On 1 June 2023, Amaze Software, Inc. - the creator-commerce company behind the Amaze and Spring (spri.ng) platforms - acquired Outfts, the creator hub founded by Nicolas Baxter. It was a clear validation of the bet he had made on the creator economy.
Outfts was built around a simple conviction: that creators should own their audiences and control how they earn. To that end, the product gave them the tools to do it - polished media kits, link-in-bio pages, and access to thousands of brands’ product catalogs, all in one hub designed to turn an audience into durable, diversified income.
That focus is exactly what made the company a fit for Amaze, whose platforms help creators design, sell and monetize without the usual overhead. Folding Outfts in extended Amaze’s reach into media kits, link-in-bio, and brand-catalog commerce, and let it connect creators with authentic brands at far greater scale.
Amaze brought serious creator-commerce heritage of its own. Its Spring platform began life as Teespring - a Y Combinator company from the early Winter 2013 (W13) batch - before scaling into one of the largest creator-commerce networks, with millions of creator stores.
“This acquisition underscores our dedication to creating a unified platform that drives all creator commerce capabilities, accelerates creator growth, and supports authentic brands,” said Aaron Day, CEO of Amaze Software, framing the deal as a step toward consolidating the creator-commerce stack.
Baxter saw the same opportunity from the builder’s side. “By uniting with Amaze, our powerful creator commerce solutions gain the ability to connect creators at an unprecedented scale,” he said - a reach a standalone hub could rarely achieve on its own.
He did not simply hand over the keys and walk away. Following the acquisition, Baxter joined Amaze as SVP, Brand & Product, helping shape the combined company’s direction in the period before its NYSE listing - turning an exit into an operating role rather than an off-ramp.
It set a template Baxter would carry forward: build a sharp product around a real shift in how people work and earn, find the platform that multiplies its reach, and stay in the room to see it scale.