Part of Quicken Loans' move to downtown will feature one of its most promising start-ups, FatHead, and its growing staff.
The Livonia-based FatHead firm will move to the Compuware headquarters overlooking Campus Martius in late August, bringing 62 employees and eight interns with it. The life-size-sports-and-entertainment-decal company has hired a dozen people over the last year and expects to continue adding staff as it spreads its reach in its market.
"The strategy was to go wide," says Patrick McInnis, CEO of
FatHead. He explains that the 7-year-old firm has grown from its base of making life-size wall decals of sports stars and athletic team brands to a whole assortment of subjects, such as military unit flags, entertainment stars and custom products. One of those custom products is soldiers having life-size decals made of their families or vice-versa.
"That has really taken off for us," McInnis says. "Customization has been a major driver of our growth."
Another has been its partnership with
Live Nation, which has granted access to its rock stars. FatHead chose
Kid Rock as its flagship product in this line because of his mass appeal and local ties. It's also working on creating a total fan experience of products that will allow customers to make a whole fan cave around their favorite sports team or custom symbol.
"We're going to continue to go wide with out fan-care concept," McInnis says.
Source: Patrick McInnis, CEO of FatHead
Writer: Jon Zemke
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