World's biggest TikToker from Senegal sells company in $900m deal

"The transaction involves the partial sale of his company, Step Distinctive Limited, to Rich Sparkle Holdings, a United States-listed firm that disclosed the acquisition alongside a broader strategic partnership focused on scaling Lame's commercial operations worldwide. Under the agreement, Rich Sparkle, through its operating partners, will hold exclusive rights to Khaby Lame's global commercial activities for an initial period of 36 months."

"Rich Sparkle estimates that the integrated structure combining traffic, fulfilment, operations, and proprietary technology could eventually generate more than $4 billion in annual sales once fully implemented. As part of the deal, Khaby Lame will become a controlling shareholder in Rich Sparkle Holdings, positioning him not just as a creative partner but as an equity stakeholder in the commercial infrastructure built around his brand."

""This is not just an equity acquisition, but a revolution in the global content e-commerce model," the company said, adding that the combination of a US-listed platform, globally recognised content IP, and supply chain expertise could unlock unprecedented shareholder value. The rollout of the commercial strategy will initially focus on the United States, the Middle East, and Southeast Asia, with execution planned over the next three years."

Khaby Lame completed a partial sale of Step Distinctive Limited to Rich Sparkle Holdings, granting Rich Sparkle exclusive rights to his global commercial activities for an initial 36 months. Rights include brand partnerships, endorsements, licensing, and e-commerce, shifting toward a platform-driven business model. Rich Sparkle projects the integrated structure of traffic, fulfilment, operations, and proprietary technology could exceed $4 billion in annual sales when fully implemented. Khaby will become a controlling shareholder in Rich Sparkle, giving him equity in the commercial infrastructure. The rollout will focus on the United States, the Middle East, and Southeast Asia with execution over three years. Khaby's wordless videos built a vast, culturally diverse audience.

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