Designed to disrupt consumerism by tapping into the burgeoning re-commerce trend, start-up business Releaseit is a central rental marketplace that connects people and businesses with the items they need for all kinds of jobs, occasions and experiences. Releaseit has appointed Edge to develop the brand DNA and visual identity, creative development, go-to-market planning and ongoing campaign and media management.
Founded by Peter Krideras – one of Australia’s e-commerce pioneers, and co-founder of Click Frenzy – along with retail expert Steve Kulmar, Releaseit has backing from major retail industry figures Paul Greenberg and Hugo Dudley-Smith.
With consumers becoming more environmentally aware, as well as continuing trends toward smaller living spaces with less storage – and the much-vaunted Millennial preference for experience over possessions – the ability to rent instead of buy is increasingly sought-after. And Releaseit, as a rental marketplace, will make it easy for people to access the stuff they want, when they want it: whether it’s a designer dress, an impact drill or a pushbike. All whilst reducing our impact on the planet.
Edge is responsible for development of the brand DNA and visual identity, creative development, go-to-market planning and ongoing campaign and media management.
Says Krideras: “We were looking for an agency that could take a venture building approach and work with us collaboratively to develop not just campaigns, but frameworks and processes that will allow us to commercialise, launch and scale at pace. Edge’s track record in this area made the decision easy, and we’re enjoying working together.”
The partnership between Releaseit and Edge has been established very early in the piece, as the start-up seeks early stage funding, with Edge taking a share of the business as part of its venture support model ‘Edge Accelerate’.
Says David Stretch, managing director at Edge: “We developed Edge Accelerate as a vehicle to help start-up businesses scale rapidly to dominate the local market and beyond. From idea to product, brand development to launch and scale, we apply our team’s deep consumer understanding and brand-building capability to bring new products and services to market and deliver return on investment for founders and investors. And what’s more we back ourselves to deliver, and believe in a partnership approach – so our model allows for a mixture of cash and share of business through sweat equity. You can’t beat skin in the game as a motivator!”
For more information, visit Releaseit at https://www.releaseit.com/