Creator merch startup Fanjoy has filed for bankruptcy

• 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.

According to a court filing obtained by Insider, creator merch startup Fanjoy filed for Chapter 11 bankruptcy earlier this month.

The e-commerce company collaborates with creators to create and sell merchandise such as T-shirts, sweatshirts, and other accessories. According to its website, Fanjoy has collaborated with creators such as TikTok star Elyse Myers, the Gals on the Go podcast, and YouTube duo Kian and JC.

In the filing, Fanjoy stated that the company had 100 to 199 estimated creditors, including Myers, Twitch streamer GeorgeNotFound, and lifestyle podcast The Toast.

“We’ve filed for Chapter 11 to restructure and strengthen our business strategically,” CEO Chris Vaccarino told Insider in an email. “This decision is consistent with our unwavering commitment to supporting our creators.” We’re excited about the future and will share more details as we begin this new chapter.”

The filing listed estimated assets ranging from $100,000 to $500,000 and estimated liabilities ranging from $1,000,001 to $10 million.

In 2014, Vaccarino founded the company by selling T-shirts for his brother’s band. Around 2017, Fanjoy shifted its business model to selling merchandise to YouTube creators and other internet celebrities.

Vaccarino previously told Insider that during the company’s 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.

After partnering with some of the most popular internet celebrities, including YouTubers David Dobrik and Tana Mongeau, and TikTok star Addison Rae, the company skyrocketed as a top creator startup in 2020. As companies canceled brand deals and ad rates dropped during the early stages of the pandemic, direct sales and product lines became an important revenue driver for some creators. Companies such as Fanjoy assisted creators in diversifying their revenue streams by directly monetizing their audience.

The startup provides end-to-end services to creators, including development with an in-house design team, customer support, and shipping.

Fanjoy is not the first creator-focused merch company to experience difficulties in recent months.

The e-commerce company Spring (formerly known as Teespring) laid off employees across multiple teams in 2022. Spring had struggled with its business at the time, according to creators, including shipping delays and late payments. Amaze, a software company, purchased Spring’s assets in November. Three Spring product vendors told Insider in March that the company owed them money.