Fanjoy, the end-to-end merch platform that creates and distributes limited edition products in collaboration with top YouTube stars like Elle Mills, Jason Nash, and Tana Mongeau, is taking yet another step into physical retail.
Fanjoy has temporarily rented out a brick and mortar space at the Westfield Century City Mall in Los Angeles, where, every weekend for the next several weeks, it will host pop-up shops for different influencers. The first influencers to vend their wares at the venture — which has been dubbed Fanjoy Summer Series, and which will be open from July 20 to Sept. 17 — are Sam Goldbach and Colby Brock, a creator duo with 3.3 million subscribers, who have received roughly 15 million views in the past 30 days. They are best known for their explorations of haunted locales, and their merch line is dubbed XPLR, or ‘explore’.
The pop-up shop will feature new and exclusive merchandise from Goldbach and Brock — who are repped by CAA, and who announced a brief hiatus from their channel in April after attempting to enact a ritual on a haunted hike. The store will be open from 10 am to 10 pm on Saturday, and 11 am to 7 pm on Sunday. Only debit and credit cards will be accepted. While tickets aren’t necessary, entrance to the store will be tendered on a first-come, first-served basis. While Goldbach and Brock plan to stop by, Fanjoy notes that fans aren’t guaranteed to meet them.
Future pop-ups will feature David Dobrik, Adelaine Morin, Jeff Wittek, Jason Nash, and Bryant Eslava.
“Companies may be shying away from brick and mortar stores, but I see it as an incredible opportunity for our creators to continue to build their brands,” Fanjoy founder and CEO Chris Vaccarino tells Tubefilter. “As they continue to impact the lives of millions of people online, these in-person experiences actually humanize the creators to strengthen fan loyalty.”
The Century City Mall ventures follows a massively successful pop-up shop hosted by Fanjoy in collaboration with Dobrik in May. That shop, which took place at Casey Neistat’s 368 creator space in downtown Manhattan, was swarmed by roughly 10,000 adoring fans. Fanjoy and Dobrik are readying another pop-up in Chicago this weekend.