brand group operating owned DTC, trade, and wholesale channels. Comparable premium designer-brand portfolio (Morris & Co., Sanderson, Harlequin, Zoffany) and overlapping customer base.
- Wayfair: Large generalist home-furnishings marketplace selling wallpaper and wall décor alongside furniture, décor, and improvement categories. Comparable e-commerce scale and international reach; competes on assortment breadth and price rather than curation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Wallpaper direct social profiles
Digital presenceWallpaper direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wallpaper direct leadership team
Management profileNumber of profiles
Wallpaper direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wallpaper direct 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 Wallpaper direct
What does Wallpaper direct do?
Wallpaper Direct is an online retailer selling designer wallpapers, wall murals, fabrics, made-to-measure curtains, blinds, wallpapering tools, and home furnishings through a direct-to-consumer e-commerce platform. The company offers over 18,000 wallpaper designs from 100+ brands, supported by free sample ordering, a wallpaper calculator, and how-to installation guides.
Is Wallpaper direct a public or private company?
Wallpaper direct is a private company. It is classified as family owned and is currently operating.
When was Wallpaper direct founded?
Wallpaper direct was founded in 1904. It employs 51 to 100 people.
Where is Wallpaper direct based?
Wallpaper direct is headquartered in Eastbourne, United Kingdom, in the Europe region.
How does Wallpaper direct make money?
One revenue line is on record: product Sales.
Who are Wallpaper direct's main competitors?
Emerging players on record are Spoonflower and Tempaper. Direct peers are Graham & Brown, Murals Wallpaper, I Love Wallpaper, York Wallcoverings and Brewster Home Fashions. Broad incumbents are Farrow & Ball, Sanderson (Sanderson Design Group) and Wayfair.
Does Wallpaper direct have an API?
No public API is recorded for Wallpaper direct.
What industry is Wallpaper direct in?
Wallpaper direct's product category is Home Decor Retail. Its primary akta.pro industry code is CRAIACAA, Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings), with a secondary code of IMADAKAG, Specialty Wallcoverings (Wallpaper, Vinyl, Fabric). Its NAICS code is 44412 and its SIC code is 5700.