SELERY ACQUIRES FULFILLMENT OPERATIONS FROM FAN OF A FAN, MARKING A MAJOR CREATOR ECONOMY WIN
Where/When: Los Angeles, CA — May 6, 2025
What’s Happening (TL;DR):
Selery Fulfillment Inc. has acquired the fulfillment operations of Fan of a Fan, the creator-founded company behind some of the most iconic merch and apparel brands in digital media.
The multi-million dollar asset sale includes three warehouse facilities and a proprietary logistics stack, all of which will be consolidated into a new, state-of-the-art fulfillment center in Ontario, California, launching in May 2025.
The deal marks Selery’s first major expansion into Southern California, a critical region for supporting West Coast-based creator and DTC brands. Fan of a Fan clients will gain access to a faster, more scalable logistics backbone through Selery’s international network.
Fan of a Fan will continue operating independently as a creator-focused agency, helping YouTubers and digital talent launch meaningful, apparel-led brands with a focus on storytelling, quality, and community.
Background on Fan of a Fan
Fan of a Fan was founded in 2016 by YouTube collective Yes Theory, their business partner Zack Honarvar, and CEO Ryan Westberg. Initially created to power the Seek Discomfort brand, the company built a powerful backend logistics system to fulfill high-volume drops, and then scaled that infrastructure to serve dozens of other creators and DTC brands.
Over time, Fan of a Fan organically grew into two distinct businesses under one roof:
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A creative agency, helping creators develop, design, and launch brands from scratch.
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A vertically integrated fulfillment division, handling warehousing, inventory, shipping, and customer service at scale.
Today’s acquisition reflects the value and scalability of the latter, while allowing the former to become the new strategic focus of the company.
Why This Matters
This is a breakout moment for bootstrapped entrepreneurship in the creator economy.
Fan of a Fan scaled its operations to millions of orders shipped and tens of millions in revenue processed, all without raising any capital. It’s a rare case of creators not just building hype, but building real infrastructure.
By structuring this as an asset sale, Fan of a Fan is now positioned to double down on what it does best: launching high-integrity, story-driven creator brands in a more focused and nimble way. The logistics engine it built will now be supercharged by Selery’s national fulfillment network, giving existing and future clients even greater scale and reliability.
Fan of a Fan continues to operate dozens of premium apparel brands for creators like Channel 5 News, Sickos, Colin & Samir, Kelly Wakasa, Divorced Dads (Graeme Barrett), and many others.
What’s Next After the Sale
Selery will fully acquire Fan of a Fan’s three warehouse locations and key operational IP, strengthening its footprint in the creator and consumer goods sectors, and establishing its first fulfillment presence in Southern California.
As part of the deal, Ryan Westberg will join Selery’s C-suite team, helping drive strategy and execution across its national fulfillment operations. At the same time, Ryan will remain in place as CEO of Fan of a Fan, which continues to operate independently as a standalone creative agency. The two businesses will remain structurally separate and focused on their respective missions.
Fan of a Fan, now leaner and more focused, will double down on its core strength: helping creators bring mission-aligned, story-driven apparel brands to life — from concept to launch and beyond.
Quotes from Key People
Ryan Westberg, CEO of Fan of a Fan:
“This sale is the result of eight years of discipline. No funding rounds. No shortcuts. Just building brick by brick. I’m proud of the fulfillment team we built, and even more excited to help our clients grow even faster as they now have more support with their fulfillment and logistics.”
Yes Theory, Founders of Seek Discomfort and early co-founders in Fan of a Fan:
“The success of Seek Discomfort gave birth to Fan of a Fan. We couldn’t be prouder that what started as a scrappy in-house operation is now part of something so much bigger.”
Zack Honarvar, Co-founder of Fan of a Fan and longtime manager of Yes Theory:
“This deal isn’t just a win for us, it’s proof that creators don’t need to raise millions or chase hype to build something real. We took the long road. We bootstrapped. We stayed lean. And it paid off.”
Media Contact:
Zack Honarvar — zack@onedayent.com
Ryan Westberg — ryan@fanofafan.co