Petra Felgen Named CEO of WhiteWall, Photo Lab Giant

WhiteWall, a premium photo lab and printer, has appointed Petra Felgen as its new CEO. Felgen, previously with the CEWE Group (WhiteWall's parent company), will lead the company alongside founder Alexander Nieswandt. She replaces Thomas Alscheid, who served as Managing Director for seven years and will take on a new role within CEWE Group. Felgen's background includes international marketing and identifying growth opportunities. Nieswandt will continue overseeing production processes and developing new capabilities. WhiteWall aims to expand both in Germany and internationally, with a focus on the U.S. market. Felgen emphasizes the importance of physical prints in a digital world, stating that a photograph is complete only when printed and displayed. She cites the company's Shopify integration (2025) and the reintroduction of the Coffee Table Book (2024) as examples of innovation. WhiteWall believes its new leadership structure will drive long-term growth.