Simon Larkin MW founded Atlas Fine Wines after nearly two decades in the trade, where among other ventures, he headed up the fine wine trading at an old established merchant. The aim for Atlas remains the same as eight years ago: personal advice to collectors powered by market intelligence, analysis, broking and stock management. He acknowledges the complexities of fine wine, and deploys the first-hand knowledge of his team to advise on all aspects of collecting. ‘We’re able to take someone from fairly early days, build their confidence and guide them to gradually understand what they’re looking to achieve,’ he says. ‘We want to inform the clients and grow their confidence. We don’t just want to get into this idea that we’re the ones holding all the knowledge and the client just has to trust us.’ As a ‘relatively niche’ enterprise, Atlas’ sales are mostly conducted on a one-to-one basis, building up trust with clients with a ‘bulletproof’ approach. Storage is an area of continual investment, as well as pricing data which is updated daily to provide accurate valuations to clients. One piece of advice Larkin finds himself giving often is not to focus too heavily on a particular region. ‘Some people come to us as they find themselves a bit overloaded with one particular genre of wine and miss out on the diversity offered by the market and it gets them into a subtly entrenched position,’ he says.