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<div class="stamp"><span>Data collected Jul 27, 2026, 8:50 PM</span><button id="refbtn" title="Re-run the read-only collector">↻ Refresh data</button></div>
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<a class="mbrand" href="#summary">Designer <span>Wallcoverings</span><small>Growth Strategy · 2026</small></a>
<div class="mh">Contents</div><a href="#summary">Executive Summary</a><a href="#swot">SWOT Analysis</a><a href="#empire">The Catalog Empire</a><a href="#integrity">Catalog Integrity — the 5-Field Read</a><a href="#competitors">Competitive Landscape</a><a href="#advertising">Channels & Distribution</a><a href="#traffic">Traffic & Search Reality</a><a href="#timing">Timing & Cadence</a><a href="#audit">Website Audit</a><a href="#social">Social Audit</a><a href="#suggested">Suggested New Flagships</a><a href="#partners">Unlikely Partners</a><a href="#revenue">Unlikely Revenue</a><a href="#desk">Live Commerce Desk</a><a href="#roadmap">90-Day Roadmap</a><a href="#sources">Sources & Methodology</a>
<div class="minfo"><div class="mh">Designer Wallcoverings</div><p>Los Angeles · nationwide e-commerce + trade</p><p>steve@designerwallcoverings.com</p><p>designerwallcoverings.com</p></div>
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<div class="slides"><div class="slide on" style="background-image:url('https://images.unsplash.com/photo-1615873968403-89e068629265?auto=format&fit=crop&w=1920&q=68&sat=-25')"></div><div class="slide" style="background-image:url('https://images.unsplash.com/photo-1618221195710-dd6b41faaea6?auto=format&fit=crop&w=1920&q=68&sat=-25')"></div><div class="slide" style="background-image:url('https://images.unsplash.com/photo-1600210492486-724fe5c67fb0?auto=format&fit=crop&w=1920&q=68&sat=-25')"></div><div class="slide" style="background-image:url('https://images.unsplash.com/photo-1600585154340-be6161a56a0c?auto=format&fit=crop&w=1920&q=68&sat=-25')"></div><div class="slide" style="background-image:url('https://images.unsplash.com/photo-1600607687939-ce8a6c25118c?auto=format&fit=crop&w=1920&q=68&sat=-25')"></div></div>
<div class="in">
<div class="kick">Los Angeles · nationwide e-commerce + trade · Confidential strategy brief · prepared for Steve Abrams</div>
<h1 class="disp">Designer <span>Wallcoverings</span></h1>
<p>Thirty years of trade authority, <b>81,260 live SKUs</b> across <b>175 vendor lines</b>, a <b>271-site</b> discovery fleet, and <b>7 connected social channels</b> — the deepest designer-wallcovering operation online. The opportunity isn't building an audience; it's converting the catalog's dormant depth (a 12,482-product sellable-variant backlog, 20,093 staged drafts) into measured revenue. This brief maps exactly that, from the live data.</p>
<div class="metrics">
<div class="m"><div class="v" data-c="81260">0</div><div class="l">Live SKUs (active)</div></div>
<div class="m"><div class="v" data-c="175">0</div><div class="l">Vendor lines</div></div>
<div class="m"><div class="v" data-c="271">0</div><div class="l">Microsite fleet</div></div>
<div class="m"><div class="v" data-c="20093">0</div><div class="l">Staged drafts (fuel)</div></div>
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<div class="accbar"><button id="xall">Expand all</button><button id="call">Collapse all</button></div>
<section id="swot"><div class="eyebrow">Strategic Snapshot · SWOT</div><h2 class="disp">The whole board on one screen.</h2><div class="accbody">
<p class="lead2">Four lenses over the live snapshot — internal <b>Strengths</b> and <b>Weaknesses</b>, external <b>Opportunities</b> and <b>Threats</b> — so the strategy that follows starts from one honest picture. Every number here is from the Jul 27, 2026, 8:50 PM collection.</p>
<div class="swotgrid"><div class="swotq pos"><h3>Strengths</h3><ul><li>81,260 live SKUs across 175 vendor lines — one of the deepest designer-wallcovering catalogs online</li><li>A 271-site microsite fleet feeding discovery back to the flagship</li><li>7/7 social channels connected through one marketing command center</li><li>Private-label lines with owned margin (Phillipe Romano, Hollywood Wallcoverings, Malibu Wallpaper)</li><li>30+ years of trade relationships; memo-sample program ($4.25) as a proven funnel entry</li><li>Automated activation drip already shipping ~500 products/day, textures-first</li></ul></div><div class="swotq neg"><h3>Weaknesses</h3><ul><li>12,482 active products are sample-only WITHOUT a quote-only designation — browseable but not buyable</li><li>1,453 actives carry zero/null pricing; 277 lack a featured image</li><li>Social reach is broad (80 FB pages, 34 IG accounts) but thin — distribution without engagement depth</li><li>No social→revenue attribution discipline (UTM/coupon per channel) yet</li><li>Flagship UX carries catalog weight — 80k SKUs need stronger guided curation for retail buyers</li></ul></div><div class="swotq pos"><h3>Opportunities</h3><ul><li>Convert the 12,482 sample-only backlog into sellable variants — the single largest dormant-revenue pool in the business</li><li>20,093 staged drafts (2,723 fully stageable today) = months of "New Arrivals" marketing fuel</li><li>AEO/AI-answer citations for wallcovering queries — the flagship already ships an AEO block; extend it fleet-wide</li><li>Sample-order → full-roll conversion funnel instrumentation (order sync to the back office already exists)</li><li>Licensing original design IP (settlement-gated) into marketplaces as a zero-inventory revenue line</li></ul></div><div class="swotq neg"><h3>Threats</h3><ul><li>DTC-native entrants own the "approachable wallpaper" narrative with modern brand voices</li><li>Marketplace aggregators (Amazon, Wayfair, Etsy) commoditize mid-tier patterns</li><li>AI answer engines could disintermediate catalog-depth advantages if citations go to competitors</li><li>Vendor MAP / brand-control tightening limits pricing latitude on marquee lines</li></ul></div></div>
<div class="flagbox" style="margin-top:34px"><div class="i">⚡</div><div><h3 class="disp">The one-sentence thesis</h3><p>DW's moat is <b>catalog depth + trade authority</b>; its constraint is <b>conversion infrastructure</b>. The fastest wins activate what already exists — the sample-only backlog, the staged-draft drip, the connected-but-quiet channels — before building anything new.</p></div></div>
</div></section>
<section id="empire"><div class="eyebrow">01 · The Catalog Empire</div><h2 class="disp">Not a store. A catalog empire.</h2><div class="accbody">
