Artlink

What Artlink does

Artlink (legal entity Art Link Baltic OÜ) is an Estonia-based manufacturer and direct-to-consumer seller of picture frames, mirrors, poster holders, clocks, printed canvases, oil paintings, collage frames, glass pictures, posters, shelves, and related wall decoration products. The company operates two owned, FSC certified and BSCI audited factories in Estonia and China, supported by a central warehouse in Rapla, Estonia, and produces approximately 5.3 million units annually with a workforce of around 200 employees.

The company sells through a multilingual e-commerce storefront available in eight languages (English, Estonian, Danish, Finnish, German, Norwegian, Russian, Swedish), complemented by global retailer and dealer channels and a field sales organization covering the Nordics, Baltics, Germany, Netherlands, Belgium, USA, and Russia. Beyond standardized SKUs, Artlink offers a Custom Projects service providing bespoke framing in any size, color, material, and artwork for commercial clients including hotels, cruise ships, exhibitions, and art galleries.

The business model is built on vertical integration and direct distribution: by owning manufacturing in lower-cost geographies and shipping directly from factories to customers, Artlink captures intermediate margin and maintains FSC/ISO 9001:2015 certified quality and sustainability credentials. Founded in 1983 in Lillehammer, Norway, the company relocated its headquarters to Estonia following a series of mergers and acquisitions and now operates as a privately held, independent entity with no disclosed parent or institutional investors.

Name

Artlink

Legal name

Art Link Baltic OÜ

Website

https://artlink.ee

Company type

Private

Founded year

1983

Operating status

Operating

Short description

Artlink is an Estonian-headquartered manufacturer of picture frames, mirrors, posters, and wall decoration products, operating two FSC certified factories in Estonia and China and selling via a multilingual D2C e-commerce site and global retailers.

Ownership category

akta.pro rank

Product category

Home Decor Manufacturing

NAICS

Home Furnishings Retailers (44912), Art Dealers (45992)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Miscellaneous Furniture & Fixtures (2590), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Sports Art, Prints & Photography Retail (CRAMAOAG)

Keywords

• Picture frame manufacturing
• Wall decor products
• Custom framing services
• FSC certified production
• Home decor wholesale

Headquarters

HQ city

Rapla

HQ country

Estonia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time sales of picture frames, mirrors, poster holders, clocks, canvases, and other wall decoration products through e-commerce and business channels.
2. Custom Projects: Bespoke framing solutions for hotels, cruise ships, exhibitions, and art galleries with custom sizes, colors, materials, and artwork.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Artlink manufactures and sells picture frames, mirrors, poster holders, clocks, printed canvases, framed art, and related wall-decoration accessories from FSC-certified factories in Estonia and China. The company sells primarily through its own multilingual e-commerce website to individual consumers worldwide and offers a custom-projects service for bespoke framing solutions targeting hotels, cruise ships, exhibitions, and art galleries.

Product overview

Artlink is a picture frame and wall decoration manufacturer offering a comprehensive portfolio of home decor products. The core offering consists of Photo Frames (wooden and metal), Mirrors (various styles and sizes), Poster Holders, Clocks, Canvases Printed, Collage Frames, Oil Paintings, Glass Pictures, Passepartouts, Posters, Shelfs, and other decorative accessories including LED Light Boxes and Display Ladders. All products are manufactured in FSC-certified factories in Estonia and China. The company also provides Custom Projects services for bespoke solutions targeting hotels, cruise ships, exhibitions, and art galleries.

Differentiator

Problem solved

Functional benefit

Products and services

• Photo Frames Wooden and metal picture frames in various sizes and finishes, including aluminium and natural wood options, for retail and business customers.
• Mirrors Decorative mirrors in round, oval, and rectangular shapes with frame finishes including black, white, gold, silver, and oak.
• Poster Holders Poster frames in sizes from 22cm to 71cm with finishes including Oak, White, Black, Brown, and Natur.
• Clocks Wall clocks in various designs including Black Clock 80x80 and Trendline Black.
• Printed Canvases Printed canvas artworks including Canvas 60x140x4 and various artistic prints.
• Collage Frames Multi-photo frames designed to display multiple images together.
• Oil Paintings Original and reproduced oil paintings including Painting Feather 50x150.
• Glass Pictures Art prints displayed behind glass in decorative frames.
• Passepartouts Cardboard mounts for photo frames that create a border effect around artwork or photos.
• Posters Printed poster artworks available in various sizes.
• Shelves Decorative wall shelves including White MDF Shelf 70cm.
• LED Light Box Backlit display boxes for advertising and decorative purposes, 30x22cm.
• Display Ladders Display ladders in black, grey, and white finishes, 155x31/48cm.
• Stretcher Bar Frames Wooden frame structures for stretching and displaying canvas artwork.
• Multicollages Large-format collage frames for displaying multiple photos or artworks.
• Displays Display fixtures for retail and exhibition purposes.
• Custom Projects Service Bespoke framing and decoration solutions for hotels, cruise ships, exhibitions, and art galleries, with custom sizes, colors, materials, and designs.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Framebridge: US-based custom framing service focused on B2C and small-business custom framing via online ordering and owned production. Comparable to Artlink's custom-project B2B arm in custom sizing, materials, and décor-focused framing.
• Desenio: European D2C specialist in posters, art prints, and picture frames, originating in the Nordics with pan-European e-commerce. Highly comparable given overlapping customer base, similar product mix (frames + art prints), and direct Nordic/D2C market overlap.

Direct peers

• Roma Moulding: Canadian picture frame manufacturer with owned factories and custom framing programs serving retail and B2B customers. Closest direct peer given the manufacturer-plus-custom-project model and emphasis on quality framing solutions.
• Crescent Cardboard Company: Long-established US manufacturer of mat boards, picture frames, and related art/photography display products. Comparable in product mix (frames, mat boards, passepartouts, displays) and multi-decade manufacturing legacy.

Broad incumbents

• IKEA: Global mass-market home furnishings retailer and manufacturer with deep wall décor and frame assortment at low price points. Comparable as a broad home furnishings incumbent competing on price and assortment in the same end markets.
• H&M Home: Global mass-market home décor and textiles retailer with frames, mirrors, and wall art assortment sold D2C in Europe and globally. Comparable as a European-focused, design-led home décor retailer competing in adjacent price tiers.
• Nielsen & Bainbridge: Established manufacturer of picture frames, mat boards, and framing supplies sold globally to retail and B2B framers. Comparable product breadth (frames, matting, related décor) and similar role as a B2B frame category supplier.
• West Elm: US-headquartered home furnishings retailer offering mirrors, frames, wall décor, and art under a curated brand. Comparable channel-level overlap (D2C e-commerce) and overlap in frame, mirror, and wall décor categories.
• Larson-Juhl: Global picture frame moulding and frame product manufacturer owned by Berkshire Hathaway's Larson group. Comparable as a fellow frame manufacturer supplying retailers and B2B custom framers across multiple geographies, though broader scale than Artlink.

Regional players

• Walther Strong & Co: UK-based picture frame moulding and framing product supplier serving European and UK markets. Comparable as a regional frame manufacturer-retailer competing in adjacent European geographies to Artlink's Nordic/German footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Artlink