Lincrusta is widely regarded as the first washable wallcovering. Here, we chart its incredible history from 1877 to the present day.
Lincrusta was a pioneering invention, which achieved overnight success. Hailed as the first washable wallcovering, this revolutionary product offered an alternative to time-consuming, labour-intensive plasterwork and appealed to Victorian audiences due to its natural beauty, longevity and convenience.
The product was first known as Linoleum Muralis before being altered to Lincrusta Walton in recognition of its inventor, Frederick Walton. The Walton name was added to make the product more exclusive and distinguish it from products and materials developed by others trying to make waves.
News of Lincrusta’s incredible benefits spread fast, and soon it was a feature of rooms all over the world, including royal homes and The White House.
The initial boom and soaring popularity of Lincrusta encouraged Frederick Walton to expand the business, and in 1880, he opened a new factory near Paris.
The Industrial Revolution was in full swing, and rail links were improving all the time, making this is an ideal time to try and put Lincrusta on the map as a leading international brand.
A leaflet designed to market the product in 1880 lauded its sturdiness and durability, stating that it “would not warp or be eaten by worms.”
Perhaps the most important selling-point was its resistance to water.
After developing his business links in Paris, Frederick Walton used his entrepreneurial flair to take Lincrusta across the pond, and in 1883, he secured a deal with FR Beck.
Beck bought the patent rights and shortly afterwards began production of Lincrusta in Stamford, Connecticut.
Lincrusta attracted an exclusive client base, with wallcoverings featured in the homes of J D Rockefeller and Samuel M Nickerson and the California State Capitol.
In 1884, Lincrusta attracted plaudits in the Journal of Decorative Arts and was awarded a Gold Medal at the International Health Exposition in London.
Having captured the attention of a global market, Lincrusta encountered its first major competitor in 1887. Anaglypta, a material made from pulp and paper, was developed by the former manager of Mr Walton’s London-based showroom, Thomas Palmer.
Mr Palmer had approached his former boss with the idea years earlier, but it was dismissed, and in 1886, Palmer left the company to focus on his own venture. Palmer secured a deal to fabricate Anaglypta, which was billed as a cheaper, lighter alternative to Lincrusta, at Queen’s Mill factory in Lancaster.
In 1897, Lincrusta unveiled a commemorative plaque to celebrate Queen Victoria’s Diamond Jubilee.
The years heralding the turn of the century were very busy for Lincrusta Walton. Production began at factories in Germany, and in 1898, the firm launched a host of new paper-based materials, including Cameoid, Cordelova and Salamander.
Meanwhile, rivals were attempting to emanate the success of Lincrusta and an array of new materials, including cork and rubber-based options, were brought to market. Despite the competition, Lincrusta continued to lead the way.
1905 marked a major milestone for Lincrusta Walton, as the brand was acquired by the Wallpaper Manufacturing Company. Established in 1899, the WPM started purchasing independent companies, and in its first year it added 21 manufacturers, including Anaglypta.
WPM moved most manufacturing ventures to the Queen’s Mill plant in Darwen, but Lincrusta remained in Sunbury on Thames until 1918. Initially, the different companies retained a sense of individuality, but by 1920, they were being sold and marketed together.
In 1906, the Lincrusta range expanded with the launch of new imitation coloured tiles. These tiles were marketed as a cheaper, damp-proof alternative to metal tiles and they were predominantly aimed at the healthcare industry, due to their hygienic properties.
By this point, the Lincrusta collection was extensive, boasting everything from the famous wallcovering to friezes, borders and table mats.
By 1912, Lincrusta had featured in palaces, homes and iconic buildings all over the world, but perhaps its most important and notable appearance was on board RMS Titanic, a ship that broke boundaries and generated a great deal of hype before its ill-fated maiden voyage.
Lincrusta was used widely on board ships at this time and descriptions and personal accounts recall the use of Lincrusta on board the Servia.
In 1883, the London Times wrote about the interior of the new Cunard vessel, stating:
“The main staircase is the largest ever constructed in a passenger vessel. At the bottom are panels executed in polished maple and Hungarian ash: but the rest of the staircase is done in embossed ornamentation. For this purpose, a new material called Lincrusta-Walton has been employed with singularly good effect.”
