HOW TECH IS DEMOCRATISING INTERIOR DECOR: CREATIVE AND COMMERCIAL OPPORTUNITIES EXPLORED
“ Interior products fit perfectly into the on-demand model, and whilst their patterns and designs, and schemes might be visually complicated, the manufacturing route is much shorter and simpler than that of Apparel. Whatever product you might want to create, there is now almost certainly a digitally printed solution, and one that’s affordable and available locally, on-demand.” FESPA Textile Ambassador
Image Credit: S&B William Morris & Co
WRITTEN BY FESPA TEXTILE AMBASSADOR DEBBIE MCKEEGAN
How Tech is Democratizing Interior Decor: Creative and Commercial Opportunities Explored
Digital technology and the widespread availability of custom printed materials is continually democratizing the Interior Decoration sector. Products are now created digitally, imagined digitally, marketed, and often sold as digital twins and then (and only then) manufactured digitally, on-demand.
Interior products fit perfectly into the on-demand model, and whilst their patterns and designs, and schemes might be visually complicated, the manufacturing route is much shorter and simpler than that of Apparel. Whatever product you might want to create, there is now almost certainly a digitally printed solution, and one that’s affordable and available locally, on-demand.
Another factor supporting the accelerated growth in this sector, is the widespread availability of fabrics and materials for interior surfaces. Durable materials, textiles, wallcoverings, flooring and furnishings that comply with the regulatory specifications of an established industry. Buyers, Interior design practices and product specifiers now have absolute confidence in the materials used and the digital printing process, and now reap the commercial and creative benefits that digital technologies offer to the sector.
Democratising Design.
The Interior market can now access the design vaults of global design studios and is freed from the traditional stock model for printed surfaces. All of which facilitates exclusivity and protects the interior design community and their creativity from plagiarism and competitive underselling.
Digital printing technologies now exist for all price points and their widespread availability has unlocked a booming marketplace for independent designers and established brands.
A quick spin around Instagram will confirm the scale of the independent designer marketplace. It starts with style, product positioning, branding and highly concentrated marketing activity. Independent Designer brands continue to thrive in an ecommerce model where customers are curious and aspire to create the perfect lifestyle and a happy interior at the click of a button.
Within this sector, and for relatively low investment, established designers can now purchase their own equipment and set up their own smart manufacturing hubs to become designer-makers. We also see Design studio’s doing the same, and creative studio’s (of all scales) that once only sold artwork to buyers can now offer the décor industry products directly. Many are now exploring the potential of B2C on-demand sales using 3rd party fulfilment companies and white label API technology.
Supporting all of these developments is an expanding global network of print facilities: smart manufacturing hubs that offer flexible on demand production at any scale and in close proximity.
Standfast and Barracks is the textile printing hub of the Walker Greenbank group, and it supports the businesses seven in-house brands with printed production. Once a company that was totally analogue, S&B has transformed its print facility into a state-of-the-art digital manufacturing plant. Utilising Durst digital textile printing equipment, using reactive and pigment processes the factory now produces more digital meterage than analogue, and over the years ahead intends to further increase its digital capacity.
In the wallcoverings sector the Walker Greenbank group also own Anstey Wallcoverings. Here too production is split between digital and flexographic printing for the brands within the in-house portfolio. Brands that include Arthur Sanderson & Sons, Morris & Co, Zoffany and Harlequin. All of which offer textiles and wallcoverings to trade and retail consumers.
With inbound orders from their own label brands, the print facilities at Walker Greenbank have steady production volumes. At both facilities commission printing is also on offer for the interior Décor industry. And here we witness the many commercial benefits for customers as minimum meterage’s fall…in the textile space a minimum order using analogue would have been 2,000m. Minimum meterage’s within the print sector now range from just 1m in businesses such as Spoonflower and Prinfab, and at the mills 10m minimum is not uncommon.
