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BoxedUp, a Seattle startup founded by former Amazon employees, announced a $2.85 million seed round on June 24, 2024 to help equipment-rental companies sell, reserve and manage equipment online. The amount was rounded to $2.8 million in the headline of the original report. The company was later acquired by Omni~View on November 8, 2025; Omni~View now presents BoxedUp’s former storefront capabilities through its Omni~Store product.
BoxedUp’s premise was that rental commerce needs more than a normal online catalog: availability is time-based, equipment sits in specific locations, and quotes, deposits, delivery, returns and maintenance all affect whether an order can be fulfilled.
What BoxedUp raised and when
GeekWire reported the financing on June 24, 2024. It was a seed round, not a Series A or debt financing, and totaled $2.85 million. The headline rounded that figure to $2.8 million.
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| Item | Detail |
|---|---|
| Round | Seed |
| Announced | June 24, 2024 |
| Amount | $2.85 million (often rounded to $2.8 million) |
| Lead and participating investors | Lavrock Ventures, Level Up Ventures (Hearst’s investment arm), Slauson & Co., Collab Capital and Service Provider Capital |
| Earlier financing | $2.3 million pre-seed round in March 2022 |
The company said the new capital would support expansion and hiring. At the time, BoxedUp had eight employees, planned to add two full-time employees in the third quarter of 2024, was headquartered in Seattle, and had a CEO who had relocated to Atlanta to scale the business.
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Who founded BoxedUp
The founding and leadership team reported in 2024 consisted of former Amazon colleagues. That description is supported; the available reporting does not establish that they worked on the same Amazon team or at the same time.
Donald Boone, co-founder and CEO
Boone previously led a solution-architecture team at Amazon and later worked on new-customer development for Amazon Business.
Biagio Sarich, co-founder and vice president of sales
Sarich previously worked in business development for Amazon Business.
Robison Santos, CTO
Santos spent more than seven years at Amazon as a software engineer.
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Why equipment rental needs specialized commerce software
A rental transaction is a commitment to provide a particular asset for a particular period, often from a particular location. That makes the operating problem different from selling a standard product that can simply be shipped from a warehouse.
- Availability is time-based: a unit booked tomorrow cannot be sold to another customer for the same period.
- Location matters: inventory in another branch may be too far away or too expensive to deliver.
- Turnaround consumes capacity: returned equipment may need inspection, cleaning, repair or transport before it is rentable again.
- Pricing is variable: rates can depend on duration, season, location, customer type, delivery distance and negotiated terms.
- Risk and paperwork matter: deposits, insurance, identity checks, damage waivers, permits and operator qualifications may be required.
- Many businesses remain manual: phone and email bookings, spreadsheets, separate billing tools and repeated follow-up can fragment the customer journey.
BoxedUp targeted portable storage, dumpsters, welding equipment and broader business-to-business equipment rental, where those constraints are especially visible.
What BoxedUp built
The 2024 BoxedUp Storefront
The product announced with the funding was called BoxedUp Storefront. It was positioned as an online storefront connected to rental operations, rather than merely a web page or product catalog. The reported capabilities included:
- Launching and licensing a branded online storefront.
- Displaying rentable equipment.
- Managing inventory.
- Accepting and managing orders and invoices.
- Coordinating delivery logistics.
CEO Donald Boone described the concept as a “Shopify for rentals.” That is a positioning statement, not evidence that BoxedUp matched Shopify’s breadth, integrations or economics.
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Features documented later on BoxedUp’s site
Subsequent BoxedUp materials described additional functionality. These are later vendor claims and should not automatically be read back into the June 2024 launch:
- Online reservations and checkout.
- Multi-location inventory.
- Automatic availability adjustments for kits and bundles.
- Quote automation and customer gear lists.
- Embedded payments, email and messaging automation.
- Integration with an existing rental-management system.
- Same-day courier delivery for eligible orders within up to 100 miles in the United States.
- A catalog database of more than 8,500 items.
The product page is available at tryboxedup.com. The 100-mile delivery statement is limited to eligible orders and should not be generalized to every customer, geography or equipment type.
The market BoxedUp was pursuing
Boone described the business-to-business equipment-rental industry as a $300 billion market. That is an executive-provided market-size claim, not an independently validated statistic established by the available reporting.
The opportunity is structurally attractive because rental operators can have valuable physical assets but weak digital sales infrastructure. A storefront that exposes availability, automates quotes and payments, and passes reliable reservations into dispatch and billing could address several bottlenecks at once. However, no customer-level revenue growth, labor savings, booking growth or return on investment was established in the funding coverage.
