About us
Desenio is a Swedish, fast growing digital direct-to-consumer company with a leading position as an online based provider of affordable wall art in Europe. The Company offers its customers a unique and curated assortment of around 9,000 designs as well as frames and accessories in 35 countries via 44 local websites.
Leveraging a data-driven strategy both for the creation of art and for attracting new customers, Desenio has grown rapidly and profitably since 2015.
History
Desenio was founded in 2008 by Martin and Helena Blomqvist and is since 2014 a global pioneer in online sales of affordable wall art. The Company´s operations had a different orientation in the early years until the current business model was adopted in 2014. Sales were initially focused on Sweden and then expanded to the rest of the Nordic region in 2015. Fredrik Palm was recruited as the first external CEO in the spring of 2016 and begun recruiting the senior executives for further expansion to the UK, the Netherlands, Germany and the launch of a global .com domain. In 2016, Alexander Hars (Chairman of the board) and Fredrik Palm (CEO) invested in the Company. Later in 2016 the private equity company Verdane and Jakob Tolleryd (board member) invested in Desenio.
In December 2020, Desenio acquired the competitor Poster Store to strengthen its presence in the US market. Poster Store was founded in 2014 in Stockholm and today has sales in 33 countries. A few months later, the 25th of February 2021 Desenio Group’s shares were listed on the First North Growth Market under the symbol DSNO. Today, the group is a European market leader in trendy, affordable wall art with a presence in 35 countries.
Market
The global addressable market for affordable art is estimated to SEK 160 billion. The overall market for affordable wall art is considered to be highly fragmented, with different archetypes of market operators, including both the online category specialist where Desenio Group operates, other home interior players, as well as broader product marketplaces.
Desenio Group is currently primarily presented in Europe, with its core markets in Germany, UK, the Nordics, France and the Benelux countries, and a growing presence in the US and to some extent in Asia. The core markets only represent a yet small part of the addressable market, meaning great potential for growth in other markets.
DESENIO’S COMPETITIVE ADVANTAGE
Disruptive approach to a large global design category with significant expected growth
Industrial and data-driven creativity at scale, generating proprietary designs
First order profitability via social media/search-driven customer acquisition model with high-value influencer collaborations
Proven strategic playbook for geographic expansion with significant potential in existing and unaddressed markets
Exceptional track record of profitable growth with an adjusted EBITA margin of >25% and cash conversion of >100%
DIFFERENTIATED, CURATED AND TECH-ENABLED PRODUCT ASSORTMENT
ART PRINTS
Market leading product assortment of around 9,000 affordable and trendy designs of which a significant share is proprietary to Desenio
FRAMES
Frames are offered in various wooden and metal finishes in matching sizes to the posters
ACCESSORIES
Other accessories include products such as mat boards, picture ledges, art clips, and other printed products, e.g., phone covers