Celebrate Company

What Celebrate Company does

Celebrate Company (celebrate company GmbH) is a privately held German multi-brand e-commerce platform headquartered in Gilching, operating in the personalized print products and stationery sector. The group operates six sub-brands: kartenmacherei (European market leader for customizable greeting cards since 2010), celebrate apps (photo cloud solution launched 2019), celebrate digital printing (in-house production facility in Villingen-Schwenningen, acquired 2020), faireparterie (French event stationery), mintkind (Hamburg-based lifestyle brand for love and parental leave, acquired 2022), and Atelier Rosemood (French personalized stationery brand, acquired 2022). The company employs approximately 500 people from 39 nationalities across 6 locations in Germany and France, with Managing Directors Christoph Behn and Dr. Henner Schwarz leading the founder-controlled organization.

The company's offering is built on a full-stack e-commerce technology platform using React and React Native for web and mobile applications, hosted on AWS with a modularized API-first architecture, CI/CD pipelines, and automated testing. In-house digital printing production integrates the entire value chain from design through manufacturing and finishing. Products are sold direct-to-consumer through six regional and global storefronts targeting specific geographies (DACH, France) and use cases (greeting cards, wedding stationery, photo products, parental leave announcements, corporate gifting).

Revenue is generated primarily through one-time e-commerce sales of customized physical products (greeting cards, photo products, event stationery) across the brand portfolio, with a secondary subscription component via the celebrate Apps photo cloud solution launched in 2019. The customer base is overwhelmingly B2C individual consumers, with a non-primary B2B segment for corporate gifting and bulk personalized stationery. The company has grown through a combination of internal product development and brand acquisitions, expanding from its DACH core into France via the 2022 Rosemood acquisition.

Name

Celebrate Company

Legal name

celebrate company GmbH

Website

https://celebrate.company

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

Celebrate Company is a German multi-brand e-commerce platform selling customizable greeting cards, photo products, and personalized stationery direct-to-consumer across DACH and France through six sub-brands, with in-house digital printing production and a photo cloud solution.

Ownership category

akta.pro rank

Product category

Customizable Greeting Cards and Personalized Stationery

NAICS

Greeting Card Publishers (513191), Gift, Novelty, and Souvenir Retailers (459420), Converted Paper Product Manufacturing (3222)

SIC

Greeting Cards (2771), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

akta.pro secondary industries

Party Favors, Gifts & Custom Merchandise (HSACACAM), Personalized & Custom Gift Creation (Engraving/Monogramming/Photo Gifts) (HSACANAC), Decoration & Branding Services (Printing, Hot Stamping, Metallization, Labeling) (IMALAJAN)

Keywords

• Customizable greeting cards
• Personalized stationery products
• Digital printing services
• Photo cloud solutions
• Event stationery design

Headquarters

HQ city

Gilching

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of customizable greeting cards, stationery, and print products through multiple brand websites including kartenmacherei (European market leader since 2010), faireparterie (French market), mintkind, and Rosemood (France). Products include personalized cards, photo products, and event stationery.
2. Celebrate Apps Subscription: Photo cloud solution since 2019 enabling customers to store, share, and transform images into high-quality print products. Likely includes subscription components for cloud storage and premium features.
3. Celebrate Digital Printing Services: In-house printing production services for the group's own brands, providing entire value chain under one umbrella since 2020 acquisition.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Celebrate Company is a multi-brand group that designs, produces, and sells customizable greeting cards, personalized stationery, and photo-based print products directly to consumers through its own e-commerce storefronts (kartenmacherei, faireparterie, mintkind, Atelier Rosemood). Production is performed in-house at the celebrate digital printing facility in Villingen-Schwenningen, and the group also offers a photo cloud app (celebrate apps) that turns stored images into printed products.

