WETTERLING GALLERY AB

What WETTERLING GALLERY AB does

Wetterling Gallery AB is a privately held contemporary art gallery headquartered at Nybrogatan 20, Stockholm, Sweden, founded in 1978 by Björn Wetterling. The gallery represents approximately 60 artists spanning Scandinavian and international contemporary and post-war masters — historically including Robert Rauschenberg, James Rosenquist, Frank Stella, Andy Warhol, and Pablo Picasso — and operates a programme of roughly seven exhibitions per year in its main Stockholm gallery, supplemented by a Project Space for pop-up presentations since 2015 and a second showroom in Gothenburg inaugurated in 2022.

The business operates three complementary revenue streams. Primary art sales are conducted through the exhibition programme and direct placements by the founding director and two sales directors with an international network of private collectors and institutions. The SoldbyWetterling art advisory service extends into the secondary market, charging commissions on discreet private placements and acquisitions that bypass public auction exposure. The Shopify-powered editions shop (shop.wetterlinggallery.com) opens a lower-value, higher-volume channel for limited editions and prints. Distribution is layered: physical galleries in Stockholm and Gothenburg, six international art fairs annually (IFPDA Print Fair, Art Miami, The Armory Show, Enter Art Fair, Art Brussels, Market Art Fair), a partner listing on Artsy, and content channels including WG.TV (YouTube) and the WG.PEDIA editorial series.

The underlying technology stack is conventional gallery-sector tooling rather than proprietary platforms: Artlogic for website and gallery records management, Shopify for editions e-commerce, Mailchimp for newsletter distribution, Google Analytics and reCAPTCHA for analytics and security, and Datadog for server-side error logging. Pricing for primary works is quote-based and undisclosed; editions are sold at publicly listed unit prices via the Shopify storefront. The gallery is privately held with no disclosed external investment, funding rounds, or parent company; ownership appears to remain with the founding family. A core team of approximately five — Founding Director Björn Wetterling, Gallery Director Sofia Silfverstolpe, Sales Directors Frida Helin and Carl Wilhelm Hirsch, Head of Digital Sales Vinicius Floriani, and Gallery Manager Tina Mallmin — runs the operation.

Name

WETTERLING GALLERY AB

Legal name

Wetterling Gallery AB

Website

https://wetterlinggallery.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Wetterling Gallery AB is a Stockholm-based contemporary art gallery, founded in 1978, representing ~60 Scandinavian and international artists through primary sales, a private secondary-market advisory service (SoldbyWetterling), and an online editions shop.

Ownership category

akta.pro rank

Product category

Contemporary Art Gallery

NAICS

Art Dealers (459920)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro industry

PRIMARYTHAJADAH

Art Galleries & Exhibition Spaces (Commercial & Nonprofit)

Travel & Hospitality/Tours, Attractions & Experiences/Museums, Galleries & Cultural Institutions

SECONDARYMPAJAAAF

Art, Photography & Illustrated Books Publishing

Media, Entertainment & Sports/Publishing (Books, News, Magazines)/Book Publishing (Trade & Consumer)

Keywords

• Contemporary art gallery
• Fine art sales
• Art advisory services
• Limited edition prints
• Art exhibition

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Primary Art Sales: Sale of artworks by represented and featured artists through the gallery's exhibition programme. The gallery places works privately with collectors and institutions, both from its own inventory and through consignment arrangements.
2. SoldbyWetterling Art Advisory: Art advisory service for private sale of fine art on the secondary market. The gallery charges a fee or commission for representing owners selling works and for sourcing specific pieces on behalf of collectors. No public auction exposure.
3. Editions Shop: Online shop powered by Shopify selling limited editions, prints, and artworks at various price points to a broader collector base. Allows purchase of art online with direct fulfillment.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Wetterling Gallery AB curates and sells contemporary art through a programme of gallery exhibitions in Stockholm and Gothenburg, an online editions shop featuring limited edition prints, and a private sales division called SoldbyWetterling that handles off-market works and advisory placements for collectors and institutions. Its offerings span primary market artworks from represented artists, secondary market placements, and curated limited editions.

Product overview

Wetterling Gallery AB operates as a contemporary art gallery with a diversified offering: the core gallery exhibition programme at its Stockholm location (approximately seven exhibitions annually, including a Project Space for pop-up presentations since 2015), the Shopify-powered Editions Shop for online sales of art editions, and the SoldbyWetterling Art Advisory service for private sales and acquisitions on the secondary market. The gallery also produces educational content through its YouTube channel WG.TV. The portfolio spans international masters (Picasso, Warhol, Rauschenberg, Rosenquist, Frank Stella) alongside Swedish and Scandinavian artists.

