What Desenio Group does

Desenio Group is a Stockholm-headquartered online retailer of affordable wall art, listed on Nasdaq First North Growth Market under ticker DSNO since 25 February 2021. The company operates 44 localized e-commerce websites across 33 markets, with a market-leading position in Europe and a growing presence in North America. Its core offering consists of approximately 9,000 curated poster and wall art designs, complemented by picture frames and wall decor accessories, sold directly to individual consumers and home decorators at the affordable end of the wall art category.

The underlying platform is a data-driven e-commerce infrastructure in which consumer behavior signals across markets are used both to inform art creation decisions and to acquire new customers. The product portfolio is unified and physical-goods only: there is no software-as-a-service, platform, or app component, and the company is not a software vendor. The corporate structure includes a Swedish parent (Desenio Group AB (publ)), an intermediate holding entity (Desenio MidCo AB (publ)) that has issued bonds 2025/2027, and operating/regional subsidiaries covering Sweden (Desenio AB), the United States (Desenio Group Inc.), and the Czech Republic (DGFC s.r.o.).

Revenue is generated through one-time direct-to-consumer transactions on the 44 local websites. FY2024 net sales totaled SEK 856 million, and management has set a medium-term target of greater than 5 percent organic annual net sales growth and an adjusted EBITA margin above 15 percent. Capital structure includes both equity (Nasdaq First North) and listed debt (bonds 2025/2029 on Nasdaq Stockholm), with FNCA Sweden AB as certified adviser and ABG Sundal Collier providing analyst coverage.

Name

Desenio Group

Legal name

Desenio Group AB (publ)

Website

https://deseniogroup.com

Company type

Public

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Desenio Group is a Stockholm-based online retailer of affordable wall art, selling approximately 9,000 curated poster designs, frames, and accessories through 44 localized e-commerce websites across 33 markets to individual home-decorating consumers, primarily in Europe with a growing North American presence.

Ownership category

akta.pro rank

Product category

Online Wall Art Retail

NAICS

Art Dealers (459920)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Used Home Décor & Decorative Accessories Retail (CRAIANAC)

Keywords

• Online wall art
• Art prints retail
• Picture frames online
• Home decor ecommerce
• Affordable posters

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Sales: Direct-to-consumer online sales of wall art, frames, and accessories through 44 local websites across 33 markets. Revenue generated from individual product transactions rather than subscription models.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Desenio Group is an online retailer of affordable wall art, selling a curated assortment of approximately 9,000 art print, poster, picture frame, and accessory designs directly to consumers through 44 local e-commerce websites across 33 markets in Europe and North America. The company applies a scalable, data-driven approach to both art creation and customer acquisition, focusing on affordable, design-led home decoration products.

Product overview

Desenio Group operates as a market-leading online retailer of affordable wall art in Europe with a growing presence in North America. The company offers a single unified product portfolio centered on wall decoration, consisting of approximately 9,000 poster and wall art designs, picture frames, and accessories. Products are sold through 44 local websites across 33 markets, with a scalable, data-driven strategy employed for both art creation and customer acquisition. The company operates exclusively as an e-commerce retailer without software-as-a-service or platform components.

Differentiator

Problem solved

Functional benefit

Products and services

• Wall Art and Posters

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• ABG Sundal CollierminorOthersABG Sundal Collier follows Desenio Group as an analyst. Benjamin Wahlstedt is the assigned analyst contact.
• FNCA Sweden ABminorOthersFNCA Sweden AB serves as the Certified Adviser for Desenio Group. Located at Box 5216, 102 45 Stockholm, Sweden.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Great Big Canvas: US online retailer of canvas prints, framed prints, and wall art for home décor. Very similar product set and customer base to Desenio's North American business.
• Juniqe: Berlin-based online retailer of art prints, posters, and wall décor aimed at design-conscious consumers. Direct overlap with Desenio's European D2C wall art model and price positioning.
• Fine Art America: Online art marketplace selling prints, framed prints, and wall décor from thousands of artists. Directly competes with Desenio in the affordable art print segment via e-commerce.
• Society6: US-based online marketplace for art prints, wall art, and home décor from independent artists. Comparable product category and direct-to-consumer e-commerce distribution, though structured as a marketplace rather than curated retailer.
• AllPosters: Long-standing online retailer of posters, art prints, and framed wall art. Overlaps with Desenio's core posters + frames offering and broad consumer target market.
• Icanvas: Online retailer specializing in art prints, framed prints, and canvas art for the home décor market. Closely comparable business model to Desenio: curated assortment, direct-to-consumer e-commerce, focus on affordable wall art.

Broad incumbents

• Wayfair: Major US/European online home furnishings retailer with a wall art and décor assortment. Much larger and broader but addresses the same consumer use case (furnishing a home online) including wall art purchases.
• West Elm: Premium home furnishings retailer (part of Williams-Sonoma) with a curated wall art and décor line. Comparable product positioning and target customer, though at higher price points and broader category breadth.
• IKEA: Global home furnishings retailer with a wall art and frames assortment sold via its e-commerce channel. Comparable end-customer use case but vastly broader assortment and omnichannel footprint.

Others

• Etsy: Global online marketplace where independent sellers offer art prints, posters, and wall décor. Functions as an indirect competitor and adjacent channel for the same end consumer; Desenio also competes against Etsy sellers on SEO and pricing.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Desenio Group