The Big Picture - August 2013 - (Page 18)
Wall-to-Wall
Spoonflower weaves its niche in
print-on-demand wallcoverings. By Mike Antoniak
W
hen it comes to digitally printed wallpaper, Spoonflower has it covered.
Since last fall, the Durham, North Carolina, company
has been pursuing opportunities in the highly specialized
market for custom-printed wallpaper. Building on its notable success with digitally printed fabric over the last five
years, Spoonflower is looking to adapt that same business
model to wallpaper – offering consumers and professionals worldwide the option of choosing from thousands of
designs, or uploading their own for custom printing.
“From the very beginning, there have always been
people asking if we could print wallpaper, too,” says Stephen
Fraser, Spoonflower’s co-founder and co-owner. Since
Spoonflower added that capability with relocation to its new
headquarters last fall, Fraser estimates that wallpaper now
represents 10 percent of the company’s ever-increasing sales.
“It could become as big as the fabric-printing market,”
he speculates.
18
THE BIG PICTURE AUGUST 2013
Building a community
In the highly specialized market for digitally printed fabric,
Spoonflower’s strategy has been to empower its customers with an outlet and solution for their creativity. Design
professionals use Spoonflower (spoonflower.com) for fulfi llment services and to market their work, while consumers have the option of choosing from an eclectic catalog
containing thousands of their designs, or submitting their
own graphics for printing on wallpaper.
Providing the print work, however, is only part of the
Spoonflower strategy. It also has tapped into enthusiasm
for its services to build an international online community,
where designers and consumers can interact, vote on favorite designs, and demonstrate how they’ve used the print
services for all types of projects.
The company reaches enthusiasts and potential customers for its services wherever it can find them: with socialmedia accounts on Facebook, Flickr, and Twitter; on its
http://www.spoonflower.com
Table of Contents for the Digital Edition of The Big Picture - August 2013
The Big Picture - August 2013
Contents
InSight
Wide Angle
UpFront
Business + Management
Wall-to-Wall: Spoonflower
Display Systems: Your Perfect Match
The Print World Comes to Chicago
R+D
Job Log
The Big Picture - August 2013
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