As 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, 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.
You successfully finished the first round of the Latvian export brand competition "The Red Jackets" and are representing Latvia through your firm at the World Expo 2020 exposition in Dubai. Liquid wallpaper, on the other hand, looks odd and unheard of. It is what?
A unique wall coating called liquid wallpaper was inspired by an antiquated Japanese technique made of pulp and silk. Due to costly material prices, liquid wallpaper wasn't initially widely accessible. Japan began providing this coverage commercially in the 20th century, mostly for the domestic market. In 1997, the Silk Plaster Group established its first manufacturing facility. The business created and enhanced technology for making liquid wallpaper, created a variety of design collections, researched numerous materials, and is now a global leader in the manufacture of liquid wallpapers.
There are two production facilities for Silk Plaster Group. In 2016, the Riga factory began operations. Initially serving mainly as a wholesale warehouse, Riga eventually started to manufacture the goods. Latvia produces goods for both the European market and the global market.
Why did the business decide to build a second production facility in Latvia specifically?
We looked at stability, an advantageous investment climate, and an efficient logistical infrastructure. In order to make it simpler to locate a trained workforce, we looked at the major cities. Due to Latvia's membership in the EU, we enjoy access to a sizable internal European market. Riga has a competitive advantage in logistics, and shipping goods by sea is the most effective means to reach any port or location on earth. In the corporate sector, having port access is quite important.
We had just arrived in Dubai for Expo 2020 when we received an invitation to a meeting with the proprietor of Al Rahmani, a sizable network of home improvement and building supply stores. He had no idea where Latvia was at first, but when we explained that it was a seaside nation with a fantastic port, he respectfully exclaimed, "Oh, a port!" It could really benefit a business.
How did you become interested in building materials? How did you begin working at Silk Plaster Group?
I completed my undergraduate studies at a university in my home country of Latvia before moving to London to attend the University of East London's Architectural Division. After finishing my education, I went back to Latvia and worked in interior design before beginning a job at Silk Plaster. I am responsible for collaborating with designers, architects, builders, and anyone else who may be interested in our product. I suppose you could say that I'm a company's engine.
What distinguishes liquid wallpaper from other wall coverings?
When we think of wall coatings, we usually have three things in mind – color, wallpaper and the so-called Venetian coating. For liquid wallpaper, the base base is composed of cellulose granules or pulp, accompanied by dyes and decorative elements. It is an ecological, environmentally friendly and fire-proof product that is easily coated on the surface.
The fact that this product is sound and temperature insulating makes it special in some ways. Owners of movie theaters and those who work with acoustic solutions frequently seek out materials with sound-damping qualities. You must feel this material in order to fully appreciate it; it appears slightly puffy, soft, and incredibly pleasant. We've created numerous collections with a wide range of hues and tones, totaling more than 500 colours. I believe liquid wallpaper is a product that could interest architects and designers.
Does this imply anyone could create this wall covering at home?
Yes! Simply combine the dry substance with water and apply it to the wall. The container comes with instructions, and we've also produced video resources that demonstrate how to apply the coating. The item is offered in building supply stores both locally in Latvia and abroad. The pros that can come and apply liquid wallpaper are normally offered by our partner salons.
What should I do if I wish to alter the wall's coverage? How can you get the liquid wallpaper off the wall?
It's very easy. The coating must be sprayed with water, allowed to soak in, and then scraped completely off the wall using the trowel that was used to apply it if something has to be changed or corrected.
You mentioned that your collections have more than 500 different color colors. Which are sought after the most?
In Europe, the gray, warm colors create a cozy atmosphere. In Germany, white is favoured. However, there is also a need for a few "crazy" tones, such as a certain black tone that is very popular. Bright yellow and purple hues are fashionable in Asia, but Japan is where our upscale collections are most well-liked. For instance, blue and green hues are hot commodities in Romania but green hues are unpopular in Latvia. In our experience, the area has a greater influence on the choice of tones and texture.
