LIQUID WALLPAPER IS USED BY A LATVIAN PRODUCER OF DECORATIVE WALL COVERS BASED ON ANCIENT JAPANESE TECHNO

We were able to catch up with the Head of Sales and Development of Silk Plaster Group,Ēriks Grišins, during a brief intermission here in Latvia because the company representatives had just returned from the World Expo 2020 exhibition in Dubai, United Arab Emirates, but were already preparing for a construction product exhibition in the United Kingdom the following week.

You prevailed in the first round of "The Red Jackets," a competition for Latvian export brands, and you are now representing Latvia through your company at the World Expo 2020 exposition in Dubai. On the other hand, liquid wallpaper appears strange and unheard of. What is it?

An old Japanese technique using pulp and silk as a wall covering was the inspiration for a novel wall covering called liquid wallpaper. Liquid wallpaper wasn't previously readily available since the materials were so expensive. In the 20th century, Japan started offering this coverage commercially, mostly for the home market. The Silk Plaster Group set up its first manufacturing unit in 1997. The company developed and improved liquid wallpaper manufacturing technology, produced multiple design collections, conducted extensive material research, and is currently a world leader in liquid wallpaper production.

Silk Plaster Group has two production plants. The Riga facility started producing in 2016. Riga first acted mostly as a wholesale warehouse before beginning to produce the goods. Latvia manufactures products for both the European and international markets.

Why did the company choose to construct a second production plant there in particular?

We considered stability, a favorable business climate, and a strong logistical foundation. We looked at the key cities to make it easier to get a trained workforce. Because Latvia is a member of the EU, we have access to a substantial portion of the continent's internal market. Logistics is a competitive advantage for Riga, and the most efficient way to transport goods to any port or location on earth is by water. Port access is very significant in the business world.

When we were invited to a meeting with the owner of Al Rahmani, a big network of home improvement and building supply businesses, we had just arrived in Dubai for Expo 2020. At first, he didn't know where Latvia was, but when we told him that it was a country on the sea with a great port, he respectfully said, "Oh, a port!" A firm might greatly gain from it.

How did you get interested in construction supplies? What brought you to Silk Plaster Group?

Before traveling to London to enroll in the University of East London's Architectural Division, I finished my undergraduate degree at a university in my native Latvia. I returned to Latvia after completing my school and worked in interior design before starting a position at Silk Plaster. Working with designers, architects, builders, and anyone else who could be interested in our product is my responsibility. I guess you could say that I'm the heart of a business.

What sets liquid wallpaper apart from other types of wall decor?

Three things typically come to mind when we think of wall coatings: color, wallpaper, and the so-called Venetian coating. For liquid wallpaper, the basis is made up of pulp or granules of cellulose, together with coloring agents and accents. It is a product that can readily have its surface coated and is ecological, environmentally friendly, and fireproof.

This device is unique in certain ways since it insulates sound and temperature. People who work with acoustic solutions and movie theater owners typically look for materials with sound-damping properties. To really understand this material, you must touch it; it feels soft, wonderfully nice, and just a little puffy. More than 500 colors in various shades and tones have been used in our diverse collections. I think a product called liquid wallpaper could be of interest to architects and designers.

  

This suggests that anyone could make this wall covering at home, right?

Yes! Apply the dry substance to the wall after mixing it with water. There are instructions included with the container, and we've also created video materials that show how to apply the coating. Both domestically and internationally, Latvian building supply stores sell the product. Our partner salons often offer the professionals who can come and apply liquid wallpaper..

What do I need to do to change the wall's coverage? How can the liquid wallpaper be removed off the wall?

It's quite simple. If something needs to be changed or fixed, the coating must be sprayed with water, allowed to soak in, and then fully scraped off the wall using the trowel that was used to apply it.

You mentioned that there are more than 500 different color shades in your collections. Which are the most in demand?