<p class="lead2">The live mirror shows <b>81,260</b> active products, <b>20,093</b> staged drafts, and <b>80,597</b> archived — a merchandising engine with more inventory in reserve than most competitors have in total. Distribution runs through the flagship plus a <b>271-site</b> microsite fleet.</p>
<div class="chartwrap tall"><div class="ct">Top vendor lines by live products</div><canvas id="vendorChart"></canvas></div>
<div class="chartwrap dgt"><div class="ct">Live catalog by product type</div><div class="cwrow"><div class="cwcanvas"><canvas id="typeChart"></canvas></div><ul class="hleg" id="typeChart-legend"></ul></div></div>
<table><thead><tr><th>#</th><th>Vendor line</th><th>Active products</th></tr></thead><tbody><tr><td class="mo">01</td><td><b>Phillipe Romano</b></td><td>11,823</td></tr><tr><td class="mo">02</td><td><b>Rebel Walls</b></td><td>3,770</td></tr><tr><td class="mo">03</td><td><b>Clarke And Clarke</b></td><td>3,570</td></tr><tr><td class="mo">04</td><td><b>Hollywood Wallcoverings</b></td><td>3,535</td></tr><tr><td class="mo">05</td><td><b>Malibu Wallpaper</b></td><td>3,232</td></tr><tr><td class="mo">06</td><td><b>Thibaut</b></td><td>3,000</td></tr><tr><td class="mo">07</td><td><b>Jeffrey Stevens</b></td><td>2,912</td></tr><tr><td class="mo">08</td><td><b>Brunschwig & Fils</b></td><td>2,760</td></tr><tr><td class="mo">09</td><td><b>Kravet</b></td><td>2,616</td></tr><tr><td class="mo">10</td><td><b>Phillip Jeffries</b></td><td>2,469</td></tr><tr><td class="mo">11</td><td><b>Koroseal</b></td><td>2,455</td></tr><tr><td class="mo">12</td><td><b>Gaston Y Daniela</b></td><td>2,148</td></tr><tr><td class="mo">13</td><td><b>Lee Jofa</b></td><td>2,040</td></tr><tr><td class="mo">14</td><td><b>Los Angeles Fabrics</b></td><td>1,833</td></tr></tbody></table>
<div class="eyebrow" style="margin-top:52px">Catalog DNA — what the shelves actually hold</div>
<p class="lead2">Tag analysis across all 81,260 actives. The palette runs <b>neutrals-first</b> — Beige + White alone account for ~44,475 products — a texture-led, trade-calibrated assortment. The merchandising read: DW owns the "quiet luxury" wall; bolder saturated stories (the DTC entrants' lane) are the underweighted shelf.</p>
<div class="duo">
<div class="chartwrap"><div class="ct">Style mix — tag-matched across actives</div><canvas id="styleChart"></canvas></div>
<div class="chartwrap dgt"><div class="ct">Color mix — rendered in the actual hues</div><div class="cwrow"><div class="cwcanvas"><canvas id="colorChart"></canvas></div><ul class="hleg" id="colorChart-legend"></ul></div></div>
</div>
<div class="mosaic"><a class="mtile" title="Willow Pearl - Cream Wallcovering | 1838 Wallcoverings — 1838 Wallcoverings"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/2008-148-04-Willow-Pearl-scaled_27cc3134-1291-4605-85ca-d870cd905b85.jpg?v=1773305872&width=360" loading="lazy" alt="Willow Pearl - Cream Wallcovering | 1838 Wallcoverings"><span>1838 Wallcoverings</span></a><a class="mtile" title="Designdrop - Colourful Wallcovering | A.s. Création — A.S. Création"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/66e3a5f29fd1fd50090f5d5fce9b4ddc.jpg?v=1773629119&width=360" loading="lazy" alt="Designdrop - Colourful Wallcovering | A.s. Création"><span>A.S. Création</span></a><a class="mtile" title="Brown on Tint | Alan Campbell — Alan Campbell"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/Criss-Cross-Brown-on-Tint-AC403-16_015244-sm-thumb.jpg?v=1783597230&width=360" loading="lazy" alt="Brown on Tint | Alan Campbell"><span>Alan Campbell</span></a><a class="mtile" title="Riviera Wallcovering | Ananbo — Ananbo"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/riviera.webp?v=1761541180&width=360" loading="lazy" alt="Riviera Wallcovering | Ananbo"><span>Ananbo</span></a><a class="mtile" title="Ark - Parchment - beige Wallcovering | Andrew Martin — Andrew Martin"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/AMW10001_1611_11959302-5997-4bcd-9a99-c54a9b0919e8.jpg?v=1775761440&width=360" loading="lazy" alt="Ark - Parchment - beige Wallcovering | Andrew Martin"><span>Andrew Martin</span></a><a class="mtile" title="Gibson, Navy Wallcoverings | Anna French — Anna French"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/AT78793_4d4910ee-a9f9-4534-ae47-bed6b7d9942d.jpg?v=1782985244&width=360" loading="lazy" alt="Gibson, Navy Wallcoverings | Anna French"><span>Anna French</span></a><a class="mtile" title="Anthology - Stria Stone/Amber/Plum Wallcovering | Anthology — Anthology"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/ESHE131796.jpg?v=1784735551&width=360" loading="lazy" alt="Anthology - Stria Stone/Amber/Plum Wallcovering | Anthology"><span>Anthology</span></a><a class="mtile" title="Caswell Sage Green Wallcovering | Jeffrey Stevens — Apartment Wallpaper"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/PSW1213RL.jpg?v=1740775136&width=360" loading="lazy" alt="Caswell Sage Green Wallcovering | Jeffrey Stevens"><span>Apartment Wallpaper</span></a><a class="mtile" title="Atlantic Cay - Verdant | Architectural Fabrics — Architectural Fabrics"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/Skintex-SF_Aspect_Teal.jpg?v=1773218078&width=360" loading="lazy" alt="Atlantic Cay - Verdant | Architectural Fabrics"><span>Architectural Fabrics</span></a><a class="mtile" title="Agra Okra Wallcovering | Arte International — Arte International"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/Indienne_Agra_18310_Roomshot_Web_LR-medium-two-thirds.jpg?v=1775694511&width=360" loading="lazy" alt="Agra Okra Wallcovering | Arte International"><span>Arte International</span></a><a class="mtile" title="Tabula Wax Yellow Wallcovering | Artmura — Artmura"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/TABW-002.jpg?v=1781283018&width=360" loading="lazy" alt="Tabula Wax Yellow Wallcovering | Artmura"><span>Artmura</span></a><a class="mtile" title="History of Art 2 - Green Wallcovering | AS Creation — AS Creation"><img src="https://cdn.shopify.com/s/files/1/0015/4117/7456/files/792889b95340fba909e80a1654dba520_26de4b84-bada-44c9-8ff0-d634e951ba3c.jpg?v=1776187521&width=360" loading="lazy" alt="History of Art 2 - Green Wallcovering | AS Creation"><span>AS Creation</span></a></div>
<p class="lead2" style="font-size:14px;opacity:.6;margin-top:10px">Live catalog, not stock photography — one current product from each of twelve vendor lines, straight off the store's own CDN.</p>
<div class="eyebrow" style="margin-top:52px">The discovery fleet</div>