What is the product's estimated cost?
It heavily depends on the collection. We have both budget collections and luxury collections, and the price of one parcel ranges from fourteen to a hundred and more euros. A single parcel may cover the surface of 3 m2 to 5 m2. It also depends on the collection. It should be noted that the luxury collection's liquid wallpaper is most often used as an accent, supplementing other wall coatings. The price depends on materials, processing, number of ingredients and texture. Quality is of paramount importance for the production of liquid wallpaper.
Are liquid wallpapers more commonly used in apartments or public spaces?
The collection is a major factor. We provide both affordable and upscale collections, with one parcel costing somewhere from 14 and more over one hundred euros. A single parcel may have a surface area between 3 and 5 m2. The collection is another factor. It should be noted that the liquid wallpaper from the luxury collection is typically added as an accent to other wall coverings. Materials, processing, the quantity of components, and texture all affect price. Production of liquid wallpaper must be of the highest caliber.
The number of positions offered by Silk Plaster Group. Is Latvia's talented labor force another one of its advantages?
18 individuals work with us right now, mostly in production and marketing. However, it might be difficult to locate qualified workers in both management and production, which can be an issue. We are presently hiring additional staff members to add to our team as we grow.
Do you import raw materials from outside Latvia? If so, how did the epidemic effect your supply chains?
We purchase pulp and monitor its quality across several marketplaces. Due to the difficulty of deliveries caused by the epidemic, costs increased as a result. Even now, I occasionally ponder how the epidemic didn't stop life as we know it. As we can see, several nations have fought it in different ways, and for some, the conflict is still active. Nevertheless, we can once more visit exhibitions and observe that demand is increasing. Yes, prices are still expensive, and deliveries can occasionally be late, but everything is still going on.
What is the Silk Plaster Group's annual revenue?
The turnover in November of last year was little over a million euros, and it has been rising by about 10% annually. The product is exported from the Latvian factory to the European Union, the United Kingdom, the United States, Brazil, Africa, and Asia. Ironically, the product is also paradoxically exported to Japan, where it was first produced. At a French show, Silk Plaster was introduced to the Japanese. Typically, we locate partners at significant international construction product exhibits, but more recently, we've also used social media and online advertising.
Which market has experienced the greatest growth, and where do you believe there is the greatest potential?
Brazil, the Asian nations (Taiwan), the UK, and more recently, the US, where we see future promise, are some of our major markets. The activity of the local partners has a big impact. Additionally, we assist tiny distributors. Some people enjoy the product, and they are learning the ins and outs of it over time. This is how we got the development process going in a few EU nations. Boxes were initially delivered, but as orders have risen, we are now sending over substantial pallets.
It appears that Silk Plaster still has a lot of room for significant expansion given the global construction volumes.
Definitely! But in order to do that, you must first become established in a market, which is why we go to so many shows. The Latvian Investment and Development Agency (LIAA), who assisted us with this, is greatly appreciated. The majority of people in most nations are unaware of this product, and it is challenging to demonstrate the merits of a novel product. Our goal is to raise awareness of liquid wallpaper as a different type of finishing material. All we have to do is keep digging!
What are the long-term goals for the Riga manufacturing facility?
We are currently modernizing Latvia's production facility as we continue to grow and expand. We recently acquired a specific high-tech manufacturing facility in Europe that enables us to create a unique product that is not made anywhere else in the world. In order to improve production, we intend to install a second modern automatic machine. Since all of the collections and colors are currently kept in one location, we also have future plans to expand the warehouse. In the event that a tone is out of stock, we can create the ordered item in five working days.
How widespread is the use of liquid wallpaper in Latvia?
Despite the fact that local construction shops sell our product, we are not well known in Latvia. Perhaps we haven't displayed enough in regional construction shows. but have also made the decision to broaden the local market. Additionally, we took part in the "The Red Jackets" Export and Innovation Award 2021 competition.
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