In Europe, the warm, gray tones evoke a pleasant feeling. Germany favors white clothing. However, some "crazy" tones are also required, such as a specific black tone that is highly popular. Although vivid yellow and purple colors are popular in Asia, our upmarket selections are especially well-liked in Japan. For instance, although green is disliked in Latvia, blue and green tones are popular in Romania. In our experience, the area has a bigger impact on the tone and texture choices.

What is the anticipated cost of the product?

A significant element is the collection. We provide both budget-friendly and luxurious collections, with each parcel costing between 14 to more than one hundred euros. Surface area for a single lot may range from 3 to 5 m2. Another element is the collection. The liquid wallpaper from the luxury collection should be noted that it is often used as an accent to other wall coverings. Price is influenced by the following factors: components, processing, quantity, and texture. The best possible liquid wallpaper must be produced.

We provide a variety of solutions, many of which are also used in hotels and other commercial structures, but primarily in houses. Due to the high humidity levels in bathrooms, some collections cannot be used. Silk Plaster also produces a variety of materials that can be used on architectural surfaces. It is a plaster that may be easily installed by the client and is offered as a ready-made product for interior and outdoor walls.

How many roles Silk Plaster Group is offering. Is Latvia's skilled work force one of its benefits as well?

We currently employ 18, primarily in production and marketing. However, finding suitable people in both management and production may be challenging, which can be a problem. As we expand, we are now hiring more employees to add to our team.

Do you bring in any raw materials from abroad for Latvia? What impact did the epidemic have on your supply chains, if any?

We buy pulp and keep an eye on its quality across several markets. Costs rose as a result of the epidemic's impact on delivery, which made them more challenging. I still wonder now and then how the epidemic didn't put an end to life as we know it. As we can see, various countries have engaged in it in a variety of ways, and for some, it is still ongoing. But now that we can again visit exhibitions, we can see that demand is rising. Yes, costs are still high, and supplies can occasionally be delayed, but business as usual has continued.

What is the annual income of the Silk Plaster Group?

Little more than a million euros' worth of sales were made in November of last year, and they have been growing by roughly 10% annually. The European Union, the United Kingdom, the United States, Brazil, Africa, and Asia are among the countries to which the product is exported from the Latvian facility. In a contradictory move, the item is paradoxically exported to Japan, where it was originally made. Silk Plaster was shown to the Japanese at a French performance. The majority of the time, we find partners at important international building product expos, but more lately, we've also used social media and online advertising.

Where do you think there is the most potential and which market has seen the most growth?

Some of our key markets include Brazil, the Asian countries (including Taiwan), the UK, and more recently, the US, where we believe the future holds promise. The work of the regional partners has a significant influence. We also support tiny distributors. Some people find the product to be enjoyable, and they are gradually becoming more knowledgeable about it. We started the development process in a few EU countries in this way. Initial deliveries were of boxes, but as demand has increased, we are now shipping over substantial pallets.

Given the magnitude of global building, it seems that Silk Plaster still has a lot of space for growth.

Definitely! But to do that, you first need to establish yourself in a market, which is why we attend so many events. We are quite grateful to the Latvian Investment and Development Agency (LIAA) for helping us with this. It is difficult to prove the benefits of a novel product because the majority of people in most countries are unaware of it. The promotion of liquid wallpaper as an alternative finishing material is our main objective. We only need to keep digging, that's all!

What are the long-term objectives of the manufacturing plant in Riga?

As we continue to grow and expand, we are now renovating the production facilities in Latvia. Recently, we made a significant investment in a specific high-tech production plant in Europe, which allows us to produce a distinctive good that is not produced anywhere else in the world. We plan to set up a second cutting-edge automatic machine to boost production. We also have future plans to enlarge the warehouse because all of the collections and colors are now held in one place. If an item you ordered is out of stock, we can make it for you in five working days.

In Latvia, how common is the use of liquid wallpaper?

We are not well recognized in Latvia, despite the fact that neighborhood construction shops sell our product. We may not have shown enough at local building displays. but have also chosen to enlarge the neighborhood market. In addition, we entered the "The Red Jackets" Export and Innovation Award 2021 contest.

© DELFI