ReedPop Launches The Haul, A One-Stop Virtual Marketplace for Fandom Bringing Together the Biggest Brands, Independent Artists, and Small Businesses for the Ultimate Fan Retail Experience

E-commerce Platform for All Things Fandom Debuts Today

October 01, 2021

NORWALK, CT - ReedPop, the world’s leading producer of pop culture events, today debuted The Haul, a new online marketplace that aims to be a true one-stop shop for fandom, bringing together the biggest brands in pop culture with small business retailers and independent artists in a virtual Show Floor.  

Part of a larger effort to integrate the company’s digital and live events with a strong slate of exclusive offerings, The Haul features products from artists, retailers, and brands within a dedicated space, replicating the same fan-to-exhibitor discoverability that’s found on the Show Floor at a live convention. As ReedPop continues to grow its digital offerings that includes a portfolio of genre digital brands like Dicebreaker and Cosplay Central, virtual events, and now an e-commerce platform, The Haul joins Metaverse as an always-on destination that gives fans an opportunity to celebrate their love for pop culture all year long.

Launching today, The Haul is kicking off with a robust lineup of products including apparel, accessories, collectibles, board games, art, plus toys, and more from retailers such as Zen Monkey Studios, Alex Ross Art, Icon Heroes, hustl., Jordandené, Mobyfox, and Tenacious Toys. At launch, the platform will offer fans cool new merch inspired by their favorite fandoms including Marvel, Star Trek, Leigh Bardugo's Grishaverse, and more, with many more brands and retailers to launch in the coming weeks and months. 

With conventions being a significant source of visibility for small businesses, independent artists, and larger brands alike, ReedPop will leverage The Haul alongside their event platforms and digital brands to create an online space much like an in-person Show Floor and Artists’ Alley that will promote convention-adjacent brands while getting new and exclusive products in fans’ hands.

“One of the inherent experiences of a comic con is that sense of discovery fans get from exploring the Show Floor and Artist Alley, and the loss of in-person conventions over the past year was detrimental for artists and businesses who depend on large-scale fan conventions to bring awareness to their products,” said Lance Fensterman, Global President of ReedPop. “As our team at ReedPop moves forward with a hybrid virtual and live convention model, we want to make sure we are maximizing the scale at which these businesses are being discovered by recreating that experience 365 days a year. The Haul will get new and exciting products—including the type of highly-coveted exclusive merch only found at a con—into fans’ hands all year long.”  

This announcement comes as ReedPop prepares to return to the Javits Center with New York Comic Con on October 7-10, 2021. Emerald City Comic Con and C2E2 are also slated for an in-person return in December. Alongside all physical events, ReedPop will also host a virtual event companion through

The Haul was built in partnership with Spaceshop Commerce, an ecommerce agency that specializes in marketplace development, multichannel commerce and creative services. 

“The convergence of digital and physical events has only accelerated the need for progressive brands like ReedPop to launch complementary channels like The Haul,” said Brandy Alexander-Wimberly, Managing Partner of Spaceshop Commerce. “We see a massive opportunity for ReedPop to grow this unique marketplace and to continue to innovate by integrating with additional platforms and channels. We look forward to continuing to support ReedPop’s transformational approach to the pop culture industry and the future of commerce.”


About ReedPop:

ReedPop is a boutique group within Reed Exhibitions – one of the world’s leading events organizers. Launched in 2006, the group has become the number one producer of pop culture events across the globe as well as a full service digital content provider and media company. Delivering once-in-a-lifetime fan experiences curated specifically for localized audiences, ReedPop currently features events in North America and Europe, including: New York Comic Con (NYCC), Chicago Comic & Entertainment Expo (C2E2), PAX West, East, South, and Unplugged, Emerald City Comic Con (ECCC), Star Wars Celebration, MCM Comic Con, Eurogamer Expo (EGX), Minecraft Festival, ComplexCon and more. In addition to organizing and managing events, ReedPop also runs and operates the Gamer Network and its portfolio of leading gaming websites including Eurogamer, Rock Paper Shotgun and GamesIndustry.Biz. The staff at ReedPop are a fan-based, globally focused group of professionals that are uniquely qualified to build and serve the communities with whom they share a common passion.(

About Spaceshop Commerce:

Spaceshop designs, builds and grows commerce channels for the digital economy. We are a multichannel digital commerce agency focused on the future of commerce and are certified experts in the world’s best ecommerce platforms. Spaceshop is an Amazon Global Selling Partner, Adobe Bronze Partner and Shopify Expert Partner, and offers brands complete end-to-end ecommerce services, support and a proprietary process designed to drive results. Spaceshop is based in Toledo, Ohio and serves clients around the globe.