For Interior Furnishing businesses that have traditionally supplied the Interior Décor marketplace, companies such as Edmund Bell, Panaz and Vescom digital technologies have also transformed their businesses into customised print facilities. Harnessing a back catalogue of 1000’s of designs, digital technology enables these brands to customise any pattern or print, onto any material and therefore offer new life and new income for companies supplying the contract and hospitality industries.
How is technology evolving to democratise print?
Over the years, as technology and AI have developed simultaneously, the machinery used for digital printing has evolved to offer a simplified method of print (or so it appears to the operator). In truth under the bonnet of your chosen print technology is an intelligent and ever more complicated machine, a blend of machinery and sweet software capable of reasoning and intelligent processing.
As print speeds per sqm/hr and print capacity’s scale, so does the depth of the technology required. The resultant development is an uncomplicated, interactive machine built for sustainable, transparent manufacturing. We can now measure and control every ink drop, every unit of energy and waste.
What’s more we can now do that on a machine that costs 30,000 euro’s or 2 million – the printer demands transparent manufacturing data and cloud-based analytics, and the machine industry is listening. New technical developments offer evermore depth and intuitive function in the equipment we use, regardless of scale. All of which establishes the essential bedrock of environmental clarity for printed production.
As the Interior industry continues to evolve, we now welcome entrepreneurial growth alongside the re-equipment of the furnishing print industry, a sector that is currently rationalising its supply chain for economic stability and environmental best practice.
We also welcome the convergence from existing printers looking for new markets and new opportunities and the independent designer/manufacturer. SMEs freed from 3rd party production, using affordable technology to print and manufacture their own goods in-house for boutique retail or ecommerce sale.
At whatever scale, digital technologies and the advancement of their AI intelligence and innate environmental function offers a vibrant marketplace filled with creative, commercial opportunity.
The story of what happens when young designers access digital technology is still being written.
What once was a theoretical sustainability goal seems to have shifted into an active regulatory reality.
Is the Textile Market Finally Recovering?
After a difficult few years, there are genuine reasons for optimism. Duncan was candid about the challenges: "The market for textiles has been very difficult over the last three years. I'm not going to hide the truth there. But the tide is turning.“
A profound shift is currently reshaping the sector
Changing consumer expectations demand greater design diversity, faster turnaround times, and sustainable manufacturing practices.
To thrive, interior brands must adapt their supply chains, bringing production closer to the end consumer and moving away from bulk manufacturing.
Digital textile printing offers a definitive solution to these operational bottlenecks.
Digital transformation doesn't announce itself.
It accumulates - one innovation at a time - until an entire industry looks back and realises the ground has shifted beneath its feet. That's precisely where textiles stands today.
The conversations happening now about AI, automation, sustainability, and digital product passports are not theoretical. They are shaping decisions being made on factory floors and in boardrooms right now.
“By leveraging advanced digital textile printing, Marylene Madou has successfully merged traditional craftsmanship with cutting-edge technology. Her approach offers a blueprint for how independent designers can scale their brands globally while maintaining a minimal environmental footprint.”
From Helsinki's printing mill to Paris's Le Marais, discover how Marimekko is scaling a design-led brand with purpose, craft, and bold innovation.
But what makes Marimekko's story compelling is not just its aesthetic legacy?
The textile industry is undergoing a vital transformation. As the insights from Techtextil and Texprocess reveal, the path forward relies on a combination of sustainable hardware, intelligent chemistry, and seamless digital workflows.
From Zimmer's industrial-scale energy reductions and Stratasys's on-demand 3D embellishments, to Kornit's single-step technical printing and the unified digital ecosystems of NedGraphics and Optitex, the tools for change are here. To stay competitive, brands and manufacturers must adopt these innovations, moving away from fragmented, wasteful processes towards a truly connected, circular economy.
Friedmans stands as a testament to the power of combining traditional textile knowledge with forward-thinking innovation.
