Decor on Demand: How Design-to-Dispatch is Reshaping the Printed Interior
What if covering a wall or window was never really the point? What if the goal was to dress it - to give it texture, character, and a story all its own?
“Moderated by Debbie McKeegan, CEO of Texintel and FESPA Textile Ambassador, the discussion brought together Mathew Faulkner of Canon, Terry Raghunath of HP, and Rodd Harrison of Mimaki - each offering a distinct vantage point on a sector McKeegan rightly described as "ripe for disruption.
And the numbers back her up. The digital decoration marketplace is forecast to grow at a CAGR of up to 20.3% through to 2030” Source: Technavio.
WRITTEN BY FESPA TEXTILE AMBASSADOR DEBBIE MCKEEGAN
What if covering a wall or window was never really the point? What if the goal was to dress it - to give it texture, character, and a story all its own?
That provocative reframing sat at the heart of the "Decor on Demand: Design to Dispatch" panel, held at the FESPA conference, Barcelona May 2026, where three of the industry's most influential voices gathered to map the seismic shifts redefining how interior products are designed, produced and delivered.
Moderated by Debbie McKeegan, CEO of Texintel and FESPA Textile Ambassador, the discussion brought together Mathew Faulkner of Canon, Terry Raghunath of HP, and Rodd Harrison of Mimaki - each offering a distinct vantage point on a sector McKeegan rightly described as "ripe for disruption."
And the numbers back her up. The digital decoration marketplace is forecast to grow at a CAGR of up to 20.3% through to 2030. But this isn't a story about statistics alone. It's a story about a fundamental change in what customers expect, what technology now enables, and what our industry owes the planet. Here's what the conversation revealed.
The market shift: from function to fashion
The most striking insight to emerge wasn't technological - it was philosophical. As Terry Raghunath of HP put it, the industry needs to stop thinking small. "How inspiring does it sound to cover a wall?" he asked. "How about if we dress up a wall? How about if we call it wall fashion, or interior fashion?"
This is more than clever wordplay. It signals a decisive move away from commoditisation towards design-led value. Consumers, Raghunath argued, now buy surfaces the way they buy clothing - with their eyes and their hearts first. Design has moved to the forefront of the purchasing decision, and that changes everything about how products are conceived and sold.
Two forces are driving this transformation:
Personalisation and customisation. Post-pandemic, a wellness and mental-health movement has made people want to curate and personalise their own spaces. As Mathew Faulkner of Canon observed, this desire "is becoming part of how we as consumers think about almost everything we do."
Sustainability. The shift towards print-on-demand is dismantling the old inventory-heavy model, replacing waste with precision.
There's also a quiet redefinition of what a surface is for. Why should a window blind be beige? Why shouldn't an acoustic panel carry a floral pattern? Raghunath made the case for transforming purely functional products into functional products that decorate - even layering in properties like antimicrobial finishes. The surface, in other words, is being asked to do more than ever before.
The technology: democratisation in action
If there was a single word that defined the panel, it was democratisation.
Not long ago, a minimum order for digital wall coverings sat at around 200 rolls - itself a revolution compared with the 2,000 to 3,000 rolls required for analogue printing. Today, the economics have collapsed to a run of one. That single shift has opened the doors of the industry to an entirely new generation of creators.
Faulkner pointed to the parallel evolution in materials science as the quiet enabler behind the headlines. The range of printable media now available is staggering - self-adhesives sophisticated enough to be removed from a wall years later "with no residue, no damage," fabrics, cork studded with pressed daisies, suede, silk, cotton, organic cloths. "There isn't a surface that is safe from digital production," as McKeegan noted.
The panellists were equally clear that digital has stopped imitating analogue and started surpassing it. As Raghunath put it, quoting his father: "you have to be where the other isn't." Among the standout innovations discussed:
UV and Gel layering for texture. Canon's Arizona flatbed technology can now build textured surfaces up to four millimetres, instantly curing each layer. Its Colorado roll-to-roll system creates "micro textures" across five layers - simulating wood, stone or marble using the ink itself, and adding considerable value per square metre.
The strategic use of white ink. Far from a technical afterthought, white ink - printed beneath, on top of, or alongside colour - brings designs to life. The challenge, as Raghunath noted, is education: customers often don't realise what's possible until you show them.
Sustainable textile printing. Mimaki's TRAPIS technology, championed by Rodd Harrison, allows printing across almost any fabric - organic, synthetic or blended - in a single process, with a footprint small enough to fit on a stage. Crucially, it sidesteps the polymer-based fabrics that carry such a heavy environmental cost.
The case studies: where the rubber hits the road
Theory is one thing; real businesses are another. The panel grounded its arguments in stories of genuine transformation.
Harrison shared the example of a UK wallpaper manufacturer producing kilometres of product a day, who wanted to extend logically into curtains and soft furnishings. Their problem? "I don't want to know about chemistry." They had the design catalogue, the online ordering system, the customer base, the payment gateways - everything but a trouble-free way to print onto fabric. The TRAPIS solution allowed them to do exactly that, digitally, without acquiring decades of specialist knowledge.
