During a difficult time for retail, it is great to have exciting new concepts opening in time for gift buying season, especially by established names in ecommerce.

Launched in October by MatchesFashion founder Tom Chapman and former director of e-commerce Nicolas Pickaerts, ABASK is available in 165 countries and offers over 2,000 objects across 120 brands. The concept has gone from inception to launch in 10 months.

Abask’s goal is to create a destination for curated, collectible and unique objects. They simplify the search for items to collect as future heirlooms or purchase as a gift.

ABASK celebrates the process of craftsmanship and design: from sharing the skills of fourth-generation artisans and contemporary craftspeople to telling the stories behind the pieces. In their “Meet the Makers” section, they offer video interviews with artists or mini-documentaries on their creative process.

Abask’s assortment at launch is sorted into four design aesthetics: modernist, classic, minimalist, and bohemian. A by-room search is also available, with categories for the Dining Room, the Study, the Games Room, and the Bar, and then 2 extra rooms, The Candle Cabinet and The Blanket Box

Chapman says the greatest compliment they can get is customers saying they haven’t heard of a lot of the brands. Its careful curation includes baskets made in Ghana, Perla Valtierra ceramics from Mexico City, Murano based brothers, Carlo and Giovanni Moretti’s innovative glassware and more widely known names such as Smythson.

I really love Brooklyn-based artist and designer, Sean McNanney's luxury blankets. Every piece is handcrafted from responsible Mongolian cashmere, camel hair and Yak down.

Such a rich collection took time and travels to curate. Chapman and Pickaerts hired buying director Bryony Sheridan from Liberty London, and she spent nine months travelling the world and working with experts to curate and source locally from destinations all over the world.

The website is an ongoing project, and the Abask team have plans to expand by opening new rooms every eight weeks, with The Flower Room and the Artist Studio set to be added in the coming months. I look forward to regularly checking back and browsing for hours.

By Anna Bance
December 2022

Anna Bance

Anna is the co-founder of Girls Meets Dress and a contributing editor to the GWG. She expertly guides us round the most covetable online fashion.