My-picture
My-picture is a UK direct-to-consumer e-commerce retailer of personalized photo products—wall décor, photo gifts, books and prints—operating as the UK arm of Germany's Picanova Group with a browser-based editor, AI Portrait Generator and affiliate-driven acquisition.
- Company typePrivate
- Founded2004
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What My-picture does
My-picture (branded MYPICTURE / My Picture UK) is a UK direct-to-consumer e-commerce retailer of personalized photo products, operating as the UK arm of Germany-headquartered Picanova Group and legally constituted through Picanova UK Limited, with the broader parent entity registered as United Arts GmbH in Cologne. The storefront sells approximately 50+ SKUs across wall décor, home and lifestyle items, photo gifts, photo books, cards and prints, targeting individual consumers purchasing on occasion-driven demand (gifting, home personalization, milestone events). Pricing is positioned as factory-direct, backed by an explicit lowest-price guarantee (beat any quote by 5%) and free UK delivery on orders over £49, with an observed average basket of approximately £27.
The underlying platform is a browser-based photo editing and printing application that supports bulk upload, in-browser editing, real-time quality checks and an AI Portrait Generator that transforms uploaded photos into painting styles, with computer-vision metadata derived from Google Image Tagging. Infrastructure is hosted on AWS (Frankfurt), customer service runs on Salesforce, and email marketing is managed through Emarsys. Go-to-market combines DTC e-commerce with multi-network affiliate distribution (CJ Affiliate, Webgains, Awin), paid search and social, and a formal influencer program; the storefront holds a Trusted Shops rating of 4.92/5 across 169,869 reviews and is positioned as the "#1 Best Rated UK Canvas Shop."
Commercial mechanics are straightforward transactional retail: revenue is generated per order with no disclosed subscription, enterprise or B2B channel, and no public revenue figures. The UK entity operates with 1-10 staff, indicating that production, fulfillment and technology are centralized within the Picanova Group rather than built up locally. The business is therefore best understood as a regional consumer brand and demand-generation layer on top of a vertically integrated European print production platform.
My-picture firmographics
Firmographics- Name
- My-picture
- Legal name
- United Arts GmbH
- Website
- https://my-picture.co.uk
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- My-picture is a UK direct-to-consumer e-commerce retailer of personalized photo products—wall décor, photo gifts, books and prints—operating as the UK arm of Germany's Picanova Group with a browser-based editor, AI Portrait Generator and affiliate-driven acquisition.
- Ownership category
- akta.pro rank
My-picture industry classification
Industry- Product category
- Personalised Photo Printing & Photo Merchandise
- NAICS
- Photofinishing (81292), Photographic Services (54192)
- SIC
- Services-Photofinishing Laboratories (7384), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Photo & Video Output Devices (Printers, Portable Photo Printers, Photo Frames) (CRACAPAL)
- akta.pro secondary industries
- Personalized, Custom & Monogrammed Gifts Retail (CRALAJAC), Photography & Photo Production (BPAFAIAF)
Keywords
Where My-picture is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
My-picture business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Direct Product Sales: One-time transaction sales of personalised photo products including canvas prints, framed photos, acrylic prints, aluminium prints, photo books, blankets, cushions, mugs, puzzles, and various home décor and gift items. Products are sold at factory prices with free delivery over £49.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Canvas Prints starting from £4.50 |
| Unit Pricing | Pay-as-you-go | Photo Books starting from £4.00 |
| Unit Pricing | Pay-as-you-go | Home & Lifestyle Products starting from £10.00 |
| Unit Pricing | Pay-as-you-go | Photo Gifts starting from £4.00 |
| Transaction based/ take rate | Pay-as-you-go | Affiliate Commission 5%-18% |
| Other | Pay-as-you-go | Double Discount System |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels7 records
My-picture product offering
Product offeringCore offering
My-picture operates a UK direct-to-consumer e-commerce platform that lets customers upload, edit and order personalised photo products, including canvas prints, framed photos, acrylic and aluminium prints, photo books, photo gifts (mugs, puzzles, cushions, blankets) and AI-generated portraits. The company manufactures personalised photo merchandise through its parent group Picanova and fulfils orders across the UK with a browser-based ordering flow that removes the need for app downloads.
Product overview
My-picture operates as a UK-based personalized photo products provider offering a comprehensive browser-based photo printing platform that eliminates the need for app downloads. The product portfolio spans three main categories: Wall Décor (Canvas Prints, Canvas Collage, Framed Photo Prints, Acrylic Photo Prints, Aluminium Prints, Acrylic+Aluminium Prints, MIXPIX Photo Tiles, Photo Posters, Canvas Wall Hanging, Photo Board Prints, Wood Prints, and Round Photo Prints), Home & Lifestyle (Photo Cushions, Photo Blankets, Photo Tote Bags, Photo Towels, Sports Towels, Rugs/Doormats, and Bed Linen), and Photo Gifts (Photo Blocks/MixBlox, various Photo Mugs, Photo Puzzles, Colouring Books, Desk Photo Plaques, City Map Posters, Star Maps, Photo Collages, Photo Coasters, Photo Mouse Mats, Photo Keyrings, MixMags Magnets, Photo Memory Games, Photo Notebooks, Paw Patrol Licensed Products, and Gift Vouchers). The platform also includes Photo Books, Photo Prints, Photo Cards, and Photo Calendars. AI-powered features include an AI Portrait Generator enabling transformation of photos into painting styles with variants for pets, couples, families, and children. The company is powered by Picanova and operates through web-based ordering with integrations for payment processing, shipping, and customer communications.
