It turns out the same tech that makes dragons come to life on Game of Thrones can help sell office furniture.
Ben Houston spent nearly 20 years working on Hollywood movies and TV shows, where his visual effects rendering software has been used in just about every recent blockbuster, such as Avengers, Harry Potter, Star Wars, Avatar, GOT and more.
As a visual effects software creator for Hollywood, his software powered the CGI for more than 100 movies, but Houston realized the tech had another powerful effect: selling products online.
In 2013 Houston launched ThreeKit, a startup that lets brands make 3D product configurations on their websites. Companies can integrate augmented reality, 3D product tours, and more immersive digital experiences that help customers better interact with their goods online.
The startup, founded in Houston's hometown of Ottawa, got a boost in January of this year when Chicago serial entrepreneur Godard Abel led a $10 million round in the company. The startup is staffed with former executives at Abel's previous companies like Steelbrick, BigMachines and G2 Crowd, including Joachim Klein, a former Steelbrick executive who now serves as ThreeKit’s COO and president.
The startup opened a Chicago office in 2018, which now serves as its headquarters, and has quickly grown to more than 60 employees---doubling its headcount in the last six month. And ThreeKit plans to double it headcount again before the year is up.
ThreeKit has more than 40 brands using its software, including Crate & Barrel, office furniture company Steelcase and CÎROC Vodka.
"You’re more likely to sell online when a customer can see what they’re going to buy," Houston said in an interview. "It sounds super simple, but it's actually fundamental."
Companies that sell products with complex configurations---items with several different colors, fabrics, styles and sizes---rely on ThreeKit to better display those products online. It's no surprise that furniture companies have flocked to the product, as their products can have potentially millions of different design options that customers can choose from, Houston explained.
"If Crate & Barrel can show you exactly your product, there's no leap of faith on a $3,000 purchase," he said.
Houston said ThreeKit plans to continue improving the product, with the goal of making 3D product configurations so easy to do that anyone can create them.
