- Creator merch startup Fanjoy has filed for Chapter 11 bankruptcy, a court filing showed.
- The e-commerce company handles merchandise sales for top digital creators.
- In 2017, Fanjoy pivoted its business model to helping internet stars sell merch.
Creator merch startup Fanjoy filed for Chapter 11 bankruptcy this month, according to a court filing viewed by Insider.
The e-commerce company partners with creators to help develop and sell merchandise including T-shirts, sweatshirts, and other accessories. Fanjoy has worked with creators including TikTok star Elyse Myers, the Gals on the Go podcast, and YouTube duo Kian and JC, according to its website.
In the filing, Fanjoy selected that the company had between 100 to 199 estimated creditors, and listed Myers, Twitch streamer GeorgeNotFound, and lifestyle podcast The Toast among its creditors.
“We’ve filed for Chapter 11 to restructure and strengthen our business strategically,” CEO Chris Vaccarino said in an email to Insider. “This decision aligns with our relentless commitment to supporting our creators. We’re optimistic about the future and will share more as we embark on this new chapter.”
The filing listed estimated assets as between $100,001 and $500,000, and estimated liabilities as between $1,000,001 and $10 million.
Vaccarino started the company by selling T-shirts for his brother’s band in 2014. Then around 2017, Fanjoy pivoted its business model to selling merch for YouTube creators and other internet stars.
During its early days in the space, creators would reach out to the company directly, or Vaccarino would meet new clients with the help of internet star Jake Paul, Vaccarino previously told Insider.
In 2020, the company skyrocketed as a top creator startup after partnering with some of the buzziest internet celebrities, like YouTubers David Dobrik and Tana Mongeau, and TikTok star Addison Rae. At that time, direct sales and product lines became an important revenue driver for some creators as companies canceled brand deals and ad rates dipped during the early stages of the pandemic. Companies like Fanjoy helped creators diversify their income streams by directly monetizing their audience.
The startup offers creators end-to-end services, from development with an in-house design team to customer support and shipping.
Fanjoy isn’t the first creator-focused merch company to face challenges in recent months.
In 2022, the e-commerce company Spring (formally known as Teespring) laid off staffers across multiple teams. Creators told Insider at the time that Spring had struggled with its business, including with shipping delays and late payments. Spring’s assets were acquired by the software company Amaze in November. In March, three product vendors hired by Spring told Insider that the company owed them payments.
If you know more about Fanjoy, or have a creator economy tip, you can contact Amanda Perelli via encrypted messaging app Signal (+1 646-768-4720), or standard email ([email protected]). Check out Insider’s source guide for other suggestions on how to share information securely.
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