Growth-
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Growth-
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Grandeco Wallfashion Group is one of the largest producers of wall decoration products in the world — and one of the few in the industry where innovation is truly part of the DNA. Always on the lookout for new ways to push boundaries, Grandeco’s leadership is facing the challenge of bringing meaningful innovation into a mature and highly traditional market.
This case is unique because the answer came through an unexpected collaboration — with startup Sichem (formerly Lithcoat), specialized in providing high-quality coatings solutions for the healthcare, energy, hydrogen and sustainability industries, and developer of a revolutionary, non-toxic coating that mechanically destroys bacteria and fungi.
For Grandeco, the challenge was about finding a tangible, differentiating innovation that could actually be scaled in wallpaper production. Ideas were plenty, but few could be turned into real products with commercial potential.
Meanwhile, Sichem had a scientific breakthrough — but no clear market fit. Their coating had proven effective against bacteria and viruses, even kiling 99% of the COVID-19 virus in tests during the COVID-19 pandemic (in high-security bio-safety labs). Yet without a defined application, investor interest remained theoretical.
Two different challenges — but we found a shared opportunity.
We brought both companies together in a collaboration that would benefit them both.
We started by co-creating a business plan with Sichem, exploring potential applications for their technology. One of the key opportunities that emerged: wallpaper. When we introduced the idea to Grandeco, the response was immediate. Patrick Molemans, Grandeco’s CEO, saw the potential and decided to invest time and resources in exploring it further.
Together, we launched a joint exploration and product development process. Through workshops, market testing, internal lab tests, and hands-on validation, we developed and refined a completely new wallpaper concept: one that’s not only beautiful and durable, but also antibacterial, antifungal, and easy to clean.
The collaboration resulted in a breakthrough product: a wallpaper line that is stronger, more durable, and actively kills bacteria and fungi—ideal for families, pet owners, or anyone seeking a more hygienic home environment. The revolutionary aspect lies in its mechanical mode of action. There are no chemical reactions involved, and the functional benefits last for at least 12 years after application. This is a real game-changer in the industry.
The numbers speak for themselves: nearly 100,000 rolls sold, generating over €1 million in revenue for a product that didn’t exist just a short while ago.
But the real win is the cultural shift within Grandeco. Innovation, once seen as risky, is now viewed as a strategic advantage. This success story has generated goodwill across the organization and created momentum for more forward-thinking projects. It’s proof that even in traditional sectors, bold ideas — when executed well — can transform the market.
Every company has its limits in terms of what it can achieve on its own. For everything beyond that, I turn to Merluno. This is often about exploring new markets or identifying and developing potential that we don’t have the internal resources or capacity for.
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