Level Frames
Level Frames is an online direct-to-consumer custom framing company founded in 2014 that lets individuals, artists, and businesses design, preview, and order handcrafted frames — produced in New York — for photos, art, posters, vinyl, and specialty items.
- Company typePrivate
- Founded2014
- HeadquartersBrooklyn, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Level Frames does
Level Frames (operating as Levle Systems, Inc., DBA Level Frames and Dot Press) is an online direct-to-consumer custom framing company founded in 2014 and headquartered in Brooklyn, NY. The company lets customers design, configure, and order custom picture frames through an e-commerce frame builder with visual preview, "View in Room" rendering, and AI-powered photo enhancement, then handcrafts each frame to order in its New York production studio using museum-quality materials (Crescent conservation matting/backing and Tru Vue acrylic glazing) and ships finished products to the customer's door in approximately 1-2 weeks. The product surface spans custom frames for art and posters, framed photos (upload-print-frame), framed vinyl records, comic book frames, memo boards, collage and gallery wall configurations, canvas prints, wedding photo framing, personalized frames, fine art printing, DIY framing kits, and gift cards.
The company serves three customer segments: individual consumers framing personal photos, posters, memorabilia, and gifts (primary); independent artists, photographers, and creators who sell prints with custom framing through the Dot Press marketplace and "Buy It Framed" Shopify embed (primary); and a B2B tail serving offices, hotels, retail, restaurants, interior designers, and corporate gifting programs. Revenue is generated primarily through per-frame unit sales, marketplace commissions on artist print sales, and bulk commercial orders, with pricing starting at approximately $59 for a 5x7 frame and extending to $236+ for a 24x36 poster frame. Distribution is direct via LevelFrames.com and Dot Press artist storefronts, with shipping to the US, Canada, and the UK. Marketing is content-led, combining SEO-optimized category and blog content, Instagram, a referral/rewards program, and earned media including three consecutive years of Wirecutter (NYT) "Best Online Framing Service" recognition (2024-2026).
Level Frames firmographics
Firmographics- Name
- Level Frames
- Legal name
- Levle Systems, Inc.
- Website
- https://levelframes.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Level Frames is an online direct-to-consumer custom framing company founded in 2014 that lets individuals, artists, and businesses design, preview, and order handcrafted frames — produced in New York — for photos, art, posters, vinyl, and specialty items.
- Ownership category
- akta.pro rank
Level Frames industry classification
Industry- Product category
- Custom Picture Framing
- NAICS
- Sewing, Needlework, and Piece Goods Retailers (459130)
- SIC
- Office Furniture (2520)
- akta.pro primary industry
- Structural & Framing Components Retail (Trusses, Joists, Beams, Engineered Wood) (CRAIAEAJ)
Keywords
Where Level Frames is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Level Frames business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Custom Frame Product Sales: Customers pay for custom frames sized and styled to their specifications, including frame profile, matting, acrylic glazing, and print options. Revenue is generated per transaction on a per-frame basis.
- Marketplace Commission (Dot Press): Artists sell prints through the Dot Press platform; Level Frames earns a commission on each sale while handling printing, framing, and fulfillment. Artists set their own prices and receive profits after order shipment.
- Artist Storefront / Print-on-Demand: Artists upload high-resolution images; when customers purchase framed prints, Level Frames prints, frames, and ships the product, retaining a share of the sale revenue.
- Gift Cards: Sale of digital and physical gift cards in denominations from $10 to $250. Gift cards do not expire and can be redeemed across all products and services.
- B2B / Commercial Framing: Bulk and commercial framing for offices, hotels, restaurants, retail spaces, and corporate gifting. Discounted rates available for multi-frame or print orders, including e-gift card bulk purchases for employee perks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Small frames starting price |
| Unit Pricing | Pay-as-you-go | Mid-size frames with matting |
| Unit Pricing | Pay-as-you-go | Large format poster frames |
| Unit Pricing | Pay-as-you-go | Framed vinyl records |
| Unit Pricing | Pay-as-you-go | In-studio framing service |
| Unit Pricing | Pay-as-you-go | Print-only artwork (artist partners) |
| Freemium | Pay-as-you-go | Rewards program |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Level Frames product offering
Product offeringCore offering
Level Frames operates an online custom framing service that lets customers design, configure, and order made-to-order picture frames for artwork, photographs, vinyl records, comic books, and similar items. Frames are handcrafted in Brooklyn, NY using museum-quality materials such as Tru Vue acrylic and Crescent mat boards, and the company also offers fine art printing, framing kits, and a Dot Press artist storefront marketplace where third-party artists sell prints that Level Frames prints, frames, and fulfills.
