Brand accelerator SuperOrdinary acquired 100% of Fanfix, a creator economy start-up that provides access to exclusive content from leading Gen Z creators, in an 8-figure deal.
WHO: Co-founded by Harry Gestetner, Simon Pompan, and social media star Cameron Dallas in August 2021, Fanfix is a monetization platform for Gen Z creators. The business claims to have 800 creators and 140,000 fan users.
SuperOrdinary was started in 2018 as a laboratory to grow the next generation of innovative consumer brands in China and on Amazon in the US. The fast-growing brand management and distribution company is working with best-in-class global beauty brands to establish and scale their businesses. The company grew in 2021 from 23 brands in China to over 140 brands globally, while its employee base increased from 180 to over 600 employees. As an investor SuperOrdinary is patient capital agnostic in terms of the investment cycle, writing checks from $100K to $50MM taking either a minority or controlling interest.
WHY: This acquisition will optimize creator monetization and enable international expansion combining the capabilities of SuperOrdinary and Fanfix by connecting creators with leading consumer brands. Creators will be able to seamlessly forge and monetize brand partnerships, while brands will gain immediate access to millions of consumers and valuable consumer and creator insights. The collaboration will also lay the groundwork for developing creator-led brands.
IN THEIR OWN WORDS: "We are thrilled to team up with Fanfix and build a multi-brand platform that will streamline relationships between content creators and brands," says Julian Reis, founder and CEO of SuperOrdinary. "We believe that access to the global creator economy is vital to a brand's growth in today's marketplace and are excited to form a mutually beneficial partnership with the fastest-growing monetization platform for Gen Z creators."
"The key to Fanfix's success has been consistently putting creators first. The partnership with SuperOrdinary is extremely exciting as it will allow us to bring a new angle of monetization to our creators and massively accelerate the success of both the creators and the brands," says Fanfix co-founder Harry Gestetner. "This partnership will bring Fanfix to the forefront of the creator economy and provide significant international expansion for the platform."
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