5 questions with...
Walter Gierlach, Jr.
Walter Gierlach, Jr. is president of Photo Tex Group, where he leads a global brand specializing in peel-and-stick fabric solutions. With a background in business administration from Robert Morris University, he entered the graphic arts industry by building a national distribution network before stepping into his family’s equipment business. In 2004, he introduced Photo Tex to North America, growing it into a widely recognized brand known across commercial and residential markets.
1. How did you get your start in the industry?
I got my start when I noticed a real gap in the market. Sign shops were constantly battling issues with traditional vinyl: bubbling, shrinking, difficult installs, and worst of all, damaged walls. I saw an opportunity to solve those problems instead of adding to them. So, I just happened to be in the right place at the right time when Photo Tex came across as a new, innovative substrate material while searching on an importer/exporter website. Once I tested the material, I learned more about the sign industry itself. I took out a second mortgage on my house, borrowed money from my dad, and purchased my first container. Now, 23 years later, I’m still going strong!
2. Photo Tex sells removable self-adhesive sign and wallpaper fabric. What sets your brand apart from vinyl and similar products?
The biggest difference is that Photo Tex isn’t vinyl at all, it’s a premium polyester fabric. That, alone, changes everything. It installs easier, prints beautifully, and avoids the glare and stiffness you get with vinyl. It’s also truly removable and repositionable, so you can peel it off, move it, and reapply it without damaging walls or leaving residue. It does not shrink, curl, rip, or wrinkle over time or temperature and it performs consistently across a wide range of surfaces. In short, it eliminates the headaches that vinyl often creates while delivering a higher end look and feel. In addition, Photo Tex is green, fire-rated, LEED certified, and environmentally friendly.
3. What are the biggest challenges sign shop operators face today?
Sign shops are dealing with a lot right now. Skilled labor is harder to find, and many materials require experienced installers to avoid failures. Customers expect faster turnaround times and higher-quality graphics, which puts pressure on shops to deliver without mistakes. On top of that, modern low-VOC paints with many new additives (resistants) make adhesion unpredictable for many traditional products. And of course, competition is fierce. Shops need material readily available and reliable.
4. How can sign shops grow their business using Photo Tex products?
Photo Tex opens up several growth opportunities. Shops can offer premium wall murals and interior branding that look high-end but install easily. Retailers love seasonal or temporary graphics they can swap out without damaging walls, and Photo Tex is perfect for that.
It also enables DIY-friendly products, which reduces labor costs and speeds up delivery. For events and trade shows, the ability to reuse graphics is a huge advantage. And because Photo Tex reduces installation issues, shops save time, avoid callbacks, and build stronger customer relationships.
5. What’s the most important advice you’d give someone entering the industry?
The most important thing is to lead with integrity and consistency. This industry is built on relationships, and people remember how you treat them. I’ve always prided myself on being available to help, whether it’s a small shop, a large operation, a dealer, supplier, or a customer. Everyone gets treated the same. When you show up for people, they show up for you. Pair that with a commitment to quality materials and a willingness to keep learning, and you’ll build a reputation that lasts.
