What Albelli does

Albelli is a Netherlands-based personalized photo product company founded in 2003 and headquartered in Amsterdam. The company sells customizable photo books, wall decorations (canvas, aluminium, plexiglas, forex, posters, collages, framed prints), photo prints, greeting and invitation cards, calendars, and photo gifts (mugs, blocks, puzzles, cushions, magnets) through a direct-to-consumer e-commerce platform at albelli.nl and a mobile application available on iOS and Android. Albelli's core differentiator is its online and mobile photo editor with 'Slimme Tools' (Smart Tools) — algorithmic features that analyze uploaded photos and automatically generate product layouts, reducing the creation time from months to minutes and targeting consumers who lack design expertise.

Albelli B.V. operates as a wholly-owned subsidiary of Storio Group B.V., a Dutch holding company that consolidates six European photo product brands — Albelli (Netherlands/Belgium and önskefoto in Sweden), Photobox (UK, France, Ireland, Italy), posterXXL (Germany/Austria), Hofmann (Spain, Portugal), and fotoknudsen (Norway) — serving more than 11 million customers across 13 European countries. In-house manufacturing is anchored in ISO 14001- and Zero Waste-certified factories in the Netherlands, Germany, and Spain using FSC-certified paper. Distribution relies on PostNL and DHL Express for domestic and international shipments, with international reach through Chronopost (DPD) and DHL Paket.

The business model is unit-based, pay-as-you-go direct e-commerce. Products are priced individually (photo books from €9.99, wall decor from €4.49, prints from €0.18, cards from €5.49 per set of 10, calendars from €11.99, gifts from €10.99), with regular promotional discounts of up to 25%. Customer acquisition is digital-first and self-serve, driven through organic search, Google Ads, social media (Facebook, Instagram, Pinterest, YouTube), email marketing with €5 first-order incentives, and SEO-optimized blog content. Payment is processed via iDEAL, PayPal, Klarna, and major card networks. AI features are scoped to layout automation, recommendation, and project-title analysis; no public API, SDK, or platform for third parties is offered.

Name

Albelli

Legal name

Albelli B.V.

Website

https://albelli.nl

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Albelli is a Netherlands-based personalized photo product e-commerce company offering photobooks, wall decor, prints, cards, calendars, and gifts via its web platform and mobile apps, operating as a core brand within Storio Group's six-brand, thirteen-country European photo products portfolio serving 11+ million customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Photo Product Sales: Albelli generates revenue through direct one-time sales of personalized photo products including photobooks, wall decor (canvas, aluminium, plexiglas, forex), photo prints, cards, calendars, and photo gifts (mugs, puzzles, cushions, magnets). Customers pay per product with unit-based pricing. The company also offers gift vouchers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Albelli sells personalized physical photo products directly to consumers through its e-commerce website and mobile apps. The core products are photobooks, wall decoration (canvas, aluminum, plexiglass, forex, posters, collages, framed prints), photo prints, greeting and invitation cards, photo calendars, and photo gifts (mugs, puzzles, cushions, magnets, photo blocks, gift vouchers). Customers design products online or via mobile apps using proprietary Smart Tools that automate layout creation, then Albelli produces them via print-on-demand at its ISO 14001-certified European factories and ships via PostNL, DHL, and other carriers.

Product overview

Albelli is a personalized photo product platform operating as part of Storio Group, offering a comprehensive suite of physical and digital photo products. The core offering centers on photo books available in multiple sizes (S, M, L, XL) and formats (landscape, portrait, square) with various cover options including hard/soft covers, linen, photo, and leather. The product portfolio extends to wall decorations (canvas, aluminum, acrylic/plexiglas, forex prints, posters, collages, framed options), photo prints, greeting/invitation cards (birthday, wedding, birth announcements, thank you, communion, Christmas, New Year), and photo calendars (year, desk, birthday, family planners). Gift products include custom mugs, photo blocks (wooden/acrylic), puzzles, cushions, and magnets. The platform provides both online web-based and mobile (iOS/Android) photo editing applications with intuitive creation tools. Digital offerings include online photo books for sharing via links. The ecosystem is supported by photo storage services and integration with Google Photos for convenient photo import.

Differentiator

Problem solved

Functional benefit

Brands

• albelli app: Free mobile application for creating photobooks on smartphones and tablets, available for iOS and Android.

Products and services

• Personalized Photo Books (Fotoboeken) Personalized photo books available in sizes S, M, L, and XL across landscape, portrait, and square formats with hard/soft covers, linen covers (with optional laser title), photo covers, and leather covers; lay-flat binding is offered as a premium upgrade. Customers build the books using Albelli's online editor, mobile apps, or downloadable desktop app, with Smart Tools automating layout creation. Starting price €9.99 (Liggend S).
• Wall Decor / Wall Decoration (Wanddecoratie) Personalized wall decoration products featuring customer photos, offered across multiple substrates: canvas, aluminium, plexiglass (acrylic), forex (foam board), posters, multi-photo collages, and framed prints. Sizes and orientations (landscape, portrait, square) are customizable; finishes vary by substrate. Starting price €4.49.
• Photo Prints (Foto-afdrukken) Individual photo prints in standard sizes (10x10 cm, 10x13 cm, 10x15 cm, 13x13 cm, 13x18 cm), retro photo prints, and larger photo enlargements, available in glossy, matte, or extra matte finishes with optional writable margins. Premium prints start at €0.02; standard prints start at €0.18.
• Personalized Greeting and Invitation Cards (Kaarten) Personalized photo greeting cards (single, set of 10) and folded/inside-printed double cards for weddings, birthdays, birth announcements, thank you, communion, Christmas, and New Year, available in matte, glossy, or extra matte finishes. Starting at €5.49 per set of 10.
• Photo Calendars (Fotokalenders) Personalized photo calendars in multiple formats (year/A4, A3, square, A5 standing, desk, birthday, family planner), with custom photo cover pages for each month and matte, glossy, or extra matte paper options. Starting at €11.99 (A5 standing).
• Photo Gifts (Fotocadeaus) Personalized photo gift products including custom ceramic mugs (standard, panorama, love, magic/heat-sensitive), wooden/acrylic photo blocks, custom jigsaw puzzles (49-2000 pieces), photo cushions, and photo magnet sets. Starting at €10.99.
• Gift Vouchers (Cadeaubonnen) Digital and physical gift vouchers redeemable on albelli.nl across the full product range, available in multiple denominations starting at €15.00.
• Albelli Mobile App (iOS and Android) Free iOS and Android application that lets customers create, edit, and order personalized photo products from smartphones and tablets, featuring quick photo upload from device storage and Google Photos, project saving, and integration with My Account. Available via Apple App Store and Google Play Store.

