`competitors.json`

91 lines
{
  "generated": "2026-09-10",
  "target": "designerwallcoverings.com",
  "method": "6 parallel web-researcher crawls ($0, read-only). 3 of 5 competitor sites (Perigold, Spoonflower, Wallpaperdirect) sit behind bot walls — those rows are sourced from help-center/search snippets and carry not-confirmed flags. Burke Decor is DEFUNCT (site 403 + expired TLS).",
  "dimensions": ["features", "pricing", "privacy", "audience", "monetization", "ux_signature", "distribution", "moat"],
  "profiles": [
    {
      "competitor": "Designer Wallcoverings",
      "url": "designerwallcoverings.com",
      "status": "live",
      "identity": "Multi-brand luxury wallcovering + fabric reseller (Shopify), 300+ designer brands + in-house custom design/printing; dual retail + trade storefront.",
      "features": ["shop by style/color/material/brand/collection", "new arrivals", "commercial/contract line", "natural wallcoverings", "specialty finishes", "complimentary sample ordering", "wallpaper yardage calculator", "collection lookbooks", "book-an-appointment", "find-an-installer directory", "wallpaper glossary", "custom design + printing", "trade program + application + separate trade sign-in", "retail accounts + order tracking", "international currency selectors", "global shipping 190+ countries", "~209 per-vendor microsite network"],
      "pricing": {"model": "per-unit retail (roll/yard), premium designer price points", "samples": "3 lifetime free (retail); UNLIMITED free (approved trade)", "trade_discount": "yes, %-not-public (application-gated)", "account_required_to_browse": false, "hidden_fees": "none found"},
      "privacy": {"retention": "order PII indefinite until deletion requested", "third_party_sharing": "Shopify, Google Analytics, law enforcement on request", "trackers": "cookies, web beacons/pixels, behavioral ad pixels (Facebook/Google/Bing)", "pii_server_side": true},
      "ux_signature": ["dual retail/trade storefront", "multi-axis merchandising (color/material/style/brand)", "editorial lookbooks", "pro utility layer: calculator + installer directory + appointment", "curated 300-brand house positioning"],
      "flags": {"free_browse_no_account": true, "requires_email_or_trial": false, "stores_pii_server_side": true, "advocacy_mission": false, "multilingual": false}
    },
    {
      "competitor": "DecoratorsBest",
      "url": "decoratorsbest.com",
      "status": "live",
      "identity": "'To the Trade Only' designer fabric + wallpaper reseller sold direct to consumers (Shopify); 200,000+ SKUs + furniture/rugs/lighting/decor.",
      "features": ["wallpaper/fabric/pillows/trim/furniture/rugs/decor/lighting/bedding", "style + color filters", "matching fabric & wallpaper collection", "outlet/discount collection", "roll calculator w/ pattern-repeat", "yard estimator", "fabric guide + glossary", "find-a-professional locator", "room-inspiration pages", "sample ordering", "trade portal + dedicated rep + back-office ordering", "influencer program", "rewards program", "sitewide promo codes", "free shipping >$125"],
      "pricing": {"model": "per-roll/per-yard + sitewide % promos", "samples": "cost not public (order via product/email)", "trade_discount": "yes (trade excluded from promos/free-ship)", "account_required_to_browse": false, "hidden_fees": "none surfaced"},
      "privacy": {"retention": "no specific timeframe", "third_party_sharing": "vendors, payment, Shopify, 'business & marketing partners'; EXPLICITLY 'sold/shared' PII for advertising in prior 12mo", "trackers": "cookies + pixels; honors Global Privacy Control", "pii_server_side": true},
      "ux_signature": ["front-and-center calculators", "matching fabric-and-wallpaper cross-sell", "find-a-pro + trade concierge", "promo-banner merchandising"],
      "flags": {"free_browse_no_account": true, "requires_email_or_trial": false, "stores_pii_server_side": true, "advocacy_mission": false, "multilingual": false}
    },
    {
      "competitor": "Perigold",
      "url": "perigold.com",
      "status": "live",
      "source_caveat": "PerimeterX bot wall — search/press-sourced; AR visualizer, roll calculator, exact retention not confirmed",
      "identity": "Wayfair-owned luxury home marketplace (launched 2017); 460k+ SKUs, 1,000+ premium/to-the-trade brands.",
