ONE YEAR ON - SHUTTERFLY ACQUIRED SPOONFLOWER A MOVE THAT CONNECTED 21 MILLION CUSTOMERS TO PRINTED TEXTILES ON DEMAND
At the time of the acquisition’s completion, Shutterfly said, “This acquisition will increase the depth and breadth of what people can create, customize, and buy on the Shutterfly platform including wallpaper, fabric, and home décor. And it will connect 21 million active Shutterfly users to more than one million designs by independent artists in the Spoonflower global marketplace.”
GUEST ARTICLE WRITTEN BY CARY SHERBURNE OF WHATTHEYTHINK
One year ago, the on-demand printing world was surprised by Shutterfly’s acquisition of Spoonflower.
Upon closer examination, the acquisition made a lot of sense: both companies were focused on innovative products that take advantage of the creativity of consumers and the maker community.
Whether starting with a photograph, digital art, or a creation from Spoonflower’s nearly two million designs, the ultimate outcome at every level is a unique product with a design that is driven by creatives of every level including first-timers, hobbyists, enthusiasts, small business owners, interior designers, and makers across a growing community.
At the time of the acquisition’s completion, Shutterfly said, “This acquisition will increase the depth and breadth of what people can create, customize, and buy on the Shutterfly platform including wallpaper, fabric, and home décor. And it will connect 21 million active Shutterfly users to more than one million designs by independent artists in the Spoonflower global marketplace.”
For Shutterfly, the acquisition doubled its total addressable market, expanding its personalized product platform’s reach into the fast-growing home décor category and securing a foothold in the creative marketplace. For Spoonflower, it gave the talented internal team access to more resources and a collaborative marketing and development community that better positioned it for growth.
Because of Shutterfly’s manufacturing expertise, the acquisition will also enable Spoonflower to scale its business and ship products faster to customers, while helping the small business owners included in its vast community to scale theirs, too.
“We used to be the R&D team within Spoonflower, and now we are a process innovation team directly devoted to textiles and wallpaper,” said Kerry King, Spoonflower’s senior director for process innovation for textiles and wallpaper. “The nice thing about that is that we sit within a larger R&D organization where there are a number of process innovation teams and experts on things like lean manufacturing and some of the base technologies around printing, both in terms of paper, but also more broadly in the industry. Now we have lots of great new friends that we can tap into in terms of their knowledge and expertise.”
One of Shutterfly’s strengths in this matchup is that they have multiple factory locations.
“We hope that that will not only help us scale, but that it will also help us bring joy and delight to the consumer base by getting products to them more quickly,” King said.
As the Shutterfly press outreach indicated, a key driver for the acquisition was access to Spoonflower’s marketplace and community of independent artists and makers.
“We are building a structure that allows creative people to tap into lots of different product categories,” King said. “We are starting to see some of the surface designs that exist on Spoonflower appear on the Shutterfly site, on both textiles and wallpaper products, but also as it relates to some of the product offerings that are core to Shutterfly’s brands.”
With all of the potential synergies of the combination of Spoonflower and Shutterfly, King said one of the biggest challenges is staying focused on top priorities.
“For us on the manufacturing side,” she said, “that’s really honing our manufacturing capabilities as it relates to home décor and wallpaper, which is a really huge category for us that is growing exponentially every year. We are doing our best to keep up with growth and, at the same time, improve our manufacturing process and quality level. Giving the creative community the opportunity to find something that is unique is really what we have to offer. And we are getting really good at our ability to manufacture in units of one and to be able to manage a lot of design diversity through that manufacturing process. Being able to collaborate with the Shutterfly team only accelerates that process.”
They are also deftly handling two of the major challenges brought to bear by the pandemic and its after-effects: supply chain and hiring/retaining talent.
“Our procurement folks were very smart going into the pandemic, and I would credit Gart Davis, one of our founders, with the vision and understanding he had about what was about to happen,” she said. “We also worked closely with our leadership team prior to the acquisition to make sure we didn’t run out of anything. Then as time marched on, our procurement team has done a really great job of making sure we are stocked and planning ahead.”
Davis has a long history in the world of on-demand, including in the book printing business prior to establishing Spoonflower more than a decade ago.
His vision and his energy have made him one of the industry’s leading innovators, and Spoonflower seems to have benefited from that before, during and after the pandemic.
