See All This
See All This is an Amsterdam-based independent art magazine and curated e-commerce platform serving art enthusiasts, collectors, and cultural institutions through quarterly guest-curated print issues, bilingual content, and a lifestyle shop.
- Company typePrivate
- Founded2015
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What See All This does
See All This is an independent Dutch art magazine and lifestyle platform founded in Amsterdam in 2015, operating as See All This International B.V. The company publishes a quarterly print and digital magazine (42 issues since Winter 2015/2016, with two international bilingual Dutch-English editions per year), each guest-curated by prominent figures in art, design, and culture such as Iwan Baan, Piet Oudolf, Bijoy Jain, Lidewij Edelkoort, David Whyte, Claudy Jongstra, and most recently Marlene Dumas. Its editorial scope spans contemporary art, photography, architecture, nature, and cultural commentary, with dedicated sub-brand coverage of female artists through the Pretty Brilliant series (379+ artists across three volumes).
The business model is direct-to-consumer and multi-revenue-streamed. Core streams include magazine subscriptions (annual cadence with free welcome gifts), individual issue sales (€10-25), a curated e-commerce shop selling art books, garden products, accessories, and original art (€5 to €8,500), and limited advertising across print, digital, and the weekly Kunstbrief newsletter. Distribution combines the company's own e-commerce storefront with select Dutch bookshops and museum shops, and the platform operates bilingually in Dutch and English. The company celebrated its 10-year anniversary in 2025, won a Silver SPD Award for Independent Publishing Design, and relocated in 2023 to Droog Amsterdam in collaboration with Piet Oudolf. Operationally it is lean, with 9 employees and no external funding reported.
See All This firmographics
Firmographics- Name
- See All This
- Legal name
- See All This International B.V.
- Website
- https://seeallthis.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- See All This is an Amsterdam-based independent art magazine and curated e-commerce platform serving art enthusiasts, collectors, and cultural institutions through quarterly guest-curated print issues, bilingual content, and a lifestyle shop.
- Ownership category
- akta.pro rank
See All This industry classification
Industry- Product category
- Art Magazine Publishing
- NAICS
- Periodical Publishers (51312), Periodical Publishers (513120)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Arts, Culture & Literary Magazines (MPAJAEAN)
Keywords
Where See All This is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
See All This business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Magazine Sales: Sale of quarterly art magazines both in print and digital formats. Individual issues priced between €10-25. Four issues per year, with two international English-Dutch editions annually.
- Subscription Revenue: Recurring subscription model offering four issues per year. Subscribers receive free welcome gifts from a selection of books and museum catalogs.
- E-commerce Sales: Sale of curated products including art books, accessories, art pieces, garden items, and limited editions through the online shop.
- Advertising: Advertising available in paper magazine, online platforms, and weekly art letter (Kunstbrief).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Single magazine issues |
| Subscription | Annual | Magazine subscription |
| Unit Pricing | Pay-as-you-go | Art books and publications |
| Unit Pricing | Pay-as-you-go | Art and collectibles |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
See All This product offering
Product offeringCore offering
See All This is an independent Dutch art magazine and online platform that publishes a quarterly print and digital art magazine (with bilingual Dutch-English editions) featuring guest-curated themed issues by prominent artists and designers. The company also operates a curated e-commerce shop selling art books, limited-edition art objects, garden products, and accessories, alongside a weekly art newsletter (Kunstbrief) and an exhibitions guide for Dutch museums.
Product overview
See All This is an independent Dutch art magazine and online platform offering a multi-product portfolio. The core product is the print and digital magazine (No. 1 through No. 42), published quarterly since Winter 2015/2016, with international bilingual editions guest-curated by prominent figures in art and design. The Pretty Brilliant series (three volumes) is a dedicated sub-brand celebrating female artists globally. The platform extends into a curated e-commerce shop offering books, garden products, accessories, and art. Art Rooms feature individual artists with works for sale, while an exhibitions guide covers major Dutch museums. A weekly Art Newsletter (Kunstbrief) rounds out the offering as a free community engagement product.
Differentiator
Problem solved
Functional benefit
Products and services
- See All This Magazine (Quarterly Print and Digital Edition) An independent art magazine published in Amsterdam four times per year (with two bilingual Dutch-English international editions annually), featuring guest-curated themed issues by prominent artists and designers, interviews, exhibition guides, travel stories, and cultural commentary. Current issue is No. 42 (Summer 2026, 'The Body' with Marlene Dumas). Individual issues priced €10–25.
