The Approach
The Approach is a London-based contemporary art gallery founded in 1997 representing approximately 31 artists through primary-market artwork sales and books/editions, serving private collectors and museums in London, Paris, and internationally.
- Company typePrivate
- Founded1997
- HeadquartersBethnal Green, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What The Approach does
The Approach is a London-based contemporary art gallery founded in 1997, operating as a private UK limited company with 1-10 employees. The gallery represents approximately 31 artists and operates from its London base, with an additional physical presence established at Place des Vosges in Paris from October 2024. Leadership comprises co-owners Jake Miller and Emma Robertson, Director Jo Harrison, and Head of Operations Mike Allen.
The gallery's commercial activity centres on two revenue streams: one-time sales of artworks by represented artists, and one-time sales of books and editions. Pricing is quote-based and not publicly disclosed. The gallery participates in major international art fairs including Art Basel, Frieze, and Independent, which serve as its primary distribution channels to a global base of private collectors and institutional buyers. Customers include private collectors and museums, with works from represented artists having entered permanent collections at MoMA, Tate, V&A, Kunstmuseum Den Haag, Kunstmuseum Luzern, Nasher Sculpture Center, EMΣT Athens, and Kunstmuseum Basel.
Beyond primary operations in London and Paris, the gallery has expanded its international footprint through a co-representation agreement with Fortes D'Aloia & Gabriel of São Paulo for artist Anderson Borba (January 2025), and participates in collaborative initiatives such as CONDO 2025 in London (December 2025). Roster artists have received major institutional recognition including a Turner Prize nomination for Kira Freije (2026), Fluxus Prize Special Mention for Paloma Proudfoot (2025), and Future Generation Art Prize shortlisting for Sandra Mujinga (2024), along with prior Anonymous Was a Woman and Pollock-Krasner grants.
The Approach firmographics
Firmographics- Name
- The Approach
- Legal name
- The Approach
- Website
- https://theapproach.co.uk
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Approach is a London-based contemporary art gallery founded in 1997 representing approximately 31 artists through primary-market artwork sales and books/editions, serving private collectors and museums in London, Paris, and internationally.
- Ownership category
- akta.pro rank
The Approach industry classification
Industry- Product category
- Contemporary Art Gallery
- NAICS
- Art Dealers (459920)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Books: Publishing Or Publishing & Printing (2731)
- akta.pro primary industry
- Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)
- akta.pro secondary industry
- Art, Photography & Illustrated Books Publishing (MPAJAAAF)
Keywords
Where The Approach is headquartered
LocationHeadquarters
- HQ city
- Bethnal Green
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Approach business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Artwork Sales: The gallery generates revenue by selling artworks by the artists it represents. The gallery maintains a roster of approximately 31 artists and sells their paintings, sculptures, prints, and other works to collectors, museums, and institutions. Artworks are sold via direct inquiry through the gallery's sales team.
- Books & Editions: The gallery publishes and sells limited edition prints and artist books/catalogues produced in collaboration with represented artists.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
The Approach product offering
Product offeringCore offering
The Approach is a London-based contemporary art gallery that represents approximately 31 artists, presenting their work through exhibitions at its Bethnal Green gallery space, international art fairs, and the sale of limited edition prints and artist books. Revenue is generated by selling paintings, sculptures, prints, photographs, ceramics and mixed media works by represented artists to private collectors and institutional buyers such as MoMA, Tate and the V&A. The gallery also publishes books and editions in collaboration with its artists for sale through its website and physical space.
Product overview
The Approach is a London-based contemporary art gallery offering three interconnected core offerings: exhibition services in its gallery space and at international art fairs, published books and limited edition prints by represented artists, and artist representation managing exhibition schedules and sales. The gallery represents a roster of over 30 artists across various disciplines including painting, sculpture, photography, and ceramics.
Differentiator
Problem solved
Functional benefit
Products and services
- Gallery Exhibition Services
Companies that use The Approach
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
The Approach technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Approach partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- CONDO 2025 (Philipp Zollinger, Zurich; Sophie Tappeiner, Vienna)minorThe Approach participated in CONDO 2025, a collaborative gallery initiative, hosting Philipp Zollinger (Zurich) and Sophie Tappeiner (Vienna) at its London space.
