The company was founded in 2006 by brothers Niklas and Charlie. Since autumn 2024, operations have been managed by CEO Oscar von Konow.
The goal since the start has been to digitize the wallpaper industry, and today 96.5 percent of sales take place outside of Sweden, with the USA, France and Germany as the largest markets.
Photowall revolutionized the wallpaper industry 20 years ago by allowing customers to create and customize their own designs online. That idea - combining design and high quality with technology that makes it easier for the customer - is just as central to us today," says Oscar von Konow.
The headquarters and factory are located in Skarpnäck, just outside Stockholm. There, every order is handled on-site before being shipped globally.
One of our great strengths is that we have design, technology and production close to each other. This gives us control over the entire chain and allows us to combine creative height and high quality with flexibility, short lead times and a very simple customer offering. This is appreciated by both private customers and interior designers and architects," says Oscar von Konow.
Aims for B2B and AI
To scale up the business, Photowall is now focusing more on the B2B segment. Demand is increasing from hotels, retail and other commercial environments.
As part of this initiative, several million Swedish krona are being invested in new printing technology, which expands the material range for professional actors.
With our new investment, we will have the largest and most high-tech production facility for digitally printed wallpapers in the Nordic region. This strengthens our existing business while opening up completely new opportunities within the professional segment," says Oscar von Konow.
At the same time, the e-commerce company is rolling out new digital solutions. In the spring, an AI-based visualization tool was launched, where users can test how a specific wallpaper looks in a room or shop window before purchasing.
Since we launched the tool before the summer, over 130,000 people and companies have used it. This is a clear example of how we use new technology to make the step from inspiration to decision easier," says Oscar von Konow.
Revenue is turning upwards – but profit is shrinking
Photowall is operated through the company Nordic e Trade AB and is part of the NOD network, which recently also acquired the design company Printworks.
In 2025, the company returned to growth after a tougher 2024. Revenue increased by 7 percent to SEK 399.8 million, compared to SEK 372.8 million the previous year. At the same time, operating profit continued to decline, decreasing by 19 percent to SEK 78.9 million, down from SEK 97.6 million in 2024.
In the annual report, management describes the sales development as positive and emphasizes that the growth confirms the strength of the business model, despite an uncertain world.
Putting up a wallpaper from Photowall should feel as easy as hanging a photo on the wall. We continue to broaden our range within wall decor and invest in making the journey from idea to finished wall even more inspiring and simple," concludes Oscar von Konow.