Legacy eCom Brand / Arts & Crafts Supplies

Broker presents a 30-year-old eCommerce Brand in the Arts & Crafts category. The business has a loyal customer base for its high-end crafting supplies that are popular with both amateur crafters and professional artists, and a well-earned reputation for assisting customers with their craft projects. Their 100% wool, cotton, and natural supplies are not available in retail stores, which is why so many of their buyers are long-time customers who return often, appreciating the high quality of their products. With a huge catalog of 1,000+ products, the business not only enjoys rising sales on its $65 Average Order Value but also an increasing number of B2B sales to schools, libraries, and other crafting businesses. During peak season, the company ships 100+ orders a day.

Their products are mainly sourced in the U.S., made exclusively for this business, including patterns and kits that are copyrighted. The business has multiple top sellers so profits are not concentrated on just a few items. While most sales, about 65%, are made on the company’s website, the business expanded its sales channels and now gets 30% of sales from its Amazon storefront and 10% from an Etsy store. The company’s focus on products that are unlikely to become widely available in brick-and-mortar stores has resulted in high demand among both DTC and B2B customers, and the company has a lot of long-term buyers who come back for repeat purchases.

Key Performance Indicators for this company:
• eCommerce Store Selling High-End Crafting Supplies
• Many SKUs Not Available in Retail Shops
• 1,000+ SKUs
• Multiple Sales Channels including Amazon & Etsy
• 30-year Reputation for Quality Products
• Consistent Sales with No Advertising Budget
• Rising B2B Sales to Crafting Businesses
• Current Owner Works just 25 a Week
• Sales Made to Libraries, Museums, Colleges, and Summer Camps
• Shipping 100+ Orders Daily at Peak Times
• Premium Fabrics Made Exclusively for this Brand
• 40,000+ Monthly Views on Pinterest

With two part-time employees who process orders, the current owner works just 25 hours per week on this business, focusing on putting in new orders to suppliers, quality assurance, and customer service. Some of these tasks could be handled by a virtual assistant, freeing up the new owner to focus on scaling this business. With sky-high brand recognition in this vertical and a devoted customer base, the Brand increased profits without a marketing budget. With an email database of 7,000+ subscribers they have used email newsletters to boost upsells, but there are huge opportunities here to launch a social media marketing campaign and a partnership with influencers to drive sales much higher.


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