Case | HBS Case Collection | October 2011 (Revised September 2014)

Paddle8: Painting a New Picture of the Art Market

by Mukti Khaire


The Paddle8 case is a short case that presents the idea for a new business in the global art market and asks students to evaluate whether it will work, given the structure and unique workings of the art market. Paddle8 is a New York-based startup that partners with well-known galleries to offer art works from their collections for sale on the Paddle8 website to carefully selected, globally-dispersed members. The firm aims to help galleries overcome their geographic limitations and to make art more accessible to a wide range of new collectors with the help of its technology platform. The question is: will this succeed in the context of the art market where exclusive access is a prime driver of value?

Keywords: Arts; Business Plan; Business Startups; Corporate Entrepreneurship; Online Technology; Trade; Fine Arts Industry; New York (city, NY);


Khaire, Mukti. "Paddle8: Painting a New Picture of the Art Market." Harvard Business School Case 812-047, October 2011. (Revised September 2014.)