“We have not experienced the big highs and lows in terms of supply chain that some other companies unfortunately have,” King said. “As we continue to broaden our footprint, we need to be really smart about what we are sourcing, where we are sourcing and what we are looking to purchase as we continue down that path.
“When the pandemic first hit, we found that there were lots of people looking for jobs, and we had a pretty dramatic growth scenario. So, we were very fortunate in that we were in a position to hire, and we brought in a lot of temporary employees. Some of those employees we have turned into long-term employees, in both the manufacturing and business organizations.
“Of course, the labor market has become very competitive, and there is no question that it has been really challenging to hire and retain folks. But one of our strengths in this new organizational structure for the Spoonflower product lines is that we don’t necessarily have to rely on what the situation is in a single facility. We can spread some of that manufacturing across multiple facilities. And we are already doing that with wallpaper. Ultimately, that will also benefit the consumer with better turn times.”
King admit that sewing skills continue to be a challenge, and the company is having to get creative and work hard to make sure they “retain the awesome employees we have acquired to date.”
Reshoring manufacturing is also a hot topic in textiles and apparel, as well as other industries.
In addition to her role at Spoonflower, King continues to be involved with AATCC, and her perspective is that larger brands and retailers love the idea of bringing manufacturing back to the Western Hemisphere. However, she does question who is going to make that happen.
“Large brands and retailers are not necessarily willing or in a position to invest in the infrastructure that’s required to make domestic manufacturing happen, which in many respects is kind of disappointing.”
However, on a positive note, she believes the availability of digital technologies opens up a lot of opportunity for the entrepreneurial spirit.
“There are examples out in the world of individuals and startups who are looking to make it happen, as we did some 14 years ago at Spoonflower. They are looking to harness new technologies and next-generation processes, pairing that with new business models—not just ecommerce, but also manufacturing on demand and creative community types of business models, building something that didn’t really exist here in quite that way. The growth we have experienced at Spoonflower is but one example of the kind of business that can be successful domestically.”
About Cary Sherburne: Cary Sherburne is a well-known author, journalist and marketing consultant whose practice is focused on marketing communications strategies for the printing and publishing industries.
Cary Sherburne is available for speaking engagements and consulting projects. To get more information contact us. Please offer your feedback to Cary. She can be reached at cary@whattheythink.com.
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Altstätten, Switzerland – October 2026 – Zünd has announced that it will open its headquarters in Altstätten, Switzerland, on 18–19 November 2026 for Zünd Technology Days 2026, a two-day event dedicated to live technology demonstrations, expert presentations, and an in-depth look at real-world production processes.
Milan, Italy – October 2026 – Agfa has confirmed its participation in Viscom Italia 2026, the international trade fair dedicated to visual communication and graphic arts.
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Watford = Hertfordshire- October – 2026 – Epson has announced that selected SureColor printers and inks are now covered by the 3M™ MCS™ Warranty, marking a significant step forward in the company's ongoing commitment to delivering durable, high-performance graphics solutions.
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London, UK – October 2026 – ARTSTHREAD has today launched the Public Vote for its seventh annual Global Creative Graduate Showcase, inviting audiences worldwide to discover and support the next generation of creative talent.
The vote is now live at vote.artsthread.com, giving the public the opportunity to engage directly with graduating work from across the globe.
Shanghai – China -October 2026 – BARBIERI Electronics, a global leader in professional colour measurement solutions, has announced its participation in ALL IN PRINT CHINA 2026, taking place from 12–16 October 2026 at the Shanghai New International Expo Centre.
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Bracknell – Berkshire - October 2026 - UFABRIK has added IGEPA Hungária to its expanding European distribution network, bringing its digital textile portfolio to customers across Hungary through one of the country’s leading print and visual communications suppliers.
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New York – NY – October 2026 – Optitex, a global leader in fashion technology solutions, has announced a significant update to its CutPlan software, introducing Purchase Order (PO) Wise capability as part of its O/26.1 release.
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United Kingdom – September 2026 – Inkloft, a new specialist digital printing business founded by Gary Weyman and Andy Hancock, has announced its entry into the direct-to-film (DTF) market.
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Peterborough, UK – October 2026 – Snuggle Ltd has today reaffirmed its commitment to redefining industrial garment decoration, combining high-volume output with environmentally responsible production methods at its Peterborough facility.
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Gent – Belgium – October 2026 – Kongsberg Precision Cutting Systems has announced its participation in India CorrExpo 2026, following a successful week exhibiting at PRINTING United Expo 2026.