Differentiator
Problem solved
Functional benefit
Products and services
- Canvas Prints Gallery-wrapped canvas prints available in multiple formats (square, landscape, panoramic) and thicknesses (2cm and 4cm), with optional premium frames. Targeted at consumers decorating their homes with personal photos.
- Framed Photo Prints Photo prints mounted in frames in sizes from 20x20cm to 80x60cm, priced from £14.90, for consumers seeking ready-to-hang wall décor.
- Acrylic Photo Prints Premium photo prints on acrylic glass with standard and premium finish options, for consumers wanting a high-end modern display of their photos.
- Aluminium Photo Prints Durable metal photo prints on aluminium substrate offering a modern aesthetic, for consumers seeking contemporary wall art.
- Acrylic + Aluminium Prints Hybrid acrylic and aluminium prints combining both materials for enhanced visual depth and a premium finish, starting from £26.00.
- MIXPIX Photo Tiles Adhesive-backed photo tiles designed to be combined into gallery-style wall displays, priced around £5.00 each with bundle deals.
- Photo Poster Prints Standard poster prints on quality paper stock, available with adhesive backing or framed variants, starting from £3.00.
- Canvas Wall Hanging Retro-style canvas wall hangings with magnetic wooden bars for tool-free installation, available in multiple aspect ratios including tall formats.
- Photo Board Prints (Framed & Unframed) Lightweight photo board prints available in framed and unframed options, positioned as budget-friendly wall art starting from £8.00.
- Wood Prints Photos printed directly onto wood substrate for a natural, rustic aesthetic, in multiple format options starting from £7.90.
- Round Photo Prints Circular-format photo prints intended for distinctive wall displays or gifts, starting from £29.00.
- Photo Books Custom photo books available in A4 and A5 formats with hardcover, softcover and ring binder bindings, paper options including digital print, photo paper and eco paper, and 14-250 pages, starting from £4.00.
- Photo Prints Standard photo prints in variable and fixed formats, priced from £0.07 per print, for everyday photo printing needs.
- Photo Cards Photo greeting cards including folded cards and postcards, available in sets, for personalised correspondence and gifting.
- Photo Calendar Personalised calendars in multiple formats including desk, wall, year planner, kitchen and postcard variants, with 13-page formats starting from £3.00.
- Photo Mugs Range of personalised photo mugs in Classic, Inner-Coloured, China, Magic, Enamel and Heart variants with various print coverage options, starting from £4.00.
- Photo Puzzles Personalised photo puzzles available in multiple piece counts (88, 300, 500, 1000 pieces) and sizes, starting from £7.00.
- Photo Blocks 3D photo block products including MixBlox acrylic photo cubes for desk and shelf displays, starting from £6.00 each.
- Photo Cushions Personalised photo cushions available in satin, plush and cotton materials with multiple size options, starting from £10.00.
- Photo Blankets Custom photo blankets in premium quality with multiple size options, starting from £35.00.
- Photo Towels Personalised bath and beach towels with photo printing, available in multiple sizes starting from £19.00.
- Personalised Photo Tote Bag Custom photo-printed tote bags for personal use or as gifts.
- Rugs and Doormats Custom photo-printed rugs and doormats in multiple size options, starting from £22.00.
- Personalised Bed Linen Personalised bed linen including duvet covers and pillow covers in cotton and microfibre materials.
- City Map Posters Custom city map posters showing the layout of any city, available in multiple size options starting from £17.90.
- Star Maps Personalised celestial maps showing the night sky for any specific date and location, in multiple sizes starting from £19.90.
- Paw Patrol Licensed Photo Products Licensed Paw Patrol themed personalised photo products for children.
- Gift Vouchers Digital gift vouchers available for purchase and gifting to be redeemed on the My-picture storefront.
- Canvas Collage Prints Multi-photo canvas collages combining several images onto a single canvas print, starting from £14.00.
Quantifiable outcome
- 4.92/5 stars customer rating based on 169,869 reviews
- +2 more outcomes
Companies that use My-picture
Customer profileSegments2 records
Ideal customer profiles2 records
My-picture technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
AI capability2 records
Feature3 records
My-picture partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- MerchOneminorPrint-on-demand partnership allowing third-party designers to sell their own designs through MYPICTURE's platform. Designers can integrate with their e-commerce platforms, with no inventory required as only printed items are produced when ordered. MerchOne handles packaging and shipping.
