Estonia’s Baubauwall is remaking the wallpaper business, one order at a time

The wallpaper business is centuries old, but an Estonian company gives it a digital facelift by allowing customers to select, order, and install designs on demand using an online interface. The venture, called Baubauwall is an offshoot of the Tallinn-based print house Digiprint, allowing users to order new wallpaper online from home.

The business was established in 2021 during the height of the COVID-19 Pandemic, according to Baubauwall’s Creative Business Developer Anna-Kai Tõrs, a time when print houses were looking for new opportunities, and people, stuck at home during lockdowns, wanted to refurbish their homes.

“When you are a printing house owner amid COVID, you are forced to rethink your business,” says Tõrs. Digiprint had previously printed murals for galleries and offices and was comfortable producing large-format designs. They understood there was an opportunity to make those capabilities available to everyday consumers as wallpapers.

For Tõrs, who has a background in marketing but has always loved home decor and photography, the opportunity to initiate Baubauwall was a calling. It took the company a year to get the online interface right, working with an Estonian IT company. Then Baubauwall launched, accepting orders from anywhere and delivering wallpaper on demand.

Read the full story written by Justin Petrone at E-Estonia newsletter here!