      "features": ["wallpaper category hub (peel&stick/murals/geometric)", "combined Sort & Filter", "luxury finish facets (flocked/metallic/3D-embossed)", "material facets (moisture/stain-resistant, washable)", "color filter", "sample-available filter", "closeout/open-box filters", "free samples by mail", "trade program (trade-only pricing)", "complimentary design services / Design Council", "concierge sourcing (trade)", "native iOS/Android app", "promo codes", "Do-Not-Sell/Share control", "Wayfair shared logistics/catalog"],
      "pricing": {"model": "marketplace retail, premium/MSRP", "samples": "free by mail", "trade_discount": "~20-25% (license/tax-ID verified)", "account_required_to_browse": false, "hidden_fees": "returns refunded LESS shipping"},
      "privacy": {"retention": "not fixed / not found (bot-walled)", "third_party_sharing": "Google + social ad partners (interest-based ads); Wayfair shared platform", "trackers": "cookies + tracking; interest-based ads", "pii_server_side": true},
      "ux_signature": ["luxury finish facets rare in mass retail", "luxury-brand-forward editorial merchandising", "Trade + Design Council concierge layer", "SEO keyword landing-page sprawl"],
      "flags": {"free_browse_no_account": true, "requires_email_or_trial": false, "stores_pii_server_side": true, "advocacy_mission": false, "multilingual": false}
    },
    {
      "competitor": "Burke Decor",
      "url": "burkedecor.com",
      "status": "DEFUNCT",
      "source_caveat": "Site returns Cloudflare 403 + expired TLS. Ohio AG suit (350+ complaints, ~$380K undelivered), foreclosure auction, license suspended. All detail is HISTORICAL/pre-shutdown.",
      "identity": "Ohio online luxury home-decor retailer (founded 2007) on Shopify with a to-the-trade layer + private-label lines. Now defunct.",
      "features": ["Shopify storefront", "Boost AI search & filter", "13-hue color filter", "pattern/brand/material/style filters incl peel+stick", "price filter", "10,000+ pattern claim", "paid samples (~$15)", "guide-to-wallpaper", "trade program (15% off)", "design procurement service", "custom creation", "private-label lines (Elemental, BD Fine Wallcoverings)", "curated designer collections"],
      "pricing": {"model": "per-item retail, no membership", "samples": "~$15 each (PAID)", "trade_discount": "15% off regular-price", "account_required_to_browse": false, "hidden_fees": "AG action cited charges for undelivered goods / unhonored refunds"},
      "privacy": {"retention": "not found", "third_party_sharing": "'does not sell/trade PII unless advance notice'", "trackers": "cookies", "pii_server_side": true},
      "ux_signature": ["branded/private-label collection landing pages", "Boost faceted color-swatch filtering", "wallpaper inside a full home-furnishings store"],
      "flags": {"free_browse_no_account": true, "requires_email_or_trial": false, "stores_pii_server_side": true, "advocacy_mission": false, "multilingual": false}
    },
    {
      "competitor": "Wallpaperdirect",
      "url": "wallpaperdirect.com",
      "status": "live",
      "source_caveat": "WebFetch 403; sourced via r.jina.ai proxy + search.",
      "identity": "UK specialist wallpaper e-tailer (C. Brewer & Sons / Brewers group, est. 1904; site since 1999); third-party designer brands + own/exclusive lines, no showroom gating.",
      "features": ["7-locale multi-country sites + multi-currency", "keyword search", "filter by colour/design/style/type/brand", "new-collections hub", "wallpaper roll calculator", "try-a-sample on every product", "pattern-match/repeat guidance", "batch-number matching", "made-to-measure curtains (measuring wizard)", "made-to-measure blinds", "fabrics by the metre", "murals", "paste & tools shop w/ adhesive recommendation", "design-ideas editorial hub", "news section", "exclusive own-brands", "Klarna pay-later + Apple/Google Pay + PayPal", "next-day UK delivery", "affiliate program (Awin)"],
      "pricing": {"model": "direct retail, no showroom gating", "samples": "first 3 free then £1 (US: 2 free then $1.25)", "trade_discount": "NONE — 'already have great prices', no trade accounts", "account_required_to_browse": false, "hidden_fees": "made-to-measure non-returnable; US duty-prepaid"},
      "privacy": {"retention": "as-needed; 6 years post-relationship (tax/legal)", "third_party_sharing": "HubSpot, MailChimp, MetaPack, Royal Mail, Trustpilot, PayPal, Barclays; Google Analytics; ad networks; express opt-in before marketing-share", "trackers": "cookies + GA + ad-network cookies; no PII in cookies", "pii_server_side": true},
