Yes Theory launched a fulfillment brand for its merch. After “eight years of discipline,” it’s time to sell.

Yes Theory is cashing in on a brand that was partially established to power a creator merch line. Selery, an ecommerce company that works with small businesses, has acquired the fulfillment assets from the Fan of a Fan brand.

A press release describes the transaction as a “multi-million dollar asset sale” that will allow Texas-based Selery to scale up its operation on the West Coast. Fan of a Fan’s three warehouse facilities and its proprietary logistics stack will be used to build out a fulfillment center in Ontario, California. That location is expected to open its doors this month.

Beyond its fulfillment capabilities, Fan of a Fan also encompasses a wide array of creator services. Post-sale, the brand co-founded by Yes Theory, business partner Zack Honarvar, and Fan of a Fan CEO Ryan Westberg will continue to operate as an agency that works with big-name videomakers to build brands from the ground up. Westberg will retain his CEO role, joining Selery’s C-suite.

“This sale is the result of eight years of discipline,” Westberg said in a statement. “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.”

Westberg’s statement reflects the bootstrapping journey that brought Fan of a Fan into existence. Yes Theory, known for its adventurous videos, broke out during the tail end of the 2010s. Fan of a Fan initially facilitated the rollout of Seek Discomfort, a merch brand that expresses Yes Theory’s bold, positive vision.

What happened next showed that creator-oriented brand-building services were in high demand. Fan of a Fan built a client roster that included the likes of Colin & Samir, Airrack, and Channel 5 with Andrew Callaghan. The current and upcoming Fan of a Fan apparel brands will be able to take advantage of Selery’s “supercharged” fulfillment network.

The success story that is Fan of a Fan bodes well for future firms incubated by Yes Theory and its cohort. Honarvar, a manager who also reps Airrack, has developed a keen eye for brand-building opportunities. His recent work includes a fintech startup called Boring Stuff, which handles taxes and other bits of red tape on behalf of creator clients.

Building a business from scratch and turning it into an acquisition target is impressive, but Yes Theory and Honarvar are not settling there. Now that Fan of a Fan’s operations have been streamlined, it will be a company to watch in the creator economy.