<p class="lead2">271 microsites — material-, era-, and city-specific storefront satellites that catch long-tail search and funnel to the flagship. The fleet indexes <b>125,624 product handles</b> across <b>163 feed-live sites</b>. Deepest sites, by real catalog depth:</p>
<div class="fchips"><span class="fchip">japan<b>29,073</b></span><span class="fchip">astek<b>6,167</b></span><span class="fchip">pf-fabric-10110<b>5,350</b></span><span class="fchip">pierrefreyfabrics<b>5,350</b></span><span class="fchip">sangetsu<b>4,731</b></span><span class="fchip">china<b>3,745</b></span><span class="fchip">quadrille<b>3,653</b></span><span class="fchip">eijffinger<b>2,601</b></span><span class="fchip">murals<b>2,447</b></span><span class="fchip">philipjeffries<b>2,447</b></span><span class="fchip">goodrich<b>2,254</b></span><span class="fchip">thibaut<b>1,903</b></span><span class="fchip">omexco<b>1,796</b></span><span class="fchip">j-josephson<b>1,793</b></span><span class="fchip">koroseal-sg<b>1,595</b></span><span class="fchip">cole-son-sg<b>1,316</b></span><span class="fchip">coleandson<b>1,248</b></span><span class="fchip">kravet<b>200+</b></span><span class="fchip">cowtan<b>200+</b></span><span class="fchip">coastline-reserve<b>200+</b></span><span class="fchip">cowtan-tout<b>200+</b></span><span class="fchip">phillipe-romano-textiles<b>200+</b></span><span class="fchip">ascreation<b>200+</b></span><span class="fchip">wolfgordon<b>200+</b></span><span class="fchip">scalamandre<b>200+</b></span><span class="fchip">milton-king<b>200+</b></span><span class="fchip">phillipjeffries<b>200+</b></span><span class="fchip">rebelwalls<b>200+</b></span><span class="fchip">jeffreystevens<b>200+</b></span><span class="fchip">malibu<b>200+</b></span><span class="fchip">marburg<b>200+</b></span><span class="fchip">hollywood<b>200+</b></span><span class="fchip">sancar<b>200+</b></span><span class="fchip">philliperomano<b>200+</b></span><span class="fchip">graham-brown<b>200+</b></span><span class="fchip">coordonn<b>200+</b></span><span class="fchip">coordonne<b>200+</b></span><span class="fchip">designtex<b>200+</b></span><span class="fchip">chinaseas<b>200+</b></span><span class="fchip">jf-fabrics<b>200+</b></span><span class="fchip">koroseal<b>200+</b></span><span class="fchip">phillipe-romano-vinyls<b>200+</b></span><span class="fchip">holly-hunt<b>200+</b></span><span class="fchip">arte<b>200+</b></span><span class="fchip">maharam<b>200+</b></span><span class="fchip">trestintas<b>200+</b></span><span class="fchip">colour-design<b>200+</b></span><span class="fchip">colouranddesign<b>200+</b></span></div>
</div></section>
<section id="integrity"><div class="eyebrow">02 · Catalog Integrity — the 5-Field Read</div><h2 class="disp">Where the catalog leaks revenue.</h2><div class="accbody">
<p class="lead2">The house rule: every active product needs a sample variant, a sellable variant, complete pricing, a description, and tags — plus a featured image. Against 81,260 actives, the live counts:</p>
<div class="chartwrap"><div class="ct">Actives failing each field (live mirror counts)</div><canvas id="ffChart"></canvas></div>
<div class="flagbox"><div class="i">◆</div><div><h3 class="disp">The 12,482-product finding</h3><p><b>26,536</b> actives are sample-only. <b>14,054</b> of those are quote-only lines by design. The remaining <b>12,482</b> — a third of the live catalog — can be browsed and sampled but not bought. Every one is paid-for merchandising with the register removed. This is the single largest dormant-revenue pool in the business.</p></div></div>
<div class="chartwrap"><div class="ct">Sample-only actives — where they sit (top lines)</div><canvas id="soChart"></canvas></div>
<table><thead><tr><th>Vendor line</th><th>Sample-only actives</th></tr></thead><tbody><tr><td><b>Phillipe Romano</b></td><td>6,477</td></tr><tr><td><b>Phillip Jeffries</b></td><td>2,461</td></tr><tr><td><b>Koroseal</b></td><td>2,454</td></tr><tr><td><b>China Seas</b></td><td>1,776</td></tr><tr><td><b>Coordonné</b></td><td>1,300</td></tr><tr><td><b>Designers Guild</b></td><td>840</td></tr><tr><td><b>Osborne & Little</b></td><td>818</td></tr><tr><td><b>Maya Romanoff</b></td><td>624</td></tr></tbody></table>
<div class="eyebrow" style="margin-top:52px">The catalog's own to-do list</div>
<p class="lead2">The workflow tags tell the story without an audit: <b>19,603</b> actives are tagged Needs-Width, <b>19,270</b> Needs-Price, <b>16,478</b> Needs-Image. These self-reported queues ARE the integrity sprint's work orders — pre-triaged, machine-readable, waiting.</p>
<div class="chartwrap"><div class="ct">Workflow-tag backlog on active products (live tag counts)</div><canvas id="needsChart"></canvas></div>
</div></section>
<section id="competitors"><div class="eyebrow">03 · Competitive Landscape</div><h2 class="disp">Depth vs. polish: the field.</h2><div class="accbody">
<p class="lead2">DW's tracked competitor registry, rendered verbatim, plus an analyst read: DW wins on catalog depth and trade authority; the DTC natives win on front-end polish and brand voice. The play is closing the polish gap without surrendering the depth moat.</p>
<div class="chartwrap"><div class="ct">Catalog depth vs. digital polish — analyst-scored, 0–100</div><canvas id="compChart"></canvas></div>
<table><thead><tr><th>Competitor</th><th>Domain</th><th>Watch status</th><th>Products found</th><th>Notes</th></tr></thead><tbody><tr><td><b>Decorators Best</b></td><td>decoratorsbest.com</td><td>Active watch</td><td>26,607</td><td>Large catalog, public pricing. Carries Thibaut, Cole & Son, Kravet</td></tr><tr><td><b>Wallpapers To Go</b></td><td>wallpaperstogo.com</td><td>Active watch</td><td>25,001</td><td>Major retailer. York, Thibaut, Brewster, Norwall</td></tr><tr><td><b>Mahones Wallpaper</b></td><td>mahoneswallpapershop.com</td><td>Active watch</td><td>24,990</td><td>Traditional dealer. Most major brands.</td></tr><tr><td><b>L.A. Design Concepts</b></td><td>ladesignconcepts.com</td><td>Active watch</td><td>13,826</td><td>Discount dealer (40% off). Thibaut, Anna French</td></tr><tr><td><b>Finest Wallpaper</b></td><td>finestwallpaper.com</td><td>Active watch</td><td>1,046</td><td>Ralph Lauren, Thibaut. US/Canada pricing.</td></tr><tr><td><b>Burke Decor</b></td><td>burkedecor.com</td><td>Active watch</td><td>0</td><td>Home decor + wallpaper. Cole & Son, Brewster, York</td></tr><tr><td><b>Wallpaper Wholesaler</b></td><td>wallpaperwholesaler.com</td><td>Active watch</td><td>0</td><td>Custom site (not Shopify). 32K+ products. JSON-LD structured data. Sitemap: /sitemaps/sitemap-products-{1,2}.xml. Brands: Brewster, MDC, Mind the Gap, Sancar, Eykon, National Wallcovering, Norwall. Quote-only: Astek, Fabricut, Innovations, PJ, S.Harris, Stroheim, Trend, Vervain.</td></tr><tr><td><b>Peelstick</b></td><td>peelstick.com</td><td>Paused</td><td>0</td><td>Peel & stick only — different category</td></tr></tbody></table>
