Squid was launched by Belgian curtain manufacturer Lampe at Fespa 2017 and while it has a strong presence in the Benelux region, the Avery deal will open up the “self-adhesive curtain” material to a much wider potential customer base.

Squid director Johan Bonner said the deal will “extend the potential” of the Squid products.

“This new strategic partnership – a first step – means that architects and designers can count on easy access to innovative and high-quality products for interior design, along with outstanding production and installation partners.”

Squid was developed to be printed digitally for home, retail, hospitality and industrial and office applications. It is fire rated and deflects between 25% to 36% of solar energy, depending on which of the six colours are used: Chalk, Bone, Oak, Ash, Rock and Coal.

“This latest addition to our portfolio is the very first fabric that also acts as a self-adhesive curtain. It opens up new design options for interior designers and architects, and offers an excellent alternative to conventional films or net curtains,” said Alessandro Sacchi, product line director digital print Avery Dennison Graphics Solutions Europe.

The “strategic partnership” covers Europe, the Middle East and North Africa (EMENA) and Avery will take over sales from September.