Restyling the company

Wallpaper Central Restyling the company

Wallpaper Central is one of the leading wallpaper retailers in the UK.

Based out of a 70,000 sq ft warehouse in Blackburn, they distribute wallpaper related products all over the UK on a daily basis and have come a long way since starting out as a relatively small mill shop over 30 years ago and now turnover more that £1million per annum.


  • Consumer



  • Brand Creation
  • Digital Strategy
  • Web Design
  • Web Development
Meet Wallpaper Central. Name generation and a brand identity for the Blackburn based retailers

Restyling the company

Ovalworld, Wallpaper Central's holding company, came to Absolute looking for some advice on how to build their wallpaper brand. Ovalworld were well known for their warehousing and distribution services, but not their retail side. Our first project was the name generation of the retail arm, which we changed from Ovalworld to Wallpaper Central to focus on what they actually did. This was a better fit for the company and separated the distribution arm from the retail arm for a clearer consumer understanding.

A set of stationery including business cards were designed as part of the new branding
Art direction for the new brand's photography
An advertising campaign for the client's 30 year anniversary

Rolling out the rebrand

Once the rebrand was completed, we set about developing a completely new e-commerce website to reflect the new brand. At the same time undertook a price comparison research study and discovered that they were actually underselling themselves in the market place and this was one of the reasons that they were losing sales. Consumers were cautious and confidence was low due to a poor brand message, which affected sales conversions. In the first month, the new improved website launched with a new pricing structure, sales increases over 700%, but more importantly profitability increased dramatically.

A brand new e-commerce website for Wallpaper Central, built using CMS Magento
Banners were designed to promote seasonal product lines

Digital refresh

Since the launch of the first new website over 4 years ago, Absolute have continued to develop new features to increase customer retention and conversion as well as other assets to aid the sales process such as branded sample folders, monthly email mailshots, sponsorship, PPC, SEO and remarketing campaigns. In 2013 Absolute rebuilt the website with a Magento e-commerce content management system and integrated it with both Amazon and EBay for increased sales. The website continues to go from strength to strength after seeing a 700% increase in sales.

The new e-commerce website in-situ on an iPad tablet

Since working with Absolute, we have achieved record sales. We would recommend them to anyone.

Martin Short, Managing Director