<div id="compmap"></div>
<p class="lead2" style="font-size:15px;margin-top:14px;opacity:.7">The field, mapped: DW in Los Angeles vs. tracked competitor HQs (analyst-compiled geo). LA proximity to the design trade + studios is a structural advantage none of them share.</p>
</div></section>
<section id="advertising"><div class="eyebrow">04 · Channels & Distribution</div><h2 class="disp">Seven channels, one command center.</h2><div class="accbody">
<p class="lead2">Live from the marketing command center at collection time: <b>7 of 7</b> platforms connected. The Facebook page network alone spans <b>80</b> pages; Instagram <b>34</b> accounts. The infrastructure exists — the discipline to convert reach into attributed revenue is the build.</p>
<div class="flagbox"><div class="i">◆</div><div><h3 class="disp">The paid-ads gap — measured, not guessed</h3><p>A $0 pixel scan of every tracked competitor's homepage (Jul 27): <b>5 of 8 rivals are paying to advertise</b> — Google Ads on five of them, Meta on one — while <b>DW's own homepage carries analytics but zero paid-ad pixels</b>. The field is buying the demand DW's catalog should own. With attribution wired first (below), a measured Google Shopping + brand-terms program is the obvious counter.</p></div></div>
<table><thead><tr><th>Domain</th><th></th><th>Ad pixels detected</th><th>Analytics</th><th>Read</th></tr></thead><tbody><tr class="you"><td><b>Designer Wallcoverings (you)</b></td><td>designerwallcoverings.com</td><td>—</td><td>Yes</td><td>No paid-ad pixels detected on homepage</td></tr><tr><td><b>Decorators Best</b></td><td>decoratorsbest.com</td><td>google_ads · microsoft_bing</td><td>Yes</td><td>Paying to advertise (google_ads, microsoft_bing)</td></tr><tr><td><b>Wallpapers To Go</b></td><td>wallpaperstogo.com</td><td>google_ads · meta</td><td>—</td><td>Paying to advertise (google_ads, meta)</td></tr><tr><td><b>Mahones Wallpaper</b></td><td>mahoneswallpapershop.com</td><td>google_ads</td><td>Yes</td><td>Paying to advertise (google_ads)</td></tr><tr><td><b>L.A. Design Concepts</b></td><td>ladesignconcepts.com</td><td>google_ads · microsoft_bing</td><td>Yes</td><td>Paying to advertise (google_ads, microsoft_bing)</td></tr><tr><td><b>Finest Wallpaper</b></td><td>finestwallpaper.com</td><td>google_ads</td><td>Yes</td><td>Paying to advertise (google_ads)</td></tr><tr><td><b>Burke Decor</b></td><td>burkedecor.com</td><td>—</td><td>—</td><td>Homepage unreachable to scanner (fetch failed)</td></tr><tr><td><b>Wallpaper Wholesaler</b></td><td>wallpaperwholesaler.com</td><td>—</td><td>Yes</td><td>No paid-ad pixels detected on homepage</td></tr><tr><td><b>Peelstick</b></td><td>peelstick.com</td><td>—</td><td>—</td><td>Homepage unreachable to scanner (fetch failed)</td></tr></tbody></table>
<div class="chartwrap"><div class="ct">Connected accounts per platform (live)</div><canvas id="chanChart"></canvas></div>
<table><thead><tr><th>Platform</th><th>Status</th><th>Accounts</th><th>Note</th></tr></thead><tbody><tr><td><b>Facebook Pages</b></td><td><span class="good">Connected</span></td><td>80</td><td>Live in the marketing command center</td></tr><tr><td><b>Instagram</b></td><td><span class="good">Connected</span></td><td>34</td><td>Live in the marketing command center</td></tr><tr><td><b>TikTok</b></td><td><span class="good">Connected</span></td><td>1</td><td>Live in the marketing command center</td></tr><tr><td><b>YouTube</b></td><td><span class="good">Connected</span></td><td>1</td><td>Live in the marketing command center</td></tr><tr><td><b>Bluesky</b></td><td><span class="good">Connected</span></td><td>1</td><td>Live in the marketing command center</td></tr><tr><td><b>Threads</b></td><td><span class="good">Connected</span></td><td>1</td><td>Live in the marketing command center</td></tr><tr><td><b>LinkedIn</b></td><td><span class="good">Connected</span></td><td>1</td><td>Live in the marketing command center</td></tr></tbody></table>
<div class="cards2">
<div class="c"><h3>Attribution first</h3><p>Per-channel UTM + coupon discipline before spend scales. Today reach is broad but revenue attribution is dark — no channel can prove its keep.</p></div>
<div class="c"><h3>New-arrivals engine</h3><p>The activation drip ships ~500 products/day. Each batch is a native "new" story for every channel — content fuel most brands would pay to manufacture.</p></div>
<div class="c"><h3>AEO / AI answers</h3><p>The flagship already ships AI-answer-optimized collection copy. Extending AEO fleet-wide targets the search channel that's growing while classic SERP flattens.</p></div>
</div>
</div></section>
<section id="timing"><div class="eyebrow">06 · Timing & Cadence</div><h2 class="disp">The drip is live. Point it at revenue.</h2><div class="accbody">
<p class="lead2">The growth curve, measured: monthly activations ramped from <b>223</b> in Jan to <b>11,126</b> in Jul — a 50× ramp as the activation engine came online. The merchandising calendar below aligns campaigns to the category's natural intent cycle.</p>
<div class="chartwrap"><div class="ct">The ramp — new actives per month, last 7 months (live)</div><canvas id="rampChart"></canvas></div>
<div class="chartwrap"><div class="ct">New active products per week — last 12 weeks (live)</div><canvas id="cadenceChart"></canvas></div>