“Operating from their UK headquarters, Friedmans now serves a diverse array of sectors, including swimwear, dance, entertainment, sportswear, interior decor, prosthetics, and even pet apparel. With a strategic supply chain that reliably serves clients worldwide”
The apparel decoration industry is decisively moving away from isolated, analogue production tools toward connected digital manufacturing environments.
"Kornit’s unwavering commitment to transformative technology continues to disrupt the status quo. For business leaders and innovators ready to capture the future of apparel manufacturing, the path forward is clear”
The Urgent Need for Sustainability at Scale
The transformation at Coats provides a vital blueprint for the wider textile and apparel sector. True sustainability cannot be achieved in silos. As Dearing emphasised:
“Cross-industry collaboration is the engine of meaningful change. Brands, machinery suppliers, chemical providers, and fibre producers must act as an interconnected ecosystem”
Today’s customers demand superior product quality, real-time data visibility, and lightning-fast turnaround times.
For large-scale garment decorators, managing these expectations while balancing seasonal demand fluctuations - such as the massive surges seen during Black Friday - presents a monumental challenge.
"Relying on transactional vendor relationships and outdated legacy equipment is no longer sufficient to secure long-term stability and growth.”
Printing method is never a secondary detail. It shapes the entire life cycle of a product, from concept to customer. In today’s fashion industry, where margins are tighter and speed matters more than ever, technical knowledge has become a competitive advantage.
“The future of textile design belongs to professionals who can combine creativity with execution, aesthetics with practicality, and vision with production reality”.
Are we witnessing the reinvention of Merch driven by adaptive, digital technologies?
The commercial opportunity presented by printed, personalised merchandise is already a lucrative revenue stream; it is the core driver of growth in a multi-billion-pound industry. And the mandate for print businesses is clear: automate, adapt, and offer undeniable added value, or choose to gradually lose market share.
Powderless DTF is an important area of innovation. It deserves research, investment, and thoughtful development.
“But at its current stage, it often feels like the industry is attempting to commercialize the concept ahead of the underlying chemistry and system readiness”.
All Apparel Manufacturers face an Urgent Mandate: “Automate or be Left Behind”.
Industry leaders like Super Nova Sports and Ryozo International were struggling with severe pre-press bottlenecks and unsustainable fabric waste. By integrating AI Sublimation Software into their workflows, these forward-thinking businesses eliminated manual variable data entry, boosted fabric efficiency to over 80%, and reduced delivery times by more than half, establishing a highly profitable, agile, and environmentally responsible production model.
The Future of Manufacturing belongs to those who Embrace Connected Digital Ecosystems
“Whether you produce garments, car interiors, or home furnishings, the transition from creative concept to production-ready product often remains fragmented. Design teams work tirelessly to develop compelling materials, yet technical teams struggle to interpret these visions without losing data along the way.”
The European digital wallcovering marketplace is expanding at an impressive rate.
“For print professionals and interior designers, this transition presents a distinct set of challenges. Achieving flawless colour consistency, managing complex substrates, and meeting stringent environmental standards are no longer optional extras; they are fundamental requirements for commercial success.”
If you're looking to optimize your website for AI search, hang onto your cowboy hat. It's the Wild West out there. Former (and current) SEO companies see the handwriting on the wall as more search moves from traditional SEO to AEO (answer engine optimisation). Opportunists are popping out of the woodwork.
(There are good options out there, but vet them carefully.)
A swimsuit might start life as a sketch. By the time it reaches the shop floor, dozens of hands have touched it - designers, dye houses, printers, trim manufacturers, quality controllers. Each one interprets colour in their own way, under their own conditions, with their own tools. The result is often a product that looks nothing like the original vision.
Dorking – UK – August 2026 – The FESPA Awards 2027 are set to open for entries, inviting print and signage professionals from around the world to showcase their finest work on the industry's most prestigious global stage.
