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data/dw-analysis.json
1631 lines
{
"collected_at": "2026-07-28T03:50:03.347Z",
"sources": {
"mirror": "dw_unified local mirror (host=/tmp) — READ ONLY",
"mcc": "marketing.designerwallcoverings.com/api/channels/status",
"fleet": "all.designerwallcoverings.com/api/microsites",
"storefront": "live products.json OK",
"traffic": "unavailable"
},
"catalog": {
"statuses": {
"ACTIVE": 81260,
"ARCHIVED": 80597,
"DRAFT": 20093,
"DELETED_FROM_SHOPIFY": 16203,
"UNLISTED": 1
},
"vendors_active": 175,
"top_vendors": [
{
"vendor": "Phillipe Romano",
"active": 11823
},
{
"vendor": "Rebel Walls",
"active": 3770
},
{
"vendor": "Clarke And Clarke",
"active": 3570
},
{
"vendor": "Hollywood Wallcoverings",
"active": 3535
},
{
"vendor": "Malibu Wallpaper",
"active": 3232
},
{
"vendor": "Thibaut",
"active": 3000
},
{
"vendor": "Jeffrey Stevens",
"active": 2912
},
{
"vendor": "Brunschwig & Fils",
"active": 2760
},
{
"vendor": "Kravet",
"active": 2616
},
{
"vendor": "Phillip Jeffries",
"active": 2469
},
{
"vendor": "Koroseal",
"active": 2455
},
{
"vendor": "Gaston Y Daniela",
"active": 2148
},
{
"vendor": "Lee Jofa",
"active": 2040
},
{
"vendor": "Los Angeles Fabrics",
"active": 1833
}
],
"types": [
{
"type": "Wallcovering",
"active": 59009
},
{
"type": "Fabric",
"active": 16207
},
{
"type": "Commercial Fabric",
"active": 1797
},
{
"type": "Mural",
"active": 1305
},
{
"type": "Wallcoverings",
"active": 453
},
{
"type": "Memo Sample",
"active": 451
},
{
"type": "Pillow",
"active": 418
},
{
"type": "Trim",
"active": 354
},
{
"type": "Wallpaper",
"active": 244
},
{
"type": "Others",
"active": 222
}
],
"five_field": {
"missing_sample": 2294,
"missing_sellable": 26536,
"missing_description": 168,
"missing_image": 277,
"zero_price": 1453,
"active_total": 81260
},
"activation_cadence": [
{
"week": "05-11",
"added": 490
},
{
"week": "05-25",
"added": 3
},
{
"week": "06-01",
"added": 492
},
{
"week": "06-08",
"added": 924
},
{
"week": "06-15",
"added": 1993
},
{
"week": "06-22",
"added": 1510
},
{
"week": "06-29",
"added": 1854
},
{
"week": "07-06",
"added": 4269
},
{
"week": "07-13",
"added": 1499
},
{
"week": "07-20",
"added": 4045
},
{
"week": "07-27",
"added": 87
}
],
"price_bands": [
{
"band": "Under $50",
"count": 2117
},
{
"band": "$50–150",
"count": 699
},
{
"band": "$150–300",
"count": 435
},
{
"band": "$300–600",
"count": 443
},
{
"band": "$600+",
"count": 129
}
],
"price_bands_basis": "products whose minimum variant exceeds the $4.25 memo sample — the priced subset of the mirror (~3.8k); most actives resolve min-variant to the sample, and full variant-level pricing lives Shopify-side",
"drafts_total": 20093,
"drafts_stageable": 2723,
"sample_only": {
"quote_only_by_design": 14054,
"total": 26536,
"backlog": 12482
},
"sample_only_vendors": [
{
"vendor": "Phillipe Romano",
"count": 6477
},
{
"vendor": "Phillip Jeffries",
"count": 2461
},
{
"vendor": "Koroseal",
"count": 2454
},
{
"vendor": "China Seas",
"count": 1776
},
{
"vendor": "Coordonné",
"count": 1300
},
{
"vendor": "Designers Guild",
"count": 840
},
{
"vendor": "Osborne & Little",
"count": 818
},
{
"vendor": "Maya Romanoff",
"count": 624
}
],
"sample_roll": {
"funnel": {
"sampleable": 78966,
"converted": 52588,
"gap": 26378,
"gap_quote_only": 14054,
"gap_backlog": 12324,
"conversion_pct": 66.6
},
"vendors": [
{
"vendor": "Phillipe Romano",
"sampleable": 10541,
"converted": 4064,
"leak": 3468
},
{
"vendor": "Coordonné",
"sampleable": 1431,
"converted": 131,
"leak": 1300
},
{
"vendor": "Designers Guild",
"sampleable": 839,
"converted": 0,
"leak": 839
},
{
"vendor": "Osborne & Little",
"sampleable": 931,
"converted": 113,
"leak": 818
},
{
"vendor": "Rebel Walls",
"sampleable": 3770,
"converted": 3276,
"leak": 492
},
{
"vendor": "Arte International",
"sampleable": 536,
"converted": 46,
"leak": 490
},
{
"vendor": "Harlequin",
"sampleable": 481,
"converted": 0,
"leak": 481
},
{
"vendor": "Scalamandre Wallpaper",
"sampleable": 939,
"converted": 464,
"leak": 475
},
{
"vendor": "AS Creation",
"sampleable": 327,
"converted": 0,
"leak": 327
},
{
"vendor": "Nina Campbell",
"sampleable": 538,
"converted": 259,
"leak": 279
}
],
"order_data": {
"mp_orders": {
"rows": 6,
"types": [
{
"type": "wallpaper",
"count": 6
}
],
"note": "Marketplace seed data — 6 identical $496 wallpaper rows, one date, no sample-type rows. Not real customer history."
