CustomInk, a leading player in the online custom appeal space, has announced it is acquiring Represent, a Los Angeles-based social commerce startup.
Sources close to the acquisition tell us the price tag was approaching $100 million, with it being a cash and stock deal.
Founded in 2014 by Bryan Baum, Andrej Pancik, and Leo Seigal, Represent is similar to CustomInk in that it lets anyone create and sell apparel and accessories with no upfront costs. However, the platform specializes in working with celebrity influences who are trying to find a way to monetize their influence through the sale of custom t-shirts and merchandise.
The company has worked with influencers like Stephen Amell, Grace Helbig, and Ronda Rousey, all of whom have ran campaigns on the site. Rousey’s campaign was particularly successful, grossing $2.3 million in t-shirt sales in a fundraiser for Didi Hirsch Mental Health Services.
The acquisition will certainly help CustomInk bring more celebrity influencers onto their platform. Additionally, it will give prominent CustomInk customers extra resources to help leverage and monetize their influence amongst fans.
Notably, the acquisition doesn’t mean Represent is shutting down anytime soon. The company will continue to operate as a distinct brand, while their supply chain, operations, and technology will be integrated into CustomInk.