The Embellence Group brands

Embellence Group's brand portfolio consists of Cole & Son, Wall&decò, Boråstapeter, Perswall and Pappelina.


Boråstapeter is a classic brand with roots from the beginning of the 20th century, when Waldemar Andrén established Boråstapeter with the vision that “all Swedes should be able to afford to create a more beautiful home using wallpaper”.

Cole & Son logo

Cole & Son is known for its authentic wallpapers based on traditional and modern British design and is one of the leading brands in the global wallpaper market. The brand is characterised by eccentric, innovative and artistic design.



Wall&decò was founded in 2005 in Cervia by Christian Benini, who remains active in the organisation as Managing Director. With his background as a photographer in advertising, he created an environment with large illustrated leaves that attracted attention from designers and architects, becoming the beginning for Wall&decò.

Perswall is a lifestyle brand that was founded in 2006 and is targeted at women in the ages 25-45. The brand has a digital focus both in sales, through direct-to-consumer sales via the brand’s own e-commerce platform, and in production since all wallpapers are digitally printed.


Pappelina logo

Pappelina is an international brand in premium plastic rugs. It was founded in 1999 by Lina Rickardsson in Falun, Sweden.