},
"digital_sample_orders": {
"rows": 25,
"span_start": "2026-01-17",
"span_end": "2026-02-15",
"note": "Real but thin — DIGITAL sample orders only (not the $4.25 physical memo program); too few to compute a behavioral conversion rate."
},
"shopify_orders_present": false,
"note": "dw_unified is a CATALOG mirror: no shopify_orders table. Real memo→roll order conversion is not measurable here — instrumenting it is the recommendation, not the finding."
}
},
"monthly_activation": [
{
"month": "Jan",
"added": 223
},
{
"month": "Feb",
"added": 1363
},
{
"month": "Mar",
"added": 4578
},
{
"month": "Apr",
"added": 3416
},
{
"month": "May",
"added": 493
},
{
"month": "Jun",
"added": 5547
},
{
"month": "Jul",
"added": 11126
}
],
"needs_tags": [
{
"tag": "Needs-Price",
"count": 19270
},
{
"tag": "Needs-Image",
"count": 16478
},
{
"tag": "Needs-Width",
"count": 19603
},
{
"tag": "Needs-Description",
"count": 27
}
],
"style_mix": [
{
"style": "Contemporary",
"count": 32570
},
{
"style": "Textured",
"count": 29293
},
{
"style": "Traditional",
"count": 22796
},
{
"style": "Geometric",
"count": 11720
},
{
"style": "Floral",
"count": 10295
},
{
"style": "Grasscloth",
"count": 9897
},
{
"style": "Stripe",
"count": 9154
},
{
"style": "Mural",
"count": 4764
},
{
"style": "Metallic",
"count": 3218
},
{
"style": "Damask",
"count": 1902
}
],
"color_mix": [
{
"color": "Beige",
"hex": "#d9c9a8",
"count": 22268
},
{
"color": "White",
"hex": "#f2efe8",
"count": 22207
},
{
"color": "Gray",
"hex": "#9a9a99",
"count": 12250
},
{
"color": "Blue",
"hex": "#5a7fa8",
"count": 8595
},
{
"color": "Green",
"hex": "#6b8f6d",
"count": 7793
},
{
"color": "Brown",
"hex": "#8a6a4c",
"count": 5285
},
{
"color": "Black",
"hex": "#2b2b2b",
"count": 4896
},
{
"color": "Gold",
"hex": "#c9a24b",
"count": 4433
},
{
"color": "Pink",
"hex": "#d3a0a6",
"count": 3543
},
{
"color": "Red",
"hex": "#a84a44",
"count": 3070
}
]
},
"channels": [
{
"key": "facebook",
"label": "Facebook Pages",
"connected": true,
"accounts": 80,
"canPost": null,
"note": ""
},
{
"key": "instagram",
"label": "Instagram",
"connected": true,
"accounts": 34,
"canPost": null,
"note": ""
},
{
"key": "tiktok",
"label": "TikTok",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
},
{
"key": "youtube",
"label": "YouTube",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
},
{
"key": "bluesky",
"label": "Bluesky",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
},
{
"key": "threads",
"label": "Threads",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
},
{
"key": "linkedin",
"label": "LinkedIn",
"connected": true,
"accounts": 1,
"canPost": null,
"note": ""
}
],
"fleet": {
"count": 271,
"up": 175,
"with_feed": 163,
"total_handles": 125624,
"shopify_products": 3865,
"handles_sum": 105811,
"sites": [
{
"host": "japan.designerwallcoverings.com",
"type": "cf-zone",
"products": 29073,
"handles": 29073,
"products_rollup": 30613,
"products_db": null,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "kravet.designerwallcoverings.com",
"type": "vendor",
"products": 200,
"handles": 200,
"products_rollup": 13420,
"products_db": 2616,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "cowtan.designerwallcoverings.com",
"type": "cf-zone",
"products": 200,
"handles": 200,
"products_rollup": 8796,
"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "coastline-reserve.designerwallcoverings.com",
"type": "cf-zone",
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"handles": 200,
"products_rollup": 8715,
"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "cowtan-tout.designerwallcoverings.com",
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"products": 200,
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"products_rollup": 8634,
"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "phillipe-romano-textiles.designerwallcoverings.com",
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"products": 200,
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"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "astek.designerwallcoverings.com",
"type": "brand",
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"handles": 6167,
"products_rollup": 6167,
"products_db": null,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "ascreation.designerwallcoverings.com",
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"products": 200,
