After two acquisitions in the United States, MWM acquires Londons startup Picnic

MWM embarks on new acquisition venture by purchasing British startup Picnic, known for its photo management application. The financial details of the acquisition were not disclosed.

Founded in 2019 by Jack Rogers and Harry Lachenmayer in London, Picnic was created to address the simple need of organizing the thousands of photos accumulating on one’s smartphone. The task of manually organizing photos can quickly become tedious and annoying.

With its solution, Picnic allows users to quickly sort through their photos and rediscover forgotten memories. Jack Rogers, co-founder and CEO of Picnic, emphasizes that the need extends beyond simple organization to how memories are rediscovered, valued, and shared.

Picnic boasts over 2 million users on iOS and is especially popular among the “Gen Z” demographic. Now profitable, the company, supported by Stride, Seedcamp, and Angel Invest, claims to generate 4 million euros in annual recurring revenue. Thanks to the MWM platform, Picnic aims to accelerate growth and reach tens of millions of users worldwide.

Under the wing of the French company, Picnic plans to develop new features to become a social network, drawing inspiration from the success of the application BeReal. After iOS, Picnic is set to launch on Android by the end of the year, expanding its user base and increasing revenue to over 7 million euros by 2026.

In line with the acquisitions of Sincerely and Swipewipe, MWM continues its expansion in the photo segment by acquiring Picnic. Just four months ago, the French mobile application publisher purchased the Californian studio Sincerely, creator of an app for users to write anonymous letters to share their secrets, questions, struggles, or personal stories.

Previously, MWM acquired the New York-based startup Swipewipe in 2024, known for its AI-powered photo editing application. The addition of Picnic marks a new chapter for MWM in its app portfolio expansion, hinting at more acquisitions to come throughout the year to broaden its range of consumer mobile applications.