Online Self-Storage Marketplace Explorage Rebrands as SelfStorageBooker.com

U.K. startup Explorage Ltd., which launched an online self-storage marketplace for consumers in November 2022, is rebranding its platform as SelfStorageBooker.com. The change came following feedback from users, according to a press release. The new moniker was unveiled during the Container Self Storage & Traders Association (CSTA) Conference in London last week. Anne Roberts, founder and CEO of Explorage, was a speaker at the event.

“Explorage was the name I came up with for the business when I very first had the idea. I had taken feedback on various names and words, and ‘Explorage for self-storage’ had a nice ring to it and gave us a unique angle,” said Roberts, adding that two issues with the name soon became apparent. It didn’t explain the company’s services and some consumers struggled to pronounce it, she said.

The new brand is being championed by a mascot, a squirrel named “Steve.” “In fact, he’s not just any squirrel,” Roberts said. “He’s a native red squirrel from Anglesey, where the Red Squirrels Trust Wales work hard to protect the endangered species.”

Steve has a backstory in that he works hard for his family, who are the driver behind his need for self-storage. Roberts and her team donned large squirrel hats to promote the mascot during the CSTA reception.

The company will keep Explorage.com as the main interface. “Customers will still also be able to use and book self-storage on Explorage.com as before. It’s simply that we are going to let that brand grow organically in its own time, while we put all our marketing energy into SelfStorageBooker.com,” Roberts said. “It’s an exciting time for the business, and with the new name and mascot, there’s a real sense of momentum building.”

SelfStorageBooker.com, powered by Explorage, is an online marketplace for self-storage consumers. It allows them to comparison shop rates and services as well as reserve units online.