Raghunath offered two equally telling stories. A wallpaper designer based in Cape Town now generates roughly two-thirds of his revenue from the United States - not by shipping product across the world, but by sending designs to printers located near his customers. A Romanian company that didn't exist five years ago now ships wallpaper worldwide. Neither could have accessed these markets without digital production.
These aren't outliers. They are evidence of an industry being reshaped from the ground up, where geography and scale no longer dictate who gets to compete.
The future forecast: resisting commoditisation
For all the optimism, the panel returned repeatedly to a sober truth: this growth must not repeat the mistakes of fast fashion.
Harrison delivered the discussion's most arresting figures. Today, 70% of all fabric produced globally is polyester - a material responsible for around 10% of microplastics entering our oceans, now present in the food we eat. Fabric-to-fabric recycling sits at roughly 1%. We remain, as he put it, "very much in a linear economy."
The opportunity in digital is therefore not merely commercial - it is environmental. The projected shift from 12% to 20% of fabric decoration being digitally printed by 2030 could keep a trillion litres of water and a billion kilos of CO2 out of the environment each year. Print-on-demand, by eliminating overproduction, accelerates that progress further still.
The deeper antidote to environmental harm, the panel agreed, is creativity itself. "Nothing drives an unhealthy industry like commoditisation," Harrison argued. The more creators can express themselves - and the more consumers understand they can personalise their own environments - the further the industry moves from disposable, mass-produced sameness towards bespoke, valued, longer-lasting products.
On the question of AI, McKeegan struck a characteristically humane note. AI may assist design, she conceded, but "the human seeks the artisan and detects the synthetic." The creative remains irreplaceable.
Key takeaways and action points
For designers, printers and brand owners navigating this landscape, several clear priorities emerged:
Lead with design. Treat surfaces as fashion. Value and margin now flow from creativity and texture, not from competing on price per square metre.
Ask your printer the right questions. What technology and materials are they using? Build a genuine partnership rather than a transactional, price-driven relationship.
Experiment with texture and white ink. These are among the most powerful - and underused - tools for adding value and differentiating your work.
Embrace the run of one. Digital removes the barriers of minimum orders, geography and stockholding. Use that agility to test ideas and serve global markets.
Make sustainability central, not incidental. The move to digital and print-on-demand is the single most effective way to reduce water use, emissions and waste in the sector.
Resist the fast-fashion trap. Protect the artisan, design for end-of-life, and build a circular model before commoditisation sets in.
The printed interior is no longer simply about decoration. It is about expression, responsibility and a smarter relationship between what we make and what the planet can bear. Those who grasp that now will be the ones who thrive.
A Word of Thanks
Our sincere thanks to Mathew Faulkner of Canon, Terry Raghunath of HP, and Rodd Harrison of Mimaki for generously sharing their time, their experience and their vision for the future of the textile and decor industries. Conversations like this don't just inform the industry - they help shape where it goes next.
The Market Gap that Changed Everything
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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.”
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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.”
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Liverpool – UK – August 2026 – Hobs Repro, the UK's largest independent print network, has selected Razar, produced by Vivid Laminating Technologies Ltd, as part of its continued commitment to innovation and industry-leading service delivery.
The partnership marks a significant milestone for both organisations, bringing together two of the print industry's most forward-thinking names.
El Reno, Oklahoma – August 2026 – Trans-Tech, LLC, an AAR-M-1003 compliant railroad graphics manufacturer and the largest user of premium vinyl in the Southwest, has built its reputation on a straightforward promise: same-day railcar markings, every day.
Powered by a floor of over 20 Summa roll cutters, the El Reno-based company has upheld that standard for two decades, keeping North America's railcars compliant and on the move.
Hanover, Germany – August, 2026 – ColorGATE has announced its participation in the DIPA Workshop – Digital Manufacturing Toolbox, taking place on 15 September 2026 at Kursaal Stuttgart.
The half-day workshop, running from 9:00 AM to 12:00 PM, will bring together leading experts from across the digital manufacturing value chain ahead of Surface in Motion 2026.
Faversham – Kent - August 2026 – Prinfab, a UK-based print-on-demand textile company, has revealed how the industrial Monna Lisa ML-8000 printer sits at the heart of its high-quality, fast-turnaround production model.
By leveraging one of the textile industry's most advanced digital printing systems, Prinfab is removing the barriers that have long prevented independent designers and entrepreneurs from accessing commercial-grade fabric printing.
Nottingham – UK – August 2026 – Tennants UK, a specialist number plate manufacturer, has announced the installation of a second VeloBlade Nexus digital cutting system, significantly expanding its in-house production capabilities.
The investment is designed to meet growing demand from dealership groups, increase manufacturing capacity, and strengthen supply chain resilience.
Spilsby, Lincolnshire,- August 2026 - Countryside Art, a producer of premium bags and kitchen textiles, has announced its commitment to printing exclusively onto 100% cotton across its entire product range.
Central to this commitment is the Mimaki TX330, a high-performance textile printer that delivers the colour consistency and vibrancy that both the brand and its customers demand.