Product overview

Celebrate Company is a multi-brand e-commerce platform that transforms meaningful moments into lasting memories through customizable print products. The company operates a platform-plus-sub-brands architecture consisting of six distinct product lines: kartenmacherei (European market leader for customizable greeting cards, founded 2010), celebrate Apps (photo cloud solution enabling image sharing and print product creation since 2019), celebrate digital printing (in-house printing production facility in Villingen-Schwenningen providing end-to-end manufacturing capabilities), faireparterie (French event stationery brand targeting the French market), mintkind (Hamburg-based heart brand specializing in pastel-themed products for love and parental leave), and Atelier Rosemood (French brand acquired in 2022). The brands share technology infrastructure, design expertise, and manufacturing capabilities while maintaining distinct market positioning.

Differentiator

Problem solved

Functional benefit

Brands

• die kartenmacherei: Loving design, high-quality products and exceptional service. European market leader for customizable greeting cards since 2010.
• celebrate apps
• celebrate digital printing
• faireparterie
• mintkind
• Atelier Rosemood

Products and services

• die kartenmacherei Direct-to-consumer e-commerce brand offering customizable greeting cards and personalized stationery with loving design and high-quality print output for individual consumers across Europe.
• celebrate Apps Photo cloud application that lets consumers store, share, and convert images into high-quality physical print products, integrated with the group's e-commerce and printing operations.
• celebrate digital printing In-house digital printing and finishing production facility in Villingen-Schwenningen (Black Forest) that manufactures the group's personalized print products, combining modern digital printing with fine craftsmanship.
• faireparterie Direct-to-consumer e-commerce brand for personalized event stationery (wedding, baby, and celebration announcements) targeting the French market.
• mintkind Direct-to-consumer e-commerce brand specializing in pastel-themed personalized cards and products for love occasions and parental leave announcements, based in Hamburg.
• Atelier Rosemood Direct-to-consumer e-commerce brand for personalized wedding stationery and event paper goods, serving French consumers with strong brand recognition in France.

Quantifiable outcome

• European market leader for customizable greeting cards
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• StartbaseminorGTM or Marketing PartnerGerman startup platform providing press coverage and visibility for company news and announcements including leadership team expansion and New Work practices.
• NilohealthminorOthersReferenced in data protection policy as linked resource. Partnership nature not explicitly defined.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Moonpig Group: UK-listed direct-to-consumer personalized greeting card and gift retailer. Closest direct competitor, operating the same customizable card model with mobile-first UX and a European footprint; competes head-to-head with kartenmacherei in overlapping markets.
• Smartphoto Group: European DTC photo product platform (photo books, cards, calendars, gifts). Comparable in product mix, European multi-country footprint, and emphasis on personalization—directly overlaps with celebrate apps and kartenmacherei offerings.
• Funky Pigeon: UK-based customizable greeting card and gift brand owned by WH Smith. Same customizable card and gift category as kartenmacherei; directly comparable in business model and customer base.
• MOO: Premium DTC print brand specializing in business cards, stationery, and personalized print products. Comparable in customization-led model, design-led positioning, and B2B/B2C dual-segment exposure.
• Basic Invitation: Online retailer of customizable wedding and event invitations, stationery, and announcements. Directly comparable in personalized event stationery—overlaps with faireparterie and Rosemood's wedding/event offerings.

Broad incumbents

• Cimpress (Vistaprint): Global mass-customization printing platform operating Vistaprint and many other print brands. Significantly larger and broader, but directly overlaps in personalized stationery, invitations, and small-business print.
• Shutterfly: US-based photo-centric personalized print and gift platform. Overlaps with celebrate apps in photo-to-print products and competes in the broader personalized stationery category.
• Snapfish: Large-scale online photo printing and personalized products service. Overlaps with Celebrate's photo product offering; comparable in personalization and multi-country e-commerce distribution.

Emerging players

• Paperless Post: Digital-first customizable invitation and greeting card platform. Represents the digital substitution threat to Celebrate's physical card business while targeting the same life-event occasions.
• Artifact Uprising: Premium photo-to-print brand focused on quality keepsakes (photo books, prints, cards). Overlaps with celebrate apps' positioning around turning meaningful moments into tangible products, with similar premium DTC ethos.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@celebrate.company
• Facebookfacebook.com/celebrate.company
• LinkedInde.linkedin.com/company/celebrate-company
• Instagraminstagram.com/celebrate.company

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Celebrate Company