<table><thead><tr><th>Month</th><th>What the market is doing</th><th>The DW play</th></tr></thead><tbody><tr><td class="mo">Jan</td><td>New-year refresh intent peaks</td><td class="act">Push "one statement wall" entry offers; retarget Q4 samplers</td></tr><tr><td class="mo">Feb</td><td>Design-award season</td><td class="act">Editorial: trend reports off the catalog's own tag data</td></tr><tr><td class="mo">Mar</td><td>Spring project starts</td><td class="act">Trade outreach wave; hospitality spec season begins</td></tr><tr><td class="mo">Apr</td><td>High-intent renovation search</td><td class="act">Paid search on pattern + brand terms; AEO content sprint</td></tr><tr><td class="mo">May</td><td>Peak sample-ordering</td><td class="act">Sample-bundle promos; instrument sample→roll conversion</td></tr><tr><td class="mo">Jun</td><td>Mid-year new-arrivals surge</td><td class="act">The activation drip = daily "new" stories across channels</td></tr><tr><td class="mo">Jul</td><td>Summer install season</td><td class="act">Installer-partner co-marketing; project galleries</td></tr><tr><td class="mo">Aug</td><td>Pre-fall trade buying</td><td class="act">Designer-net program push; hospitality lookbook release</td></tr><tr><td class="mo">Sep</td><td>Fall flagship season</td><td class="act">Concept-direction launch (the new front page ships here)</td></tr><tr><td class="mo">Oct</td><td>Q4 project commits</td><td class="act">Retarget spring samplers; gift-adjacent art-line cross-sell</td></tr><tr><td class="mo">Nov</td><td>Holiday statement walls</td><td class="act">Peel-and-stick line forward; fast-ship messaging</td></tr><tr><td class="mo">Dec</td><td>Planning season</td><td class="act">Year-in-review design content; January intent capture</td></tr></tbody></table>
</div></section>
<section id="audit"><div class="eyebrow">07 · Website Audit</div><h2 class="disp">A strong engine that hides its best features.</h2><div class="accbody">
<p class="lead2">Analyst audit of the live flagship (Shopify + Boost search): the merchandising infrastructure is genuinely advanced — the gap is guided discovery for the retail buyer facing 81,260 choices.</p>
<div class="cards2">
<div class="c"><h3>Working well</h3><p class="good">Left-rail collection navigation · shop-by-color wheel with type pills · AEO content blocks on collections · sort + density controls on grids · New Arrivals / Trending smart collections refreshed by daily tag-sync · $4.25 memo-sample funnel on every product.</p></div>
<div class="c"><h3>Gaps</h3><p class="flag">Sample-only products present a dead-end buy box (12,482 products) · zero-price actives surface in feeds (1,453) · 277 actives lack a featured image · curation layers (rooms, moods, designer picks) are thin relative to catalog depth.</p></div>
<div class="c"><h3>Action</h3><p>Fix the integrity backlog (Section 02), then ship a guided-discovery layer: room/mood entry points, "pairs well with" on every PDP, and a designer-picks editorial tier — the concept directions in Section 09 show the face of it.</p></div>
</div>
</div></section>
<section id="social"><div class="eyebrow">08 · Social Audit</div><h2 class="disp">Broad reach, quiet voice.</h2><div class="accbody">
<p class="lead2">All major platforms are connected through one command center — a real infrastructure asset. The audit finding is consistent across platforms: <b>distribution exists, engagement discipline doesn't yet</b>. The page network posts; it doesn't yet converse, attribute, or convert.</p>
<div class="cards2">
<div class="c"><h3>Connected & ready</h3><p class="good">Facebook Pages · Instagram · TikTok · YouTube · Bluesky · Threads · LinkedIn</p></div>
<div class="c"><h3>The gap</h3><p class="flag">No per-channel revenue attribution · posting cadence not synced to the activation drip · reels/video formats underused relative to the category (interiors is a visual-first vertical).</p></div>
<div class="c"><h3>The play</h3><p>One flagship voice + the page network as amplifiers. Daily new-arrival stories (auto-fed by the drip), weekly designer-pick reels, per-channel UTM coupons — measured, not sprayed.</p></div>
</div>
</div></section>
<section id="suggested"><div class="eyebrow">09 · Suggested New Flagships</div><h2 class="disp">Six directions worthy of the catalog.</h2><div class="accbody">
<p class="lead2">Six full front-page concepts — each after a house that owns its lane, each a working page with the mandatory sort + density controls on its grid. Not palette swaps: different merchandising philosophies. Open each live and pick the direction.</p>
<div class="vgrid">
<a class="vtile rv" href="/versions/atelier.html" target="_blank" style="--vb:#f4f0e6;--vi:#26221a;--vg:#8a7340">
<div class="vswatch"><span style="background:#f4f0e6"></span><span style="background:#e9e2d0"></span><span style="background:#8a7340"></span><span style="background:#26221a"></span></div>
<div class="vname">Atelier</div><div class="vmodel">after de Gournay</div>
<div class="vmood">Scenic-house minimalism — ivory ground, celadon accents, art-object product pages.</div><div class="vopen">Open live concept →</div>
</a>
<a class="vtile rv" href="/versions/maison.html" target="_blank" style="--vb:#1c2331;--vi:#f2efe6;--vg:#d9b877">
<div class="vswatch"><span style="background:#1c2331"></span><span style="background:#26304a"></span><span style="background:#d9b877"></span><span style="background:#f2efe6"></span></div>
<div class="vname">Maison</div><div class="vmodel">after Pierre Frey</div>
<div class="vmood">French maison energy — indigo + ochre, pattern-forward editorial storytelling.</div><div class="vopen">Open live concept →</div>
</a>
<a class="vtile rv" href="/versions/studio.html" target="_blank" style="--vb:#faf7f2;--vi:#1d1b17;--vg:#d96a3b">
<div class="vswatch"><span style="background:#faf7f2"></span><span style="background:#f0e9dd"></span><span style="background:#d96a3b"></span><span style="background:#1d1b17"></span></div>
<div class="vname">Studio</div><div class="vmodel">after Backdrop (DTC)</div>
<div class="vmood">DTC-playful — bold color blocks, plain language, sample-first funnel.</div><div class="vopen">Open live concept →</div>
</a>
<a class="vtile rv" href="/versions/heritage.html" target="_blank" style="--vb:#232820;--vi:#efeee6;--vg:#b7a878">
<div class="vswatch"><span style="background:#232820"></span><span style="background:#2e352a"></span><span style="background:#b7a878"></span><span style="background:#efeee6"></span></div>
<div class="vname">Heritage</div><div class="vmodel">after Farrow & Ball</div>
<div class="vmood">Estate heritage — muted greens, archival typography, room-story merchandising.</div><div class="vopen">Open live concept →</div>
</a>
<a class="vtile rv" href="/versions/texture.html" target="_blank" style="--vb:#0f0d0b;--vi:#f1ece3;--vg:#c9a24b">
<div class="vswatch"><span style="background:#0f0d0b"></span><span style="background:#191510"></span><span style="background:#c9a24b"></span><span style="background:#f1ece3"></span></div>
<div class="vname">Texture</div><div class="vmodel">after Arte International</div>
<div class="vmood">Immersive texture — full-bleed material macros, dark gallery chrome, slow motion.</div><div class="vopen">Open live concept →</div>
</a>
<a class="vtile rv" href="/versions/gallery.html" target="_blank" style="--vb:#f7f5f1;--vi:#191919;--vg:#a3803c">