Product overview
Level Frames is an online custom framing platform that offers a comprehensive suite of framing products and services. The core offering includes Custom Picture Frames (handcrafted to order with museum-quality materials), Framed Photos (upload, print, and frame service), and Framed Artwork from artist partners. The product portfolio extends to specialized framing for vinyl records, comic books, puzzles, memo boards (chalkboards, whiteboards, corkboards), canvas prints, and wedding photos. The platform features collage picture frames and gallery wall bundles for multi-frame installations, plus a Custom Collage Builder for unique layouts. Level Frames also operates Dot Press, an artist storefront platform enabling print-on-demand framing sales. Additional offerings include Fine Art Printing, Gift Cards (digital and physical), DIY Framing kits for at-home assembly, and B2B services for commercial spaces, interior designers, and corporate gifting.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Picture Frames Made-to-order picture frames in any custom dimension, handcrafted in Brooklyn, NY using museum-quality materials (Tru Vue acrylic, Crescent mat boards) and configurable online.
- Photo Frames Custom photo frames sized to user-specified dimensions, paired with paper or canvas print and matting options.
- Vinyl Record Frames Custom frames built to fit vinyl record sleeves/albums as a complete framed display.
- Comic Book Frames Frames sized to protectively display comic book covers and pages with matting options.
- Poster Frames Picture frames made to fit posters and large-format printed artwork.
- Gallery Wall Frame Sets Coordinated sets of multiple custom frames for building a curated gallery wall layout at home or in commercial spaces.
- Wedding & Event Photo Frames Custom frames tailored to wedding and event photography keepsakes.
- Framed Canvas Prints Custom canvas prints delivered with a Level Frames frame, finished with floating or gallery mounting.
- Fine Art Prints Print-on-demand reproductions of artist originals, optionally paired with a Level Frames frame.
- Collage Picture Frames Custom multi-opening frames that hold several photos or prints together in a single layout.
- Framed Memo Boards Framed memo / pin boards offered as a custom framed home décor product.
- DIY Framing Kits and Supplies Loose components — mat board, frame molding, glazing — sold as DIY kits or individual supplies.
- Gift Cards Digital gift cards for use on Level Frames purchases, including a corporate gifting variant.
- Dot Press Artist Storefronts A marketplace on Level Frames where independent artists sell prints and framed prints; Level Frames handles production and fulfillment for a commission.
- Buy It Framed Partner Integrations Partner integration that lets buyers purchase a framed version of an artwork directly from an artist's own website, with Level Frames fulfilling the framing.
- B2B / Commercial Framing Services Custom framing for commercial buyers, including bulk orders and corporate gifting / corporate gift cards.
Quantifiable outcome
- Up to 60% cost savings vs. local frame shops for comparable quality
- +1 more outcomes
Companies that use Level Frames
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Level Frames technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature6 records
Level Frames partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Zwilly PrintscoreArtist partner whose prints are available for purchase on Level Frames / Dot Press. Print-only starting at $45, or framed in 19 styles. Partner uses Dot Press platform for sales and fulfillment.
- 2046 DesigncoreArtist partner offering space and science-inspired prints available framed or unframed through the Dot Press platform.
- Dan McCarthycoreArtist partner whose authentic prints are available through the Dot Press platform, custom framed to customer specifications and shipped ready to hang.
- Brave the WoodscoreArtist partner (creator of 'Hello Spaceman') whose artwork is available framed through the Dot Press platform.
- Invisible CreaturecoreSeattle-based design duo (Don and Ryan Clark) using 'Buy it Framed' buttons on their own website, linking directly to Level Frames' framing configurator for fulfillment.
- CrescentcoreSupplier of acid-free conservation mat boards and backing materials used in all Level Frames orders as standard components.
