EQL

About EQL

EQL, a Melbourne-based firm founded in 2019, operates as a specialized commerce platform for managing high-demand product launches. The company was established by three former Google colleagues: CEO Andrew Lipp, CTO Patrick Donelan, and CRO James Boysons. The founding was directly inspired by their personal frustrations as avid sneaker collectors who repeatedly missed out on limited-edition releases due to website crashes, payment failures, and the prevalence of bots and scammers clearing out stock. Lipp, with a background in brand and growth marketing at Google and a lifelong passion for sneaker culture, spearheaded the concept. The team's pivotal moment came when they sent a cold LinkedIn message to Nike Europe, proposing a better system for their retail partners. Nike's positive response led to the development of the first version of the software for a Jordan brand collaboration launch.

EQL positions itself as a 'hype commerce' solution, offering brands an end-to-end platform to execute 'drops' for limited and sought-after products. Its business model revolves around providing this technology to retailers, aiming to turn chaotic launch events into controlled, brand-building moments. The platform is designed to handle massive traffic spikes, preventing site crashes that are common with traditional e-commerce infrastructure during high-demand periods. It serves a range of clients, from enterprise titans to boutique retailers, including major names like Foot Locker, Nike, Crocs, and Topps. Initially focused on the sneaker market, EQL has expanded its operations to serve brands across luxury apparel, collectibles, and premium spirits, with plans to enter gaming and ticketing.

The core of EQL's service is its 'Run Fair' certified platform, which integrates several key features to ensure equitable access for genuine fans. A multi-step security verification process is employed to identify and filter out bots and other bad actors, deduplicating entries to enforce a one-entry-per-person rule. This system gives real customers a better chance of purchasing the product. For users, the platform offers a streamlined entry process and features an 'EQLizer' score, which can improve a fan's chances in future draws if they participate fairly but are unsuccessful. For brands, the platform automates what was often a highly manual and time-consuming lottery process, providing stability, accurate payment processing, and valuable data insights on customer demand. The company secured AUD $25 million in a seed funding round in April 2022, led by Insight Partners and AirTree Ventures, to fuel global expansion and further development of its AI capabilities.