TEXINTEL TALKS - EPISODE 147- How Surface Print Invest and Innovate to Deliver Premium and Luxury Wallcoverings
In this podcast episode, James Watson, Managing Director of Surface Print, discussed the evolution of his fourth-generation family business in Lancashire.
Surface Print combines traditional craftsmanship with digital innovation- investing £2 million in a hybrid rotary screen Gravure machine and £600,000 in new HP digital printers.
The company achieved ISO 14001 accreditation, introduced solar panels, and plans to install a new boiler and water recirculation system. Watson emphasised the importance of balancing traditional techniques with modern technologies to maintain quality and sustainability. The company also leverages AI for efficiency and marketing, while maintaining a family-oriented work culture.
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KEY TOPICS:
Fourth-generation family wallpaper business with deep heritage
The Watson family has been in wallpaper since the 1880s, with Surface Print Ltd founded in 1990 by James’s father.
James and Abigail now run a ~70-person factory that operates very much as an extended family.
Unique position: all major traditional mechanical processes plus digital
Surface Print has deliberately invested in traditional analog technologies, including a £2m hybrid rotary screen/gravure Guvier machine built locally.
They can offer surface, flexo, gravure, screen, and digital, and advise brands on the best process for each design, prioritising effect over production cost.
Surface printing as an irreplaceable craft
Surface print (dating back to 1838) remains visually and tactically unique: highly opaque inks, a hand-painted, imperfect, “own handwriting” look that digital can’t yet match.
High-end clients value this artisan character and story as a brand differentiator.
Balanced embrace of digital, AI, and sustainability
Recent investment of £600k in three new HP large-format machines (white ink, 4th‑gen inks, more speed and efficiency), alongside gradual migration of jobs from older kit.
AI is already used in admin, data analysis, and note-taking, and expected to grow organically across systems and operations, but seen as a tool, not a design originator.
On sustainability: ISO 14001, solar panels now generating about 25% of annual electricity, a new industrial boiler imminent, and water recirculation/rainwater harvesting planned.
Market trends: brand-led differentiation and premium craftsmanship
Trends in luxury wallcoverings are brand and handwriting led, not one-size-fits-all “Tropical” cycles anymore.
Digital has enabled many more small and direct-to-consumer brands, while established houses increasingly use complex, high-value substrates (grasscloth, linen, cork) to elevate design and margins.
Looking ahead, digital and AI will drive efficiency and speed, but analog surface printing will remain central for its romance, heritage, and artistic value.
Chapters
00:00 The Legacy of Surface Print
05:00 Balancing Tradition and Innovation
10:04 Understanding Surface Printing Techniques
15:01 The Role of Technology in Wallpaper Production
20:00 Sustainability in Wallpaper Manufacturing
24:48 Trends in Luxury Wall Coverings
29:51 Leadership in a Family Business
35:12 The Future of Wallpaper Technology
