Website Closers® presents a thriving business comprising three primary brands, all distinguished by the coveted “Made in the USA” label, which resonates deeply with its customer base.
The flagship brand appeals to everyday consumers, evoking a sense of nostalgia through its Amish craftsmanship and artisanal touch. Contrary to the rapid pace of tech advancements, it offers a product line that celebrates tradition and authenticity. These meticulously handcrafted leather goods, sourced from both exotic and non-exotic animal hides, present a more accessible alternative to high-end luxury brands, effectively filling a significant gap in the market. Beyond conventional cowhide, the selection includes exotic options such as alligator, ostrich, eel, elephant, hippopotamus, kangaroo, and water buffalo hides.
A second brand caters to personal protection and law enforcement communities, specializing in leather belts and holsters designed explicitly for firearms.
The third shares a similar target demographic but distinguishes itself by offering a catalog tailored to gun owners seeking affordability.
Business Broker Takeaway
Our analysis of this business shows that the value propositions present are strong for a first-time buyer looking to get into the online space. We are excited about this business for three important reasons:
At the heart of its offerings lie exclusive partnerships with Amish artisans, providing a distinct competitive advantage. Traditionally, acquiring genuine Amish-crafted leather goods required a pilgrimage to one of the dispersed Amish communities across the nation. However, this business has bridged that gap by developing special relationships with these skilled craftsmen, enabling it to offer their sought-after creations online.
Regarding protection-focused products, paramount importance is given to premium quality. Each SKU showcases exceptional craftsmanship and proudly bears the “Made in the USA” emblem. Amidst a flood of low-priced imports, they balance affordability and value.
Operational efficiency stands as another hallmark of the business. Through an integrated supply chain and a streamlined inventory model, economies of scale are achieved, leading to reduced overhead costs and simplified day-to-day operations.
Products & Intellectual Property
The artisanal essence of the brands shines through in their customized offerings. Customers are invited to personalize their products, often collaborating on designs featuring monograms or incorporating leathers sourced from their personal hunts or unique acquisitions, adding another layer of distinction to the company’s appeal.
The owners have meticulously safeguarded their brands and logos, holding 25 trademarks within the US. Most remain active, and over half are bolstered by Section 15 filings, providing added legal protection. Furthermore, the business possesses ownership of 84 domain names. While some serve as defensive measures, others have been procured in anticipation of potential new product launches.
Sourcing & Logistics
The product sourcing strategy is highly streamlined, with each supplier catering to a distinct market segment.
The primary supplier specializes in crafting small and exotic leather goods. This partnership is strengthened by an agreement that facilitates seamless collaboration, particularly concerning pricing arrangements. Their expertise shines through in their extensive range of exotic leather products, positioning them as one of the few sources proficient in handling a diverse array of hides.
A second prominent leather merchant operates primarily as a high-volume manufacturer, offering a comprehensive catalog of belts, many of which are available for private labeling. While open to producing individual-specific belt lines, management typically opts for standard catalog offerings due to their reliability and consistency.
Another supplier, functioning as a boutique establishment, has gradually been integrated into the company’s sourcing strategy, mainly serving as a backup. They specialize in crafting select small items not readily available through other suppliers, adding diversity to the company’s product offerings.
Lastly, a dedicated vendor is responsible for supplying all cut-and-sew protection products. Distinguished as the sole non-Amish partner, they offer competitive contract-based pricing, ensuring value and reliability at every stage of the production process.
Marketing & Operations
The business employs a diverse marketing strategy to maximize revenue. Email marketing targets previous customers with updates on product launches, sales, and limited-edition items. Google AdWords drives traffic and is managed by an agency. Social media marketing to past website visitors yields a healthy ROAS, while retargeting is utilized through a partner network, featuring visually striking ads designed by a third-party company. Link-building enhances organic search rankings, overseen by a content-focused SEO firm. Additionally, affiliate marketers earn a commission, consistently driving traffic to the site.
Sales remain strong throughout the year, reaching their peak during the fourth quarter. The business is operated by its owners without employees. However, the potential for growth and efficiency exists with the introduction of two full-time employees to oversee and expand operations, supplemented by part-time assistance during peak holiday periods.
