Figured'Art

What Figured'Art does

Figured'Art, legally AP Commerce SAS, is a French direct-to-consumer e-commerce business founded in 2018 by Anthony and Pierre that sells creative hobby kits to adult consumers across Europe and the United States. The company operates Shopify-based country-specific storefronts for France, Germany, Netherlands, the United Kingdom, Spain, Italy, and the United States, with a French warehouse enabling 48-hour delivery on Stock France items and free shipping on orders above €35. Its primary product lines are paint-by-numbers kits (over 2,000 designs) and diamond painting kits (over 2,500 designs), with prices ranging from €1.90 for mini kits to €42.90 for large-format or premium kits, supplemented by accessories such as brushes, storage boxes, stylus pens, and LED light pads. The company has expanded its catalog into approximately 14 additional DIY craft categories including punch needle, self-hardening pottery, 2D and 3D wooden puzzles, Book Nook dioramas, cross-stitch embroidery, amigurumi, scratch painting, needle felting, and adult coloring books.

The platform's notable technical components include a custom image generator that transforms customer-uploaded photos into personalized paint-by-numbers templates (with free in-house graphic design for sizes 40x50cm to 80x120cm) and an AI-powered image generator for personalized designs. Licensed product lines include Harry Potter (under an official Warner Bros. agreement) and Moulin Rouge® kits, with products offered in multiple formats including standard canvas, mini kits, wooden discs, pre-stretched framed canvas, and novelty formats such as clocks and drink coasters. Distribution is exclusively first-party through the company's own e-commerce storefronts with no mention of third-party retail or marketplaces.

The business model is entirely transactional one-time purchase, with no subscription component. Customer acquisition is driven by content marketing (a multi-topic blog covering techniques, art history, and stress relief), organic social media (Instagram, Facebook, Pinterest, YouTube), email newsletters, PR coverage in Marie Claire and ELLE Belgium, and a community flywheel built on a reviews page hosting 11,457 verified reviews averaging 4.84/5 stars. The company claims a customer base of 500,000 served worldwide since inception. The customer base is split across two primary personas — adult hobbyists seeking stress relief and relaxation, and gift buyers — with secondary segments including art enthusiasts and custom photo kit buyers. The company is privately held, structured as a Société par Actions Simplifiée with €20,000 share capital, and shows no disclosed external funding rounds, suggesting organic or bootstrapped growth.

Name

Figured'Art

Legal name

AP Commerce SAS

Website

https://figuredart.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Figured'Art is a French direct-to-consumer e-commerce company, founded in 2018, selling paint-by-numbers, diamond painting, and 14+ other DIY craft kits to adult hobbyists and gift buyers across Europe and the United States via its own Shopify-powered storefronts.

Ownership category

akta.pro rank

Product category

Arts and Crafts Kits

NAICS

Hobby, Toy, and Game Retailers (45912), Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

Pens, Pencils & Other Artists' Materials (3950), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro industry

PRIMARYCRALACAH

DIY Craft Kits & Project Kits Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Arts, Crafts & Hobby Supplies Retail

SECONDARYCRALACAA

General Arts & Crafts Supplies Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Arts, Crafts & Hobby Supplies Retail

Keywords

• Paint by numbers kits
• Diamond painting kits
• Creative hobby supplies
• DIY craft kits
• Personalized art kits

Headquarters

HQ city

Mong Kok

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for complete creative hobby kits including paint-by-numbers, diamond painting, and related accessories. Products are sold directly through the company's e-commerce platform with prices ranging from €1.90 to €42.90 depending on product type and size. Revenue is generated entirely through product sales with no subscription component.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Figured'Art designs, sources and sells complete DIY creative hobby kits — primarily paint-by-numbers kits and diamond painting kits, plus a broad portfolio of related crafts (punch needle, pottery, 2D/3D wooden puzzles, book nook dioramas, cross-stitch, amigurumi crochet, scratch painting, adult coloring books, needle felting) — direct to consumers through its own Shopify-based e-commerce storefronts across seven country-specific domains. The company also offers personalized kits via a free graphic design service and an AI-powered image generator that turns customer photos into custom paint-by-numbers designs.

Product overview

Figured'Art is a French creative hobby e-commerce platform founded in 2018, operating as a multi-category marketplace for DIY arts and crafts. The company offers paint-by-numbers kits (Peinture par Numéros) and diamond embroidery kits (Broderie Diamant) as its primary product lines, along with 14 additional craft categories including punch needle, pottery, 2D/3D puzzles, Book Nook, cross-stitch embroidery, amigurumi, scratch painting, needle felting, and coloring books. The platform also features custom product creation services including photo-to-paint conversion and an AI-powered image generator for personalized paint-by-numbers designs. Products are sold in various formats (standard, mini, canvas-mounted, wooden disc) and themed collections (animals, flowers, films, licensed brands like Harry Potter). The company provides 48-hour delivery from French warehouses and operates across multiple European country-specific domains.

