On Stage

What On Stage does

On Stage is a Madrid-based, privately held merchandising management company founded in 1987 that specializes in official merchandise for live music, sports, and entertainment events. The company serves concert and tour promoters, music festival organizers, concert venues, and individual artists across more than 15 countries, with a stated track record of over 10,000 events, tours, and festivals serviced since inception.

The company's product offering is structured around three core service lines: integral merchandising management (covering idea development, graphic design, production planning, manufacturing, staffing, and statistical reporting), live event sales management (deploying both fixed venue stores and mobile or modular point-of-sale units), and third-party merchandise production with customized budgets and quality levels. These services are supplemented by a Shopify-based online store (Tienda Online) that enables 365-day direct-to-consumer merchandise sales beyond physical event windows. The underlying technology stack is not publicly disclosed; operational technology appears to consist of physical sales infrastructure, a supplier network of more than 100 providers, and the Shopify e-commerce platform, with no proprietary software or data assets referenced.

On Stage's business model is predominantly event-driven and transactional, generating revenue through merchandise sales at events (transaction/margin-based), online sales through its Shopify store, and professional service fees for third-party merchandise production work. The company operates a B2B go-to-market relying on direct relationships with major European promoters and venue operators; pricing is quote-based and tailored to individual client requirements rather than publicly disclosed. The firm lists 11-50 employees but the services page references an average workforce of 200 workers, indicating a flexible, event-scaled staffing model. No external funding rounds, ownership structure, or financial disclosures are available.

Name

On Stage

Legal name

Onstage

Website

https://onstage.es

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

On Stage is a Madrid-based, privately held merchandising management company founded in 1987 that provides end-to-end official merchandise services — from design and production to on-site and online sales — for concert promoters, music festivals, and live event venues across 15+ countries.

Ownership category

akta.pro rank

Product category

Event Merchandising Services

NAICS

Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Merchandising & On-Site Retail (Tour Merch, Pop-ups) (MPAIAFAJ)

Keywords

• Event merchandising services
• Concert merchandise management
• Live event retail
• Festival merchandise sales
• Merchandise production

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Merchandising sales at events: On-site merchandise sales at concerts, festivals, and live events through fixed venue stores and mobile/modular sales points. Revenue is generated through the sale of official merchandise with operational management provided by On Stage.
2. Online merchandise sales: E-commerce sales through the company's Shopify-based online store, enabling continuous sales beyond physical event venues.
3. Merchandising production services: Design, production, and logistics services for third-party merchandise, serving artists, promoters, and entertainment brands with customized solutions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

On Stage provides end-to-end merchandising management for concerts, festivals, and tours, covering idea development, graphic design, product range planning, manufacturing, staffing, store operations, and live event sales. The company operates fixed venue stores and deploys mobile/modular sales units, and runs an integrated online store for year-round merchandise sales beyond physical events.

Product overview

On Stage offers a unified merchandise management platform with three core services: integral merchandising management (from design through production to sales), live event sales management (with fixed and mobile point-of-sale solutions), and third-party merchandise production. The platform is supplemented by an online store module. The company has served over 10,000 events, tours, and festivals since 1987, operating across 15+ countries with a network of 100+ suppliers and an average of 200 workers.

Differentiator

Problem solved

Functional benefit

Products and services

• Gestión Integral de Merchandising (Integral Merchandising Management) End-to-end merchandising management covering idea development, graphic design, product range planning, manufacturing, staffing, store operations, event sales, and online store integration with detailed statistical reporting for event organizers and artists.
• Gestión de Venta en Eventos en Vivo (Live Event Sales Management)

Quantifiable outcome

• 10,000+ events, tours, and festivals completed since 1987

Named customers17 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• Last TourcoreStrategic or Co-development PartnerConcert promoter and event organizer that works with On Stage for merchandising management services at their events. On Stage provides complete merchandise solutions including sales infrastructure, staff, and operations.
• Live NationcoreStrategic or Co-development PartnerGlobal live entertainment company operating concerts and tours. On Stage serves as their merchandising management partner, providing end-to-end merchandise services.
• Primavera SoundcoreStrategic or Co-development PartnerMajor international music festival held in Barcelona. On Stage provides merchandise management services for the festival.
• SónarcoreStrategic or Co-development PartnerInternationally recognized electronic music and digital arts festival in Barcelona. On Stage provides merchandising management services.
• Club Palau Sant JordicoreStrategic or Co-development PartnerMajor indoor arena venue in Barcelona hosting concerts and events. On Stage provides merchandise sales infrastructure and operations for events at this venue.
• Estadio OlímpicocoreStrategic or Co-development PartnerOlympic Stadium in Madrid hosting major sporting and entertainment events. On Stage provides merchandising management services for events held at this venue.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Goldenvoice Merchandise (AEG): Merchandise arm of AEG/Goldenvoice, producer of Coachella and other major festivals. Directly comparable in festival-specific merch operations, though primarily serves AEG-owned events rather than operating as an independent B2B service provider.
• Route One Merchandising: UK-based tour and event merchandising company working with artists and festivals. Comparable in B2B tour merch services for the European live music market, with similar end-to-end service model.
• Spirit Live (Topstyle Merchandise): UK-based concert and festival merchandise company providing tour merch and on-site sales for major UK and European artists. Directly comparable in B2B merch services for concerts and festivals, with strong UK festival penetration.
• Riserva: Italian-based event merchandising company serving music festivals, tours, and concerts across Europe. Closest direct peer to On Stage in terms of business model, geography, and end-to-end service offering (design, production, on-site sales).
• Epic Rights: Global music merchandise and brand management company, now part of Bravado/UMG, providing merch services to artists and tours. Directly comparable in B2B tour/festival merch services, though with a more international roster.
• Araca Group: US-based merchandise, licensing, and brand management company for live entertainment, Broadway, and touring artists. Directly comparable in providing end-to-end merch production and on-site sales for major tours and events.

Emerging players

• EMP (European Mail Order): European rock/band merchandise retailer selling band and music merch through D2C e-commerce channels. Comparable in the e-commerce/music-merch space, though primarily a retailer rather than a B2B tour merch operator.

Others

• Get In (Spanish concert promoter): Spanish concert promoter and event organizer, listed as an On Stage client. Comparable as a participant in the same Spanish live music ecosystem, though as a buyer rather than a competitor in merch services.

Broad incumbents

• Fanatics (Merchandise Division): Global sports and entertainment merchandise giant operating licensed merch for major leagues, teams, and events. Broad incumbent with overlapping capabilities in on-site and online merch for live events, though focused on sports rather than music.
• Bravado (Universal Music Group): World's largest music merchandising company, owned by Universal Music Group, providing tour and artist merchandise globally. Directly comparable as a full-service music merch operator, but operates at significantly larger scale across all major global tours.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/onstage_merchan
• Facebookfacebook.com/OnStageStore?locale=es_ES
• Instagraminstagram.com/onstage_merchan

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about On Stage