ReedPop Launches Fandom Marketplace “The Haul” Built by Spaceshop Commerce

October 8, 2021

Spaceshop Commerce and ReedPop have partnered to launch “The Haul,” a virtual pop culture and fandom marketplace, built with Adobe Commerce.

The Haul integrates ReedPop’s digital and live events with a product marketplace featuring some of the biggest brands in pop culture, along with exclusive items from artists and retailers, replicating the fan-to-exhibitor discoverability found on the showfloor at their live conventions.

"The Haul represents a transformational digital first initiative, and what the future of commerce looks like for live events and beyond,” said Brandy Alexander-Wimberly, managing partner and director of client strategy, Spaceshop Commerce.

She added, "The ReedPop team are amazing partners and it was truly a pleasure bringing their vision for a pop culture marketplace to life. We selected Adobe Commerce to build The Haul, because it's completely customizable, making it a natural fit for this project, as well as other marketplaces Spaceshop will build in the future.”

Launched just in time for New York Comic Con, which takes place Oct. 7 - 10, The Haul serves as a companion piece to ReedPop’s live events.

The marketplace showcases merchandise from Star Wars, Harry Potter, Marvel and more, as well as unique one-of-a-kind fan art.

“As we began to reimagine the live and digital event experience, we knew that facilitating commerce between our exhibitors and fans was going to be pivotal,” said Mike Armstrong, vice president of new initiatives at ReedPop.

He added, “Once we connected with the team at Spaceshop, they helped us to build a product that will not only help our exhibitors generate revenue, but one that will allow us to deepen our relationships with our fans who are looking for great merchandise all year long. The wonderful Spaceshop team took our vision and then added their expertise and guidance to help make this project a reality.”

The convergence of digital and physical events has accelerated the need for progressive brands like ReedPop to launch complementary ecommerce channels like The Haul.

The model created by Spaceshop will allow ReedPop to grow its marketplace and continue to innovate by integrating with additional platforms and channels. As it scales, ReedPop plans to expand the site to other countries and channels.

"Spaceshop's relationship with Adobe is built on a solid foundation, which benefits clients like ReedPop,” said Outi Greve, senior director of partner sales at Adobe. “Spaceshop's team is skilled at leveraging features that allow them to customize marketplaces for each unique client's needs."

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Partner Voices

As event professionals and destinations adjust, adapt and evolve in these uncharted waters, it is imperative that substantial resources be put in place for all of the people responsible for planning and executing trade shows, expositions and conventions. An example is Mohegan Sun, which built an industry-leading, COVID-19 Resource Center with a combination of pictures from recently held successful events (the property reopened on May 1, 2020) along with several widely available and informative documents, such as an evolving operational framework: