Rupt Ventures – the venture arm of Austin, Texas-based supplier Rupt (PPAI 826757, Standard-Base) – has announced its fifth strategic investment in the promotional products industry: Denik (PPAI 766866, Standard-Plus). Rupt is calling the partnership its “biggest investment to date.”
- Founded in 2011 by Tyler Tolson, Denik is a supplier of custom notebooks, operating in the promotional and retail spaces.
- Over the span of less than 15 years, the company has steadily grown with more than 16,000 retail partners globally.
“Denik isn’t just in the notebook business – it’s in the impact business,” says Jason Lucash, CEO of Rupt and the winner of The Pitch at The PPAI Expo 2025. “Tyler and his team have built a brand where every product tells a story, supports an artist and funds a better future.”
Jason Lucash
CEO, Rupt
Through the capital invested by Rupt, the goals for Denik are to scale the company and “deepen its footprint” in the promo industry. Denik already offers no-minimum orders, and the partnership aims to ensure the same customer experience that its clients have grown accustomed to will be maintained as the company grows.
Last February, Rupt announced its investment and partnership with RIPL Goods.
- In addition to Denik and RIPL Goods, the company is currently invested in Austin, Texas-based supplier Desk Plants and San Diego-based supplier Swanky.
- St. Louis-based supplier Sweeter Cards was Rupt Ventures’ first strategic investment, which was realized after being acquired by Maple Ridge Farms.
Making An Impact Through Education
Rupt has made philanthropic vision one of the key factors that it prioritizes in its strategic investments. In that regard, Denik has long put in the work. Believing that art and artistic freedom unlock possibilities, the supplier has merged education and artistic expression by using profits to fund schools around the globe.
“Our mission is rooted in the belief that artists can change the world, and every notebook is proof of that,” says Tolson. “With Rupt Ventures as our partner, we’re not just growing, we’re doubling down on what makes us unique: creativity, quality and impact.”
Tyler Tolson
Founder, Denik
Tolson began Denik by selling notebooks at concerts and farmers markets as a means toward that same mission of funding the construction of schools.
- To date, Denik has funded nine schools in Mali, Guatemala, Laos, Ghana, Nicaragua, Senegal and the U.S.
“Denik has shown that creativity can drive real change, and that custom products don’t have to be disposable, they can be meaningful,” says Lucash. “At Rupt Ventures, we’re all in on that vision.
“We’re here to help Denik scale faster, reach further and prove that purpose-led brands can lead the promo industry forward.”