Quantifiable outcome

• Customer satisfaction rating of 4.3 out of 5 based on 70,784 Trustpilot reviews
• +1 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability5 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Make-A-Wish FoundationcoreStrategic or Co-development PartnerAlbelli has been a long-term sponsor of Make-A-Wish Foundation, which supports seriously ill children aged 3-17. The partnership includes fundraising activities, donating photoproducts, and employee volunteer work. Albelli creates photo books for approximately 500-700 wishes per year. In 2024, Storio Group raised €27,500 through a London to Amsterdam cycling challenge and €35,476 through Wish Week donations.
• TreeviveminorStrategic or Co-development PartnerEnvironmental partnership supporting the MLR Forestal nature conservation project in Nicaragua, focused on reforestation, wildlife habitat protection, and promoting social equality within the local community. Albelli invests in nature-based solutions to offset their environmental impact.
• PostNLcoreTechnology or IntegrationPrimary delivery partner for standard shipments in the Netherlands. Most products are delivered via PostNL or PostNL Paket with ringing service for smaller packages.
• DHL ExpresscoreTechnology or IntegrationExpress delivery partner for larger wall decor formats (70×70, 80×80, 100×70, 70×100, 120×80, 80×120, 100×100 cm) with ringing service included.
• GooglecoreTechnology or IntegrationTechnology partnership for Google Ads personalization and Google Photos API integration. Google is used for online advertising targeting and customers can link their Google Photos account to Albelli for photo uploads. Data transfer from Google Photos follows Google API Services User Data Policies.
• FSC (Forest Stewardship Council)minorStrategic or Co-development PartnerEnvironmental certification partnership. Albelli purchases FSC-certified paper for photobooks, calendars, and cards, demonstrating commitment to responsible forestry.
• Social Media Platforms (Facebook, Instagram, YouTube, Pinterest)minorGTM or Marketing PartnerMarketing partnerships across major social media platforms for brand presence and customer engagement. Platforms include Facebook, YouTube, Pinterest, and Instagram.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Saal Digital: Saal Digital is a German premium photo product specialist focused on professional-grade photobooks, wall decor (aluminum, acrylic, forex), and gallery prints. It competes directly with Albelli in the high-end wall-decor and premium photobook segments across DACH and wider Europe.
• Snapfish: Snapfish is a US-headquartered photo product platform (owned by District Photo) offering photobooks, prints, cards, calendars, and gifts via a self-serve e-commerce model directly comparable to Albelli's. While primarily North American, Snapfish operates in select European markets and competes with Albelli on cross-border shipping and on consumer mindshare for "photo product" search demand.
• Photobox Group (within Storio): Photobox is a UK/France-focused personalized photo product brand that is part of the same Storio Group as Albelli. Despite shared ownership, the brands operate independently in market and offer an identical product portfolio (photobooks, wall decor, cards, calendars, gifts) — making Photobox the closest product-equivalent peer, particularly in Belgium and other overlapping geographies.
• CEWE Stiftung & Co. KGaA: CEWE is the publicly listed German market leader in photobooks, wall decor (CEWE Photo Wall), calendars, and personalized photo gifts. It is Albelli's closest direct competitor in Europe, offering the same core product categories (books, canvas, aluminum prints, cards, calendars) with comparable Algorithmic auto-creation tools and a multi-country footprint (Germany, France, Netherlands via Albelli overlap, Poland, etc.).
• posterXXL: posterXXL is a Storio Group sister brand focused on large-format wall decoration (posters, canvas, aluminum, acrylic) in Germany and Austria. It overlaps directly with Albelli's wall-decor category and serves comparable consumer occasions, though concentrated on the German-speaking market.

Broad incumbents

• Shutterfly: Shutterfly is the largest US personalized photo and print platform (private under Apollo). It overlaps with Albelli on photobooks, prints, cards, calendars, and home décor, but operates as a broader portfolio (including Lifetouch school photography and BorrowLenses rental), making it an incumbent benchmark for category scale and unit economics rather than a head-to-head European competitor.

Peers

• Hofmann (Storio Group):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/Albellifotoboeken
• Facebookfacebook.com/AlbelliNL
• Instagraminstagram.com/albelli_nl
• Pinterestpinterest.com/AlbelliNL
• Xx.com/albelli_nl
• LinkedInlinkedin.com/company/albelli

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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 Albelli