Website Closers® presents a 30-year-old eCommerce Brand in the Arts & Crafts Supplies vertical. That lengthy track record has given this business strong brand recognition. So has its massive catalog of 1,000+ products, which include high-quality crafting supplies that appeal to buyers who love crafting as a hobby and professional artists. Most of their products are sourced in the U.S. and manufactured for this business by reliable suppliers, and these products include premium fabrics made exclusively for this Brand. Since the company specializes in products not available in retail stores, the business maintains a fiercely loyal customer base that drives sales higher through word-of-mouth testimonials and highly rated reviews.
Because the company carries 100% wool, cotton, and natural supplies, it has a rising percentage of B2B sales to schools, libraries, and other crafting stores. This business is also renowned for maintaining an open line of communication with customers, answering questions about their crafting projects, giving them guidance and helpful suggestions, and offering doll-making tutorials to go with their popular doll-making kits. This has delivered high levels of brand recognition and boosted customer engagement.
While most of the company’s sales, about 65%, are conducted on its WooCommerce website, the business successfully expanded sales channels to attract more customers. Their Amazon storefront now brings in 20% of sales, while an Etsy store is generating the remaining 10%. At a competitively priced $65 Average Order Value, the company enjoys sales throughout the year and is shipping 100+ orders a day during peak season.
Products are sold under their Brand name, and the company has multiple top-selling SKUs, so the business is not reliant on a few items to maintain profits. Their average customer is a woman between the age of 35-65 who is either middle-class or upper-income, and who share a passion for creating things using high-quality, hard-to-find materials. Many of them are long-term customers who return often, and the company’s Repeat Customer Rate just increased by 10%. They maintain a stable line of 100% wool felts that are very popular and enjoy steady sales.
The company also enjoys repeat sales from art teachers in school districts and colleges, museums, libraries, and summer camps. The company has even sold products to the Smithsonian Institute.
The craft industry is both highly profitable and evergreen. The global Arts and Crafts market was valued at S45.28 billion in 2024 and is expected to reach $74.27 billion by 2033, as consumer passion for crafting continues to skyrocket. Since this business doesn’t have an active marketing plan, that creates enormous opportunities for a new owner.
There are clear opportunities for a U.S. Buyer to acquire this company and then scale it quickly by launching a social media marketing campaign that includes partnerships with influencers and by having the website fully optimized for popular SEO keywords in this vertical. The new owner could also start an affiliate program and direct more of its marketing to B2B and wholesale accounts to arts & crafts retailers across the country.
Business Broker Takeaway
We are excited about this business for 3 important reasons:
1. Decades of Experience. Launched in 1994, this business has become known as a premiere online retailer in multiple arts and crafts supply verticals. The company carries one of the largest collections of premium wool roving, wool batt, needle, and wet felting supplies, and a huge selection of premium wool felts. Most of these SKUs are not on store shelves. The business is also known for its extensive doll-making supplies and kits. Customers often comment that their felt and roving supplies are superior to what they’ve purchased in well-known crafts stores such as Michaels or Hobby Lobby, and the company’s longevity is a key reason why they have multiple top-selling SKUs. Thanks to the brand’s enduring reputation and Brand recognition, the company continues to enjoy rising sales without a marketing budget.
2. Marketing Opportunities. With such strong brand recognition and track record for maintaining customer loyalty, the company hasn’t invested much in digital marketing tools. An email database containing 7,000+ subscribers enables the company to send out email newsletters to attract new customers and improve upsells, but there are untapped opportunities that include running paid media on Google, using social media and influencers to expand their customer base, starting a video marketing campaign on sites such as YouTube and TikTok, and having their website fully optimized for SEO keywords. These are proven methods for driving sales higher.
3. Expanding Sales Channels. The company’s decision to expand beyond its WooCommerce site to include storefronts on Amazon and Etsy has paid off. Both online stores are generating higher sales for this business. The company has plenty of glowing reviews and high ratings on Amazon, while they maintain a 5-star rating on Etsy. The company uses both sites to answer all customer questions and provide as much guidance as possible. The company could certainly expand to include additional sales channels, such as Walmart and eBay, as well as tapping into Amazon’s foreign platforms for an international expansion.
Conclusion
Over the past three decades, this business has moved from being a popular online store for crafters and artists to a much more significant long-term resource. With their doll-making tutorials and eagerness to provide advice and assistance to customers developing new crafting projects, this business has become a trusted source of information in this popular niche. This has given them high recurring revenues, and the ability to keep growing.
Sales remain high from August through the end of March, with peaks during the holidays. With this vertical only getting stronger, this is an excellent opportunity for an investor to take this Brand to the next level. Adopting a social media marketing plan alone would make a significant difference in sales since the new owner also inherits the company’s terrific reputation for quality products and for being so generously responsive to its buyers.
