Fy!

What Fy! does

Fy! is a London-based, AI-enabled online marketplace for wall art, canvas prints, and framed prints, founded in 2014. The platform curates a catalog of more than 25,000 unique SKUs contributed by over 30,000 independent artists, illustrators, and photographers, serving individual home decorators seeking unique art unavailable through mass-market retailers as well as commercial buyers through its Fy! Pro B2B vertical (hotels, offices, restaurants, retail, education). The company has shipped 1.2 million items to customers in 47 countries, accumulating 240,000+ verified reviews with a 4.8/5 average rating.

Fy!'s core technology is a recommendation and visualization stack built around three consumer-facing AI tools: the AI Art Advisor (a beta computer-vision tool that analyzes customer-uploaded room photos and recommends art sized and color-matched for the space), the AI Designer gallery wall builder (a generative layout tool that coordinates multi-print displays), and the Style Quiz (a 60-second preference survey powering personalized recommendations). Underlying capabilities include recommendation engines and generative layout AI, with the AI Advisor processing approximately 1,247 walls per week. In April 2024, Fy! extended its marketplace through the acquisition of Trouva, adding 600+ independent boutiques across the UK and EU and creating a third distribution channel alongside its direct-to-consumer storefront and B2B field sales.

The business operates a primarily one-time-transaction revenue model: standard art prints start at $24.95, premium framed and canvas prints range from $37.95 to $64.95, and gallery wall sets start at $89. Pricing is supported by Klarna buy-now-pay-later and a 40% promotional discount observed on the site. Go-to-market is hybrid — product-led growth for consumers via self-serve AI discovery tools, paired with a dedicated trade sales team for Fy! Pro enterprise deals. Headcount is 101–250 employees, and the company has raised approximately $14.8M+ in disclosed funding since 2015, including a $6.95M round led by Hoxton Ventures in 2021 and a $3.83M round from Channel 4 Ventures in July 2024.

Name

Fy!

Legal name

Fy!

Website

https://iamfy.co

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Fy! is a London-based AI-powered online marketplace selling wall art, canvas prints, and framed prints from over 30,000 independent artists, serving individual home decorators via AI discovery tools and commercial clients through its Fy! Pro B2B program.

Ownership category

akta.pro rank

Product category

Online Art Marketplace

NAICS

Art Dealers (45992)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Creator Merchandise & Print-on-Demand Platforms (MPACAFAE)

Keywords

• Online art marketplace
• Wall art retail
• Canvas prints
• Home decor ecommerce
• Commercial art services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Art Print Sales: Direct e-commerce sales of art prints, canvas prints, and framed prints to consumers. One-time transaction model with per-unit pricing. Additional revenue from premium framing options and gallery wall sets.
2. Fy! Pro Commercial Sales: B2B sales of artwork solutions for commercial spaces including hotels, offices, retail, and education. Includes concept, supply, and installation services for larger projects.
3. Marketplace Commission (via Trouva acquisition): Following the acquisition of Trouva, Fy! doubled its business by integrating 600+ independent boutiques across the UK and EU, expanding marketplace operations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels11 records

Core offering

Fy! operates an AI-enabled online marketplace where 30,000+ independent artists list and sell wall art (art prints, canvas prints, framed prints, XL prints, and gallery wall sets) to consumers worldwide, augmented by AI-powered discovery tools (Art Advisor, Gallery Wall Designer, Style Quiz). The platform also runs Fy! Pro, a B2B service delivering artwork sourcing and installation for hotels, offices, restaurants, retail, and healthcare spaces.

Product overview

Fy! operates as an AI-enabled marketplace offering wall art, canvas prints, framed prints, and posters from over 30,000 independent artists. The core offering comprises Art Prints, Canvas Art, Framed Prints, and XL/Large Art Prints, complemented by Gallery Wall Sets (2-6 print combinations) and the Fy! Pro commercial art service for businesses. AI-powered features include the AI Advisor (beta) for room-based art recommendations, the AI Designer for gallery wall layouts, and a Style Quiz for personalized recommendations. In April 2024, Fy! acquired Trouva, a boutique marketplace with 600+ UK/EU sellers, significantly expanding its business footprint. The platform serves 1M+ customers with prints starting at $24.95, shipped to 47 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Fy! Pro: Art for Business - artwork solutions for hotels, offices, retail, education and commercial spaces.