With an early bird deadline of 31 August 2026 and a final entry deadline of 2 December 2026, the call is clear: the time to prepare is now
London – UK – August 2026 – Vivid Technologies has announced that its flagship product, Razar, has been shortlisted in the Manufacturing category of the prestigious Stationers' Innovation Excellence Awards 2026.
The nomination recognises Razar as a standout example of forward-thinking innovation within the manufacturing sector.
Clay Cross – August 2026 – Resolute DTF has announced it will take a prominent stand at The Print Show 2026, held at the NEC Birmingham from Tuesday, 29 September 2026.
The company will also maintain a presence at The Sign Show, which is co-locating with the event, marking a significant dual appearance for the brand at one of the UK's most anticipated print industry exhibitions
Regensburg, Germany – August 2026 – OneVision has announced the release of software version 26.2, marking a significant step forward in intelligent print automation.
The update introduces new artificial intelligence capabilities, expanded Variable Data Printing (VDP) functionality, and enhanced production monitoring tools designed to help print service providers increase efficiency and output quality.
Version 26.2 introduces a suite of AI Services that seamlessly integrate GPU-accelerated artificial intelligence into existing print production workflows.
SOUTH NORMANTON, UK – August 2026 – Sun Chemical has announced that its Xennia Sapphire pigment inks for digital textile printing have received three of the industry's most sought-after regulatory certifications: GOTS (Global Organic Textile Standard), ECO-PASSPORT, and ZDHC (Zero Discharge of Hazardous Chemicals).
The achievement positions Sun Chemical as a frontrunner in sustainable and compliant digital textile printing solutions.
London UK – July – 2026 – British digital fabric printing company Prinfab has been commissioned to produce a commemorative tea towel to celebrate the landmark birthday of iconic English fashion designer Sir Paul Smith.
Manchester – August 2026 – Premier Digital Textiles today highlights its 2555 Dimout, a versatile, dual-purpose fabric designed to bridge the worlds of fashion and interior design.
With its distinctive silver finish and subtle sheen, the fabric is positioned as a premium material for designers and makers operating across both industries.
2555 Dimout features a smooth silver surface that lends itself naturally to elegant occasionwear, flowing garments, and bold statement pieces.
Its fluid drape and refined aesthetic make it particularly well-suited to summer collections, where lightness and visual impact are equally valued.
Oswestry – Shropshire – August 2026 - Fujifilm Ink, the UK-based global supplier of UV inkjet technology, has strengthened its partnership with China Print Supplies UK Ltd (CPS), becoming the recognised ink supplier for the company's range of Dlican UV printing systems.
The partnership follows the successful rollout of Fujifilm Ink's thermoforming flexible ink technology, reinforcing the company's commitment to delivering high-performance, application-specific ink solutions for the wide-format print market.
Birmingham, UK – July 2026 – swissQprint UK is set to exhibit at The Print Show 2026, taking place from 29 September to 1 October at the NEC in Birmingham, Great Britain.
Visitors can find the swissQprint UK team at Stand P420, where they will have the opportunity to experience the company's latest flatbed printing technology firsthand.
Paris, France – August 2026 – Optitex and NedGraphics will present their integrated design and manufacturing solutions at Première Vision Paris, taking place from 1st to 3rd September 2026 at Parc des Expositions, Paris Nord Villepinte, France.
Visitors can find the companies at Booth 3L11 in Hall 3, Smart Creation Area.
The joint appearance marks a significant opportunity for textile brands and manufacturers to experience first-hand how NedGraphics and Optitex deliver a unified workflow — one that connects textile design, colour refinement, and end product development within a single, seamless process.
Emmerich am Rhein, Nordrhein-Westfalen – August 2026 – Brother Industrial EMEA has announced the launch of its GTX300, a hybrid direct-to-garment (DTG) and direct-to-film (DTF) garment printer that the company says sets a new benchmark for textile print quality.
