Art&Tonic

What Art&Tonic does

Art&Tonic (legal entity UÜ Art & Tonic) is an Estonian contemporary art gallery and e-commerce operator founded in Tartu in 2019 and relocated to Tallinn at Pärnu mnt. 146 after approximately six years of operation. The business runs a dual-channel model: an online shop (artandtonic.art) listing roughly 59 original works by approximately 17 Estonian artists at fixed prices ranging from €900 to €15,600, and a physical gallery space in Tallinn hosting rotating exhibitions. A third transaction channel consists of periodic auctions (Winter Auctions 2019–2020, Birthday Auction 2021). An Art Advisory add-on offers curatorial guidance to collectors and corporate buyers.

The technology stack is intentionally minimal: a WordPress-based e-commerce front end with payments processed via Maksekeskus AS (supporting Estonian bank links and cards), and shipping fulfilled through Smartpost, Omniva, DPD, or self-pickup across Estonia, Latvia, Finland, and Lithuania. The company is structured as an Estonian usaldusühing (UÜ) collective partnership with no disclosed external investors, parent company, or subsidiaries. Marketing relies on organic Facebook and Instagram presence, an opt-in email list, exhibition events, and SEO-driven product pages. Art&Tonic is GDPR-compliant as a data controller and operates with no disclosed management team, AI capabilities, or proprietary technology beyond standard e-commerce tooling.

Name

Art&Tonic

Legal name

UÜ Art & Tonic

Website

https://artandtonic.art

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Art&Tonic is an Estonian contemporary art gallery and e-commerce operator, founded in 2019 and based in Tallinn, selling original works by approximately 17 Estonian artists via an online shop, physical exhibitions, periodic auctions, and art advisory services to private collectors and corporate buyers across the Baltic region.

Ownership category

akta.pro rank

Product category

Contemporary Art Gallery

NAICS

Art Dealers (459920), Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)

Keywords

• Contemporary art gallery
• Art e-commerce
• Art auctions
• Estonian art sales
• Art advisory services

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Art Sales: Primary revenue from direct sale of contemporary Estonian artworks including paintings, prints, and mixed media. Sales conducted through both e-commerce platform and physical gallery space with transaction-based pricing.
2. Auctions: Periodic auction events featuring Estonian contemporary art pieces with starting bids, generating transaction-based revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Art&Tonic operates a contemporary Estonian art gallery combining a physical exhibition space in Tallinn with an e-commerce platform (artandtonic.art) selling original artworks including paintings, prints, and photographs by Estonian artists, with prices ranging from €900 to €15,600. The gallery also conducts periodic auctions and offers art advisory services to help collectors acquire individual pieces or build art collections.

Product overview

Art&Tonic is an Estonian contemporary art gallery operating both as a physical gallery space and an e-commerce platform. The core offering consists of an online art shop (pood) featuring 59+ original artworks by over 17 Estonian artists, regular art auctions (auctions), physical exhibitions (exhibitions), and art advisory services. The gallery specializes in emerging and established contemporary Estonian artists and facilitates both direct purchases and auction-based sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Art Gallery (Physical) Contemporary Estonian art gallery space in Tallinn offering rotating exhibitions of works by emerging and established Estonian artists, open to visitors Tue-Fri 10-17 and Sat 12-16.
• Online Art Shop

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• Maksekeskus AScoreTechnology or IntegrationPayment processing partner handling secure transactions for online art purchases. Supports Estonian bank links (Swedbank, SEB, Luminor, LHV, Coop Pank, Pocopay) and credit card payments in a secure environment separate from the online store.
• European Regional Development Fund (EAS)minorOthersEuropean Regional Development Fund logo appears on shop pages, indicating possible co-funding or support for the gallery's operations or digital infrastructure.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Temnikova & Kasela Gallery: Tallinn-based contemporary art gallery representing Estonian and international artists. Directly comparable to Art&Tonic as a fellow Tallinn contemporary gallery with mixed emerging and established programming.
• Haus Gallery: Contemporary art gallery in Tallinn focused on Estonian and Baltic artists. Operates a similar dual exhibition/sales model targeting local collectors and the cultural-tourism audience.
• Vaal Gallery: Tallinn-based contemporary art gallery representing emerging Estonian artists. Directly comparable niche focus and scale to Art&Tonic's curatorial mission.
• Kogo Gallery: Tartu-based contemporary art institution/gallery that Art&Tonic was previously co-located with. Shares the same Estonian contemporary art focus and artist-development mission.

Broad incumbents

• Sotheby's: Global auction house and art dealer. Comparable on the auction-event side of Art&Tonic's business, operating recurring sales of contemporary art with comparable transaction-fee economics.
• Saatchi Art: Global online art marketplace selling original works from emerging artists worldwide. Comparable as a digital-first art sales channel serving collectors looking for undiscovered talent, though at vastly larger scale.
• Artsy: Leading online art marketplace aggregating gallery and auction listings. Comparable as a discovery and purchase channel for contemporary art collectors, though it operates as a platform rather than a primary dealer.
• Christie's: Major international auction house running contemporary art sales and advisory services. Comparable in auction format and contemporary art curation, though operating at the high end of the market.

Emerging players

• Singulart: Online art gallery selling contemporary works from international artists with curated discovery and advisory services. Closely mirrors Art&Tonic's combination of curatorial guidance, online shop, and artist development.
• Artfinder: Online marketplace for original art from independent artists globally. Comparable e-commerce-led art retail model targeting individual collectors with affordable-to-mid price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/artandtonic
• Instagraminstagram.com/art_and_tonic
• LinkedInlinkedin.com/company/artandtonic

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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&Tonic