Website Closers® presents a 23 Year American-Made CPG Brand that operates within the Iron Bed and Related Accessories vertical. The heart of the business is connecting with the customer’s vision for their most revered room of the house—the bedroom. The team’s understanding and appreciation of the products, combined with personal attention and conversations with every customer, sets this company apart from the competition.
Two primary suppliers are used, with whom the owners have excellent relationships. Some beds are and have been exclusive to the company for years. However, the owners note that in their vast experience in the niche, exclusivity is less significant to consumers than good communication and product knowledge. In addition, the company is known for its customized orders. It has produced them for hotels, lodges, hospitals, movie and television shows, and organizations, including Ronald McDonald House.
The business enjoys year-round interest and sales with no heavy concentration on any given style, and the entire range is popular. Typical customers are men and women between 30 and 70, in all areas of the US.
The two owners take sales calls, process orders, send email confirmations, purchase orders to the factories and pickup requests to shipping companies, answer inquiries, pay bills and maintain the website.
The business is traditional in its approach to customer service. All customer calls and emails are dealt with directly by the owners. In addition, they process and navigate all questions, purchases, and fulfillment issues personally. This is necessary as all sales are handled by telephone because the website has no shopping cart. Despite having no digital marketing strategy, the company’s highly visible presence on the internet drives considerable traffic to the site.
Arguably the biggest selling point of the business is its enormous potential in the home furnishings eCommerce market. The wide variety of products, large email database, and low working capital requirements suggest the company is well-positioned for expansion.
The scalability potential is unlimited. Giving customers an even more straightforward online shopping experience would undoubtedly boost sales. Following that, a strategic digital marketing strategy across all channels would drive significantly more traffic to the site, improving the top and bottom lines. Google Ads for example, would be an easy start. Hyper marketing based on geographical locations presents an additional growth opportunity.
A buyer could quickly build a substantial media presence using platforms like Facebook, Instagram, and Google. The home décor niche lends itself particularly well to social media. Quality content combined with paid advertising could quickly boost and create sustainable growth.
Growing the email database is straightforward. Developing segmented campaigns would lead to excellent conversion rates, increased repeat business, and the ability to communicate special offers and new products to existing or prospective customers.
Listing on various eCommerce platforms, like Amazon and Walmart, is low-hanging fruit and can quickly be implemented by a tech-savvy buyer or outsourced for a healthy and potentially colossal return on investment. More than 60% of Americans begin searching for a product on Amazon. The business could use this opportunity to drive domestic sales and prepare for simpler international expansion.
Few special skills are required to quickly and successfully operate this business. A buyer will, however, need to become familiar with the true history of the product, including production materials and techniques. They would also need an understanding of the shipping industry and its workings within the furniture world. Growing the business to include more home-furnishing products would require basic color theory and interior design knowledge. Unless and until the company is entirely navigated through a shopping cart, gaining customer trust through a phone conversation would be extremely helpful.
This reputable business has an extensive history of stable sales and a solid customer base. Furthermore, the minimal workload makes it an attractive opportunity for potential buyers looking for a manageable business.
