Picnic, a London-based startup building an OS for photos to make it easy for people to organise their photo libraries, has been acquired by Paris-based mobile app publisher MWM.
“People’s camera rolls have become unmanageable, and we’ve seen huge demand for simple tools to clean them up and keep them organised. Picnic’s growth has been driven by that underlying problem, and joining forces with MWM will allow us to bring our solution to a much wider audience, faster than we could do by ourselves,” said Jack Rogers, co-founder and CEO of Picnic.
Picnic was founded in 2019. Over the last 18 months, it has gained over 1.5 million users, reached €3.4 million ($4 million) in annual recurring revenue (growing 4x in 2025), and become profitable.
All three co-founders of Picnic, Jack Rogers, Harry Lachenmayer, and Sergi B., will remain with the company and will help to expand it further with MWM.
Picnic allows users to swipe through photos, add them to albums instantly, and compare duplicates side-by-side. It makes organising photos feel like a swiping game; swipe left to archive and swipe right to keep. After reviewing, users can check the archive and delete everything at once.
Regarding privacy, Picnic states that users’ photos remain on their devices, ensuring complete privacy and security. The company asserts that it does not upload photos to the cloud or store media elsewhere. There are no ads, no tracking, and it does not sell the users’ data.
The company is a certified B Corporation backed by European funds such as Stride, Seedcamp, and Angel Invest.
Founded in 2012, MWM is a mobile technology company responsible for more than 1 billion downloads worldwide. Over the past 14 years, the company has developed, launched, and expanded mobile apps throughout the entire mobile lifecycle, from product creation to monetisation, distribution, and growth.
In 2026, MWM launched MWM AI, a platform to transform simple prompts into truly native iOS apps with integrated App Store distribution, monetisation, and growth. MWM AI is designed for creators, entrepreneurs, and small businesses who have app ideas but no realistic way to build, launch, and scale them.
Alongside MWM AI, MWM has developed a portfolio of consumer apps spanning music, creativity, wellness, productivity, and family. Its apps include edjing, Piano, Beat Maker Pro, Color Pop, Swipewipe, Stemz, and more.
Through the MWM Scale, the company claims to also assist third-party apps in growing by leveraging proven expertise in product, monetisation, distribution, and scaling, building on the systems and know-how developed across MWM’s own app portfolio.
Headquartered in Paris, MWM has been recognised among the Frenchtech top 120 startups in France and has raised more than €64.1 million ($75 million) from investors including Eurazeo, Bpifrance, NJJ, Aglaé Ventures, Cassius Family, and Habert Dassault Finance. In 2020, the company announced a Series B funding round of €50 million.
Read the orginal article: https://www.eu-startups.com/2026/04/london-based-photo-organising-startup-picnic-acquired-by-french-app-publisher-mwm/
