Sequence has advised London Theatre Direct on its investment from Trafalgar Entertainment

Sequence is pleased to announce that it has advised innovative founder-owned London Theatre Direct, one of the UK’s leading ticket retailers and distributors, on its investment from Trafalgar Entertainment.

Established in 1999, London Theatre Direct is one of the UK’s leading ticket retailers and distributors. As one of the first companies to sell theatre tickets online in the UK, through to displaying interactive seating plans, connecting to multiple API systems and becoming the first ticket seller in the world to accept bitcoin, London Theatre Direct continues to innovate using new technologies.

This new phase for the company is being supported through investment from and partnership with Trafalgar Entertainment, which will foster both growth and diversification. Investors include Barings on behalf of clients and accounts managed by the financial services firm, Sir Howard Panter and Dame Rosemary Squire, Greg Dyke and Sir Richard Branson.

“Having built the company from scratch over the last two decades, we are excited to enter the next phase for London Theatre Direct with our partnership with Trafalgar Entertainment. The highly professional team at Sequence, with their technology expertise and industry knowledge, were instrumental in making this investment process a success.”

Francis Hellyer and Emmanuel CiolfiLondon Theatre Direct Co-Founders

“Francis and Emmanuel are game-changers within the industry, and they have created one of the world’s most forward-thinking, technologically advanced and recognisable ticketing companies. We are delighted to be working with them on developing their business and this important new website.”

Howard Panter and Rosemary SquireTrafalgar Entertainment Co-Founders