Sotheby’s has announced that they will be opening a gallery for private sales close to its London outpost on Bond Street. The gallery will be ideal for big-name collectors who prefer to do business through unpublicized sales rather than in the public auction arena.

Private sales have seen an uptick in recent years and unpublicized transactions increased at Sotheby’s by 11% in 2012. These inconspicuous sales accounted for $906.5 million of the $5.4 billion Sotheby’s brought in from auctions the same year. Most of Sotheby’s private sales come from big-ticket modern and contemporary works, which are sold when a buyer visits a viewing room within the auction house. Details surrounding these transactions are often kept under wraps. These private sales are also beneficial for the auction house because publicity costs are nonexistent.

Sotheby’s new gallery is expected to open in London during the fall of 2013.