Glamour and brains

If you want to summarize the designs at this year's Heimtextil trade fair in Frankfurt, the terms “elegant” and “tactile” are particularly apt: muted colors and metallic tones in floral, ornamental, and graphic patterns were mixed with glitter, shine, and 3D effects that had a special texture. These trends can be found in wallpapers as well as carpets and other home textiles. The range was rounded off by numerous technical solutions that are particularly user-friendly or have a specific use.

This is also reflected in the wallpapers of the year, which were once again honored by the Association of the German Wallpaper Industry (VDT) at the trade fair. It's an incredible mix, reports Nora Niemeier from VDT Marketing. It showcases the entire spectrum that wallpaper has to offer. Third place went to a technical tile from Leco that covers unevenness on the wall. The company specializes in paintable products. In second place is something “completely different,” as Niemeier emphasizes, a handcrafted designer wallpaper from Welter Manufaktur. This year's winner of the competition combines technology and design: a self-adhesive wallpaper with an exotic leopard motif, which is the result of a collaboration between Rasch and Tesa.

“With the Wallpaper of the Year award, we want to show how innovative German manufacturers are,” explains Ulrike Reich from the VDT. At the same time, it is particularly appreciated by the B2B audience, as it gives the products a certain value, says VDT Managing Director Karsten Brandt. “Companies are happy when a direction is set.” For this reason, the association publishes its trend assessment for the coming season after the trade fair – to provide guidance.

And, of course, the competition also serves to promote wallpaper as a product. This is currently necessary. “The entire interior design industry is not doing well; it is suffering from general consumer reluctance,” reports Brandt, but he also emphasizes that the product offers an opportunity for a change of scenery, especially in times when there is a shortage of affordable housing. “No other product allows you to achieve such a big change at such a low cost,” Reich is convinced. Instead of looking for a new apartment, you could try a new wall design first. “The wallpaper industry is really trying to make it as easy as possible for customers – with peel-and-stick wallpaper, sample delivery, and digitalization tools,” says Niemeier.

Carpet suppliers are also using digital tools to support customers. Golze, for example, uses a digital advisor “so that customers are not left alone at the shelf,” explains CEO Florian Müller. Another new feature is the WhatsApp messenger service as a communication channel. “Direct contact is great,” concludes the managing director. It shows what moves customers. And what moves him? “It always comes back to the standard. Germans buy beige, cream, and gray,” he explains, but adds: “Nevertheless, you need color.” The patterns are organic, with many high-low structures and geometric shapes—even in the carpet itself. Woven and vintage patterns are also popular.

Lalee OHG from Düren offers similar looks: the trend toward beige, taupe, and earth tones continues, with colors now dominated by very light beige and cream tones, says Armin Laqua. The stand also features modern, graphic patterns, waves, and rings. Products with a fur-like feel continue to be a strong segment, he says, which is why Lalee offers them in carpets, blankets, cushions, and bath mats – again with graphic and line patterns in a raised and recessed design (more on this in the industry section of this issue).

Laqua particularly highlights the new Batucci collection: “With the new Batucci carpet collection, we have struck exactly the right chord with our customers,” explains the sales manager. "The collection combines carpets in the mid to high price segment made from high-quality materials such as modal, viscose, and acrylic with modern polyester carpets. This combination has been extremely well received – since its launch in fall 2025, we have seen an exceptionally positive response and very high demand."

Vintage patterns also characterize the wallpaper designs – which is not surprising, according to Anna Dietz from Hohenberger Manufaktur, because that is how wallpaper came into being: carpets and fabrics used as decoration and insulation on the walls. Accordingly, the Arazzo wallpaper collection features carpet structures such as ornaments, leaf patterns, and florals. “We want to make history modern,” she says, describing the collection, which comes in muted colors and—like all of the supplier's products—is healthy, breathable, and vinyl-free. However, Dietz notes that it is not suitable for sale in hardware stores.

In general, wallpaper has a hard time in DIY stores, adds managing director Ralf Taubert. “Wallpaper is a lifestyle product, while DIY stores tend to focus on renovation.” In addition, it requires a lot of advice, which DIY stores cannot offer. “Industry and trade are destroying themselves,” he criticizes.

“They are downsizing the wallpaper department and leaving it to its own devices, but instead they should be investing in it and offering more advice.” The same applies to specialist retailers: “Typical wallpaper retailers with a focus on advice are dying out.” Added to this is cannibalization by online retailers, who offer wallpaper at lower prices than brick-and-mortar stores, Taubert continues. Another point of criticism: “The industry advertises to people who are already interested in wallpaper.” Instead, he says, it is important to get new customers excited about the product.

Taubert's conclusion about the trade fair is similar. He would like to see an international trade fair that “restores the appeal of wallpaper and attracts high-quality players from around the world to Frankfurt.” He does not see this happening at present. There are few visitors and hardly any appealing stands. In addition, he believes that coordination with the Paris wallpaper trade fairs is necessary. Maison & Objet took place at the same time in the French capital.

Meanwhile, there was positive feedback from Dr. Frederik Rasch. He said the reduction in floor space was successful and a well-rounded affair. “We feel comfortable here as a group,” emphasized the managing director of the wallpaper brand of the same name, which presented itself at a joint stand with sister companies under the umbrella of The Wallfashion House. “Two years ago, Rasch decided to actively address consolidation in the industry,” explains the managing director. He notes that cooperation has proven its worth in these very challenging times for the industry. Rasch focused its trade fair presentation primarily on self-adhesive wallpaper. Feedback on this solution has been very positive so far, reports the company boss. He is convinced that it meets the need for quick, clean, and easy decoration.

A.S. Création has also given some thought to making things easier for customers: the result is the so-called panels – one design, one roll: a complete wallpaper motif is delivered on a single roll. This makes it quick and easy to create modern accent walls, emphasizes Andrea Schröder from the marketing department.

The range of possible images is vast – and here, too, a digital solution helps with the selection: all A.S. wallpaper collections can be visualized in 3D on the screen via QR code.

Keyword: panel – the trend topic of wall panels has also found its way into wallpaper design.

The new Metropolitan Stories “Vibes & Styles” campaign collection focuses on living as a feeling. Inspired by nature, architecture, light, and shadow, the designs blend harmoniously into the room and create a stylish atmosphere.

With its new Craft collection by designer Felix Diener, Marburger Tapetenfabrik brings design and technology together in a way that is similar to Rasch, yet completely different. This can be seen, for example, in a design with cork components: what is left over from the production of champagne corks in a Portuguese factory is given a new purpose. Pure cork granulate is applied to a fine layer of clay resting on a non-woven backing. Diener emphasizes that the combination of a mineral backing and natural granulate is color-stable, regulates the indoor climate, is acoustically effective, and is pleasant to the touch.

Wherever wallpaper manufacturers present themselves, Decotric is not far away. And for good reason: the manufacturer offers everything you need for wallpapering – and much more. This year, the company showcased products from the SchimmelX brand (more on this in the focus section of this issue) and its tile renovation filler, which can be used to quickly and easily create a smooth wall. Sales manager André Schürmann sums up the trade fair as “excellent.” Like the professional brand Pufas, Decotric's DIY division serves do-it-yourselfers and craftsmen worldwide. International customers in particular took advantage of this event to get in touch with them.

Apelt is also satisfied. The home textiles specialist offers products for outdoor use, seasonal items, and basic fabrics in DIY stores, including tablecloths, curtains, pillowcases, and blankets.

Laura Rinn