<div class="vswatch"><span style="background:#f7f5f1"></span><span style="background:#ebe7df"></span><span style="background:#a3803c"></span><span style="background:#191919"></span></div>
<div class="vname">Gallery</div><div class="vmodel">after 1stDibs</div>
<div class="vmood">Marketplace-luxe — white-gallery ground, curated collections, provenance chips, designer-first navigation.</div><div class="vopen">Open live concept →</div>
</a></div>
</div></section>
<section id="partners"><div class="eyebrow">10 · Unlikely Partners</div><h2 class="disp">Channels that don't look like channels.</h2><div class="accbody">
<p class="lead2">Eight partnership lanes where DW's LA position and trade heritage do the acquisition work.</p>
<div class="pcard rv"><div class="pnum">01</div><div><h4>Interior-design trade programs (ASID, IIDA chapters)</h4><p>The trade IS the buyer. Chapter sponsorships + a designer-net portal turn 30 years of relationships into a structured acquisition channel.</p></div></div><div class="pcard rv"><div class="pnum">02</div><div><h4>Professional installers / paper-hangers network</h4><p>An installer directory referral loop: DW sends install-ready clients, installers send spec-stage clients. Both sides win on every roll.</p></div></div><div class="pcard rv"><div class="pnum">03</div><div><h4>Boutique hotels & hospitality designers</h4><p>Contract lines (Type II) already in catalog — a hospitality lookbook + spec-sheet service opens recurring project-scale orders.</p></div></div><div class="pcard rv"><div class="pnum">04</div><div><h4>Real-estate stagers & luxury listing agents</h4><p>Statement walls sell listings. A stager program (rapid samples + the peel-and-stick line) creates repeat commercial buyers.</p></div></div><div class="pcard rv"><div class="pnum">05</div><div><h4>Art-print & framing houses</h4><p>The art-print line proves the adjacency: walls + art as one "finished room" offer, cross-sold at zero acquisition cost.</p></div></div><div class="pcard rv"><div class="pnum">06</div><div><h4>Paint brands & color consultants</h4><p>Color-matched pairings ("this paper + these three paints") — co-marketing that borrows the paint brand's search volume.</p></div></div><div class="pcard rv"><div class="pnum">07</div><div><h4>Design schools (LA trade programs)</h4><p>Student memo access + a young-designer program seeds the next decade of trade accounts for the cost of samples.</p></div></div><div class="pcard rv"><div class="pnum">08</div><div><h4>Film / TV set decorators</h4><p>LA-native advantage: a set-decorator fast lane (rush memos, buyout-friendly licensing) monetizes proximity to the studios.</p></div></div>
</div></section>
<section id="revenue"><div class="eyebrow">11 · Unlikely Revenue</div><h2 class="disp">The money already in the building.</h2><div class="accbody">
<p class="lead2">Before any new audience is bought, six revenue pools sit inside the existing operation:</p>
<div class="sugg">
<div class="s"><div class="p">Pool 1 · largest</div><h4>The sellable-variant backlog</h4><p>12,482 active products browseable but not buyable. Even a 1% conversion at category AOV is a six-figure annual pool. Remediation is data work, not marketing spend.</p></div>
<div class="s"><div class="p">Pool 2 · compounding</div><h4>Sample → roll funnel</h4><p>The $4.25 memo program is the top of the funnel. <b>78,966</b> active products can be memo-sampled, but only <b>66.6%</b> have a roll a customer can then buy — leaving <b>12,324</b> recoverable dead-ends. Quantified below.</p></div>
<div class="s"><div class="p">Pool 3 · scheduled</div><h4>The staged-draft drip</h4><p>20,093 drafts activating ~500/day = a permanent "new arrivals" marketing engine. Sync email + social to the drip and every day ships its own campaign.</p></div>
<div class="s"><div class="p">Pool 4 · zero-inventory</div><h4>Original design licensing</h4><p>Settlement-gated original pattern IP licensed to print-on-demand marketplaces — revenue without inventory, already piloted in the wider operation.</p></div>
<div class="s"><div class="p">Pool 5 · trade</div><h4>Designer-net portal</h4><p>Formalize trade pricing behind a designer login. Trade buyers are the highest-LTV segment and currently buy through the retail flow.</p></div>
<div class="s"><div class="p">Pool 6 · projects</div><h4>Hospitality / contract desk</h4><p>Type II contract lines already in catalog. A spec-sheet + quote desk turns one hotel corridor into 400 rolls.</p></div>
</div>
<h3 class="disp" style="margin-top:38px">Pool 2, quantified — the sample → roll funnel</h3>
<p class="lead2">The $4.25 memo sample is a daily purchase-intent signal. The question is whether that intent has anywhere to convert. Measured from the live catalog mirror:</p>
<div class="kpis">
<div class="kpi"><div class="kv">78,966</div><div class="kl">Products a customer can memo-sample</div></div>
<div class="kpi"><div class="kv">66.6%</div><div class="kl">…that also have a buyable roll (52,588)</div></div>
<div class="kpi"><div class="kv">12,324</div><div class="kl">Recoverable dead-ends (sampled intent, no roll)</div></div>
<div class="kpi"><div class="kv">14,054</div><div class="kl">Quote-only by design (excluded — not a leak)</div></div>
</div>
<p class="lead2">Two-thirds of the sampleable catalog converts cleanly; the remaining <b>26,378</b> products a customer can pay $4.25 to sample but cannot then buy. Of those, <b>14,054</b> are intentionally quote-only, leaving a <b>12,324</b>-product recoverable pool — concentrated in a handful of lines. Fixing the roll variant on a line a customer already sampled is data work, not ad spend.</p>
<div class="chartwrap"><div class="ct">Sample → roll by line (top 8 by recoverable backlog): gold = memo converts to a buyable roll · rose = memo hits a dead end</div><canvas id="srChart"></canvas></div>
<div class="flagbox"><div class="i">◆</div><div><h3 class="disp">Provenance — tiered honestly</h3><p><b>Tier A (measured, catalog structure):</b> the funnel counts above come straight from the read-only <code>dw_unified</code> mirror — every ACTIVE product's memo-sample and roll variant flags. Solid.<br><b>Tier B (proxy, labeled):</b> "recoverable backlog" is <i>sampleable-but-not-buyable minus the 'quotes'-tagged lines</i>. That tag under-captures reality — contract lines like Koroseal and Phillip Jeffries are quote-only in practice but untagged — so <b>12,324 is an upper bound</b>; the truly recoverable share is a subset, weighted toward the merchant private-label and residential lines.<br><b>Tier C (absent — the recommendation):</b> real memo-order-vs-roll-order <i>behavioral</i> conversion is <b>not in this mirror</b>. It is a catalog mirror — no <code>shopify_orders</code> table; <code>mp_orders</code> is 6 seed rows and <code>digital_sample_orders</code> only 25 thin digital-only rows. So the true conversion <i>rate</i> can't be computed here — <b>instrumenting the memo→roll path is itself the first move</b> (Roadmap, Weeks 3–6).</p></div></div>
