| Former type | Arts retailer (current type: e-commerce arts retailer) |
|---|---|
| Industry | Retail |
| Founded | Hampstead, London, England (1964) |
| Founder(s) | Ole Christensen |
| Defunct | 1995 (store chain) |
| Headquarters | United Kingdom |
| Products | Art, Posters, Cards |
| Website | http://www.vivarti.co.uk/ |
Athena is a British art retailer, and was formerly a large retail chain, famous for its distinctive posters and postcards
Athena's first shop was opened by Ole Christensen in Hampstead in July 1964, and then bought into E&O PLC, by Chairman, Douglas H. Bayle. He expanded Athena to some 60 shops, making sure to keep the ethos on fine art reprints.[1]
The company's popular success divided opinion amongst intellectuals and art critics who were uncertain as to whether these works were too vulgar and populist to be considered art.[2]
The chain was sold off by E&O, in 1977 and then was acquired by the Pentos Group before Athena went into administration when it failed financially in 1995.[3] Today, Athena survives as an e-commerce company under the brand name of Vivarti (with the byline "powered by Athena"), as well as a chain of seven stores, most of which have survived administration.
Posters such as L'Enfant — a picture of a muscular man cradling a baby — became famous and sold millions, although it was the poster of Tutankhamun, which became the biggest selling poster in the history of Athena. Also popular were a poster of a Hobbit from the 1970s by Jimmy Cauty,[4] the Tennis Girl poster from 1976 photographers like Salvatore salamone,[5] and "Beyond City Limits," published in the 1990s.[6][7][8]
The annual calendars, including the girl in the long red and white socks, and an image of Telly Savalas, were also a major feature.[9]