Products and services

• Art Prints The primary product offering: unique art prints by 30,000+ independent artists, illustrators, and photographers, sold individually as one-time purchases. Targeted at individual consumers decorating their homes.
• Canvas Art Canvas prints on premium-quality canvas with rich colour and texture, stretched and ready to hang. Features bold abstracts to calming landscapes by independent artists, sold to consumers for home decoration.
• Framed Prints Art prints mounted in frames with traditional and modern styling options, offering polished presentation for consumers seeking ready-to-hang wall décor.
• XL Art Prints Large-format and oversized wall art prints for transforming spacious rooms with a single statement piece, available in various orientations and color palettes.
• Gallery Wall Sets Pre-curated sets of 2-6 prints designed to work together as gallery walls, starting from $89, with matching designs coordinated for cohesive multi-piece displays.
• Fy! Pro (Art for Business) B2B commercial artwork solutions for hotels, offices, restaurants, retail, and educational institutions, offering services from concept and supply through to installation. Serves enterprise clients including Penta Hotels, BrewDog, Northpoint Recovery, Kindbody, Yotel, and Prezzo.
• Trouva Marketplace Online marketplace for independent boutiques across the UK and EU (600+ sellers), acquired by Fy! in April 2024 and integrated with Fy!'s AI search tools to improve customer engagement and personalization.

Quantifiable outcome

• 94% of buyers say Fy! art improved the room
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

One partnership is on record.

• TrouvaflagshipStrategic or Co-development Partner · 17 April 2024Fy! acquired Trouva, a marketplace for independent boutiques, in a strategic deal that doubled Fy!'s business. Trouva features over 600 boutiques across the UK and EU. The acquisition aims to leverage Fy!'s AI search tools to improve customer engagement across the combined platform.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Society6: Artist marketplace selling art prints, canvas, framed prints, and home decor via independent creators. Directly comparable on product categories, marketplace dynamics, and independent-artist supply.
• Juniper Print Shop: UK-based online retailer specializing in curated art prints and gallery wall sets from independent artists. Closely comparable to Fy! on geography, gallery-wall merchandising, and curated-print positioning.
• iCanvas: Online retailer of canvas and framed art prints from independent artists and licensors, with multi-piece gallery wall offerings. Comparable on product mix, independent-artist supply, and direct-to-consumer e-commerce model.
• Desenio: Scandinavian-founded online retailer of art prints, posters, and frames targeted at style-conscious consumers. Highly comparable to Fy! in product mix (prints, frames, canvas, gallery wall sets), price point, and direct-to-consumer model.
• Saatchi Art: Online art marketplace selling original art and limited-edition prints from independent artists worldwide. Closely comparable to Fy! in marketplace model, target customer (home decor art buyers), and independent-artist supply side.
• Artfinder: Online marketplace for original art from independent artists, with curated collections and direct artist-to-buyer transactions. Comparable to Fy!'s independent-artist supply model and home decor buyer persona.
• Redbubble: Global print-on-demand marketplace enabling independent artists to sell artwork on prints, apparel, and home decor. Comparable to Fy! on the print-on-demand artist marketplace mechanic and SKU breadth.

Broad incumbents

• Wayfair: Major online home goods retailer carrying wall art, framed prints, and decor across thousands of brands. Competes for the same home decor wallet share as Fy! but at vastly greater scale and breadth of assortment.
• Etsy: Massive global marketplace for handmade and vintage goods including a large art-prints category from independent sellers. Overlaps with Fy! on independent-artist supply and art-print demand, but operates as a broad marketplace across many categories.
• West Elm: Large home furnishings retailer offering art prints and wall decor alongside furniture. Comparable on home decor buyer persona and AI-driven room visualization features, but with a much broader product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@fy
• Facebookfacebook.com/fy
• LinkedInlinkedin.com/company/project-j
• Instagraminstagram.com/fy.shop
• Pinterestuk.pinterest.com/fy_art

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds10 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fy!