Etsy plots IPO roadshow, expects shares to price between $14 and $16

The Brooklyn-based digital marketplace wunderkind is packing its bags for its IPO roadshow.

Etsy is packing its vintage patchwork duffel bags for its initial public offering roadshow, scheduled to take off on April 1.

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The Brooklyn-based startup filed its S-1 with the U.S. Securities and Exchange Commission at the start of the month.

At the time, Etsy said it hoped to raise up to $100 million. Goldman Sachs, Morgan Stanley and Allen & Co. were tapped as underwriters.

When it does go public, Etsy shares will trade on the Nasdaq stock exchange under the ticker symbol, "ETSY."

According to Tuesday's pre-roadshow update, Etsy initially expects shares to fall between $14 and $16 at the start of trading with more than 16.6 million shares included in the IPO.

Etsy also noted it plans to reserve up to five percent of the offering's shares to be sold under an IPO Participation Program for individuals.

The company once known as "Indieco, Inc." has stressed its business strategy is rooted in community and customer service since launching in 2005.

Etsy responded to some more mobile and e-commerce trends (not to mention competitors) last fall with what resembled a Square-like dongle for offline credit card payments.

As for that community, Etsy counted approximately 54 million members, including 1.4 million active sellers and 19.8 million active buyers, as of December 31, 2014.

Image via Etsy