A print floor, a drawing table,
and a very long courier route

Why direct

The custom wallpaper trade has been organised the same way for decades: a printer manufactures, an importer buys, a distributor warehouses, a retailer sells. Each step is legitimate, and each one adds thirty to forty percent. By the time a mural reaches a wall in Bristol, the wall has paid for four businesses.

Made-to-order manufacturing makes those steps unnecessary. Nothing needs warehousing because nothing exists until it's ordered. Nothing needs a showroom because the sample costs £2 and arrives in a week. What remains is a press, a quality bench and a courier — and the difference goes to you, not to the middle.

Why the designs are what they are

We could licence the same stock botanicals everyone else prints. Instead a share of our catalogue is drawn from Indian traditions — Pichwai, Madhubani, block-print, Mughal botanical study — redrawn at wall scale by artists trained in them, and paid a royalty on every roll.

It's the one part of this business no competitor can replicate with a printer and a stock library. It also happens to be the part we most enjoy.

The standards question, answered early

India has no mandatory product standard for wallcoverings equivalent to Europe's. We built to the European one anyway: CE marking to EN 15102, fire classification to EN 13501-1, emissions inside EU Regulation 2023/1464, water-based PVC-free inks on certified European base papers. Not because a regulator here requires it — because the wall it ends up on is in Manchester or Munich, and that customer deserves the same document pack a domestic manufacturer would hand over.