Selery Acquires Fulfillment Operations from Fan of a Fan, Expands to Southern California

Selery Acquires Fulfillment Operations from Fan of a Fan, Expands to Southern California

Selery Fulfillment Inc. has officially acquired the fulfillment operations of Fan of a Fan, a major player in the creator economy known for powering merchandise and apparel brands launched by leading digital talent. The multi-million dollar asset sale includes three warehouse facilities and proprietary logistics operations.

Strategic Expansion to Ontario, California

The assets will be consolidated into a new state-of-the-art fulfillment center in Ontario, California, scheduled to launch in May 2025. This marks Selery's first major operational expansion into Southern California—a hotbed for direct-to-consumer (DTC) and creator-led brands. The move will offer Fan of a Fan’s existing clients access to Selery’s scalable, international logistics network.

Focus Shift for Fan of a Fan

Fan of a Fan will continue as an independent creative agency focused exclusively on helping YouTubers and digital influencers build brand ecosystems rooted in storytelling and community. Founded in 2016 by Yes Theory, Zack Honarvar, and CEO Ryan Westberg, the company originally launched as the fulfillment engine behind Seek Discomfort. It later expanded to support dozens of creator-led brands.

With the logistics arm now under Selery’s control, Fan of a Fan can sharpen its focus on launching high-integrity brands for creators like Channel 5 News, Colin & Samir, Kelly Wakasa, Sickos, and Divorced Dads.

A Win for the Creator Economy

The acquisition underscores Fan of a Fan’s rare success in scaling a vertically integrated operation—managing warehousing, shipping, and customer service—without outside capital. The company processed millions of orders and generated tens of millions in revenue through bootstrapped growth.

“By handing over logistics to Selery, we’re doubling down on our mission to build meaningful, creator-led brands,” said CEO Ryan Westberg, who will now also join Selery’s executive team while continuing to lead Fan of a Fan.

Independent but Aligned

Though operational assets will transfer, both companies will remain structurally independent and mission-focused—Selery on logistics innovation and scale, and Fan of a Fan on creative brand development.

For more on this announcement, visit Fan of a Fan or Selery Fulfillment.