As sirens blared and bombs dropped, production at Queens Mill ceased and steels that would have been used as part of Lincrusta fabrication were melted down to make weapons for the armed forces.
During the war, Lincrusta cemented its reputation as a leading light in British industry and the product was synonymous with durability and robustness. The wartime campaign taglines included ‘Solid in Relief, Solid in Colour, Solid in Value.’
British architect, ASG Butler, praised its sturdiness and resistance to damage during shelling. Talking of the “triumph of Lincrusta”, he said:
“I do not mean aesthetically, but quite the opposite, in a military style. No material, I think, has stood up to blast so stoutly. The bumpy adhesive skin on walls and ceilings, aping rich plasterwork has counteracted many blows from bombs, even sustaining whole surfaces by itself.”
After the war, Lincrusta underwent various changes in ownership. WPM was acquired by Reed International and Relief Decorations, which owned Anaglypta, and Lincrusta was passed on to Crown Paint Division.
Crown Paint Division was purchased by Williams Holdings, which was subsequently taken over by Nobel Industries. Later on, Nobel Industries merged with Akzo to create Akzo Nobel.
Throughout the changes, production of Lincrusta continued at Queens Mill before being switched to Marsh House Mill in Darwen. The number of designs was reduced dramatically and this made it increasingly difficult to repair and replace older patterns and materials.
In 1998, the Villa Louis design, which had been discontinued, was added to the collection again after the State Historical Society of Wisconsin paid for the original design to be revived.
Villa Louis, which stands on the banks of the famous Mississippi River, remains a prime example of British design and manufacturing. The agreement meant that the Villa Louis design was once again available to customers all over the globe.
The new millennium brought further changes for Lincrusta. Akzo Nobel sold Lincrusta and Anaglypta to Imperial Home Decor and production subsequently moved to Potters Mill in Darwen.
In 2003, Imperial Home Decor was taken over by CWV Ltd and production moved once again, this time to a purpose-built facility near Morecambe.
Anaglypta was sold in 2012 and two years later, Lincrusta was purchased by Heritage Wallcoverings Ltd.
The acquisition of Lincrusta by Heritage Wallcoverings hailed an exciting period of investment and expansion. The company sought to attract an exclusive, high-end market and the product formula was altered slightly to create new opportunities in different sectors.
The formulation was modified to make sure it satisfied BS EN15102:2007 Class B and US ASTM:E-84 Class 1/A fire ratings. This adjustment opened up new avenues in the hospitality and commercial markets.
Heritage Wallcoverings opened new offices in Lancaster and recruited additional members of staff with expertise in sales and marketing to promote the brand and drive sales.
The new offices provided space for a showroom for visiting clients and the company launched a comprehensive plan to market new products and put Lincrusta firmly on the map.
Lincrusta has always boasted a winning formula, and the new owners, Heritage Wallcoverings, have never needed to improve what it is an outstanding product.
Initially manufactured in Sunbury-on-Thames, Lincrusta moved to Lancashire in 1918, and after moving between various sites in the Darwen area, it is now fabricated in a purpose-built factory in Morecambe.
The aim for Heritage Wallcoverings was to build on the success of Lincrusta, give the marketing campaign a new lease of life and capture the attention of customers.
The levels of craftsmanship and attention to detail have served Lincrusta well for centuries and this is a way of working Heritage Wallcoverings is keen to preserve and protect.
Even today, in a world where technology is advancing on a daily basis, many of the original rollers are used to emboss the eye-catching designs.
Heritage Wallcoverings is committed to developing the business and extending its reach, at the same time as protecting its identity and retaining a sense of familiarity and tradition.
The future looks very bright for a range of products that has truly stood the test of time, as Heritage Wallcoverings looks to open new doors and cement existing ties and partnerships.
Lincrusta, the first washable wallcovering, has enjoyed a rich, illustrious history and it looks set to continue thriving for many years to come.
Remember…
Lincrusta is a very specialist kind of wall covering. As a result, you should not try to install Lincrusta for yourself; you will need a reliable, experienced Lincrusta installer such as us at Highly Decorated.
We can ensure that Lincrusta is always installed correctly, guaranteeing the best finished product and ensuring longevity.
If you have fallen in love with the delicate designs of Lincrusta borders and friezes, get in touch to arrange an installation.
Having worked with many satisfied customers, we know that you won’t be disappointed by your choice.
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