Xeikon’s CX500 Dry Toner Press Heralds A Digital Wallpaper Renaissance For Perswall Of Sweden

Image Courtesy of Xeikon

Lier, Belgium, 02 July 2021 – Perswall, part of the Embellence Group and a pioneer in digital wallpaper construction is leading a wallpaper renaissance supported by the installation in 2020 of a Xeikon CX500 dry toner digital colour press.

The company today is described as a lifestyle brand for the career minded who wish to improve their individual and genuine self-expression.

Perswall was rebranded and re-launched in March 2021 and at the same time released a new collection of designs called ‘Serene Beginnings’ signed by celebrated designer Sarah Widman with 11 wallpapers in Scandinavian tones with bohemian elements.

Fredrik Larsson Larsson, COO of public held Embellence Group states, “With our 115 year heritage of wallpaper production, our company has the experience, understanding and knowledge to create unique designs to suit today’s consumer requirements. After years of paint playing a leading role in interior decoration, it is time for the wallpaper renaissance. With digitally printed premium wallpaper, a self-developed e-platform and fast delivery service, Perswall is attracting design interested and quality conscious customers around the world.  With our new Xeikon printing press we can now produce around 2000 sq.m (21,000 sq.ft) of designer wallpaper every day.

Moving Forward With Digital

In 2020, Perswall installed the Xeikon CX500 dry toner digital colour press for digital wallpaper production to increase capacity.

Replacing a previous Xeikon press, they chose the CX500 as part of Xeikon’s highly productive Wall Decoration Digital Production Suite, to not only increase capacity but to increase their capabilities to compete in a growing marketplace.  

Larsson explains, “Our ambition is to grow and fill the Xeikon machine with more and more jobs. The competition in the digital wallpaper production arena is growing but our strength and advantage is in having been early into this market. Also, we now have a seamless workflow from web order to printer. With the efficiency, quality and flexibility of the Xeikon CX500 machine, this eco-friendly solution will enable us to quickly and simply produce fully finished rolls on the broadest range of substrates in short runs with fast changeovers and minimal waste. Our designer wallpapers use a non-woven material, a cellulose-based paper with polyester fibers.”

Perswall creates designer wallpaper to attract style conscious consumers looking for high quality and unique interior design environments.

Perswall produces wallpaper ‘on demand’ for both the Perswall and Boråstapeter brands. Customers are able to upload their own pictures or design and define the precise size of the final result. Delivery can be done within four days of ordering. It is also possible to order through a reseller, where customers can go to collect the final product.

The Perswall brand is geared to be ‘right in time’ with the company communicating directly with its customers to build relationships based upon cooperation and the development of creative and interesting wallpaper products.

Covering the whole of the Nordic region, the Perswall production facility is situated in Borås, a city, one hour into the country from Gothenburg, Sweden and famous for its textile tradition.

The factory in Borås still uses old techniques for printing wallpaper, such as the original glue printing technique Collagraphy.

150 staff in total work for both the Perswall and Boråstapeter brands. 50 of those staff cover production and design at the Borås headquarters facility.

80 per cent of production goes to the Nordic market while the rest is distributed around the world, from North America to New Zealand.

Larsson concludes, “Today wallpaper is back in vogue and interior decorators are looking out for unique and exceptional creative designs for walls and other surfaces. More and more people are now seeing that it’s not boring anymore to put up wallpaper, but rather a simple way to improve their standard of living and stimulate their personal environment. At Perswall, we demonstrate our wallpapers as an exclusive design product, not as a construction piece. Xeikon’s CX500 digital wall decoration press is a key asset in our plans for the future.”