London-headquartered Easol, which describes itself as an “experience commerce platform,” has planted its roots in North America with the opening of its first US office in New York City.
The expansion marks a significant step for the company after raising $30 million in its Series A funding round from Tiger Global with participation from existing investors Notion Capital, Y Combinator, Foundation Capital, Slow Ventures and FMZ Ventures led by Micheal Zeisser, the former Chairman of US investments at Alibaba.
Easol aims to build a dedicated home for its growing North American operation and a hub for its growing global experience creator community, the company said. The platform now powers creators across the US, from California-based FWB Fest to Nevada’s Schellraiser Festival and Sol Seeker in the US Virgin Islands.
Easol’s journey began in 2017, born from the frustrations faced by festival organizers Ben and Lisa Simpson as they navigated the complex web of third-party platforms while managing their own events including snowsports and music festival Rise, and Beyond Adventures, a series of adventure travel experiences in remote locations such as the Sahara desert and the Swedish Archipelago.
“We’re excited to be opening our Easol office in Brooklyn. The space will allow us to further grow our team of experts in New York and around the country, as well as serving as the first hub for our experience creator community here in the US.”
Ben Simpson, Easol
Today, the company’s b2b SaaS platform has grown, serving experience creators in over 135 countries and powering diverse businesses like global festival brand Afro Nation, wellness and lifestyle platform Wanderlust, cycling brand Rapha and house music institution Defected.
Easol says its platform addresses long-standing grievances within the experience industry, which encompasses festivals, wellness and sports events and the tours and activities sector. Creators often face challenges around data ownership, service fees, and limitations in selling intricate experiences with packages, add-ons, and upsells.
The startup says it tackles these issues by helping creators with data ownership, allowing them to control their own domain and retaining complete ownership of customer data. Easol says that its custom booking journeys facilitate the sale of diverse experiences, from festival passes to luxurious dining packages and adventure trips.
“We’re excited to see Easol bring their offerings to the US. They have been an integral part of our growth, since we started using them in 2019. They have helped Envision grow way beyond what any other booking platform was able to.”
Josh Wendel, Envision Festival
“We’re excited to be opening our Easol office in Brooklyn. The space will allow us to further grow our team of experts in New York and around the country, as well as serving as the first hub for our experience creator community here in the US,” said Easol Co-founder and CEO Ben Simpson.
FestForums Founder Laurie Kirby, who has collaborated with Easol on the last two editions of her conference, added, “Easol’s mission aligns closely with FestForums. Their unique product brings crucial value to an industry that’s looking to take back control and grow independently.”
Josh Wendel, Co-Founder of Envision Festival, also commented on Easol’s new office in the US, saying, “We’re excited to see Easol bring their offerings to the US. They have been an integral part of our growth, since we started using them in 2019. They have helped Envision grow way beyond what any other booking platform was able to.”
Music Business Worldwide