Matter Of Form have helped to transform the Affordable Art Fair from a global events business to a global arts retailer through best in class technology and design.

Matter Of Form have worked closely with AAF in an ongoing partnership to test and learn which parts of this innovative proposition work for both galleries and consumers. By constantly developing new hypothesise to test against, the business is gradually refining its commercial model and operating structure.

Since the site was launched, the AFF have seen a 350% increase in new month on month customers and a 200% increase in year on year customers. They have also seen a 14% increase in repeat purchases.