Differentiator

Problem solved

Functional benefit

Brands

• SoldbyWetterling: Art advisory service for private sale of works, representing owners in the private sale of their works and acquiring specific pieces on the secondary market on behalf of collectors.
• WG.Editions
• WG.TV
• WG.PEDIA

Products and services

• Wetterling Gallery (Stockholm and Gothenburg) Year-round exhibition programme across two physical gallery locations in Stockholm (Kungsträdgården) and Gothenburg, presenting contemporary artworks by international and Nordic artists. Customers are private collectors, museums, and cultural institutions purchasing primary market works.
• Editions Shop (shop.wetterlinggallery.com) Online storefront selling limited edition prints and works at published price points, extending the gallery's reach to a broader consumer base of art enthusiasts and design clients for self-directed online purchases.
• SoldbyWetterling Art Advisory Private sales division handling off-market works and advisory placements for private collectors and institutions, enabling discreet transactions and tailored advisory support.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• ArtsycoreChannel Partner/ Reseller/ DistributorGallery maintains a partner listing on Artsy platform (artsy.net/partner/wetterling-gallery/works) for extended digital reach to international collectors. Artsy forwards enquiries and contact details to the gallery.
• Shopify Inc.coreTechnology or IntegrationThe editions shop at shop.wetterlinggallery.com runs on Shopify's e-commerce platform. Shopify handles checkout, order records, and payment processing through its own payment providers. Shopify acts as a controller in its own right for the platform.
• Kosta BodaminorStrategic or Co-development PartnerCollaboration with Kosta Boda for 'Swedish Glass' exhibition (June-August 2026), bringing together works by renowned Swedish glass artists including Lena Bergström, Bertil Vallien, Hanna Hansdotter, and others.
• Svenskt TennminorStrategic or Co-development PartnerCollaboration on Christmas Market at Svenskt Tenn's venue in Stockholm, featuring art from Wetterling Gallery artists.
• Nobis Group (Blique by Nobis)minorStrategic or Co-development PartnerPartnership with Nobis Group for presenting Nathalia Edenmont's exhibition at Blique by Nobis hotel in Stockholm.
• Elite Hotels (Elite Park Avenue Hotel)minorStrategic or Co-development PartnerCollaboration with Elite Hotels for presenting Nathalia Edenmont's works at Elite Park Avenue Hotel.
• IFPDA (International Fine Print Dealers Association)coreOthersGallery became a member of IFPDA in November 2020, gaining access to the network of international fine print dealers and associated credibility.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Pace Gallery: Major international contemporary art gallery with locations in New York, London, Hong Kong, Seoul, Geneva, and Tokyo. Competes for the same blue-chip contemporary artists and institutional clients as Wetterling, with overlapping post-war and contemporary programming.
• Christie's Private Sales: Global auction house with a substantial private sales division that competes directly with Wetterling's SoldbyWetterling advisory for blue-chip secondary market placements of contemporary and post-war works.
• Sotheby's Private Sales: Major auction house with private sale services for blue-chip contemporary and post-war art. Directly comparable to SoldbyWetterling for high-net-worth secondary market transactions.
• Gagosian: Global blue-chip contemporary and post-war art gallery with ~20 locations worldwide. Directly comparable to Wetterling in artist and collector segment (Rauschenberg, Warhol, Stella overlap), though operating at far greater scale.
• Hauser & Wirth: International contemporary and post-war gallery with multiple gallery locations and a multi-disciplinary model combining gallery, publishing, and education. Closely comparable multi-location, post-war-and-contemporary positioning to Wetterling, scaled up.
• David Zwirner: Leading New York-based contemporary gallery with locations in New York, London, Paris, Hong Kong, and Los Angeles. Represents many of the same blue-chip contemporary artists Wetterling has historically shown (Rauschenberg, Stella).

Regional players

• Galerie Nordenhake: Berlin-based contemporary gallery with a Stockholm branch — operates in the same Scandinavian contemporary-art ecosystem as Wetterling, competes for similar local collectors and institutional clients in Sweden.

Direct peers

• Galerie Perrotin: International contemporary gallery founded 1990 with locations in Paris, New York, Hong Kong, Shanghai, Tokyo, Seoul, and Dubai. Comparable international art-fair footprint and contemporary artist roster; similar private advisory capability for high-net-worth collectors.
• Galleria Continua: Contemporary art gallery founded in Italy with international locations (San Gimignano, Beijing, Havana, Rome, Paris, São Paulo, Dubai). Comparable model: multi-country presence, contemporary and post-war programming, art-fair active.
• Mitchell-Innes & Nash: New York-based contemporary and post-war gallery of similar mid-size scale to Wetterling, with primary sales, secondary market services, and art-fair participation. Closely comparable on roster of post-war masters and contemporary artists.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCgSflhLBHNgYDR1j1RcN1DQ
• Facebookfacebook.com/wetterlinggallery
• Instagraminstagram.com/wetterlinggallery
• LinkedInlinkedin.com/company/wetterling-gallery-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 WETTERLING GALLERY AB