Iberostil celebrates 50 years as a wallpaper benchmark: half a century of innovation, design and close relationships

“Wallpaper has changed at the same pace as the rest of the world”

This year Iberostil turns 50. How would you summarise the company’s journey from its beginnings to becoming a benchmark in the sector?

For us, it can be summed up as the story of our lives. It has been half a century of effort, consistency and perseverance that has led us to be who we are today. Our products, our efficiency and, above all, the human approach we offer are what have made us who we are for the past 50 years.

What moment or milestone do you consider most decisive over these five decades?

Without a doubt, generational succession. Iberostil is a family business that has passed from parents to daughters, managing not only to maintain its position in the sector without losing capabilities, but also to further expand its horizons thanks to new technologies and the specialisation of its staff in their respective roles.

How has the wallpaper market changed over these 50 years?

Over the years, all sectors undergo changes, and ours has been no exception. Wallpaper has evolved at the same pace as the rest of the world. Today we have a wider range of qualities than 50 years ago, such as 100% non-woven wallpaper, high-grammage vinyl wall coverings or eco-friendly papers that do not harm the environment. All of this allows us to offer customers both higher quality and easier installation.

In short, wallpaper has evolved considerably over the years, freeing itself from the classic cliché and now offering an infinite variety of designs for all styles.

“Decoration is like fashion; it requires constant updating”

Iberostil is known for focusing 95% on wallpaper. What sets your catalogue apart from other competitors in the sector?

Our catalogues are unique and cannot be found in any large-scaleetailler. We customise them as much as possible by listening to market needs, with the intention of protecting our clients’ sales as much as possible. In short, we treat each catalogue as our own small yet great project, putting all our knowledge, effort and, above all, care into each one.

How important are innovation and design in your product selection?

They are absolutely fundamental and a top priority. Decoration is like fashion; it requires constant updating. That is why we present new collections throughout the year, with the aim that whatever dream a client has for their wall, we can make it a reality.

Additionally, we are constantly searching for innovative manufacturers and designers, both of wallpaper and of any other product related to the sector, that can offer us greater variety and new developments to distribute throughout the country. Technological evolution also plays a role in defining the details of digital printing.

“Wallpaper is the fastest way to transform a space into one that feels completely updated”

What current trends are shaping the world of wallpaper?

Wallpaper is currently enjoying great popularity, despite not being a new product. It is the fastest way to transform a space into one that feels completely updated. Moreover, it can be done in an ecological and sustainable way, while combining style and harmony.

One product in particular that is on the rise is contract wallpaper, which consists of wall coverings with certified suitability for residential spaces, clinics, restaurants, hospitals, etc., always respecting the sanitary requirements of each space while offering almost infinite decorative possibilities. Without a doubt, we are experiencing the most decorative and customisable stage of the contract sector.

Is there any product not related to wallpaper that is showing notable growth?

Without a doubt, new adhesives. Ultimately, they go hand in hand; wallpaper cannot be installed without adhesive. We offer a highly competitive professional range. The most in-demand are special adhesives for non-woven wallpaper substrates, which allow the full strip of wallpaper to be removed when the client wants to uninstall it, leaving no paper fragments or adhesive residue on the wall.

On the other hand, we also offer ready-mixed adhesives for special surfaces, as well as for contract and textile wall coverings.

Innovation, sustainability and quality

How does Iberostil approach sustainability, both in terms of products and processes?

At Iberostil, we are committed to the environment, which is why we offer an increasing number of eco-friendly wallpapers. Not only those made from recycled materials, but also those made from natural fibres, along with the commitment of the factories we work with to maintain eco-friendly production bases. Blooming 10 is a collection made with ecological materials, and we will soon be launching the next edition, Blooming 11.

Eco Textures is a collection made from natural fibres: linen, silk, jute and cotton. We always strive to achieve a balance between economic growth, social wellbeing and environmental protection.

What technological advances have most influenced the quality and durability of wallpaper in recent years?

In recent years, the factories we work with have eliminated the use of heavy metals and toxic elements in wallpaper manufacturing, instead using safe, high-quality materials in their prints.

In addition, digital printing has significantly improved in quality and definition in recent years. This allows us to carry out large-scale projects that are as original as the client desires.

Which markets or segments do you believe have the greatest growth potential?

Currently, highly prestigious designers from other sectors are launching their own wallpaper collections, with the aim of bringing their creations into homes as well, such as Philipp Plein or Elie Saab. These collections, together with interior design projects, are those with the greatest potential at present.

“The trend among clients is to want their spaces to reflect their personality, their habits, their life”

What does Editores Textiles mean for your company?

For us, it is a great opportunity to show the world our latest developments, as well as to present to the sector what will define our year in terms of collections.

Above all, it is fantastic to be able to meet many of our clients in person and to show them our catalogues and products first-hand. Every client who visits us at the fair receives personalised attention, allowing us to better understand their market, their audience and their needs.

How do you plan to celebrate your anniversary? Will there be special launches, campaigns or commemorative collections?

Of course. In addition to presenting our latest new release, “Arthy Textures”, a collection that commemorates Iberostil’s 50 years, we have doubled the size of our stand at Intergift. This gives us far more opportunities to showcase the quality of our wallpapers live and expands the space available to attend to many more clients at the same time. We will also be offering special promotions and gifts for our clients.

What message would you like to convey to clients, distributors and collaborators on such a significant occasion?

First and foremost, our message is one of gratitude. We have been in the sector for more than 50 years and we maintain the same enthusiasm as on the first day, which is reflected in the satisfaction we see in our clients with our service. They place their trust in us, and we are committed to them.

It would also not have been possible to reach this 50-year milestone without the support of our factories and the quality of their materials. And of course, without our staff; over this time, we have built a team that is involved in its work, highly competent and fully prepared to provide the service and attention our clients require.

What challenges do you believe the decoration sector will face in the near future? How do you imagine Iberostil in another 50 years?

We believe that projects will become increasingly personalised. The trend among clients is to want their spaces to reflect their personality, their habits and their life. The challenge lies in being able to offer each client the wallpaper that defines them, and that is where Iberostil will be. In another 50 years, I imagine the company continuing to be a benchmark in Spain within the wallpaper sector. Perhaps in 50 years there will be another generational transition — who knows!