EQL’s Core Values: How we’re different by design
At EQL, we are not just in the business of ‘selling.’
Yes, we help brands sell some of the most in-demand products in the world. But powering high-heat product launches is about much much more.
When demand massively exceeds supply, the actual sale is just one small piece of the puzzle — one which many fans won’t succeed in.
With this in mind, the overall fan experience is just as important as the sale itself. And this difference in priorities doesn’t just set us apart from other, more standard ecommerce platforms. It also informs a different set of values that we operate by.
At EQL, our values guide us as a company toward consistently trying to do the right thing. They help us stay focused on the people that really matter: the fans, and the brands who stoke their passions. They remind us where we started, and where we’re headed. Values guide our decision-making because we can weigh every choice against them and let them direct our way forward.
Our core values drive everything about our business: how we develop new features. How we hire and treat our talented employees. How we engage with the fans and brands we work with.
These are the five values that define EQL at our core.
1. Eat fairness for breakfast
Personally, this is my favorite. That’s because for us, everything starts with fairness. It’s what fuels us. It’s not just how we begin each day, but how we got our beginning. We saw fans’ disillusionment with the systems of engaging in high-demand commerce — and as fans ourselves, we felt it, too.
Before starting EQL, when entering for and missing out on sneakers, tickets, etc. I found it really frustrating that there was no one in our corner as the fans. The attitude was very much ‘that’s just how it is’. But no one was chasing the idea ‘that’s not how it has to be’.
With a platform like ours that was founded on the principle of fairness, more fans win, but more importantly, they can trust that they’ve got the same shot as anyone else who plays by the rules.
2. Make it count
There’s opportunity everywhere in the wild world of high-demand retail. But perspectives limited by traditional definitions of commerce, of buying and selling, block our partners from realizing potential: for building more meaningful relationships, for creating rewarding fan experiences, for creating a lasting impact with every launch. At EQL, we’re committed to making every moment count. If it counts for our partners, then it counts for the fans.
3. Embrace the chaos
In order to make it count, we accept that we must embrace chaos. In a space fueled by passion, things don’t always stay neat and orderly. Others might prefer the comfort of the status quo, but we challenge it, uncovering new opportunities and breaking ground as we operate in a way that no one else does.
Chaos is a constant. (If your work, life, and world aren’t filled with it, please tell me your secrets.) And given the abundance of it in launch commerce, we’ve decided to run fast directly towards it, with arms wide open.
4. Go big and go home
Unless you’re already at home in which case, go big - then get offline. We know that what we do is important, but we keep it all in perspective. That means a healthy balance between hard work and time to relax and recharge. That’s how we ensure that our talented team is always energized and ready to do their best work on behalf of the people who matter most: the fans.
Our entire world revolves around passion, energy, and excitement, and you need a bit of rest now and then to do that right.
5. Cultivate good energy
Remember when fandom was all about having fun? It’s easy to forget sometimes that the whole point of high-demand retail is celebrating the things we love. That culture is built on connection and shared passions. That’s why we dedicate ourselves to keeping the vibes right and restoring the joy in fandom and collector culture.
See our values in action
I’m proud of what we’ve built at EQL and the different types of experiences we’re enabling: for fans, for brands, and for our team. None of it would be possible without the values that define us, and the people who believe in them just as strongly as I do. If you vibe with our mission, learn more about how we’re changing the game for fans and brands alike.
