== Partnerships ==
== Partnerships ==
Brands and retailers that have used EQL’s software include Nike, Tiffany & Co., Crocs, Stanley, Culture Kings, Foot Locker, Sullivans Cove, and the Royal Australian Mint.
Brands and retailers that have used EQL’s software include Nike, Tiffany & Co., Crocs, Stanley, Culture Kings, Foot Locker, Sullivans Cove, and the Royal Australian Mint.
The platform has managed releases such as Nike x Tiffany & Co. sneakers, Adidas x Bad Bunny footwear, Stanley products, Funko collectibles, Sullivans Cove whisky, and the Simone Rocha x Crocs collaboration. EQL also managed a collectible coin release from the Royal Australian Mint based on the children’s series Bluey.
EQL is an Australian technology company that develops e-commerce software for managing high-demand product launches. Founded in 2021, the company provides tools to verify buyers, limit automated bot activity, and manage limited inventory in online sales.
History
EQL was founded in 2021 by former Google employees Andrew Lipp, Patrick Donelan, and James Boysons to address challenges associated with limited product launches, including website crashes and automated purchasing by bots.
In 2022, EQL raised US$18.6 million in a funding round led by Insight Partners and AirTree Ventures, with participation from Zinal Growth, 20VC, Sam Kroonenburg, and the family office of Michael Rubin.
Platform
EQL’s platform supports what the company describes as “hype commerce,” focusing on product launches that generate high short-term demand. It verifies customer identities, prevents duplicate entries, and allocates inventory to reduce automated purchasing and scalping.
In 2025, EQL launched the EQL Shopify App, which allows Shopify merchants to manage limited product launches using gated access and automated raffles.
Partnerships
Brands and retailers that have used EQL’s software include Nike, Tiffany & Co., Crocs, Stanley, Culture Kings, Foot Locker, Sullivans Cove, and the Royal Australian Mint.
The platform has managed releases such as Nike x Tiffany & Co. sneakers, Adidas x Bad Bunny footwear, Stanley products, Funko collectibles, Sullivans Cove whisky, and the Simone Rocha x Crocs collaboration. EQL also managed a collectible coin release from the Royal Australian Mint based on the children’s series Bluey.