- Fortes D'Aloia & Gabriel, São PaulominorThe Approach announced representation of Anderson Borba in collaboration with Fortes D'Aloia & Gabriel, São Paulo, indicating a co-representation arrangement for the Brazilian artist.
- Place des Vosges, ParisminorThe Approach announced participation in Place des Vosges, a joint venture gallery initiative opening in Paris in October 2024, with a temporary presentation space at 9 Place des Vosges, Paris.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Approach competitors and assessment
Company assessmentDirect peers
- Victoria Miro: Major London gallery with a contemporary program across painting, sculpture, photography, and video. Comparable to The Approach in international fair presence (Frieze, Art Basel), institutional placement track record, and artist-representation model.
- Sprüth Magers: London/Berlin contemporary gallery representing post-war and contemporary artists across multiple media. Closely aligned to The Approach on artist roster breadth, international footprint, and museum-placement orientation.
- Simon Lee Gallery: London-based contemporary gallery with additional presence in Hong Kong and New York, representing international artists across media. Comparable in scope, fair presence, and institutional placement trajectory.
- Maureen Paley: Established East London contemporary gallery representing an international roster of mid-career and emerging artists. Closely comparable in size, Bethnal Whitechapel-adjacent footprint, and curatorial approach to The Approach.
- Lisson Gallery: London-based contemporary art gallery founded in 1967 representing a roster of international artists across painting, sculpture, and installation. Most directly comparable London peer to The Approach by virtue of overlapping artist medium mix, primary-market focus, and similar mid-tier institutional placement profile.
- Kate MacGarry: East London contemporary gallery representing an international roster of emerging and established artists. Direct peer given similar size, East London location, and emerging-artist emphasis at art fairs such as Frieze and Art Basel.
Broad incumbents
- White Cube: One of the largest global contemporary galleries, headquartered in London with spaces in Hong Kong, New York, Paris, and Seoul. Overlaps significantly with The Approach's fair circuit and primary-market positioning but operates at much greater scale with a far larger roster.
- Hauser & Wirth: Global mega-gallery with London roots, locations across Europe, the Americas, and Asia. Comparable in representing contemporary artists across painting, sculpture, photography, and editions, though at materially larger scale than The Approach.
Others
- Frieze (Frieze London / Frieze Paris): Operator of Frieze London and Frieze Paris art fairs in which The Approach regularly participates. Relevant peer as the platform/ecosystem provider through which the gallery reaches international collectors and institutional buyers.
- Tate (Tate Modern): Major UK public museum institution that has acquired works from The Approach's roster. Included as a peer because it is a recurring institutional buyer and curatorial counterpart rather than a commercial competitor — relevant for understanding demand-side context.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Approach social profiles
Digital presenceThe Approach financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Approach leadership team
Management profileNumber of profiles
Profiles6 records
The Approach funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Approach M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Approach
What does The Approach do?
The Approach is a London-based contemporary art gallery that represents approximately 31 artists, presenting their work through exhibitions at its Bethnal Green gallery space, international art fairs, and the sale of limited edition prints and artist books. Revenue is generated by selling paintings, sculptures, prints, photographs, ceramics and mixed media works by represented artists to private collectors and institutional buyers such as MoMA, Tate and the V&A. The gallery also publishes books and editions in collaboration with its artists for sale through its website and physical space.
Is The Approach a public or private company?
The Approach is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Approach founded?
The Approach was founded in 1997. It employs 1 to 10 people.
Where is The Approach based?
The Approach is headquartered in Bethnal Green, United Kingdom, in the Europe region.
How does The Approach make money?
Two revenue lines are on record. Artwork Sales are the primary driver. The others are books & Editions.
Who are The Approach's main competitors?
Direct peers on record are Victoria Miro, Sprüth Magers, Simon Lee Gallery, Maureen Paley, Lisson Gallery and Kate MacGarry. Broad incumbents are White Cube and Hauser & Wirth. Others are Frieze (Frieze London / Frieze Paris) and Tate (Tate Modern).
Does The Approach have an API?
No public API is recorded for The Approach.
What industry is The Approach in?
The Approach's product category is Contemporary Art Gallery. Its primary akta.pro industry code is THAJADAH, Art Galleries & Exhibition Spaces (Commercial & Nonprofit), with a secondary code of MPAJAAAF, Art, Photography & Illustrated Books Publishing. Its NAICS code is 459920 and its SIC code is 5945.