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Monday, Sep 25, 2023

Cameo Acquires Celebrity Merch Platform Represent

Represent Holdings announced Oct. 25 it was acquired by Chicago-based Baron App Inc., which does business as video-sharing service Cameo.

The West Hollywood-based celebrity merchandise platform will merge a robust talent roster that includes Jennifer Lopez, Ed Sheeran and Kendall Jenner with Cameo’s existing talent pool to provide new ways for celebrities and creators to connect with fans. Its technology will additionally establish revenue streams for its new parent company’s clients while offering them opportunities for charity and nonprofit fundraising.

“In Cameo, we’ve found aligned visions and passion,” said Represent President and Chief Operating Officer Daniel Rosenberg. “Day one, this combined entity will allow our wide range of talent to seamlessly create and sell products their fans will love.”
Terms were not disclosed, but the sale marks the second time Represent was acquired since it was founded in 2014. Fairfax, Va.-based retail company Custom Ink purchased the company in 2016 in a cash-and-stock deal worth a reported $100 million.

Custom Ink will continue to handle production, fulfillment and logistics for the company’s customized apparel and merchandise needs. Meanwhile, Rosenberg and Chief Marketing Officer Bobby Maylack will continue to lead Represent’s day-to-day

Todd Gilchrist
Todd Gilchrist
Todd Gilchrist is a Los Angeles-based reporter and film critic with 20+ years of experience at dozens of print and online outlets, including Variety, The Hollywood Reporter, Entertainment Weekly and Fangoria. An obsessive soundtrack collector, sneaker aficionado and member of the Los Angeles Film Critics Association, Todd currently lives in Silverlake, California with his amazing wife Julie, two cats Beatrix and Biscuit, and several thousand books, vinyl records and Blu-rays.

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