David Krupp launches licensing agency The Influencer Store

David Krupp has launched The Influencer Store, a licensing company that works with social media creators in developing their own product ranges.

The agency will manage the manufacturing, product design and branding, e-commerce, distribution and customer service for new product lines.

The agency has launched focusing on the beauty and toy review space, with a view to expanding into new divisions as the business grows.

The Influencer Store is working with Californian YouTube channel, JKrew, which makes content about slime, and Sydney-based Instagram influencer, Mishti Rahman, who creates beauty, fashion and lifestyle content.

The Influencer Store founder David Krupp

Krupp explained to Mumbrella he got the idea for The Influencer Store through watching how his niece’s media and product consumption had changed based on her love for YouTube shows and creators.

For influencers, the benefit comes in the authenticity of promoting a product line that is their own, as opposed to partnerships that are not always a perfect fit for their personal brand, Krupp said.

“One could argue that celebrities have sold products like this for years and that might be true. The difference in today’s world though, is that the celebrity is also the sales distribution channel. And this is a game changer,” Krupp said.

Krupp started his career with Fox Interactive Media, working with MySpace and Rotten Tomatoes. He spent six years at social media agency Nuffgang before moving on to News Corp Australia and The Media Store. Most recently, he was the manager of digital partnerships for IMG.

Krupp told Mumbrella that his career path has given him a “good eye for what’s coming”.

“I have been very fortunate that in my career I have had the opportunity to become one of Australia’s leading voices in influencer marketing which has allowed me to build new industries after seeing market trends emerging,” Krupp said.

“I believe that frictionless social commerce is the next evolution of the social media influencer industry and I am excited to build my new business in an industry that is looking for change. We are excited to find investors who share this vision.”


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