WallVision takes another important step to transform the group into a leader in the premium interior decoration sector with focus on creating strong brands.
After the acquisition, WallVision with its House of Brands strategy, now consists of five strong interior design brands: Boråstapeter, Cole & Son, Wall&decò, Perswall and Pappelina. In addition to wallcovering, where the group has its roots, WallVision offers home furniture textile, cushions, and with the acquisition of Pappelina now also rugs. All with amazing design, high quality, and stellar customer service.
With the inclusion of the premium brand Pappelina, WallVision further expands its strong market position and takes another step to become a European leader in interior decoration, and it constitutes a significant opportunity for both parties. Pappelina have shown profitable growth since it was founded in 1999. CEO of WallVision Olle Svensk explains:
”I am really excited to have Pappelina in the WallVision Group, it is a brand-driven company with all the ingredients we look for; a premium position, an international foot-print with 80% of the revenue outside Sweden, excellent quality and great people. We see lots of opportunities and look forward to take this brand to the next level together with Lina Rickardsson and her talented team.”
Lina Rickardsson, founder, and Creative Director of Pappelina explains:
“I’ve always dreamt big for Pappelina. There was no way I could miss such a chance for development and expansion. Pappelina’s vision has always been clear – to be a ground-breaking pioneer in its sector. Today Pappelina is a global brand and yet, Pappelina still makes the rugs in a small local weaving mill, in the little village of Leksand, right in the heart of Sweden. Each Pappelina rug, represents a piece of Swedish craftsmanship.“