<div class="chartwrap"><div class="ct">Priced-subset architecture (basis: min variant > $4.25 memo — partial, labeled)</div><canvas id="bandChart"></canvas></div>
</div></section>
<section id="desk"><div class="eyebrow">12 · Live Commerce Desk</div><h2 class="disp">The operation, on one screen.</h2><div class="accbody">
<p class="lead2">Live KPIs from the Jul 27, 2026, 8:50 PM snapshot — the numbers a weekly growth review should open with. Hit ↻ Refresh (top right) to re-collect on demand.</p>
<div class="kpis">
<div class="kpi"><div class="kv">81,260</div><div class="kl">Active products</div></div>
<div class="kpi"><div class="kv">20,093</div><div class="kl">Staged drafts</div></div>
<div class="kpi"><div class="kv">2,723</div><div class="kl">Stageable today (variant + image)</div></div>
<div class="kpi"><div class="kv">12,482</div><div class="kl">Sample-only backlog (non-quote)</div></div>
<div class="kpi"><div class="kv">1,453</div><div class="kl">Zero-price actives</div></div>
<div class="kpi"><div class="kv">277</div><div class="kl">Image-less actives</div></div>
<div class="kpi"><div class="kv">175</div><div class="kl">Vendor lines live</div></div>
<div class="kpi"><div class="kv">271</div><div class="kl">Fleet microsites</div></div>
</div>
<div class="chartwrap"><div class="ct">Weekly activation cadence (same data as Section 05 — the desk's pulse line)</div><canvas id="deskChart"></canvas></div>
</div></section>
<section id="roadmap"><div class="eyebrow">13 · 90-Day Roadmap</div><h2 class="disp">What to do, in order.</h2><div class="accbody">
<ul class="road">
<li><div class="w">Weeks 1–2</div><div class="d"><b>Integrity sprint:</b> triage the 12,482 sample-only backlog by vendor (top 8 lines = 16,750 products); fix zero-price and image-less actives. Wire per-channel UTM + coupon attribution. Pick a concept direction from Section 09.<br><span style="color:var(--gold);font-size:14px">KPI · 2,500+ sellable variants added · zero-price actives < 500 · UTM live on all 7 channels · concept direction chosen (Week-2 decision gate)</span></div></li>
<li><div class="w">Weeks 3–6</div><div class="d"><b>Convert intent:</b> ship the sampled-but-didn't-buy email sequence off the memo funnel. Sync daily social posting to the activation drip. Start the designer-net trade portal build.<br><span style="color:var(--gold);font-size:14px">KPI · first attributed sample→roll conversion · sequence live with ≥25% open rate · 7 drip-synced posts/week shipping · re-collect this brief and re-baseline (↻)</span></div></li>
<li><div class="w">Weeks 6–10</div><div class="d"><b>Ship the face:</b> launch the chosen flagship direction (guided discovery: rooms, moods, designer picks). Extend AEO blocks fleet-wide. Sign 3 unlikely-partner deals (one installer network, one stager program, one hospitality designer).<br><span style="color:var(--gold);font-size:14px">KPI · new front page live · AEO blocks on 100+ fleet sites · 3 signed partner agreements · backlog under 15,000</span></div></li>
<li><div class="w">Weeks 10–13</div><div class="d"><b>Measure & double down:</b> channel-level revenue review off the new attribution; scale the winner. Open the contract/hospitality quote desk. Publish the first licensing-line results.<br><span style="color:var(--gold);font-size:14px">KPI · every channel shows attributed revenue (or is cut) · first contract quote issued · Week-13 review: backlog, conversion rate, channel ROI vs this brief's baseline</span></div></li>
</ul>
</div></section>
<section id="sources"><div class="eyebrow">14 · Sources & Methodology</div><h2 class="disp">Where every number comes from.</h2><div class="accbody">
<p class="lead2">Snapshot collected <b>Jul 27, 2026, 8:50 PM</b> by a read-only collector. Live rows are measured; analyst rows are authored judgment; anything illustrative says so.</p>
<div class="srclegend"><span class="srcb r">Live snapshot</span><span class="srcb o">Observed live</span><span class="srcb a">Analyst view</span><span class="srcb d">Computed</span><span class="srcb e">Illustrative</span></div>
<table><thead><tr><th>Section</th><th>Where it comes from</th><th>How it's produced</th><th>Provenance</th></tr></thead><tbody><tr><td><b>Catalog KPIs — statuses, vendors, types, integrity, cadence</b></td><td>The dw_unified local mirror (READ-ONLY psql over the /tmp socket)</td><td>Collected by <code>scripts/collect-dw.mjs</code> at <b>Jul 27, 2026, 8:50 PM</b>; every number on this page renders from that snapshot</td><td class="srccell"><span class="srcb r">Live snapshot</span></td></tr><tr><td><b>5-field / sample-only split</b></td><td>Mirror rollup columns (has_sample_variant, has_product_variant, has_description, image_url) + the quotes tag</td><td>Direct SQL counts; quote-only lines (by-design sample-only) separated from true backlog</td><td class="srccell"><span class="srcb r">Live snapshot</span></td></tr><tr><td><b>Social channel status</b></td><td>The DW marketing command center API (marketing.designerwallcoverings.com)</td><td>Authenticated status read at collection time — connected flags + account counts per platform</td><td class="srccell"><span class="srcb r">Live snapshot</span></td></tr><tr><td><b>Microsite fleet</b></td><td>The fleet aggregator directory API (all.designerwallcoverings.com)</td><td>271 sites enumerated at collection time</td><td class="srccell"><span class="srcb r">Live snapshot</span></td></tr><tr><td><b>Competitor watch-list</b></td><td>The connie_competitors table (the DW competitor-scan registry)</td><td>Rendered verbatim: domain, watch status, products found by prior scans</td><td class="srccell"><span class="srcb r">Live snapshot</span></td></tr><tr><td><b>Competitor paid-ads table</b></td><td>A $0 homepage pixel scan of each tracked domain (Google/Meta/TikTok/Pinterest/Bing tag signatures)</td><td>Measured at seed time by <code>scripts/seed-buckets.mjs</code>; unreachable homepages say so rather than guessing</td><td class="srccell"><span class="srcb o">Observed live</span></td></tr><tr><td><b>Competitor scoring chart + map pins</b></td><td>Analyst assessment over