To mark the occasion, Brother Industrial EMEA is offering eligible print professionals across the EMEA region a complimentary demo package to experience the printer's capabilities firsthand.
FREMONT, CA. August , 2026 – Fiery, a global leader in digital printing technology, has announced the launch of a new free online course designed to help print professionals master colour management for direct-to-film (DTF), direct-to-garment (DTG), and UV printing workflows.
The course, Fiery Specialty Production 301 v1: Colour Management Basics in Digital Factory, is now available on Fiery's learning platform at no cost.
Geretsried, Bavaria, August 2026 – RUDOLF, a leading textile chemistry company, has announced the launch of its Summer Campaign, a dedicated series exploring advanced finishing technologies designed to enhance the performance, comfort, and protection of swimwear and summer apparel.
The campaign arrives at a time when the demands placed on modern swimwear are greater than ever. Prolonged sun exposure, repeated contact with water, and the physical demands of summer activities require textiles that go beyond attractive design.
RUDOLF's Summer Campaign aims to demonstrate how the right finishing technologies can meet these challenges head-on.
Frankfurt, Germany – August 2026 – Heimtextil, the world's leading trade fair for home and contract textiles, has announced the launch of the Italian Lounge, a dedicated exhibition space celebrating Italian craftsmanship at its 2027 edition.
Taking place from 12 to 15 January in Frankfurt, the Italian Lounge will be located in the heart of Hall 4.1 and will bring together manufacturers of decorative and furniture fabrics, leather, and fibres and yarns under one roof
Pembrokeshire, Wales – August 2026 – National Weaving, a family-owned textile manufacturer with nearly four decades of experience, was honoured to receive a visit from HRH The Princess Royal, President of the UK Fashion & Textile Association (UKFT), at its Pembrokeshire facility.
The visit celebrated the company's longstanding contribution to British textile manufacturing and its commitment to combining traditional craftsmanship with modern, sustainable production methods.
PHILADELPHIA – July 2026 – PRINTING United Alliance, in partnership with The Foundation for Graphic Communication Education (The FGCE), continues to expand its popular Student Day experience at PRINTING United Expo 2026, taking place Thursday, September 24, at the Las Vegas Convention Center.
Designed to introduce students to the limitless career opportunities across the printing industry, this year's program will feature enhanced career development programming, expanded mentorship opportunities, and greater one-on-one engagement with industry professionals throughout the day's activities.
Dublin, Ireland – July 2026 – digitalprint.ie, Ireland's trusted supplier of wide format printing equipment and media, has completed the delivery and installation of two Epson SureColor S9100 printers to long-standing customer iGraphic, based in Newtownards.
The installation, which required careful planning and specialist logistics to position both machines on a first-floor mezzanine, marks another milestone in a valued, ongoing partnership.
Johannesburg – July – 2026 Experience the latest digital printing, vehicle wrapping and paint protection films at the FESPA Africa and Sign Africa Johannesburg Expo, where industry meets opportunity.
The event is taking place from 8-10 September 2026.
Arhus – Denmark – July 2026 – Mikkelsen Innovation ApS has announced that its FASTSEWN™ 3.3M has been named the recipient of the 2026 Pinnacle Award in the Technology category by PRINTING United Alliance.
The recognition highlights the machine's role in automating the final manual step in textile graphics production, combining automated sewing and laser cutting with keder application for silicone edge graphics (SEG).
Barbieri electronics is strengthening its leadership team as the company prepares for its next phase of development.
With Viktor Lazzeri, who has played a key leadership role within the company for many years and is well known to customers and partners as Chief Operating Officer, Barbieri has appointed him COO and Co-Managing Director, further strengthening its leadership capacity to support innovation, international growth and even closer customer relationships.
Altrincham – Cheshire – July 2026 - Friedmans Ltd and Funki Fabrics have announced the arrival of new print designs, expanding their existing collection with a fresh range of trend-led prints available across a broad selection of premium fabric bases.