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Coalville – Leicestershire – October 2026 – Innotech Digital & Display has concluded a successful first-time exhibition at The Print Show, held at the NEC over three days, unveiling its new Black Display Hardware Collection and demonstrating its materials in action through a series of industry partnerships.
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Altrincham- Cheshire – UK – October 2026 – Funkifabrics, a provider of fabrics for fashion and design, today highlighted a striking collection of garments created by renowned designer [theofficialglobegirls], which prominently features its textiles.
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Belgrade, Serbia – October 2026 – Brother Industrial EMEA today announced that its GTX300 digital textile printer has been awarded the prestigious Gold Seal Award at Grafima 2026, the 46th International Fair of Graphic, Paper and Creative Industries, held in Belgrade.
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Shanghai, China – October 2026 – FabricVision, a global innovator in textile production, has marked the successful completion of its first full year of operations, announcing ambitious expansion plans across both China and Europe.
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Klagenfurt - Austria – October 2026– Zimmer Austria, a global leader in textile printing and coating solutions, will be at IGATEX Pakistan 2026, one of the region's premier textile machinery exhibitions.
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Crewe, Cheshire – October 6th 2026 – Hybrid Services Ltd, the UK and Ireland distributor for Mimaki, has announced three dedicated demo days at its Crewe showroom, giving businesses a further opportunity to see the latest Mimaki machines in action.
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Chesterfield, UK – October 2026 – Resolute DTF, a leading provider of direct-to-film printing solutions, has concluded its participation in The Print Show, last week, with an overwhelmingly positive response from attendees.
The event gave the company an opportunity to showcase its latest innovations in DTF and UV DTF printing technology to print businesses from across the industry.
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Capurso, Italy – October - 2026 – Agfa Inkjet Solutions today announced that Digibux Print, an Italian digital print specialist, has invested in the Jeti Bronco H3300 HS, a 3.3-metre wide-format hybrid UV LED inkjet printer.
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London, UK – 25 September 2026 – Sanderson Design Group PLC (AIM: SDG), the luxury interior furnishings group, today announced a 10-year licensing agreement with Dunelm for Designers Guild, the luxury interiors brand acquired by Dunelm in April 2025.
Under the Agreement, Sanderson Design Group has been granted the sole licence to design, manufacture and sell Designers Guild wallpapers, fabrics and paint worldwide.
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Zoetermeer - Netherlands - October 2026 – Papergraphics has announced that its Netherlands branch is now an accredited partner for Canon printers, bringing the acclaimed GP and PRO series to Dutch customers for the first time.
The accreditation builds on Papergraphics' long-standing Canon partnership in the UK, extending the same calibre of large-format printing hardware to the Dutch market.
Neuss – Germany – October 2026 – B-FLEX Italia has announced a partnership with Epson Deutschland GmbH to showcase the future of direct-to-film printing at the Epson Production Days event in October.
The collaboration will bring B-FLEX's DTF film and hot-melt powder together with Epson's SureColor G9000 printer in live, twin-roll demonstrations designed to show how materials and machinery combine to maximise both quality and output in real production settings
Las Vegas – NV – October 2026 – Greentex, a leading supplier of sustainable textiles for apparel, home goods and sportswear, successfully concluded its participation at Printing United 2026, where the company connected with customers, partners and industry professionals to showcase its latest eco-conscious fabric solutions.
The event brought together key players across the printing and textile industries, offering Greentex the opportunity to demonstrate how sustainable materials can meet the rigorous demands of modern digital printing and textile customisation.
Attendees had the chance to see live demonstrations of Greentex's fabric offerings, including its recycled polyester and BCI cotton ranges, both designed to reduce environmental impact without compromising on performance or quality.
Birmingham – UK – October 2026 – China Print Supplies UK Ltd has concluded a successful three-day exhibition at The Sign Show, where the company showcased its latest range of printers, cutting tables, and equipment bundles to industry professionals and visitors.
Throughout the event, the China Print Supplies UK team engaged with attendees, delivered live demonstrations of its machinery, and discussed how its growing product range can help signage and print businesses stay ahead in an increasingly competitive and sustainability-conscious market.
“We were thrilled with the turnout and engagement at this year's Sign Show. Conversations with visitors reinforced the direction we're taking as a business — one that puts innovation and responsible manufacturing at the forefront," said China Print Supplies UK Ltd.