Nick Gardiner never expected his career in industrial warehousing to inspire a new way for businesses to find space, but the idea for a cross-provider directory, which would be called WareCRE came to him almost naturally. In 2019, while working in marketing at ReadySpaces—a company specializing in co-warehousing, the industrial answer to coworking and flexible office space—Gardiner saw firsthand the mounting challenges companies faced in securing warehouse space. With industrial vacancies at a premium, landlords typically demanded long-term commitments for large swaths of square footage, a request that mid-market and large corporations could usually accommodate. Smaller businesses, however, often struggled to keep up, sometimes needing only a temporary boost in space to handle sudden growth or an unexpected surge in transactions.
“The nature of the co-warehousing flexibility, those facilities tend to have a revolving door of inventory,” Gardiner told GlobeSt.com, describing the constant ebb and flow that defines the industry.
As ReadySpaces expanded from 10 to nearly 40 locations, the team’s internal conversations about helping prospective customers find co-warehousing options evolved into a dedicated side project. “We’re both a directory for existing companies [and us], but it’s still a little bit fresh in the co-warehousing space,” Gardiner explained. He likened the approach to a store needing enough inventory to attract a broad customer base and sustain sales, noting, “It makes sense from our marketing perspective to start with the biggest players in the industry to scale up.”
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Launching WareCRE wasn’t easy. “It took us about a year to get it up and running and fully launched,” Gardiner said. “In terms of becoming somewhat successful and finding recurring users, the more difficult part has been getting everyone on board and getting listings up and running [on the website].”
Convincing competitors to participate in a platform sponsored by ReadySpaces required delicate negotiation. “That’s the conversation I’ve had to have over and over again as I’m pitching some of our competitors, and there is some rightful skepticism,” Gardiner acknowledged. Concerns ranged from worries about promoting ReadySpaces to hesitation over sharing pricing and availability. Still, Gardiner remained adamant: “But this doesn’t work unless it works for everyone. Ultimately, the goal is to let the customer figure it out themselves. As the market matures, it shakes out the levels or tiers of offerings that everyone has in the market.” For users, features such as location, climate control, dock facilities, or access to equipment like forklifts or pallet jacks often top the list of priorities.
To reach smaller users and expand customer choices, the company has leaned heavily on Google advertising. Yet, Gardiner estimates that in major markets like Los Angeles, San Francisco, or New York City, there are currently no more than 10 property listings available.
Despite the hurdles, Gardiner remains optimistic. “Almost all of the brands we’ve reached out to have accepted and up and running,” he said, signaling a promising start for the cross-provider directory’s future.
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