Green Bay, Wis. — August 2026 — BW Converting will introduce textile manufacturers to the capabilities of its Baldwin TexCoat® G4 precision spray finishing system at the 33rd Apparel Sourcing Show, taking place Aug. 18–20 at the Tikal Futura Convention Center in Guatemala City.
The company will participate through its local agent, Maprimaq, at booths 25 and 26.
Soyang Europe, a leading manufacturer and distributor of digitally printable wide-format and superwide-format media, surface coverings and advanced print production hardware solutions, has underlined its long-term commitment to its partnership with Platinum Technologies LIYU by making a major investment in new customer facilities and technical expertise.
Frankfurt am Main – August 2026 – Heimtextil, the world's leading trade fair for home and contract textiles, is set to reveal its highly anticipated Trends 27/28 forecast in a digital live premiere on 7 September 2026 at 14:00 (CEST).
Developed in collaboration with the internationally recognised design platform Alcova, the event will explore one of the most defining tensions in contemporary living: the home as both a space for performance and a place of retreat.
Nanjing – China - August 2026 - The company’s integrated solution portfolio combines digital printing equipment, high-performance printing consumables, and workflow integration to help print providers improve production efficiency across DTF, UV, and sublimation applications.
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Hanrun Paper, a global digital printing solutions provider, helps drive this transformation by integrating hardware, consumables, and production workflows into a more connected, efficient, and flexible digital manufacturing ecosystem
Leicester – UK – August 2026 - VeriVide Limited, a leading authority in colour assessment and quality control, has announced the availability of the NCS Exterior Fan Deck, a comprehensive colour tool designed specifically for outdoor environments.
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Dorking UK – August 2026 – The FESPA Foundation has announced a landmark initiative to unite the global print community under a shared commitment to education, sustainability, and meaningful social impact.
Guided by its "Print for Good" principle, the Foundation is calling on industry stakeholders worldwide to contribute to a movement that positions print as a force for lasting, positive change.
Telford, UK – August 2026 – China Print Supplies UK Ltd today features the availability of the Graphtec CE8000-130 1300mm Vinyl Cutter Plotter, a high-performance cutting solution designed to meet the demands of the sublimation, sign writing, and sticker and label creation markets.
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Gaziantep, Turkey – August 2026 – Zimmer Austria, in partnership with ERA, is continuing its installation of a Colaris machine at Plato Halı, one of Turkey's leading carpet manufacturers.
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North Bergen – NJ – August 2026 – Roland DG Europe has announced that Coach USA's Perfect Body successfully produced 25 FIFA World Cup bus wraps using the TrueVis XP-640 wide-format printer, running operations up to 16 hours a day during one of the company's most demanding production seasons to date
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New York, NY – August 2026 – X-Rite Pantone, the global authority in colour standards and colour science, and the Fashion Institute of Technology (FIT), a global leader in creative education and part of the State University of New York (SUNY), have announced a strategic partnership to advance colour education and digital innovation across the apparel, footwear, soft goods, and textile industries
St Laurent – Quebec – August 2026 – Inkcups, a leading manufacturer of printing equipment and inks, has published a new customer success story featuring Spector & Co, a prominent promotional products supplier.
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Altrincham – Cheshire – August 2026 – Friedmans, a leading fabric printing specialist today festures its new Printed Solids service, designed to help garment makers achieve perfectly coordinated fabrics across a range of bases.
The service addresses one of the most persistent challenges in garment construction: matching plain fabrics, such as nylon, with coordinating stretch nets and other materials.
Las Vegas, NV – August 2026 – Durst Graphics has announced its participation in PRINTING United Expo 2026, taking place from 23–25 September in Las Vegas.
The company will use the event to present its latest advances in digital printing, software, and finishing solutions across multiple booths in partnership with key industry players.
Visitors can find Durst Group at Booth C1614, where the P5 Series will be on live display.
The showcase will highlight the practical applications of three flagship systems: the P5 350 CORE, the P5 350 HS, and the P5 350 HSR —
Lewisville Tx – August 2026 – Antigro Designer has announced the successful integration of its Sticker Builder tool into the Decals On Demand product page, operated by KRP Group USA.
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Rochester, N.Y. — August 13, 2026 — Rochester Software Associates (RSA), a leading provider of workflow automation, web-to-print, and output management solutions, has announced its participation in PRINTING United Expo 2026.
Taking place September 23–25 in Las Vegas, the event will serve as the stage for RSA to showcase the latest releases of its flagship WebCRD® and QDirect® software platforms.
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Birmingham, UK – August 2026 – Epson UK & Ireland has announced its sponsorship of the inaugural Print Award for Best Wide Format Project at this year's The Print Show, taking place at the NEC Birmingham from 29 September to 1 October 2026.
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Frankfurt, Germany – 4 August 2026 – Heimtextil, the world's leading international trade fair for home and contract textiles, has announced the launch of 'Comfort & Connect', a new dedicated area for high-quality bed, bath and lifestyle collections.
Located in the foyer of Hall 5.1, the space will serve as a central meeting point for established brands, returning exhibitors and international buyers.
The new area marks the second targeted expansion of Heimtextil's Bed, Bath & Living offering, following the success of the 'Sleep & Meet' format.
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.
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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.
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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).
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