Art of Veda

What Art of Veda does

Art of Veda is a privately held Swedish art supplies retailer and painting course provider founded in autumn 2011, headquartered on Ekerö in the Stockholm area. The company operates a single-country direct-to-consumer e-commerce storefront serving 40,000+ customers, offering a comprehensive catalog of artist materials spanning entry-level hobby to professional-grade products. The portfolio combines proprietary branded lines (SENSE by Veda acrylics including Shine, Pearl, Velvet, and FLUID variants for fluid art; SKETCH by Veda sketchbooks; BLISS by Veda studio-grade acrylics; Italian synthetic brushes in JOY, EMBRACE, and EXPAND tiers; plus own-brand canvases, crackle paste, modelling paste, glitter, stencils, and natural sponges) with third-party distribution of major manufacturers including Amsterdam, Winsor & Newton, Sennelier, Liquitex, Cryla, Rosa Gallery, Van Gogh, Rembrandt, and Posca.

The business operates two revenue streams: (1) one-time unit-priced retail of art supplies through the e-commerce storefront, with most products priced under 500 SEK, sale discounts of 20–70%, and a 549 SEK free-shipping threshold; and (2) professional services revenue from online and in-person painting courses based on the proprietary Kreativt Flow (Creative Flow) methodology, which combines painting instruction with mindfulness and qualifies for Swedish friskvårdsbidrag wellness benefits. The company holds exclusive Swedish distribution rights for Källman Artists Color tempera paint developed by Curt Källman, founder of the Vedic Art methodology, creating a niche vertical integration with the Vedic Art course ecosystem.

The go-to-market is product-led growth through the Swedish-language e-commerce site, augmented by content marketing (Målartips.se tutorials, YouTube, Instagram, Facebook, Twitter, email INSPIRATIONSBREV newsletter) and an in-person studio at Ekerö offering multi-day courses with accommodation. Payment options include Swish, Klarna, Visa, and Mastercard. Headcount is 1–10 employees; no external funding rounds, parent company, or subsidiary relationships are disclosed.

Name

Art of Veda

Legal name

Art of Veda

Website

https://artofveda.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Art of Veda is a Swedish e-commerce retailer and course provider, founded 2011 in Ekerö, selling proprietary and third-party art supplies (acrylics, brushes, canvases, tempera) alongside online and in-person painting courses based on the Kreativt Flow wellness methodology to hobby and professional artists across Sweden.

Ownership category

akta.pro rank

Product category

Art Supplies Retail

NAICS

Art Dealers (459920)

SIC

Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Art & Drafting Supplies Retail (CRALABAG)

akta.pro secondary industry

Design & Maker Skills (Graphic Design, Calligraphy, Lettering) (EDAAAGAJ)

Keywords

• Art supplies retail
• Acrylic paints
• Painting courses
• Watercolor supplies
• Artist materials

Headquarters

HQ city

Ekerö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Art Supplies Retail: E-commerce sales of art materials including paints, brushes, canvases, mediums, and accessories. Revenue generated through product sales with volume-based free shipping threshold (549 SEK).
2. Online Painting Courses: Online and in-person painting courses based on Kreativt Flow methodology. Courses include structured painting techniques and are eligible for Swedish friskvårdsbidrag (health benefit funds).
3. Physical Location Courses: In-person painting courses at Stockholm/Ekerö studio location. Includes accommodation options for multi-day courses. Combines artistic skill development with personal wellness.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Art of Veda is a Swedish art supplies retailer (founded autumn 2011 on Ekerö, outside Stockholm) selling proprietary branded product lines (SENSE by Veda acrylics, SKETCH by Veda sketchbooks, BLISS by Veda studio acrylics, Art of Veda brushes, canvases and mediums) alongside third-party brands such as Amsterdam, Winsor & Newton, Sennelier, Liquitex, Cryla, Rosa Gallery, Van Gogh and Rembrandt. The company also provides online and in-person painting courses built on its proprietary Kreativt Flow methodology, and holds exclusive Swedish distribution rights for Källman Artists Color tempera paint.

Product overview

Art of Veda is a Swedish art supplies e-commerce platform and retailer founded in 2011, combining a comprehensive product portfolio with educational services. The offering consists of two main pillars: (1) Proprietary branded art materials including SENSE by Veda acrylic paints (with Shine, Pearl, Velvet, and FLUID variants), SKETCH by Veda sketchbooks, Art of Veda branded brushes (JOY, EMBRACE, EXPAND lines), canvases, crackle paste, modelling paste, glitter, and stencils; and (2) Third-party branded art supplies from major manufacturers such as Amsterdam, Winsor & Newton, Sennelier, Liquitex, Cryla, Rosa Gallery, Van Gogh, Rembrandt, and others. The company also offers painting courses (both in-person in Stockholm/Ekerö and online) based on the Kreativt Flow method, complemented by free painting tutorials, technique guides, and product demonstrations. Art of Veda positions itself as an eco-conscious supplier working with family-owned European factories and reducing plastic in shipments.