The launch offers fashion designers, production teams, and creative professionals a timely opportunity to explore new possibilities for their upcoming collections.
Leicestershire - July 2026 – Vivid Laminating Technologies is pleased to announce that HG Graphics, a leading provider of building signage and vehicle wraps across Yorkshire and the UK, has invested in a fully integrated print and cutting solution combining the VelobladeNexus with the latest Onyx Graphics software.
The installation, supplied and commissioned by Vivid Laminating Technologies, sees three printers feeding directly into HG Graphics' new VelobladeNexus with auto tool change — all operating under full Onyx Graphics software integration. The solution was delivered and set up on-site as part of a complete, ready-to-run installation
Wednesday, July 29, 2026 - RENNES, France—Pointcarre, the French American textile CAD company known for its jacquard and dobby weaving software, has developed a new module dedicated to wall to wall carpet and carpet tile design.
The launch addresses a gap left when APSO, the longtime CAD platform for the tufting industry, discontinued its software more than two years ago, leaving mills and carpet designers without a clear path forward.
Accrington, UK, July 29, 2026: Soyang Europe has expanded its direct-to-film (DTF) range with the launch of a paper-based transfer media that offers an environmentally conscious alternative to conventional PET transfer film.
Named Soyang DTF Paper, the new product is a single-sided release-coated transfer paper featuring anti-static treatment and a hot-peel release.
Designed for use with digital inkjet DTF printers running water-based pigment inks, the media can be recycled through standard paper waste streams, helping print businesses reduce plastic waste.
London – July 2026 – Perfect Colours, a leader in print management solutions, has highlighted the availability of Print Factory, a unified Raster Image Processor (RIP) designed to deliver consistent, high-quality colour output across multiple printers.
The solution addresses one of the print industry's most persistent challenges: maintaining colour accuracy and consistency across different devices and workflows.
Las Vegas, NV – July 2026 – Caldera, a leading provider of print workflow software solutions, has announced its participation in PRINTING United Expo 2026, taking place 23–25 September 2026 at the Las Vegas Convention Center.
Visitors can find Caldera at Booth C1469, where the company will showcase its latest innovations in print workflow automation, colour management, and apparel decoration.
Ghent – Belgium – July 2026 – Kongsberg Precision Cutting Systems (Kongsberg PCS), a leading provider of digital cutting solutions, is calling on print, signage, and packaging businesses to embrace advanced materials as a strategic pathway to new markets, higher-value products, and more sustainable growth.
As competitive pressures intensify across the manufacturing sector, Kongsberg PCS is positioning its versatile, high-performance digital cutting solutions as essential tools for businesses looking to expand their capabilities and future-proof their operations.
The company's message is clear: businesses that invest in advanced material processing today are best placed to lead their industries tomorrow.
Bracknell – Berkshire-July 2026 – UFABRIK’s Soft Blackback Textile, a premium material engineered for tension frames, interiors, retail environments, exhibitions, soft signage, and beyond.
Designed to meet the exacting demands of modern display and signage professionals, the new textile sets a new benchmark for quality, versatility, and performance in the industry
Crewe, UK – July 2026 – Hybrid Services Ltd, the UK's leading Mimaki distributor, has announced two dedicated demonstration weeks at its Crewe showroom this August, giving businesses across the print industry the opportunity to explore the latest Mimaki technology firsthand.
Taking place from 3rd to 7th August and 17th to 21st August 2026, the August Demo Weeks are designed to help businesses make informed investment decisions by experiencing Mimaki's wide format print solutions in a hands-on, pressure-free environment.
Florida – July - 2026 – Agfa Inkjet Solutions has announced its return as a Keynote Sponsor of the 2026 Wide Format Summit, marking the sixth consecutive year the company has supported the industry's premier gathering.
The event is scheduled to take place from 27 to 29 July 2026 at the Hyatt Regency Coconut Point Resort and Spa in Bonita Springs, Florida.