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"products_db": 327,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "wolfgordon.designerwallcoverings.com",
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"handles": 200,
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"products_db": 688,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "pf-fabric-10110.designerwallcoverings.com",
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"handles": 5350,
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"capped": false,
"ok": true,
"feed": true
},
{
"host": "pierrefreyfabrics.designerwallcoverings.com",
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"handles": 5350,
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"capped": false,
"ok": true,
"feed": true
},
{
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"capped": true,
"ok": true,
"feed": true
},
{
"host": "sangetsu.designerwallcoverings.com",
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"handles": 4731,
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"ok": true,
"feed": true
},
{
"host": "milton-king.designerwallcoverings.com",
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"capped": true,
"ok": true,
"feed": true
},
{
"host": "phillipjeffries.designerwallcoverings.com",
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"products": 200,
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"products_db": 2469,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "rebelwalls.designerwallcoverings.com",
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"products": 200,
"handles": 200,
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"products_db": 3770,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "jeffreystevens.designerwallcoverings.com",
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"products": 200,
"handles": 200,
"products_rollup": 4094,
"products_db": 2912,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "china.designerwallcoverings.com",
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"products": 3745,
"handles": 3745,
"products_rollup": 3771,
"products_db": null,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "quadrille.designerwallcoverings.com",
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"handles": 3653,
"products_rollup": 3675,
"products_db": 443,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "malibu.designerwallcoverings.com",
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"products_db": 3,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "marburg.designerwallcoverings.com",
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"products": 200,
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"capped": true,
"ok": true,
"feed": true
},
{
"host": "hollywood.designerwallcoverings.com",
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"capped": true,
"ok": true,
"feed": true
},
{
"host": "sancar.designerwallcoverings.com",
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"products_db": 42,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "philliperomano.designerwallcoverings.com",
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"products_db": 11502,
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"ok": true,
"feed": true
},
{
"host": "graham-brown.designerwallcoverings.com",
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"capped": true,
"ok": true,
"feed": true
},
{
"host": "coordonn.designerwallcoverings.com",
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"capped": true,
"ok": true,
"feed": true
},
{
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"products_db": 1430,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "designtex.designerwallcoverings.com",
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"products_db": 452,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "chinaseas.designerwallcoverings.com",
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"handles": 200,
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"products_db": 1776,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "romo.designerwallcoverings.com",
"type": "vendor",
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"handles": 193,
"products_rollup": 2648,
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"capped": false,
"ok": true,
"feed": true
},
{
"host": "jf-fabrics.designerwallcoverings.com",
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"products": 200,
