What Storio Group does

Storio Group B.V. is a privately held Amsterdam-headquartered European personalised photo products company, operating six consumer brands — Photobox, albelli, Hofmann, posterXXL, fotoknudsen, and önskefoto — across thirteen markets in the UK, Ireland, France, Italy, Denmark, the Netherlands, Belgium, Spain, Portugal, Germany, Austria, Norway, and Sweden. The company sells photo books, wall art, calendars, cards, prints, and personalised gifts through brand-owned e-commerce storefronts on a per-order, direct-to-consumer basis, complemented by a dedicated B2B account team handling larger commercial orders. Consolidated revenue exceeds EUR 340M and the platform serves more than 11 million customers annually.

The underlying platform combines an in-house cross-device design and creation tool with curated, exclusive design themes (layouts, fonts, text sizes) produced by an internal creative team, supported by Adobe Analytics for web optimisation. Storio operates multiple state-of-the-art manufacturing sites across Europe, producing and packaging products in-house to its own quality standards, which provides vertical integration from software to finished goods. The company holds FSC, ISO 14001, and Zero Waste to Landfill certifications and has publicly targeted energy neutrality by 2028.

Storio was formed via the January 2022 merger of Albelli and Photobox Group and rebranded from 'Albelli-Photobox Group' to 'Storio group' in February 2024 under new CEO Alessandro Coppo (formerly of eBay Classifieds Group). No public equity or debt funding rounds are disclosed in the input data; ownership structure beyond the management team is not publicly identified. The commercial model is transactional and one-time-purchase-driven, with no disclosed subscription or recurring pricing plans.

Name

Storio Group

Legal name

Storio Group B.V.

Website

https://storiogroup.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Storio Group is a privately held Amsterdam-based personalised photo products company operating six consumer brands — Photobox, albelli, Hofmann, posterXXL, fotoknudsen, and önskefoto — across thirteen European markets, serving over eleven million customers with photo books, wall art, calendars, cards, prints, and gifts produced in-house.

Ownership category

akta.pro rank

Product category

Personalised Photo Products

NAICS

Office Supplies and Stationery Retailers (45941), Gift, Novelty, and Souvenir Retailers (45942), Greeting Card Publishers (513191), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Hobby, Toy & Game Shops (5945), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Office, Stationery & Craft Supplies DTC (CRAFACAL)

akta.pro secondary industries

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE), Photo Library Organization & Curation (HSAFAGAA), Seasonal & Holiday Craft Supplies Retail (CRALACAI)

Keywords

• Personalised photo products
• Photo book printing
• Custom wall art
• Photo gift merchandise
• Online photo printing

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce Sales: Storio group generates revenue by selling personalised photo products (photo books, wall art, calendars, cards, prints, and gifts) directly to consumers through six brand websites across thirteen European markets. The revenue is one-time transactional in nature, driven by individual purchase occasions. The company operates multiple state-of-the-art manufacturing sites across Europe to produce and package each product to its own high standards.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels4 records

Core offering

Storio group designs, manufactures, and sells personalised photo products — including photo books, wall art, calendars, cards, prints, and gifts — directly to consumers through six brand websites across thirteen European markets. Customers personalise their orders via an in-house cross-platform digital creation software and the products are produced at multiple state-of-the-art manufacturing sites across Europe.

Product overview

Storio Group operates as a multi-brand platform offering personalised photo products across six sub-brands (Photobox, albelli, Hofmann, posterXXL, fotoknudsen, and önskefoto) serving thirteen European markets with over eleven million customers. The core offering consists of high-quality personalised photo products including photo books, wall art, calendars, cards, prints, and gifts, all supported by a digital creation platform that provides easy-to-use software and creative tools. Customers can personalise their creations across multiple platforms and devices using exclusive themes with curated layouts, fonts, and text sizes. The company operates multiple state-of-the-art manufacturing sites across Europe where products are developed and packaged to their own high standards. They also offer a dedicated B2B program for businesses with larger orders.

