the wallpaper market
Italy

MARKET SUMMARY

1.1 Definition and presentation

The term wallpaper can refer to a material used to cover and decorate the walls or internal partitions of a house or a building. The need to decorate walls has ancient origins, whereas the introduction of paper as a material dates back to the twelfth century in Europe, through its import from China.

There are generally 3 types of wallpaper:

- The traditional wallpaper, printed on paper;

- “Non-woven" wallpaper, composed not of paper but of polyester and cellulose fibers;

- Vinyl wallpaper, printed on a layer of PVC.

In addition to these relatively common products, there is a variety of wallpapers made of original materials, including metal wallpaper, flock velvet wallpaper.

Market players are mainly targeting two types of customers:

- Private

-Companies

From the Middle Ages to the present day, wallpaper has evolved considerably, penetrating the concept of Italian fashion and interior design, completely reversing its historic marginal role. Today, wallpaper is an accessory for decoration, exploiting the continuous innovations in terms of technology, materials used and designs.

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