"We've never exploited small-format before because wide-format took off so well we didn't feel the need to pursue it," said managing director Derric Landor.

Two UK-based digital printers are trying the material using small format toner-based digital print, one using a web the other cut sheet.

Digital wallpaper production using narrow digital webs such as the Xeikon or the Agfa Dotrix were highlighted as an interesting market, especially as they could produce reels of the same width as standard consumer wallpapers and were significantly faster and lower cost than wide-format machines.

Landor added that the material – a repositionable self-adhesive woven polyester – worked with toner, all forms of inkjet, litho and screen processes.

He said he expected the material to prove popular for point of sale, especially as its ease of use meant it could be installed by shop staff rather than requiring a specialist.

"It doesn't need the same skills or amount of labour for surface preparation and installation," he added.

Another claimed benefits over standard vinyls was that the finish hid imperfections in the underlying wall rather than accentuating them.

The material's lack of adhesive residue was also ideal for very short term applications to totally brand a space.