Differentiator

Problem solved

Functional benefit

Brands

• SENSE by Veda: A proprietary brand of acrylic paint in many shades, including silicone oil for fluid art.
• SKETCH by Veda

Products and services

• SENSE by Veda Acrylic Paints Proprietary professional-grade acrylic paint line developed by Art of Veda, formulated in collaboration with European family-owned factories, sold directly to hobby and professional artists in Sweden.
• SKETCH by Veda Sketchbooks Own-brand sketchbook line sold by Art of Veda for sketching, drawing and mixed-media use.
• BLISS by Veda Studio Acrylic Paint Own-brand studio-grade acrylic paint line within Art of Veda's branded paint portfolio, targeted at studio use by serious hobby and professional painters.
• Art of Veda Brushes (JOY, EMBRACE, EXPAND) Own-brand brush range comprising the JOY, EMBRACE and EXPAND sub-lines, sold to artists for acrylic, watercolor and mixed-media painting.
• Art of Veda Canvases (Målarduk) Own-brand artist canvases (målarduk) stocked by Art of Veda for acrylic and oil painting.
• Art of Veda Painting Materials & Mediums Own-brand painting materials including crackle paste, modelling paste, glitter medium, stencils and natural sponges, sold to support texture and mixed-media techniques.
• Third-Party Branded Art Supplies Reseller assortment of established international art brands including Amsterdam, Winsor & Newton, Sennelier, Liquitex, Cryla, Rosa Gallery, Van Gogh, Rembrandt, Talens and others, sold to Swedish artists through Art of Veda's own storefront.
• Källman Artists Color Tempera Paint Curt Källman tempera paint line distributed exclusively in Sweden by Art of Veda, produced in small handmade batches with crushed natural pigments.
• Painting Courses (Målarkurser) Online and in-person painting courses built on the proprietary Kreativt Flow methodology, delivered to individual artists. Course fees are eligible for Swedish friskvårdsbidrag (wellness benefit) up to 50% of course price.
• Gift Cards Art of Veda gift cards redeemable against the company's art supplies and courses.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Vedic ArtcoreStrategic or Co-development Partner · 1 January 2011Deep partnership with Vedic Art methodology founded by Curt Källman. Art of Veda is the official supplier and seller of Källman Artists Color tempera paint. Vedic Art course participants are served through dedicated sections on the website. The Kreativt Flow course methodology is connected to Vedic Art principles combining painting with personal development.
• European Family-Owned FactoriescoreTechnology or IntegrationOwn branded products (SENSE by Veda, SKETCH by Veda) are developed in collaboration with smaller, family-owned factories in Europe. Focus on quality, sustainability, and care in manufacturing. This partnership ensures product quality and environmental responsibility for proprietary product lines.
• Curt KällmancoreStrategic or Co-development PartnerCreator of Källman Artists Color tempera paint and founder of Vedic Art. Art of Veda serves as official supplier of this specialty tempera paint, positioning the company as exclusive distributor for this artist-grade product in Sweden.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Emerging players

• Domestika: Global online marketplace for creative courses (painting, illustration, crafts) sold directly to consumers. Comparable to Art of Veda's online painting-course pillar and shared 'learning-as-funnel' model, though without the supplies retail.
• Skillshare: Subscription-based online learning platform with a strong creative/illustration/painting catalog. Overlaps with the educational/content pillar of Art of Veda and competes for the same learner audience.

Direct peers

• Boesner: European chain of art supply stores (Germany-headquartered) serving hobby and professional artists with leading brands and own labels. Comparable category specialist with physical-plus-online presence.
• Dick Blick Art Materials: Major US art supplies retailer operating online and through retail stores, carrying the same major brands (Winsor & Newton, Liquitex, Amsterdam) plus own Blick studio-grade lines. Comparable category, brand portfolio, and educational content strategy.
• Gerstaecker: Germany-based art supplies retailer with a broad assortment of artist paints, brushes, and canvases plus educational content. Comparable European art-supply retailer with similar tiered (hobby/studio/artist) brand approach.
• Creativ Company: Scandinavian arts-and-crafts wholesaler/retailer with deep Nordic distribution and own-brand craft assortments. Comparable in regional footprint, product mix, and target hobbyist customer.
• Panduro Hobby: Nordic arts, crafts, and hobby retailer with strong Swedish/Nordic presence, broad assortment of paints and craft materials, and own-brand lines. Closest regional direct competitor to Art of Veda in terms of product category and customer base.
• Jackson's Art Supplies: UK-based online-first retailer of artist paints, brushes, paper, and accessories with its own-brand lines, extensive tutorial content, and a global shipping footprint. Directly comparable to Art of Veda in product breadth, own-brand strategy, and content-driven marketing.

Broad incumbents

• Hobby Lobby: Large US arts-and-crafts chain with broad assortment including artist paints, brushes, and canvases. Comparable category overlap but as a broad hobby mass-market incumbent rather than an artist-focused specialist.
• Michaels: North America's largest specialty arts, crafts, and hobby retailer with broad assortment including fine art supplies. Larger incumbent in the same category, but a much broader hobby/craft focus rather than artist-paint specialization.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/artofveda
• YouTubeyoutube.com/@art_of_veda
• Facebookfacebook.com/artofveda
• Instagraminstagram.com/artofveda
• LinkedInlinkedin.com/company/art-of-veda

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 Art of Veda