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Avenso is a market-leading multichannel player for affordable museum-grade photographic wall art. Avenso offers its products via two internationally renowned brands, WhiteWall and LUMAS, that are produced in its own award-winning photo lab.

Avenso was founded in 2004 and has approximately 270 employees. EQT invested in the company in 2013 by acquiring a majority stake from its founders, who kept a minority stake. The company is headquartered in Berlin, Germany and is comprised by the two key brands WhiteWall and LUMAS.

WhiteWall is a market-leading photographic printing brand with museum-grade quality, serving art enthusiasts, professional photo experts and corporate customers via a network of approximately 10 local web shops and  10 showrooms. WhiteWall is the only market player offering fully customizable high-end wall art products with a focus on large format prints.

To WhiteWall

LUMAS is a market-leading multichannel retailer for museum-grade, curated photo artworks and contemporary art. LUMAS has approximately 40 galleries in 17 countries and 20 local web shops, offering a broad range of artworks from more than 250 artists. The artworks are available in hand-signed, mostly limited editions from 75 to 150 prints that cater to an increasingly global target audience of art enthusiasts and corporate customers.


Market trends and drivers

Avenso has created a new market by making high-end photographic wall art accessible to a broad art-interested audience. The market is driven by continuous trends towards increasing customization, higher demand for affordable art and further digitalization of the art market. Due to its first-mover advantage, well-established multichannel business model and unique market positioning, both WhiteWall and LUMAS are expected to further benefit from the underlying market growth.

Investment potential

EQT’s value creation plan for Avenso is focused on strengthening the platform for future scalable growth, continuing the international expansion and accelerating online growth supported by its well-established multichannel business model while maintaining Avenso’s artistic DNA.