Pictura

What Pictura does

Pictura is a wholesale distributor of greeting cards, gift bags, gift wrap, party supplies, and stationery products serving retail stores across North America and Europe. The company operates as the US subsidiary of Pictura Group, a Swedish diversified group founded in 1969, with Pictura USA established in 1979 by Erik Arpi and headquartered in Little Falls, New Jersey. Pictura is positioned as Scandinavia's largest distributor of greeting cards for retail stores, and maintains a 2,000+ in-line greeting card design portfolio with multiple new releases throughout the year, covering full seasonal assortments including Spring and Winter holidays. Core products include greeting cards, gift bags (in sizes from small to extra-large and bottle), wrapping papers and stickers, stationery items, and two sub-brands: Party Partners (party goods founded 1999 by Timothy Siciliano) and LoveVivid (premium gift bags made from recycled cotton paper).

The business operates a dual go-to-market model: a B2B wholesale channel via a dedicated portal (pictura.card-manager.com) requiring business registration, supported by sample requests, catalog distribution (nine 2026 catalogs across Everyday, Party Partners, Gift Wrap, May, Spring, Winter, Pop-Up, and LoveVivid lines), and a payment portal; alongside a direct-to-consumer e-commerce storefront at cardmore.com selling the full product catalog. The core technology is an artwork and design-driven production process for specialty paper products, with an open art submission portal for external artists to feed the design pipeline. Revenue is generated through one-time wholesale and retail sales of physical paper goods, with pricing not publicly disclosed. The company is privately held, has 11-50 employees, and reports no public listing.

Name

Pictura

Legal name

Pictura USA

Website

https://picturausa.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Pictura is a US subsidiary of Sweden's Pictura Group that distributes greeting cards, gift bags, gift wrap, party supplies, and stationery to retail stores across North America and Europe, operating as Scandinavia's largest greeting card wholesaler via B2B portals and a DTC e-commerce site.

Ownership category

akta.pro rank

Product category

Greeting Cards & Gift Products Distribution

NAICS

Greeting Card Publishers (513191), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Greeting Cards (2771)

akta.pro primary industry

Greeting Cards, Gift Wrap & Party Paper Goods Distribution (CRAOALAJ)

akta.pro secondary industry

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

Keywords

• Greeting cards wholesale
• Gift bags distribution
• Party supplies retail
• Gift wrap products
• Stationery distribution

Headquarters

HQ city

Little Falls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Greeting Cards and Gift Products: Primary revenue stream through wholesale distribution to retail stores. Pictura sells greeting cards, gift bags, wrapping papers, party goods, and stationery items through B2B wholesale channels to retailers across North America and Europe.
2. Direct Retail Sales: E-commerce retail sales through cardmore.com, selling directly to consumers. Products include greeting cards, gifts, party supplies, and gift wrap.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Pictura distributes a portfolio of greeting cards, gift bags, gift wrap, party supplies, and stationery products to retail stores across North America and Europe. The company sells primarily through a B2B wholesale channel to retailers and operates a direct-to-consumer e-commerce storefront (cardmore.com). Product lines include 2,000+ greeting card designs, the premium LoveVivid recycled-cotton gift bag line, and the Party Partners party goods brand.

Product overview

Pictura offers a comprehensive portfolio of greeting cards, gift bags, gift wrap, and stationery products. The core greeting card line features 2,000+ designs with multiple new releases annually, while the gift bag collection spans standard sizes and the premium LoveVivid sub-brand made from recycled cotton paper. The Party Partners sub-brand extends into party goods including candles, banners, and decor with cohesive themed designs. The company also offers stationery items such as box notes, smart cloths, and purse pads. All products are designed with attention to artwork quality and detailed refinements, with full seasonal coverage.

Differentiator

Problem solved

Functional benefit

Brands

• Party Partners: Party goods brand featuring candles, banners, decor, plates, napkins and more for party planning needs. Founded in 1999 by Timothy Siciliano. Offers aesthetic, eco-friendly packaging with cohesive designs across the line.
• LoveVivid

Products and services

• Greeting Cards Over 2,000 greeting card designs in-line with multiple new releases throughout the year, covering broad seasonal coverage including Spring and Winter holidays. Sold to retail stores via wholesale and to consumers via cardmore.com.
• Gift Bags High-quality gift bags with full-faced designs, sold in multiple sizes including small, medium, large, extra-large, and bottle. Coordinating tissue paper is available in various colors and prints.
• LoveVivid Premium gift bag sub-brand created with specialty recycled cotton paper, offering a high-end look and feel with eco-friendly packaging. Available in both Holiday and Everyday catalogs.
• Party Partners Party supplies brand offering candles, banners, decor, plates, napkins, and more. Features aesthetic, eco-friendly packaging with cohesive themed designs for parties across all ages, expanding with new releases yearly.
• Gift Wrap Wrapping papers, stickers, and gift products offered as part of the broader Pictura assortment, available through wholesale and retail channels.
• Stationery Multiple lines of stationery and gift items including box notes, smart cloths, and purse pads.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hallmark Cards: The dominant US greeting card manufacturer with mass-market brand recognition. Comparable as the category incumbent whose wholesale relationships, retail distribution, and broad product mix define the standard Pictura competes against in the US market.
• American Greetings: Top-tier US greeting card publisher with multi-brand portfolio (including Papyrus). Directly comparable as a mass-market card and gift wrap supplier to retail with overlapping product categories.

Direct peers

• Papyrus (American Greetings brand): Premium stationery, greeting cards, and gift wrap retailer/publisher with strong design positioning. Closely matches Pictura's emphasis on thoughtful design, elevated price points, and gift-wrap-plus-card assortments.
• Design Design: Wholesale distributor of greeting cards, gift bags, wrap, and stationery to retail stores. Direct line-for-line competitor to Pictura in the European and North American wholesale greeting card and gift wrap market.
• Crane & Co. Premium stationery and greeting card maker with deep wholesale heritage. Comparable as a design-led greeting card brand distributed through specialty and independent retail channels.
• Recycled Paper Greetings: Eco- and artist-driven greeting card publisher distributed to retail. Overlaps with Pictura's sustainability positioning (LoveVivid) and its artist-submission model.
• Avanti Press: Wholesale-only greeting card publisher serving retailers. Closely matches Pictura's distribution-led B2B model and broad seasonal catalog structure.
• Galison Publishing: Publisher of art-driven greeting cards, gift wrap, puzzles, and stationery. Comparable catalog breadth and design-led wholesale positioning.
• Compendium Inc. Gift, stationery, and greeting card brand distributed through boutique and specialty retail. Comparable as a design-forward, gift-and-card assortment wholesaler.

Regional players

• Nordic Brands / Wrappit: Scandinavian/Nordic-focused distributor of gift wrap and party paper goods. Regional peer given Pictura's Scandinavia leadership and overlapping gift wrap and party product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/picturausa
• Facebookfacebook.com/picturausa
• LinkedInlinkedin.com/company/pictura-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Pictura