WebsiteClosers® presents a flourishing Amazon FBA Brand in the Men’s Grooming Category. The brand has become a leading name in the industry, with a reputation for providing professional-grade performance at an affordable $90 AOV. Their product line currently consist of hair clippers, trimmers, and shavers, and are embraced by rookie barbers and at-home users alike for their versatility and ease of use.
The company is well-received on Amazon and operated efficiently by their in-house team, as evidenced by a 100% Seller Rating over the past 12 months. The products themselves are doing so well on Amazon that they currently have a BSR of #2 for their primary category. This kind of real estate on Amazon is highly coveted and difficult to attain.
They safeguard their products and models through exclusivity contracts with their suppliers, ensuring that their quality designs remain theirs alone. They also have trademarks in the US, Canada, EU, UK, and China, adding another layer of protection to their brand. The brand is well rounded with moats in place – ready for a new owner to continue to scale the business on Amazon and beyond.
Business Broker Takeaways
1. Strategic Marketing. The brand primarily markets their products through Amazon PPC and affiliate partnerships, which they supplement with established keyword rankings and organic traffic. Branded search plays a significant role in their success, accounting for 15 to 20% of their total traffic and sales. This reflects the strong brand recognition and loyalty the company has cultivated among their customer base.
2. Premium Products. The company uses a very precise QA process to ensure their customers get the best possible grooming products available on the market, especially at this price point. They conduct thorough market and competitor research to identify opportunities and products that match their expertise, decide where their competitors are lacking, then create and test prototypes until they create the version that matches their expectations.
Their offerings feature a sleek, modern aesthetic with ergonomic designs, adding to their appeal. They also undergo a rigorous quality control and inspection process, ensuring that each product meets the brand’s high standards.
3. Diverse Demographics. The brand sells to customers in both the US and Canada, with their audience being split near evenly between male and female consumers. Women often buy the brand’s products for their partners and/or children, while men may buy to refine their grooming game or, if they’re barbers, add to their equipment line up.
While the company sees little seasonality throughout the year, their sales spike during the holidays, Amazon Prime Weeks, Black Friday/Cyber Monday, and all of December.
Operations
Current ownership typically works about 5 hours per week, though their hours may reach 10 per week when there are any new projects or training is being facilitated. Their key responsibilities consist of weekly team calls, checking KPIs to ensure everything is on track, approving payments, and researching new marketing and expansion opportunities.
As the company is remotely operated, the new owner will enjoy more flexibility in their schedule and in their place of operations than with other businesses.
The brand’s daily operations are handled by the company’s in-house, virtual employees, which consist of a full-time operations manager, 2 full-time customer service representatives, a full-time customer service & account health manager, and a part-time PPC manager. This team not only understands how to run the business, but also grow it, which will allow for a smoother transition and scaling process post-purchase.
Scale Opportunities
There are several methods available with which an enterprising entrepreneur could further scale this brand. For example, they could launch a consumables products line with supplementary grooming products such as hair styling cream. They could also develop a subscription model, which would work well for offering refills for these products alongside accessory products.
The brand could attract more customers by growing their social media outreach on YouTube and expanding their affiliate networks worldwide. A buyer could then partner with a worldwide distributor to sell in new regions and sell through Amazon’s other marketplaces, diversifying their revenue and targeting a much larger number of potential customers.
Outside of international expansion, the company could grow their Shopify D2C storefront, sell through TikTok shops, and explore online wholesale and retail options, which would make their products accessible to a wider non-Amazon audience.
Conclusion
This acquisition has clearly defined themselves in the Amazon FBA space through the shear quality of their products. They are well received by customers, and their team’s expertise will allow for a smoother transition and scaling process post-purchase.
