She leaves Rebel Walls for the pioneer - Mr Perswall

After nine years working as Design Director at Ellos, and more recently Creative Director at Rebel Walls, Ulrika Sjövall is now the Business Unit Manager of Borås-based wallpaper company Mr Perswall.

Background Mr Perswall

Mr Perswall is part of WallVision International, which includes leading wallpaper brands such as Boråstapeter, Cole & Son and Wall & decò. Mr Perswall offers premium, custom wallpapers for an international market. The company is going through an exciting development of its brand and concept to create an even more attractive offer.

“We are delighted Ulrika wanted to take responsibility for accelerating Mr Perswall’s rise to best-in-class. The brand will receive major investment and we are convinced Ulrika is the right person to lead this work,” says Olle Svensk, CEO, WallVision International AB.

Background - Ulrika Sjövall

“I am grateful for the great confidence I have received in developing the Mr Perswall brand. Full focus will be on renewing the concept to enable growth, build relationships with end consumers and to create a strong internal team that together builds a unique brand for an international market,” says Ulrika Sjövall.

Ulrika Sjövall has strong experience and expertise in building brands, customer-centric product development and digital transformation. Ulrika Sjövall arrives from Rebel Walls, where she worked as Creative Director for a short period. Previously, she worked for nine years as Design Director at Ellos, where she ran and developed both interior design and fashion. Ulrika Sjövall was, among other things, responsible for repositioning the hugely successful home concept, as well as strengthening the brand through collaborations and innovation. A background in product development, design and marketing with a focus on brand building. She also previously held a senior position at Hemtex.

“There is an enormous strength and competence within the organization. The opportunity to further develop a strong premium brand to meet the future and create a purely digital offer is perfect timing,” says Ulrika herself.


For further information, contact: Olle Svensk, CEO, WallVision AB email:
Ulrika Sjövall, Business Unit Manager, Mr Perswall, email:

Mr Perswall

Mr Perswall is a pioneer in the digital wallpaper industry and promotes individual and personal expression. The company offers a wide range of innovative design and photo wallpapers with measurements adapted to the customer’s needs. The customer also has the opportunity to create personal motifs. Mr Perswall is part of the WallVision Group together with the brands Boråstapeter, Cole & Son and Wall & Decò. See all our collections at