Wall!Supply – A Journey Of Innovation And Sustainability
- Brainz Magazine
- Nov 10, 2023
- 5 min read
Written by: Tristen Giles, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
In the world of interior design, where walls serve as both functional dividers and artistic canvases, Wall!Supply stands as a testament to innovation, sustainability, and the pursuit of transforming modern living spaces. In an exclusive conversation, Frank Frantzen, the visionary behind Wall!Supply, takes us on a journey through the company's unique history, its commitment to sustainability, and its exciting vision for the future.
The birth of Wall!Supply
Wall!Supply's story begins in 1962, in a Europe still divided by national borders, where importing and exporting bricks was the core of the business founded by Hans Ruers.
"We started as a brick company," current CEO Frank Frantzen reminisces, "it was all about importing and exporting bricks within Europe." The company's roots were firmly planted in construction materials, quite far from the world of cosmetic wall decoration.
However, change was on the horizon. In the early 2000s, the reins of the company passed to the founder's son, Jens Ruers, who had a vision beyond mere bricks. Frank explains, "He started the factory here in Holland, at first producing concrete stone veneer, an imitation of natural stone made from concrete." Thus, Wall!Supply's evolution had begun.
Innovating with purpose
The transformation didn't stop there. Wall!Supply's journey took an innovative turn as they ventured into creating an array of products specifically for wall decoration. "Our goal was to make unique and modern accent walls or feature walls. We also wanted to offer many options made from a range materials like wood, foam, concrete, and ceramic tiles," Frank emphasizes.
What sets Wall!Supply apart is their unwavering commitment to making these design innovations accessible to individuals looking to shape their spaces creatively. "We empower people to express themselves through their walls and interiors," says Frank.
Wall!Supply's products are uniquely designed to be beginner DIY-friendly, ensuring that anyone can transform their space easily and affordably.
A one-stop shop for wall cladding
One of the unique aspects of Wall!Supply's business model is their ambition to be the one-stop-shop for consumers seeking wall cladding solutions. They offer a diverse range of options, from affordable DIY-friendly foam products to high-end indoor-outdoor teak wall panels. Frank Frantzen's vision is clear: "We want to cater to customers at every price point. Whether you're looking for a cost-effective solution or a luxurious upgrade, Wall!Supply will have you covered, quite literally!"
The role of sustainability
Sustainability is at the heart of Wall!Supply's mission. Frank acknowledges that their journey towards sustainability began about seven or eight years ago. "We initially focused on product aesthetics, wanting to create trendy and innovative wall panels,"
Frank shares. However, as environmental concerns emerged at the forefront of consumer consciousness, Wall!Supply made a pivotal shift.
"We started to look for materials that combined aesthetics with sustainability," Frank explains. While sustainability in the DIY sector can be challenging due to cost constraints, Wall!Supply is committed to making 70-75% of their assortment sustainable within the next five years. This includes reducing carbon footprints, certifications like FSC for wood products, and using more and more recycled materials.
One of Wall!Supply's remarkable achievements lies in their commitment to sustainability, notably their sourcing of reclaimed teak wood in Indonesia. Frantzen sheds light on this journey. He recounts the initial challenges of sourcing sustainable materials, particularly in a country known for its skilled craftsmanship but limited production capacity. “Indonesia is a beautiful country with handmade craftsmanship,”
Frank shares. “However, the production output was initially quite low, with just one container every three months.”
Wall!Supply's determination to scale their sustainable offerings led them to eventually seek out and build the right partnerships, significantly increasing their production capacity. Today, they ship around 15 to 20 containers of reclaimed wood products each month. Moreover, Wall!Supply actively contributes to local communities in Indonesia, providing employment opportunities and supporting small villages—a testament to their dedication to sustainability on a global scale.
Wall!Supply's commitment to sustainability extends beyond their sourcing practices. Frank Frantzen emphasizes that they actively choose not to form business partnerships in countries that demonstrate a disregard for the environmental impact of resource extraction and product manufacturing. In a world where conscious consumerism is on the rise, Wall!Supply's ethical stance resonates with those who prioritize an eco-conscious lifestyle.
By consciously selecting partners aligned with their sustainability ethos, they set a precedent for responsible business practices, fostering a better future for both their customers and the planet. This principled approach not only shapes their product offerings but also defines their overarching mission—providing customers with choices that not only enhance their living spaces but also reflect their values and respect for the environment.
The evolving role of sustainability in pricing
When asked about advice for other companies looking to embrace sustainability, Frank doesn't mince words: “I’d say go ahead; it's absolutely the future!” He emphasizes that sustainability should be a top priority for businesses, urging them to consider the environmental impact of their products, partners, and processes.
Frank also emphasizes the importance of weighing eco-friendliness with price point, especially in today's market. “While price is still a primary consideration for most consumers,” he notes, “the landscape is changing rapidly. In the future, eco-friendliness will become increasingly important. Businesses should prepare for this shift, because it requires time and a good strategy.”
A vision for the future
Wall!Supply's future holds exciting prospects. They plan to expand their product range to include a more robust selection of outdoor options, catering to customers who wish to transform their exteriors with the same flair that is the hallmark of Wall!Supply’s interior product lines. Sustainability remains a key focus, with plans to begin using recycled ocean plastics to create new, cutting-edge decorative wall products.
In Frank's vision, this journey is about turning walls into art, conversation starters, and modes of self-expression. Wall!Supply is not just a company; it's a movement that
blends innovation with sustainability, offering individuals the opportunity to evolve their spaces with ease.
As the world embraces sustainability and self-expression in design, Wall!Supply leads the way, reminding us that walls can be more than mere dividers; they can be canvases for a greener, more creative future.
To learn more about Wall!Supply, visit here and follow them on Instagram to hear about their latest sustainability innovations: click here.
Details on the provided image to go with the article:
Top left: UltraLight Linari Round Marble White HD Printed
Top right: Luxury Velvet Textile Green and UltraWood Teak Hexagon
Bottom center: UltraWood Teak Big Square
Bottom right: UltraLight Loft Red-White HD Printed
Headshot: Wall!Supply CEO, Frank Frantzen
Tristen Giles, Executive Contributor Brainz Magazine
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