Differentiator

Problem solved

Functional benefit

Brands

• Photobox: Leading photo products brand operating in UK, France, Ireland, Italy, and Denmark. Founded in London in 2000.
• Albelli
• Hofmann
• PosterXXL
• Fotoknudsen
• Önskefoto

Products and services

• Photo Books High-quality printed photo books where customers compile their favourite moments, suitable as personal keepsakes or gifts. Available across all six Storio group consumer brands in thirteen European markets.
• Wall Art High-quality personalised wall decor including photo walls, panoramic pictures, canvas prints, acrylic glass, and murals. Manufactured in-house at European production facilities.
• Calendars Personalised calendars featuring customer photos for displaying favourite moments throughout the year.
• Cards Personalised greeting cards and photo cards produced for various occasions and distributed through the group's consumer websites.
• Prints High-quality photo prints produced in various sizes and finishes for individual consumers.
• Gifts Personalised photo gifts designed for sharing meaningful moments with friends and family.
• B2B Personalised Photo Products Volume personalised photo product orders for business customers, including corporate gifting and event photography products, supported by a dedicated B2B account team providing product consultation and project support.

Quantifiable outcome

• Serving over 11 million customers across 13 European markets, making the company a leading consumer photo products company in Europe
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Make-A-Wish InternationalcoreStrategic or Co-development PartnerStorio group's partnership with Make-A-Wish International exemplifies the company's belief in community engagement and support. Through fundraising, volunteering, and product donations, the company aims to bring joy and hope to critically ill children and their families. The collaboration reflects the company's dedication to making a profound and positive impact beyond direct consumer interactions, mobilising resources including organising fundraising events and deploying team members as volunteers.
• Rimba Raya Biodiversity Reserve (Indonesia)minorOthersStorio group invests in the Rimba Raya biodiversity reserve in Indonesia as part of its carbon offset and nature conservation strategy. This initiative contributes to multiple Sustainable Development Goals (SDGs) including education, healthcare, gender equality, and wildlife protection. The project helps preserve critical ecosystems such as tropical forests and improves living conditions of local communities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Artifact Uprising: Artifact Uprising is a US-based premium photo book, print, and gift brand with a focus on high-quality materials and design-led products — comparable to Storio's premium positioning and overlap with brands like Hofmann.
• Canva: Canva is a design platform that increasingly overlaps with personalized design-and-print workflows (cards, prints, photo books via integrations). Comparable to Storio's design software layer and a potential adjacent entrant into the physical product space.

Regional players

• Ifolor AG: Ifolor is a Swiss-based personalized photo products company (photo books, calendars, cards, gifts) operating a DTC model with in-house production. Comparable to Storio's brand proposition and product mix, but focused primarily on Switzerland and DACH markets.

Direct peers

• CEWE Stiftung & Co. KGaA: CEWE is Europe's largest direct competitor in personalized photo products (CEWE PHOTOBOOK, calendars, wall art, prints), operating a similar vertically integrated manufacturing and DTC model across multiple European countries — directly comparable to Storio.
• Mixbook: Mixbook is a US-based online photo book and personalized print platform with proprietary design software — a direct peer to Storio's photo book product line, with comparable technology-led product differentiation.
• SmugMug: SmugMug is an online photo platform offering photo storage, prints, and personalized photo products (books, prints, gifts) — overlaps with Storio's product set and the digital creation-and-printing journey.
• Shutterfly: Shutterfly is the leading US-based personalized photo products company (photo books, cards, gifts, prints) operating a similar DTC e-commerce and owned-manufacturing model — a direct functional comparable to Storio in a different geography.
• Snapfish (Shutterfly): Snapfish is a global online photo printing service (books, prints, cards, gifts) operating a pure-play DTC e-commerce model. It is a direct functional peer to Storio's sub-brands like Photobox, competing on price and convenience.
• Bonprix / BonusPrint: BonusPrint is a European photo printing brand (photo books, calendars, cards, gifts) operating a DTC model — directly comparable to Storio's European sub-brands like Photobox and albelli.

Broad incumbents

• Walmart Photo: Walmart Photo is the photo prints, books, cards, and gifts offering of a large mass retailer, with broader assortment and lower price points than Storio — a broad incumbent that competes on convenience and price.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/storiogroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries7 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 Storio Group