      "ux_signature": ["top-left country/currency flag switcher (7 locales)", "faceted mega-menu (colour/design/style/type/brand)", "try-a-sample as first-class buy path", "content-commerce blend (news + design-ideas)"],
      "flags": {"free_browse_no_account": true, "requires_email_or_trial": false, "stores_pii_server_side": true, "advocacy_mission": false, "multilingual": true}
    },
    {
      "competitor": "Spoonflower",
      "url": "spoonflower.com",
      "status": "live",
      "source_caveat": "Cloudflare bot wall; sourced via Zendesk help center + search.",
      "identity": "Independent-artist print-on-demand marketplace for custom fabric/wallpaper/decor (made-to-order, no inventory); founded 2008, Shutterfly-owned (2021); artists earn ~10-15% royalty.",
      "features": ["keyword search (design/title/artist)", "search-by-image (photo upload)", "color-menu browse", "topic/style/artist/award filters", "adult-content toggle", "4 sort modes (best match/best selling/newest/most favorited)", "favorites + collections", "Fill-A-Yard", "upload-your-own design", "print any design on any material", "design-library dashboard", "community Design Challenges", "wallpaper swatch ordering", "multiple wallpaper materials (peel-stick/pre-pasted/grasscloth/vinyl/metallic/murals)", "half-roll option", "13 fabric types", "sewn-to-order home decor", "shop-by-room collections", "trade program", "business/bulk 25% off", "Greenguard Gold inks"],
      "pricing": {"model": "made-to-order per-item, no subscription", "samples": "wallpaper swatch ~$6-9; full roll ~$85", "trade_discount": "trade discount + free swatches; business/bulk 25% off (resale cert)", "account_required_to_browse": false, "hidden_fees": "none obvious"},
      "privacy": {"retention": "not stated", "third_party_sharing": "analytics/marketing, ad partners, Shutterfly corporate family", "trackers": "cookies + Google analytics/marketing + pixels", "pii_server_side": true},
      "ux_signature": ["search-by-image discovery", "artist-marketplace grid + faceting + 4 sorts", "material-choice-first wallpaper flow", "community Design Challenges + shop-by-room"],
      "flags": {"free_browse_no_account": true, "requires_email_or_trial": false, "stores_pii_server_side": true, "advocacy_mission": false, "artist_royalty_mission": true, "multilingual": true}
    },
    {
      "competitor": "Walnut Wallpaper",
      "url": "walnutwallpaper.com",
      "status": "live",
      "identity": "LA curated multi-brand wallpaper reseller (est. 2004); Shopify storefront + by-appointment Larchmont Blvd showroom; 40+ third-party designer brands, ~1,485 wallpapers. Most direct like-for-like to DW (curated reseller, LA).",
      "features": ["wallpaper/fabric/brands/decor/blog nav", "~1,485 wallpapers, 40+ brands (Cole & Son, Designers Guild, House of Hackney, Kelly Wearstler, Morris & Co., Timorous Beasties)", "filter by style/color/brand/product-type", "10 sort modes (featured/relevant/best-selling/A-Z/price/date)", "Quick Buy on grid", "colorway swatches", "paid sample variant (~$5.50)", "panel-set or roll sizing", "aesthetic browse buckets (Mural/Floral/Cities/Mid-Century)", "exclusive collab lines", "new arrivals", "interior-design (trade) program + downloadable application", "TRADE10 ~10% trade collection", "by-appointment Larchmont showroom (Calendly)", "showroom carries expanded stock", "sample pickup at showroom", "customer accounts", "trade sourcing service"],
      "pricing": {"model": "per-item retail; rolls/panel sets ~$157-$2,040+", "samples": "~$5.50 (PAID)", "trade_discount": "~10% (TRADE10, app-gated, email/in-person orders — not self-serve)", "account_required_to_browse": false, "hidden_fees": "showroom pickup shipping same as delivery"},
      "privacy": {"retention": "PII indefinite until erasure requested", "third_party_sharing": "Shopify + payment/support/shipping vendors; Google Analytics referenced", "trackers": "Shopify analytics cookies (30min-2yr) + GA", "pii_server_side": true},
      "ux_signature": ["editorial brand-forward curation w/ aesthetic buckets", "deep 3-axis faceting (style x color x brand) + 10 sorts + Quick Buy", "appointment-only Larchmont showroom blended with e-commerce"],
      "gaps_vs_dw": "NO yardage calculator, NO room visualizer, NO density control, PAID samples, only ~10% trade — DW's utility layer + unlimited free trade samples + UX depth beat it",
      "flags": {"free_browse_no_account": true, "requires_email_or_trial": false, "stores_pii_server_side": true, "advocacy_mission": false, "multilingual": false}
    }
  ]
}