Maak - Case Study
Fine Art, Antiques & Collectables | Multi-Seller
Maak uses iRostrum’s Multi-Seller operating model to run specialist online auctions under its own brand while maintaining the presentation, operational standards, and bidder experience expected within the international fine art market.
Founded in 2009 by Marijke Varrall-Jones, Maak is a specialist auction house and art consultancy dedicated to contemporary ceramics and craft.
Known for its carefully curated sales and high presentation standards, Maak has spent over a decade working with private collectors and public institutions globally and been at the forefront of a movement to build international recognition for studio pottery and ceramic art. In recent years, the business has expanded its focus further to incorporate contemporary craft and material focused art works in wood, metal, glass, and textiles.
From the beginning, Maak positioned itself as a specialist auction business focused on quality, expertise, and long-term market credibility.
Operating model: Multi-Seller
Maak operates as a specialist auction house managing consignments on behalf of multiple sellers while maintaining full control over presentation, bidder relationships, and auction operations under the Maak brand.
This operating model required a platform capable of supporting professional auction workflows while preserving the standards and compliance requirements expected within the European fine art auction market.
When Maak launched its online auctions in 2011, the business needed an operating model that could support long-term growth without compromising presentation quality, operational control, or bidder trust.
Before founding Maak, Marijke Varrall-Jones had spent years working within established international auction houses, including Sotheby’s and Bonhams. That experience shaped a clear understanding of the operational requirements involved in running professional auctions at the highest level.
Maak needed a platform capable of supporting the realities of a specialist Multi-Seller auction house, including:
At the same time, the business wanted to maintain complete ownership of its brand, client relationships, and route to market.
Existing auction platforms did not provide the level of presentation, operational flexibility, or control Maak required to support the type of business it wanted to build.
The collaboration between Marijke Varrall-Jones and Greg Horne led to the creation of iRostrum in 2011.
Rather than adapting Maak’s business around a shared marketplace platform, the goal was to create a professional white-label auction platform designed around how specialist auction houses actually operate.
For Maak, this meant:
The platform was built to support Maak’s operating model while maintaining the presentation standards and operational discipline expected within the fine art auction sector.
iRostrum became the operational platform behind Maak’s online auctions, supporting the business as it expanded its international audience and ongoing auction activity.
The focus was on enabling Maak to operate professionally under its own brand while reducing unnecessary administrative overhead for a growing specialist team.
This allowed Maak to maintain a highly curated bidder experience while supporting the operational demands of a professional Multi-Seller auction business.
The implementation of iRostrum helped Maak strengthen its position as a leading specialist auction house in contemporary ceramics and craft and gain a market leading position within the field.
Operationally, the platform enabled the business to manage auction activity more efficiently while maintaining the presentation standards central to the Maak brand.
As Maak’s audience grew internationally, the business was able to attract broader bidder participation while continuing to operate under its own identity and route to market.
Owning its bidder relationships and auction data also gave Maak greater control over how it developed its business over time. Alongside its specialist expertise and curated presentation, this enabled the company to focus increasingly on digital strategies to attract new bidders, strengthen client relationships, and cultivate ongoing engagement from existing audiences.
The platform provided a sustainable operational foundation for a lean specialist team managing ongoing auction activity and long-term business growth.
Today, iRostrum remains central to Maak’s auction operations as the business continues to evolve and expand its specialist focus.
Professional auction businesses often require more than online bidding functionality. They need operational control, trusted efficient workflows, and the ability to manage client relationships under their own brand.
Maak demonstrates how a specialist Multi-Seller auction house can scale internationally while maintaining the presentation standards, governance, and bidder experience expected within the fine art market.
The case also highlights the long-term value of owning bidder relationships and auction data directly. By operating under its own brand and controlling its route to market, Maak has been able to develop its audience strategically over time rather than relying entirely on third-party marketplace exposure.
For organisations where reputation, operational accountability, and long-term brand ownership matter, a white-label operating model can provide greater control and flexibility as auction activity grows.