- Tru VuecoreSupplier of framers-grade acrylic glazing (standard, UV Protection, Non-Glare, Optium Museum Acrylic) used across all Level Frames products.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Level Frames competitors and assessment
Company assessmentDirect peers
- Framebridge: Most direct competitor: a well-funded DTC online custom framing company with shipped-to-door fulfillment and an online frame configurator. Closely overlaps Level Frames' core custom framing offering and customer profile.
- Simply Framed: DTC online custom framing startup offering made-to-order frames and art partnerships with shipped-to-door fulfillment. Direct competitor in the online custom frame category with similar target customer.
- American Frame: Long-established online custom frame retailer selling made-to-order frames, matting, and supplies direct to consumers. The legacy online framing incumbent with overlapping catalog and configurator approach.
- ArtToFrames: Direct-to-consumer online custom frame retailer with broad frame and mat catalog at promotional pricing. Competes for price-sensitive framing buyers with a similar made-to-order value proposition.
- Frame Destination: Online supplier of picture frame mouldings and supplies for hobbyists and pro framers. Adjacent but overlaps with Level Frames' DIY framing kits and at-home assembly offerings.
Broad incumbents
- Michaels Custom Framing: Largest North American arts-and-crafts retailer with a national in-store custom framing service. Broad incumbent with overlapping consumer base but offline-first delivery model and walk-in showroom footprint.
- Etsy Custom Framing: Global online marketplace where thousands of small framers and artists sell custom frames. Broad incumbent that competes for buyers seeking custom-frame options, with partial overlap of Level Frames' B2C and artist-monetization segments.
- Shutterfly: Large consumer photo-printing platform offering wall prints and frames as part of a broader photo product portfolio. Competes for the 'upload-and-print-a-framed-photo' use case central to Level Frames' framed photos product.
Emerging players
- Artifact Uprising: Premium photo-printing and framing brand specializing in archival-quality photo books and framed prints. Competes in the higher-end photo framing segment with similar aesthetic positioning and giftable framing emphasis.
- Bay Photo: Professional photo lab serving photographers with print and frame products. Competes for the pro-photographer and fine-art-printing use cases that overlap with Level Frames' artist and pro-photographer segments.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Level Frames social profiles
Digital presenceLevel Frames financial estimates
Financial estimateRevenue estimate
Valuation estimate
Level Frames leadership team
Management profileNumber of profiles
Profiles2 records
Level Frames subsidiaries and ownership
Company hierarchySubsidiaries1 record
Level Frames funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Level Frames M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Level Frames
What does Level Frames do?
Level Frames operates an online custom framing service that lets customers design, configure, and order made-to-order picture frames for artwork, photographs, vinyl records, comic books, and similar items. Frames are handcrafted in Brooklyn, NY using museum-quality materials such as Tru Vue acrylic and Crescent mat boards, and the company also offers fine art printing, framing kits, and a Dot Press artist storefront marketplace where third-party artists sell prints that Level Frames prints, frames, and fulfills.
Is Level Frames a public or private company?
Level Frames is a private company. It is classified as venture growth investor backed and is currently operating.
When was Level Frames founded?
Level Frames was founded in 2014. It employs 1 to 10 people.
Where is Level Frames based?
Level Frames is headquartered in Brooklyn, United States, in the North America region.
How does Level Frames make money?
Five revenue lines are on record. Custom Frame Product Sales are the primary driver. The others are marketplace Commission (Dot Press), artist Storefront / Print-on-Demand, gift Cards and B2B / Commercial Framing.
Who are Level Frames's main competitors?
Direct peers on record are Framebridge, Simply Framed, American Frame, ArtToFrames and Frame Destination. Broad incumbents are Michaels Custom Framing, Etsy Custom Framing and Shutterfly. Emerging players are Artifact Uprising and Bay Photo.
Does Level Frames have an API?
No public API is recorded for Level Frames.
What industry is Level Frames in?
Level Frames's product category is Custom Picture Framing. Its primary akta.pro industry code is CRAIAEAJ, Structural & Framing Components Retail (Trusses, Joists, Beams, Engineered Wood). Its NAICS code is 459130 and its SIC code is 2520.