Retailer of Week: LUMAS

LUMAS, Avenso’s brand

“To collect photographs is to collect the world”. (Susan Sontag)

This week, we’re presenting to you LUMAS, a flagship brand of the German group AVENSO,  specialising in high-quality photographic art. The company’s headquarters are situated in Berlin, Germany. Avenso was founded in 1999 and today counts approximately 300 employees. According to Avenso, the group brings “affordable high quality photographic art to a wider audience through innovative multi-channel gallery concepts and online distribution models as well as the latest technology in printing”. In order to be informed of the latest trends in the art market, they attend exhibitions, conventions and festivals.

Avenso is comprised of 2 key business segments:

1)      LUMAS, Avenso’s flagship brand selling original photographs through LUMAS website and galleries (it exists since 2004).

2)      WhiteWall, an online photo laboratory for gallery quality, serving private customers and professional photographers (since 2008).

The LUMAS story started in 1996 in New York, where its founders Stefanie Harig and Marc Ullrich bought old press photos from the 1920s in an antique market. Since then, they started being interested in the world of art photography. “Back then we opened the door to a new world: the world of art photography. A world which is black-and-white and brightly colored, surprising and magical, lively and inspiring. In this world, we discovered the unknown, simultaneously rediscovering what we already knew”. They created LUMAS in order to make art photography more accessible for collectors.

They offer high-quality original photographs (about 1,400 items) hand-signed by artists. These editions range from 75 to 750 prints available in different sizes. Nowadays, LUMAS  is operating in 13 countries. They offer art work from 160 well-known photographers, promising newcomers and historical archives.


The company’s unique business model and the well-established multi-channel approach are very attractive to investors and potential partners. Seeking to conquer new markets by opening new galleries and improving online stores, they are coming to MAPIC, bringing together over 8,300 participants this November under the roof of Palais des Festival (Cannes, France).


LUMAS has already art-galleries worldwide: London, Paris, Amsterdam, Brussels, Budapests, Dubai, Milan, Moscow, Viena, Zalzburg, Seoul, Zurich, New York, and, of cause, in many German cities: Berlin, Bremen, Dusseldorf, Frankfurt, Munich and others.

Are you interested in joining MAPIC in order to boost your business, find new investors and expand to other countries? Click here to participate as a visitor or exhibitor!

Click here to see the MAPIC 2014 Conference & Events Programme.

Image credit:

Top image credit: Masson

About Author

James Martin

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for MIPIM and MAPIC shows, as well as MIPTV/MIPCOM (TV industry) and Midem (music industry). He is based in Reed MIDEM's Paris office.

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