Photowall Brand Guidelines: Stockholm Wallpaper Printed to Order Since 2006

Wallpaper sold online, from 2006.

Photowall is a Stockholm wallpaper maker that sells online. It was founded in 2006 by the brothers Charlie and Niklas Johansson, according to the Swedish trade site Ehandel.se, which reported in March 2015 that at the start few people believed wallpaper could be sold on the internet. Niklas Johansson told the site that when the company began, many people said wallpaper could never be sold without showing it to the customer in person. The company’s own account says the brothers started “with just a digital printer.”

Within a decade it had grown into a factory business. By 2015 Photowall had about 25 employees and both its office and its factory in Skarpnäck, in the south of Stockholm, Ehandel.se reported. The same article said the business newspaper Dagens Industri had named it a Gasell company in 2013, and that it had qualified for the magazine Veckans Affärer’s list of Swedish “superföretag” in 2014. It was then selling in Denmark, Norway, Finland, Russia and the United Kingdom; it launched in Germany in July 2014 and went on to open local shops for Austria, the Netherlands, the United States, France, Spain, Poland, Belgium and Lithuania.

Ownership has changed since then. In April 2026 Ehandel.se listed Photowall among the brands of Network of Design (NOD), a group founded in 2020 that collects Nordic design companies and is part of the portfolio of the investment firm Altor; its stablemates include the rug weaver Kasthall and String Furniture. In September 2026 the site reported that Nordic e Trade AB, the company behind Photowall, is a wholly owned subsidiary of NOD, and that it had an average of 39 employees during 2025. NOD’s own website names Altor as its ultimate owner and describes Photowall as “born in 2006 with the aim of creating personal wall art by printing wallpaper digitally.”

Printed to the wall, one order at a time.

Photowall’s central idea, as Ehandel.se summed it up in September 2026, was selling made-to-measure, digitally printed wallpaper online. Each design is printed to the size of the customer’s wall. Niklas Johansson told the site in 2015 that because the company prints digitally to each order, it does not need to hold unnecessary stock, and that this let it move quickly and start many collaborations. The company says every wallpaper is made on demand and that “all our wallpapers are crafted in our own facility in Stockholm, Sweden”; Ehandel.se reported in September 2026 that Photowall has its own production in Skarpnäck and sells almost entirely to customers outside Sweden.

The range goes beyond wallpaper. In 2019 Ehandel.se described a business that produces and sells photo wallpapers, posters and printed wall pictures. The company’s current menus list wallpaper, wall murals and posters, along with custom wallpaper and custom posters made from a customer’s own picture. It sorts its designs by style and by room — from Scandinavian and Japandi to chinoiserie, vintage and children’s rooms — and the title of its home page presents the whole range as “peel and stick wall decor & wall art.”

Design partnerships fill much of the catalogue. The company says its collection is built “through partnerships with renowned designers and prominent illustrators.” Ehandel.se named three of them in 2015: Ingela P Arrhenius, Martin Bergström and Beata Boucht, and reported that Photowall’s design range grew by about half during 2014. The site also keeps a separate section of influencer collections.

The company is now turning towards business customers. Ehandel.se reported in September 2026 that Photowall was investing in new printing technology to widen its range of materials for commercial interiors such as hotels and shops, and that it had introduced an AI-based visualisation tool that spring, which its chief executive, Oscar von Konow, said had been used by more than 130,000 people and companies soon after launch.

Design and documentation.

Wallpaper and wallcovering makers sell surfaces that are hard to judge from a small sample, so most of them present their work through finished rooms. Company sites typically pair each design with a flat pattern image and a room set, and many add project stories from hotels, shops and private houses. Fromental’s pages group bespoke designs by collection, by collaboration and by colour family, while Muraspec’s home page runs a series of short project stories from hotels, bars and homes.

Naming does a lot of the work. Makers organise their output into named collections, and the names often signal a source or a mood rather than a technical detail: Fromental lists collections such as Chinoiserie and Modern Chinois, and Muraspec trade write-ups from 2013 describe ranges named Artemis, Osaka and Verona. Collaborations with designers and other houses are usually given collection names of their own, as with Hirondelles, made by Fromental with Lalique and reported by Tatler in 2019.

Technique is described in plain terms. Makers set out how a design is produced, whether by hand painting, hand embroidery, screen printing or digital printing, and where the work is done. Fromental’s craftsmanship page explains how silk is sized, painted and backed with rice paper in its Chinese studios, and Muraspec states that its wallcoverings are designed and manufactured in the UK; trade magazines often repeat the specification details, such as backing and weight, that contract buyers ask for.

Corporate pages fill in the rest: who founded the business, who owns it now and where its studios and showrooms are. Some firms are still run by their founders, while others have passed through several owners; Muraspec, for example, now describes itself as employee-owned. The guides in this group set those facts out from dated sources, alongside each maker’s own account of its collections.

A name that says what it sells.

Photowall’s name describes the product: pictures for the wall. Its about page sets out three values — Design, Quality and Custom-Made — and says its offices and production are both based in Stockholm. Its press page asks anyone using its images to mention Photowall and link to its website. The company runs local shops under country domains across Europe, North America, the Middle East and the Asia-Pacific region, and its site names Nordic E Trade AB as the operator.

The company marked its twentieth year in 2026. Ehandel.se, which has followed it since at least 2015, described it that September as the business that twenty years earlier had launched the idea of selling made-to-measure, digitally printed wallpaper online, and which now has its own production in Skarpnäck. The company’s own pages tell the same story in the same order: a digital printer at the start, a Stockholm workshop, and a catalogue widened through outside designers and illustrators.

Readers searching for the name should note that “Photowall” has also been used for something unrelated: in March 2014 Google released an app called Photowall for Chromecast, which let people send photos to a television as a shared collage, Engadget reported at the time. It has nothing to do with the Stockholm company. The NOD group’s site is nodgroup.com; several similar “network of design” domains are parked.

For a design guide, Photowall shows how a print-on-demand maker can build a brand on choice and fit rather than on a single signature pattern. Compare Rebel Walls, another Swedish maker of wall murals, and Mr Perswall, the Borås digital-wallpaper brand founded the same year. For this guide we use a deep spruce green and a warm clay with a sans-serif, an unofficial interpretation; no product or logo is reproduced.

Keep Photowall’s identity on hand — save it to a board in the Made Good inspiration library.