"handles": 200,
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"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "goodrich.designerwallcoverings.com",
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"handles": 2254,
"products_rollup": 2609,
"products_db": null,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "eijffinger.designerwallcoverings.com",
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"products": 2601,
"handles": 2601,
"products_rollup": 2605,
"products_db": null,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "koroseal.designerwallcoverings.com",
"type": "vendor",
"products": 200,
"handles": 200,
"products_rollup": 2545,
"products_db": 2455,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "murals.designerwallcoverings.com",
"type": "cf-zone",
"products": 2447,
"handles": 2447,
"products_rollup": 2447,
"products_db": null,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "philipjeffries.designerwallcoverings.com",
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"handles": 2447,
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"capped": false,
"ok": true,
"feed": true
},
{
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"handles": 200,
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"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "holly-hunt.designerwallcoverings.com",
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"products": 200,
"handles": 200,
"products_rollup": 2082,
"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "arte.designerwallcoverings.com",
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"products": 200,
"handles": 200,
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"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "thibaut.designerwallcoverings.com",
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"handles": 1903,
"products_rollup": 1903,
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"capped": false,
"ok": true,
"feed": true
},
{
"host": "j-josephson.designerwallcoverings.com",
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"products": 1793,
"handles": 1793,
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"capped": false,
"ok": true,
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},
{
"host": "omexco.designerwallcoverings.com",
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"products": 1796,
"handles": 1796,
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"capped": false,
"ok": true,
"feed": true
},
{
"host": "koroseal-sg.designerwallcoverings.com",
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"products": 1595,
"handles": 1595,
"products_rollup": 1641,
"products_db": null,
"capped": false,
"ok": true,
"feed": true
},
{
"host": "maharam.designerwallcoverings.com",
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"products": 200,
"handles": 200,
"products_rollup": 1601,
"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "trestintas.designerwallcoverings.com",
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"products": 200,
"handles": 200,
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"capped": true,
"ok": true,
"feed": true
},
{
"host": "colour-design.designerwallcoverings.com",
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"products": 200,
"handles": 200,
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"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "colouranddesign.designerwallcoverings.com",
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"products": 200,
"handles": 200,
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"products_db": null,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "cole-son-sg.designerwallcoverings.com",
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"handles": 1316,
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"capped": false,
"ok": true,
"feed": true
},
{
"host": "fabricut.designerwallcoverings.com",
"type": "vendor",
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"handles": 200,
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"products_db": 3,
"capped": true,
"ok": true,
"feed": true
},
{
"host": "designersguild.designerwallcoverings.com",
"type": "vendor",
"products": 200,
"handles": 200,
"products_rollup": 1294,
"products_db": 840,
"capped": true,
"ok": true,
"feed": true
},
{
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