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Scottish Interiors LDN: Decoupage

17-Aug-2017 12:47 PM | Kimberley White

Who are you, what do you do, and what do you sell?

For the past 26 years, Decoupage has designed and manufactured luxury hand painted wallpapers for the UK based commercial interiors market. We hand paint to order, with an impressive delivery time of 2-4 weeks. Since our products are made to order, we can colour match to the client’s scheme. This approach has allowed us to undertake large projects, such as Philip Treacy’s signature G Hotel in Galway, to bespoke private residences in London and NYC. All Decoupage wallpapers are highly durable, fire rated in the UK to ‘BS 476 parts 6 & 7’ and are environmentally friendly.

Decoupage also has a luxury range of co-ordinating interior decorative fabrics including cushions, throws, curtains and lampshades and a digitally printed range of retail wallpapers which we will show at the Scottish Interiors: LDN event.

What do you hope to achieve at Scottish Interiors LDN?

We continuously strive to extend our brand’s reach and aim to further promote our unique products and services at Scottish Interiors LDN. We look forward to networking with international buyers there and finding collaboration opportunities for special interiors projects and retail/online outlets for our very latest DX2 range. We also hope to reconnect with contacts made previously at Hi Design Asia, Heimtextil and Maison & Objet.

Who are your dream stockists for your brand?

Designers/buyers with top commercial and residential projects such as Hirsch Bedner Associates, HLA, Jaya International, Ritz Carlton for our hand painted ranges.

Distributors such as Arte, Kravet or Marburg for our latest hybrid range, “Lounge Lizards”:

Retailers such as Wallpaper Direct, Not on the High Street or John Lewis for our new ‘DX2’ range.

What tools and resources or mentors did you use to create your International Strategy?

Although Decoupage has had international sales indirectly through its UK distribution and promotion at international trade shows, we initiated our international strategy in 2015 when we were fortunate enough to participate in Hi Design Asia, supported by Scottish Enterprise. We like to take a personal approach and met several key buyers there who appreciated being able to speak directly to the business owner. We are finding that frequent visits best aid the establishment of new relationships. This not only provides opportunities to clearly communicate our USP’s but also to fully understand the needs of new partners. This year we have obtained global distribution within the Fardis brand of Muraspec PLC for three of our ranges.

What do you think the most important part in the creation of an International Strategy?

I think it is paramount to listen and pay attention to details when developing an international strategy. Listening to advice from colleagues at trade shows, at networking events, and through participation with Textiles Scotland will give a useful insight into what to do and what not to do when creating and implementing an International strategy. Listening to potential buyers, to find out what they want and how you are best placed to help them realise their goals is crucial.

What are three milestones in your business trajectory that have gotten you to this point?

1) Distribution by Helen Sheane Wallcovering (now part of the Vescom group). Back in the 1990’s, we were distributed and stocked by Helen Sheane wallcoverings, who had the foresight to promote a small Scottish company which not only hand painted wallpaper, but then ripped or cut it up into pieces before pasting it onto the wall. Every major commercial interior design firm in the UK had a Decoupage box of samples, and our style and reputation really took off then. Years later, we have a long list of loyal clientele, and receiving orders from repeat customers when they move premises is always a pleasure.

2) Perfecting the digital/hand-painted wallpaper hybrid. Although we originally were a “no-tech” company, we were always interested in the latest technologies, and finding a way to incorporate 16,000+ colours which dry instantly is too good to miss. Five developmental years later, and the digital technology has finally caught up with our imagination. Realising all of our stringent requirements; environmentally friendly, made in Scotland and commercially reproducible, we are delighted to be able to offer a truly unique blend of artisanal and state of the art design.

3) Global distribution through Muraspec PLC . who have taken three of our ranges for global distribution this year, and look forward to international sales of “DecoTweed”, “Natralle” and Eden II”.

What is the USP of Decoupage that you will use to pitch your business to buyers?

Authenticity: Decoupage designs are cutting edge and hand painted in the Scottish Borders by artisans with 26 years of experience. We sign every project to assure authenticity.

Superior Quality: All Decoupage products are environmentally friendly and are created using the highest quality water-based paints, varnishes and our own custom made, durable paper.

Outstanding Service Commitment: Decoupage works closely with clients to ensure that every project has a successful outcome. We have 26 years of experience meeting deadline commitments, and provide expert guidance and support at every stage of the project.

What are you going to do to prepare for Scottish Interiors LDN?

We are very excited to be launching two new product ranges at the Scottish Interiors: LDN event. Decoupage will present our latest hybrid range, “Lounge Lizards”, and a completely new digitally printed retail wallpaper range, called "DX2".

We are in the final stages of preparing samples and promotional images for these new ranges, as well as price lists in all major currencies. We are also busy contacting potential international partners to invite them to Scottish Interiors: LDN, and aim to utilise the event to increase our social media presence.

Visit Decoupage online and book an appointment via the Decoupage exhibitor profile.


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