DIMENSE Opens Up New Interior Design Possibilities
EMBO DESIGN | Israel
Original interior décor (ex. wallpaper, etc.) manufacturing company established in 2023.
When someone calls our material ‘wallpaper,’ we tell them it’s not wallpaper — it’s ‘art.’ — Rotem Dimri, CEO
Before
- The owner’s father who was running a PSP business saw the enormous possibilities and business opportunities in DIMENSE’s textured printing and installed the system.
After
- Establish an original brand and business by positioning DIMENSE as “A new, creative art” and not providing the deliverables as mere wallpaper.
- Expanding the business by focusing on commercial projects such as major manufacturing companies and chain stores with over 100 projects achieved in just 2 years in business.
- Rational and lean business management processes ensure that 15~20 projects are regularly being carried out in parallel.
How was EMBO established?
My father, who was running a PSP business, met a DIMENSE representative at a European trade show. He saw great potential in this innovative technology and immediately installed the product. And in 2023, we, EMBO, were born to launch a new business with DIMENSE technology. Although the company has just started, we already have 7 staff members, including myself, and have worked on more than 100 projects in the last 18 months.
What is the secret of your rapid business growth?
90% of our business is based on DIMENSE’s custom-made wallpaper decoration with three-dimensional textured printing. However, we are not positioning ourselves as just a printing or wallcovering company. EMBO is positioned to sell art with an art gallery which shapes designers’ and artists’ creative imagination into reality. This is the most important thing. Positioning our products and services like this brings definitive advantages and differentiation and drives EMBO’s rapid growth. Our clients pay far more for our solutions than for regular wallpaper.
What are the key aspects of the production process with the DIMENSE system?
We focus on commercial projects such as for TOYOTA, Rip Curl and a major coffee chain, working mostly with interior designers and architects. One of the important processes is design. Design is the most time-consuming part of the process, but the success or failure of a project depends greatly on how closely we can provide ideas that match the client's desired image during this process. Therefore, we listen patiently to designers and clients to bring out the images and goals they wish to realize, and try to shape them professionally with DIMENSE technology. And we are always striving to become more familiar with the characteristics of DIMENSE so that we can propose the best ideas to our clients.
What is the key to getting commercial projects?
One key is making a thousand calls. Although I was embarrassed at first, I was able to approach this effort little by little with confidence. Another key is making direct visits. I patiently waited until someone met me. Although these sales efforts are basic and need some patience, I can assert that they are the most valuable and effective way in our experience to grow our business. In negotiations, the printed samples’ catalog plays an important role. The printed samples on a meeting table instantly attract their eyes and arouse their creativity. The samples start to talk by themselves and smoothly lead negotiations. Of course there are cases where we don’t receive immediate orders. If we leave behind the samples, however, they will surely call us later. Making an opportunity to meet designers or architects in person is quite important to handing over the killer proposals.
What is most important to realizing continuous and growing business?
This may sound obvious, but it is important to carefully handle the entire process from design to construction as a professional and to build trust. For example, by attending construction, we can flexibly respond to sudden change requests on site. In addition, we are sometimes made aware of requirements or challenges which are necessary to bring out 100% of the capability of DIMENSE's deliverables and able to reflect the information in the production process to further improve quality. We also keep in mind to be a good advisor of clients and be the person our clients can rely on. Although there are a variety of jobs on site of projects such as logo mark, window blind graphics, floor signs, and others, those are handled by existing facility management as well as our know-how including my father’s PSP products and experience. By incorporating these various matters and providing comprehensive support, we can expand the overall profitability of our business and ensure a sustainable client partnership.
How are you writing the future growth story of EMBO?
We would like to accelerate the projects to date and expand them worldwide. We are preparing to start the business in 2 or 3 years in New York and Miami, for example. Also, by working on collaboration with artists and actively leveraging our newly opened art gallery, we would like to unleash our brand “EMBO = a new, creative art” and provide a special space that will fascinate people around the world.
