49 RETAILER INTERVIEW Better connected Djamel Benziane, Director, shares more about Aberston.com, a curated B2B wholesale marketplace designed to connect small, design led brands with independent retailers Tell us a bit about the Aberston concept and how you came to open the business? Aberston began with a gift, two thoughtfully chosen wine glasses. A present from Djamel and Anne’s daughter overseas, the couple assumed they’d been bought abroad. In fact, they came from a small independent homeware store just around the corner in Dublin. That moment of discovery, the beauty of something so considered, found so close to home, sparked something. When they visited the store, what struck them wasn’t just the product range, but the story behind it, how much effort went into sourcing each piece, and the passion driving the retailer. That conversation planted the seed for Aberston. It became clear through research and countless conversations with independent retailers and makers that the tools available to them weren’t fit for purpose. Many platforms were too big, too broad, too rigid, or simply didn’t understand the needs of smaller businesses. So we created Aberston.com, a curated B2B wholesale marketplace designed to connect small, design led brands with independent retailers. We’ve built a space that’s simple, fair, and thoughtfully engineered to make sourcing and selling feel less like admin and more like discovery. Our role is to host, not to overshadow. We’re here to connect brilliant makers and creatives with curious retailers and let their products take centre stage. Aberston isn’t just a platform, it’s a community, and we’re proud to help it grow. What challenges were overcome when you launched? We started by listening. We spoke to over 100 retailers and brands who told us they were frustrated with clunky platforms, high minimum orders, and limited product curation. So we simplified the experience, cutting down admin, improving discoverability, and offering fairer terms. Building trust in a new platform was a hurdle, but our clarity of purpose and community first approach
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