- CJ AffiliatecoreAffiliate marketing partnership network enabling publishers to promote MYPICTURE products and earn commissions on valid sales. Offers 5%-18% commission rates with 30-day cookie tracking.
- WebgainscoreAffiliate marketing partnership network enabling publishers to promote MYPICTURE products and earn commissions on valid sales. Part of the multi-network affiliate strategy.
- Picanova GroupcoreParent company group operating multiple web shops selling photo products worldwide. United Arts GmbH is a subsidiary of Picanova GmbH. Many systems and technologies are shared within the group.
- Shipping Partners (Deutsche Post, DHL, GLS, Hermes, UPS, Amazon)minorVarious shipping service providers used depending on format and delivery country. Includes Deutsche Post, DHL, GEL, GLS, Hermes, UPS, Möller Spedition, MBS, and Amazon.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
My-picture competitors and assessment
Company assessmentEmerging players
- Posterjack: Posterjack is a North American canvas and wall decor printing specialist. Comparable core product focus (canvas prints, wall art) and DTC e-commerce model, though currently focused on the North American market.
- Cheerz: Cheerz is a European personalized photo products startup focused on mobile-first photo printing, books, and gifts. Comparable in product mix but with a younger, mobile-native brand positioning targeting the same millennial photo-gifting consumer.
Broad incumbents
- Shutterfly: Shutterfly is a large US-based personalized photo products platform (cards, prints, photo books, gifts, home decor). Comparable product breadth and business model, primarily serving North America but operating in the same global category.
Direct peers
- Photobox: Photobox is one of the largest personalized photo product platforms in the UK and Europe (photo books, prints, canvas, gifts). Direct head-to-head competitor to My-picture in the UK personalized photo products market with overlapping product range and target customer.
- Bonusprint: Bonusprint is a long-standing UK photo printing service offering photo books, prints, calendars, and gifts. Direct peer in the UK personalized photo product segment with similar customer base and online-only ordering flow.
- Truprint: Truprint is a UK photo printing and personalized products retailer (prints, canvases, mugs, photo books). Directly comparable UK-focused DTC photo product offering and target consumer segment.
- CEWE: CEWE is a major European photo printing and personalized products retailer (CEWE PHOTOBOOK, prints, gifts, canvases). Comparable product breadth, manufacturing footprint, and DTC e-commerce model; competes directly in the UK and EU canvas/photo book segment.
- Printerpix: Printerpix is a UK-based personalized photo products retailer (canvas, blankets, mugs, photo books) with a strong discount-led DTC model. Closely comparable value proposition, product mix, and aggressive pricing approach to My-picture.
- Snapfish: Snapfish is a global personalized photo products platform offering prints, photo books, canvas, and gifts direct to consumers. Direct competitor in the UK market with a similar self-serve upload and customization flow and overlapping SKU range.
Regional players
- Wex Photo Video: Wex Photo Video is a major UK photo equipment and printing retailer. Adjacent rather than direct overlap, but comparable UK consumer base interested in photography products and occasional printing services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
My-picture social profiles
Digital presenceMy-picture compliance and trust
Trust signalCompliance2 records
My-picture financial estimates
Financial estimateRevenue estimate
Valuation estimate
My-picture leadership team
Management profileNumber of profiles
Profiles1 record
My-picture funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
My-picture 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 My-picture
What does My-picture do?
My-picture operates a UK direct-to-consumer e-commerce platform that lets customers upload, edit and order personalised photo products, including canvas prints, framed photos, acrylic and aluminium prints, photo books, photo gifts (mugs, puzzles, cushions, blankets) and AI-generated portraits. The company manufactures personalised photo merchandise through its parent group Picanova and fulfils orders across the UK with a browser-based ordering flow that removes the need for app downloads.
Is My-picture a public or private company?
My-picture is a private company. It is classified as corporate owned and is currently operating.
When was My-picture founded?
My-picture was founded in 2004. It employs 1 to 10 people.
Where is My-picture based?
My-picture is headquartered in London, United Kingdom, in the Europe region.
How does My-picture make money?
One revenue line is on record: direct Product Sales.
Who are My-picture's main competitors?
Emerging players on record are Posterjack and Cheerz. Shutterfly is listed as a broad incumbent. Direct peers are Photobox, Bonusprint, Truprint, CEWE, Printerpix and Snapfish. Wex Photo Video is listed as a regional player.
Does My-picture have an API?
Yes. My-picture exposes a public API. Developer documentation is at api.picanova.com.
What industry is My-picture in?
My-picture's product category is Personalised Photo Printing & Photo Merchandise. Its primary akta.pro industry code is CRACAPAL, Photo & Video Output Devices (Printers, Portable Photo Printers, Photo Frames), with a secondary code of CRALAJAC, Personalized, Custom & Monogrammed Gifts Retail. Its NAICS code is 81292 and its SIC code is 7384.