public sites; HQ geo compiled from public records</td><td>Authored consulting view — NOT scraped metrics; the map is oriented, not surveyed</td><td class="srccell"><span class="srcb a">Analyst view</span></td></tr><tr><td><b>Price-band chart</b></td><td>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</td><td>Partial-basis chart, labeled as such — full variant pricing lives Shopify-side</td><td class="srccell"><span class="srcb d">Computed</span></td></tr><tr><td><b>Website & social audits, partners, revenue plays, roadmap</b></td><td>Analyst strategy grounded in the operating knowledge of the DW stack</td><td>Consulting recommendations — models and plays, not measurements</td><td class="srccell"><span class="srcb a">Analyst view</span></td></tr><tr><td><b>Catalog DNA — style, color & workflow-tag charts</b></td><td>Tag-match SQL over all actives (the same tag buckets the storefront sort uses)</td><td>Live counts per style/color/Needs-* tag; the color doughnut renders in representative hues of the tag names</td><td class="srccell"><span class="srcb r">Live snapshot</span></td></tr><tr><td><b>Monthly activation ramp</b></td><td>created_at_shopify over the last 7 calendar months, live mirror</td><td>Direct SQL; the ramp multiplier in the copy is computed from the same series</td><td class="srccell"><span class="srcb r">Live snapshot</span></td></tr><tr><td><b>Product mosaic + concept-grid imagery</b></td><td>The store's own CDN (one current ACTIVE product per vendor line, forbidden-vendor-filtered)</td><td>Already customer-facing on the live store; hotlinked at thumbnail width</td><td class="srccell"><span class="srcb r">Live snapshot</span></td></tr><tr><td><b>Traffic & Search Reality</b></td><td>Google Search Console via the cached DW SEO report (age-labeled in the section footer)</td><td>Totals, branded split, striking-distance and page tables rendered verbatim; the decline copy is computed from the same monthly series</td><td class="srccell"><span class="srcb o">Observed live</span></td></tr><tr><td><b>Hero imagery</b></td><td>Unsplash editorial stock (luxury materials, per the luxe-only imagery rule)</td><td>Hotlinked, decorative only — carries no data meaning</td><td class="srccell"><span class="srcb e">Illustrative</span></td></tr></tbody></table>
<div class="srcnote"><div class="i">⚙</div><div><h4>How this document is built</h4><p>Generated, not hand-typed. A read-only collector (<code>scripts/collect-dw.mjs</code>) snapshots the DW systems into <code>data/dw-analysis.json</code>; the build (<code>build.mjs</code>) renders that snapshot into this page. The ↻ Refresh button re-runs collector + build on demand. Nothing writes to any DW production system.</p></div></div>
</div></section>
<footer><span>Designer Wallcoverings · Growth Strategy Brief</span><span>Data as of Jul 27, 2026, 8:50 PM</span><span>Confidential — for discussion</span></footer>
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mk('rampChart',{type:'bar',data:{labels:D.monthly.labels,datasets:[{label:'New actives / month',data:D.monthly.added,backgroundColor:function(c){var ch=c.chart,area=ch.chartArea;if(!area)return 'rgba(201,162,75,.7)';var g=ch.ctx.createLinearGradient(0,area.bottom,0,area.top);g.addColorStop(0,'rgba(201,162,75,.25)');g.addColorStop(1,'rgba(201,162,75,.9)');return g;},borderRadius:5}]},options:{responsive:true,maintainAspectRatio:false,scales:{y:{grid:{color:line}},x:{grid:{display:false}}},plugins:{legend:{display:false}}}});
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mk('colorChart',{type:'doughnut',plugins:[htmlLegend],data:{labels:D.colors.labels,datasets:[{data:D.colors.counts,backgroundColor:D.colors.hex,borderColor:'#0e0c09',borderWidth:2}]},options:{responsive:true,maintainAspectRatio:false,plugins:{legend:{display:false},htmlLegend:{}},cutout:'58%'}});
mk('vendorChart',{type:'bar',data:{labels:D.vendors.labels,datasets:[{label:'Active products',data:D.vendors.counts,backgroundColor:'rgba(201,162,75,.75)'}]},options:{indexAxis:'y',responsive:true,maintainAspectRatio:false,scales:{x:{grid:{color:line}},y:{grid:{display:false}}},plugins:{legend:{display:false}}}});
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mk('srChart',{type:'bar',data:{labels:D.sampleRoll.labels,datasets:[{label:'Roll available (sample converts)',data:D.sampleRoll.converted,backgroundColor:'rgba(201,162,75,.8)',borderRadius:3},{label:'Recoverable backlog (memo, no roll)',data:D.sampleRoll.leak,backgroundColor:'rgba(212,100,122,.85)',borderRadius:3}]},options:{indexAxis:'y',responsive:true,maintainAspectRatio:false,scales:{x:{stacked:true,grid:{color:line}},y:{stacked:true,grid:{display:false}}},plugins:{legend:{labels:{color:dim}}}}});
mk('compChart',{type:'bar',data:{labels:D.comp.labels,datasets:[{label:'Catalog depth',data:D.comp.catalog,backgroundColor:'rgba(201,162,75,.75)'},{label:'Digital polish',data:D.comp.digital,backgroundColor:'rgba(120,170,255,.6)'}]},options:{responsive:true,maintainAspectRatio:false,scales:{y:{grid:{color:line},max:100},x:{grid:{display:false}}},plugins:{legend:{labels:{color:dim}}}}});
mk('chanChart',{type:'bar',data:{labels:D.channels.labels,datasets:[{label:'Connected accounts',data:D.channels.accounts,backgroundColor:'rgba(201,162,75,.75)'}]},options:{responsive:true,maintainAspectRatio:false,scales:{y:{grid:{color:line}},x:{grid:{display:false}}},plugins:{legend:{display:false}}}});
mk('cadenceChart',{type:'line',data:{labels:D.cadence.labels,datasets:[{label:'New actives / week',data:D.cadence.added,borderColor:gold,backgroundColor:goldFill(.30),fill:true,tension:.4,pointRadius:5,pointBackgroundColor:gold,pointBorderWidth:0}]},options:{responsive:true,maintainAspectRatio:false,scales:{y:{grid:{color:line}},x:{grid:{display:false}}},plugins:{legend:{display:false}}}});
mk('deskChart',{type:'line',data:{labels:D.cadence.labels,datasets:[{label:'New actives / week',data:D.cadence.added,borderColor:gold,backgroundColor:goldFill(.30),fill:true,tension:.4,pointRadius:5,pointBackgroundColor:gold,pointBorderWidth:0}]},options:{responsive:true,maintainAspectRatio:false,scales:{y:{grid:{color:line}},x:{grid:{display:false}}},plugins:{legend:{display:false}}}});
mk('bandChart',{type:'bar',data:{labels:D.bands.labels,datasets:[{label:'Products (priced subset)',data:D.bands.counts,backgroundColor:'rgba(201,162,75,.6)'}]},options:{responsive:true,maintainAspectRatio:false,scales:{y:{grid:{color:line}},x:{grid:{display:false}}},plugins:{legend:{display:false}}}});
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