Differentiator

Problem solved

Functional benefit

Products and services

• Paint-by-Numbers Kits (Kits de Peinture par Numéros) Complete paint-by-numbers kits that include a numbered canvas, acrylic paints, and brushes. Customers paint by matching numbers on the canvas to corresponding paint colors. Designed for beginners and experienced hobbyists seeking a relaxing creative activity, with over 2,000 designs across themes (animals, flowers, films, landscapes, portraits, reproductions of master artworks). Standard 40x50cm kits start at €21.90 and large format kits reach €42.90.
• Diamond Painting Kits (Kits de Broderie Diamant) Diamond embroidery kits using small resin diamonds to create sparkling mosaic artworks on adhesive canvas. Each kit includes canvas, numbered diamonds, applicator stylus, and wax. Over 2,500 designs across themes (animals, flowers, films, landscapes, Harry Potter, Moulin Rouge). Standard 40x50cm kits start at €29.90 and large format kits up to €39.90.
• Custom Photo Paint-by-Numbers Kits (Kits Personnalisés)

Quantifiable outcome

• 4.84/5 average customer rating from 10,000+ verified reviews
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Warner Bros. Entertainment Inc.coreOEM/ Whitelabel/ Licensing PartnerOfficial Harry Potter licensing agreement allowing Figured'Art to produce and sell Harry Potter themed paint by numbers and diamond painting kits. Products include Hogwarts Castle, Harry Potter portraits, Hogwarts Express, and other iconic Harry Potter imagery. Kits sold in collector packaging as official Warner Bros. licensed products.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Painting to Numbers: Painting to Numbers is a Spanish-origin DTC paint-by-numbers retailer offering custom and standard kits across European markets. It directly competes with Figured'Art in the Spanish and broader European markets with a similar customization-led proposition.
• Diamond Art Club: Diamond Art Club is a leading US-based diamond painting kits retailer with a similarly curated catalog, premium positioning, and direct-to-consumer model. It is the closest North American analog to Figured'Art's diamond painting vertical, competing in the same gifting and hobbyist buyer segment.
• ColorIt: ColorIt is a US-based DTC retailer specializing in paint-by-numbers kits for adults, with a comparable catalog size, premium-tier pricing, and guided/beginner-friendly product approach. It competes head-to-head with Figured'Art's core paint-by-numbers offering in the adult relaxation hobby category.
• Royal Brush: Royal Brush is a long-standing US paint-by-numbers and brush manufacturer/retailer with a broad catalog of artist kits. It is comparable in product mix (paint-by-numbers, brushes, art accessories) and sells through both DTC and traditional retail channels, overlapping with Figured'Art's target buyer.

Broad incumbents

• Michaels: Michaels is the largest North American specialty craft retailer operating 1,200+ stores and a major e-commerce site. Its craft kit assortment, licensed brand partnerships, and DTC digital channels overlap with Figured'Art across multiple categories, making it a broad incumbent benchmark.
• Plaid (Plaid Crafts): Plaid Enterprises is a major US craft manufacturer and licensor producing paint-by-numbers, diamond painting, and kids' craft kits under multiple brands. It supplies the broader retail market and overlaps with Figured'Art's product categories through wholesale partnerships.
• Hobbycraft: Hobbycraft is the UK's largest specialist craft retailer with ~100 stores and a strong online presence. It overlaps with Figured'Art's craft kit assortment (paint-by-numbers, diamond painting, cross-stitch, knitting) and serves the same UK hobbyist segment, but as a broader category multi-brand retailer.

Regional players

• Winnie Paints: Winnie's Pickles is an Australian-based custom paint-by-numbers retailer offering personalized photo-to-canvas kits with a similar DIY customization proposition. It competes with Figured'Art's custom kit vertical in the Asia-Pacific region.

Emerging players

• Crafter's Companion: Crafter's Companion is a UK-based craft brand and retailer with focus on die-cutting, papercraft, and coloring products. It overlaps with Figured'Art's expansion into adjacent craft categories and represents a comparable multi-category premium hobby brand playbook.

Others

• Spinrite / Bernat / Lily Sugar'n Cream: Spinrite (parent of Yarnspirations and major craft yarn brands) is a broader craft industry supplier in the needlework segment. While not a direct paint-by-numbers competitor, it is comparable to Figured'Art's cross-stitch and amigurumi adjacencies as a multi-category craft supplier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@figuredart
• Facebookfacebook.com/Figuredart
• Instagraminstagram.com/figured.art
• Pinterestpinterest.com/figuredart
• LinkedInlinkedin.com/company/figuredart

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Figured'Art