Godard Abel, one of Chicago's top tech entrepreneurs, is backing a startup that helps brands create online 3D product configurations. And he's staffing it with a host of executives from his previous businesses as the retail tech startup continues to grow.
Abel announced Thursday that he's leading a $10 million strategic seed investment in ThreeKit, a tech startup that lets brands improve upon the static images on their site by building completely interactive 3D experiences, letting customers better interact with products online. With ThreeKit, brands can integrate augmented reality, 3D product tours, and more directly on their platforms.
The startup was founded five years ago by Ben Houston, a techie who spent 15 years in Hollywood working on special effects for movies like Harry Potter and Avatar. After creating 3D visualization technology for the entertainment industry, Houston realized he could bring similar technology to retail brands' websites.
In 2013, ThreeKit was born. With a small office in Ottawa, the startup began connecting with brands who wanted to spruce up their online product images. Abel, then working at Steelbrick---a startup that eventually sold to Salesforce---and his team ran across ThreeKit and were impressed with what Houston had built.
Fast forward to mid-2018, and Godard and crew are ready make not just a financial investment in the startup, but to staff it with executives who've worked with Abel at several of his businesses. Former Steelbrick, BigMachines (acquired by Oracle) and G2 Crowd vets make up some of the company's top leadership roles.
ThreeKit opened a Chicago office last year, which serves as the company's official headquarters. The startup has doubled headcount in the last six months, growing to 40 employees. It expects to double its headcount again in the next 6-12 months, according to Joachim Klein, a former Steelbrick executive who now serves as ThreeKit's COO and president.
Abel and his team took a promising tech startup and gave it the sales, marketing and customer support muscle it needed to grow, Klein explained. The startup now works with around 50 brands, including Crate & Barrel, Steelcase and CÎROC Vodka, who use ThreeKit to build interactive 3D experience on their websites. Its AR and virtual photography capabilities also allow customers to preview customized orders before making a purchase.
Being based in Chicago has given the startup access to the customer base and talent pool that it needed, Klein said.
"We’ve seen great talent in Chicago. We've seen great prospects and customers in Chicago," he said. "There's a great tech ecosystem that helps us."
Abel serves as the startup's executive chairman, and Houston is now the company's CTO. Other executives include John Kim, SVP of sales; Slava Kovelman, VP of operations; Kelly Wilson, VP of customer success; and Nancy Rizkallah, VP of finance.
ThreeKit is the latest big swing from Abel, who is also the CEO of Chicago's G2 Crowd, a software review platform and marketplace that's eyeing a possible IPO. G2 raised $55 million last October.