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What changed after the funding announcement
November 8, 2025: Omni~View acquisition
On November 8, 2025, Omni~View announced that it had acquired BoxedUp. Omni~View described BoxedUp as an e-commerce platform for rental bookings and online storefronts and said the acquisition would expand its software offering for portable-storage and rental businesses.
Current successor positioning
Omni~View now markets Omni~Store. Its product page describes branded storefronts where customers can browse, book and pay, with support for kits, bundles and automated inventory adjustments. Omni~View identifies those capabilities as former BoxedUp features.
Accordingly, BoxedUp should not be described in 2026 as an independent, unchanged startup. The relevant current question is whether Omni~View’s Omni~Store meets a rental operator’s requirements and what transition terms apply.
Displayed BoxedUp pricing—and why it needs confirmation
The BoxedUp site displayed the following plans when observed in August 2026:
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| Plan | Monthly price | Listed transaction fee |
|---|---|---|
| Basic | $49.99 | 2.9% |
| Pro | $199.99 | 1.9% |
| Advanced | $499.99 | 0% |
| Enterprise | Custom (“Let’s Talk”) | 0% |
The site also stated “no setup fees” and “cancel anytime.” Those are vendor marketing claims and should be checked against the applicable contract. The page separately described the service as starting at “5.4% and $49.99 per month,” which conflicts with the Basic plan’s displayed 2.9% fee. That discrepancy should be resolved with the vendor.
Because Omni~View acquired BoxedUp, prospective customers should confirm whether the displayed plans are open to new customers, which legal entity will contract with them, whether existing accounts are being migrated, and whether rates or fees changed.
What a rental company should evaluate
Inventory and reservation accuracy
- Does availability update in real time across locations, phone orders, walk-ins and other sales channels?
- Can the system handle serial numbers, kits, bundles, maintenance holds and turnaround time?
- What prevents an online reservation from double-booking an asset?
Quotes, delivery and fulfillment
- Can staff convert a quote into a reservation without re-entering data?
- Can the system price delivery zones, mileage, fees and time windows?
- Does it connect to the company’s fleet, dispatch tools or only a third-party courier?
- Can customers check out instantly, or can complex orders be routed for site inspection and approval?
Payments, risk and invoicing
- Are credit cards, ACH, deposits, refunds, taxes, invoice terms and late fees supported?
- How are insurance certificates, identity checks, damage waivers and claims handled?
- What are the platform, payment-processing and transaction fees?
Integrations and data ownership
- Is the connection to an existing rental-management system, ERP or accounting platform one-way or bidirectional?
- Can the operator export customers, inventory, pricing, reservations and order history?
- Who owns customer relationships and data if a marketplace channel is involved?
- What happens if an integration’s API, field mapping or inventory rules change?
Contracting entity and continuity
After an acquisition, verify whether the agreement is with BoxedUp, Omni~View or another affiliated entity, and ask what happens to support, data, pricing and product commitments if the service is migrated. BoxedUp’s terms of service state that services may change, be suspended or be discontinued, while transaction terms and fees may be specified in an order reservation or applicable plan. Its third-party agreement contains additional platform terms.
Alternatives and competitive context
Omni~View Omni~Store
Omni~Store is the current successor associated with BoxedUp, not an unrelated outside competitor. It is aimed at portable-storage and rental businesses and emphasizes branded storefronts, browsing, booking, payments, kits, bundles and inventory automation. Public pricing was not stated on the official product page, so buyers should request a current quote.
EZRentOut
EZRentOut is a category alternative with official material describing rental inventory, online rentals and customer portals. The available brochure does not establish current pricing, integration details or feature parity as of August 2026. Treat it as a comparison lead requiring current verification, not as a confirmed head-to-head recommendation.
Generic commerce platforms
A general commerce platform may provide catalog and payment tools, but a rental operator would need to verify rental-duration logic, deposits, damage waivers, delivery scheduling, multi-location inventory, quote workflows, maintenance windows and integration with its rental-management system before treating it as a substitute.
Bottom line for readers and operators
BoxedUp’s 2024 seed round was $2.85 million, raised by a Seattle team with Amazon backgrounds to bring storefront, reservation and operational workflows to equipment rental. The company’s corporate status then changed: Omni~View acquired it in November 2025 and now presents the former capabilities as Omni~Store. Anyone evaluating the technology should focus less on the old “Shopify for rentals” label and more on live inventory synchronization, fulfillment rules, fees, integrations, data portability and the post-acquisition contract.
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