What Verno does

Verno (legal entity Verno BV) is a Dutch direct-to-consumer custom frame maker headquartered at Spaarneweg 14 in Cruquius, near Haarlem, the Netherlands. The company combines an owned Magento 2 e-commerce storefront with a physical showroom and in-house frame factory at the same location, selling custom-sized frames and mirrors, a Print & Frame service, gift-box products, and complementary add-ons (passe-partout, multiple glass types). Pricing is unit-based, with standard 30x40cm frames ranging from €54 (bamboo) to €90 (wide silver), gift boxes from €59 to €149, and a flat €10 shipping rate across most European countries.

The platform is built on Magento 2 with Cloudinary used for image delivery and product visuals. Frames are produced in-house by craftsmen using wood (Brazilian pine and eucalyptus and bamboo) sourced directly from a Brazilian reforestation supply chain, with a one-week drying process before production. The customer-facing differentiator is the ability to order made-to-measure frames and mirrors at no size surcharge, complemented by a home pickup-and-delivery service for physical artwork and a Print & Frame service that prints uploaded digital photos on semi-glossy paper and frames them. The company reports a 9.2/10 average customer satisfaction rating and offers a 30-day return policy.

Verno's go-to-market is primarily direct-to-consumer, with the e-commerce site serving individual consumers across Europe and a physical showroom in Cruquius. The company also operates a targeted B2B motion with dedicated sales support for five segments: professional photographers, artists, galleries, interior stylists, and corporate clients, each with a dedicated landing page and direct personal contact via a sales manager. Marketing is conducted through an inspiration blog, social media (Instagram, Facebook, Pinterest), a bi-weekly newsletter, and collaborations with interior bloggers and artists featured in "Peek Inside" content. Verno is a privately held BV with no disclosed funding rounds, parent company, or subsidiary structure.

Name

Verno

Legal name

Verno BV

Website

https://verno.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Verno BV is a Dutch direct-to-consumer custom frame maker and online retailer that designs, produces, and ships made-to-measure frames, mirrors, and Print & Frame services from its Cruquius workshop to individual consumers and creative professionals (photographers, artists, galleries, interior stylists, corporate) across Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Cruquius

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Frame Sales: One-time purchase of custom frames in various styles (Modern, Classic, Baroque, Industrial, Scandinavian). Frames are made to measure for each customer's artwork without extra cost. Revenue generated from direct consumer purchases through e-commerce.
2. Custom Mirror Sales: Mirrors made to any size requested. Custom production for residential and commercial settings including bathrooms and other spaces requiring specific dimensions.
3. Print & Frame Service: Bundled service combining professional printing of customer photos on semi-glossy paper with custom framing. Optional add-ons include passe-partout in various colors and premium glass types.
4. Home Pickup & Delivery Service: Collection of customer artwork (paintings, posters, photographs, wedding dresses) for framing, with personal delivery after completion. Includes experienced drivers who handle artwork with care.
5. Shipping Fees: Flat shipping rate of €10 for delivery across European countries.
6. Gift Box Products: Pre-configured gift products combining floating frames with gift packaging in various sizes (small €59, medium €99, large €149).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Verno is a Dutch custom frame manufacturer and retailer that designs, produces, and sells bespoke wooden and aluminum picture frames and wall mirrors directly to consumers through its online shop and physical showroom. The company offers made-to-measure sizing, an online frame configurator, photo printing and framing services, and gift-box packaging.

Product overview

Verno is a modern frame maker combining traditional craftsmanship with an online shop and the newest techniques. The core product offering consists of customizable frames available in Modern, Classic, Baroque, Industrial, and Scandinavian styles, all made to measure without standard size limitations or extra costs. Frames are manufactured in their own workshop in Cruquius, Netherlands, using Brazilian reforestation wood (pine and eucalyptus) with a one-week drying process. The service portfolio includes Print & Frame (printing photos on semi-glossy paper and framing), Made to Measure Frame, Made to Measure Mirror, Giftbox Products, and Wedding Dress Framing. Glass options include clear, anti-reflective, and art glass using Miralite Pure Glas. The company serves distinct business segments including photographers, artists, galleries, interior stylists, and corporate customers with dedicated services and personal contact. Frames are offered in materials including wood, aluminum, bamboo, and concrete-look finishes.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom wooden picture frames Made-to-measure wooden picture frames produced in a range of finishes, sized to customer specifications for artwork, photographs, and posters, and sold directly to consumers.
• Custom aluminum picture frames Made-to-measure aluminum picture frames offered in multiple profiles and finishes for artwork and photographic prints, sized to customer specifications.
• Custom wall mirrors Made-to-measure wall mirrors with custom frame finishes, produced to customer-specified dimensions for residential interiors.
• Print & Frame service Integrated photo printing and custom framing service that lets customers upload a digital photo and receive it printed and framed to a chosen size and finish.
• Frame gift boxes Curated framed prints or custom frames presented as gift items with gift-box packaging for direct gifting.

Quantifiable outcome

• 30-day return policy
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Simply Framed: DTC custom framing company with an online framing configurator and Print & Frame-style service for digital photos. Closely mirrors Verno's customer pain points (non-standard sizes, integrated printing) and serves a similar premium design-conscious buyer.
• American Frame: Long-established direct-to-consumer custom frame manufacturer selling made-to-measure wood frames online. Comparable to Verno on customization, multi-style catalogs, and DTC-only fulfillment model.
• Art to Frames: Online custom framing retailer with extensive frame style options, custom sizing, and mat/passe-partout choices. Overlaps with Verno's product range and B2C framing use cases.
• Level Frames: Online custom picture frame retailer offering made-to-order wood frames in multiple styles with configurator-based pricing. Competes directly with Verno on customization, materials (wood/aluminum), and direct-to-consumer delivery.
• Framebridge: US-based DTC custom framing brand offering made-to-measure frames, mirrors, and a print-and-frame service online. Direct peer to Verno with nearly identical value proposition (custom sizing, online configurator, direct-to-consumer), differing mainly in geographic market (US vs. Europe).

Broad incumbents

• Wayfair: Large online home goods marketplace with a broad picture frame and mirror assortment and extensive SEO/paid acquisition. Competes with Verno primarily on discovery and standard-size assortment, with limited customization capability.
• IKEA (Picture Frames / HOVSTA / LOMVIKEN ranges): Global mass-market home goods retailer with an extensive standard-size picture frame assortment. Represents the price-driven incumbent Verno competes against; lacks custom sizing but dwarfs Verno on distribution and brand reach.

Emerging players

• Poster Store: Nordic poster-and-frame e-commerce brand serving European markets with curated prints and matching frames. Adjacent competitor for poster framing, though with limited customization compared to Verno.
• Desenio: Scandinavian-born DTC brand for poster prints and matching frames, scaled across Europe. Partial overlap with Verno in Scandinavian-style frames and poster/painting use cases, but Desenio's frames are largely standard sizes versus Verno's custom-made offer.

Regional players

• CEWE (CEWE Frame / WhiteWall): European photo-printing and custom framing group operating across Germany and broader EU. Directly comparable to Verno on Print & Frame service and custom frame production, with stronger geographic penetration in Central Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VernoFrames
• Instagraminstagram.com/verno.en
• Pinterestnl.pinterest.com/VernoFrames
• LinkedInlinkedin.com/company/verno-frames

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Verno