Gaenari Wallpaper bets on high-end 'Primo' line to capture premium interior market

Gaenari Wallpaper is pushing into the premium interior materials market with its high-end wallpaper line "Primo," designed to meet growing demand for molding-free, paint-finish aesthetics. As new housing construction slows and remodeling and partial interior renovation gain ground, wallpaper makers are shifting their focus from price competition to texture, workability and durability.

Primo is a premium collection built around replicating the look and feel of a matte paint finish in wallpaper form. Gaenari said it applied British-made full-line equipment and a high-temperature, high-pressure embossing process to enhance surface depth and matte texture. The company's official product page describes Primo as a premium collection emphasizing thickness and realistic texture.

The product's development reflects the broader expansion of the remodeling market. The Korea Construction Industry Research Institute estimated in a 2020 report that the domestic remodeling market — including renovations and maintenance — was worth 30 trillion won ($19.3 billion) that year, and projected growth to 37 trillion won by 2025 and 44 trillion won by 2030. As demand rises for partial renovations that replace interior finishes, wall materials and flooring without full-scale construction, wallpaper makers are likely to keep competing on premium offerings.

Gaenari Wallpaper invested 10 billion won in 2022 to install British-made full-line production equipment. The machinery produces embossing at high temperatures, preserving patterns and surface depth over time. The company also adopted an automatic coating-weight control system to minimize color variation during production.

Primo also differs from conventional paper-based wallpaper by using a nonwoven fabric backing. The backing reduces shrinkage and expansion caused by temperature and humidity changes, lowering the risk of seam gaps after installation. The company designed the line's tone-on-tone color palette to complement high-end furniture and film materials, targeting interiors where walls, furniture and door frames flow seamlessly together.

Industry observers say the growing preference for molding-free and paint-style finishes has made surface texture, anti-glare control and post-installation seam quality increasingly important in wallpaper products. A 2024 Korea Construction Industry Research Institute report on residential remodeling noted that partial renovation encompasses interior construction and improvements to flooring, walls and finishing materials. As a relatively low-disruption finishing material, wallpaper is expanding into a product category that competes directly with paint and film finishes.

"Primo is a product focused on delivering surface depth and a matte finish on walls," a Gaenari Wallpaper official said. "We will continue strengthening the product lineup to raise the workability and design quality demanded in high-end residential spaces."