- See All This Magazine Subscription Annual recurring subscription to See All This Magazine delivering four issues per year. Subscribers receive a free welcome gift chosen from a selection of books and museum catalogs.
- Pretty Brilliant Series (Vol. I, II, III)
Companies that use See All This
Customer profileSegments3 records
Ideal customer profiles3 records
See All This technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
See All This partnerships and signals
Strategic signalScale indicators2 records
Recent moves7 records
Expansion highlights4 records
See All This competitors and assessment
Company assessmentBroad incumbents
- Wallpaper*: Global design and lifestyle magazine with a print subscription, large digital audience, and extensive e-commerce. Comparable audience overlap with See All This but operates at a much larger, broader scale.
Direct peers
- Kinfolk Magazine: Independent lifestyle/design magazine pairing quarterly print issues with a curated shop and creative agency. Comparable to See All This's integrated print + e-commerce + curated-adjacent-content model.
- Apartamento Magazine: Independent biannual magazine blending interiors, art, and design with a strong curated-shop component. Comparable to See All This as a design-conscious independent publication with curated e-commerce and a passionate niche audience.
- Aperture Magazine: Independent quarterly magazine on photography and contemporary art, comparable to See All This as a print-led publication with a curated editorial identity, subscription model, and curated book/object shop. Both target art-literate readers in the premium niche.
- Frieze Magazine: Leading contemporary art magazine with print, digital, and events ecosystem covering global exhibitions, artists, and curators. Directly comparable to See All This's curated art coverage but at a larger and more international scale.
- Printed Pages: Independent magazine covering creative culture, illustration, art, and design. Comparable to See All This as a curated independent print publication with an art-and-design editorial focus.
- Cabinet Magazine: Quarterly independent magazine on art and culture founded in 1999. Comparable as a small-team independent publication with thematic issue structure and curated essays on contemporary art and ideas.
- MacGuffin Magazine: Amsterdam-based biannual design magazine focused on everyday objects, with curators and contributors drawn from the international design world. Direct Dutch independent-magazine peer of See All This.
Regional players
- FRAME (Frame Publishers): Amsterdam-based publisher of design, architecture, and interiors magazines. Same publishing geography and partial overlap in Dutch creative-magazine audience, serving a related but more commercial design readership.
Emerging players
- HOLIDAY Magazine: Reimagined independent travel-and-culture magazine with strong art photography and curatorial voice. Comparable to See All This as a content-forward print title that pursues art, culture, and editorial depth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
See All This social profiles
Digital presenceSee All This financial estimates
Financial estimateRevenue estimate
Valuation estimate
See All This leadership team
Management profileNumber of profiles
Profiles3 records
See All This funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
See All This 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 See All This
What does See All This do?
See All This is an independent Dutch art magazine and online platform that publishes a quarterly print and digital art magazine (with bilingual Dutch-English editions) featuring guest-curated themed issues by prominent artists and designers. The company also operates a curated e-commerce shop selling art books, limited-edition art objects, garden products, and accessories, alongside a weekly art newsletter (Kunstbrief) and an exhibitions guide for Dutch museums.
Is See All This a public or private company?
See All This is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was See All This founded?
See All This was founded in 2015. It employs 1 to 10 people.
Where is See All This based?
See All This is headquartered in Amsterdam, Netherlands, in the Europe region.
How does See All This make money?
Four revenue lines are on record. Magazine Sales are the primary driver. The others are subscription Revenue, E-commerce Sales and advertising.
Who are See All This's main competitors?
Wallpaper* is listed as a broad incumbent. Direct peers are Kinfolk Magazine, Apartamento Magazine, Aperture Magazine, Frieze Magazine, Printed Pages, Cabinet Magazine and MacGuffin Magazine. FRAME (Frame Publishers) is listed as a regional player. HOLIDAY Magazine is listed as an emerging player.
Does See All This have an API?
No public API is recorded for See All This.
What industry is See All This in?
See All This's product category is Art Magazine Publishing. Its primary akta.pro industry code is MPAJAEAN, Arts, Culture & Literary Magazines. Its NAICS code is 51312 and its SIC code is 2721.