Website Closers® presents an Amazon FBA eCommerce brand that prides itself on supporting local manufacturers in America. This not only ensures superior quality but also resonates with consumers who value Made in the USA products.
95% of sales are made through Amazon FBA, and all products boast timeless steel designs with modern minimalistic touches. This unique intersection caters to a broad spectrum of customers, from traditionalists to contemporary collectors.
The manufacturers use advanced automated processes to ensure unparalleled consistency. Every product that leaves the company’s facility meets the same standard of quality, irrespective of its size or color. Additionally, the vast array of sizes and colors allows customers to find products that perfectly fit their space and aesthetic preferences.
The steel shelving and home decor market in the US is experiencing a significant transformation, largely driven by the growing trend of online shopping. Over the past few years, there has been a noticeable shift in consumer behavior, with more and more customers turning to eCommerce platforms to fulfill their home decor and storage needs. This shift has been accelerated by factors such as convenience, a wide variety of product choices, and the ability to compare prices and read reviews from the comfort of one’s home.
One notable aspect of this evolving market is the increasing preference for eco-friendly products. As consumers become more environmentally conscious, they are actively seeking sustainable and eco-friendly solutions. Steel shelving, known for its durability and recyclability, fits well into this trend.
Furthermore, there is a growing appreciation for US-manufactured products in this industry. Customers often associate domestically produced goods with higher quality and more stringent quality control standards. This brand has capitalized on this sentiment by emphasizing the quality, craftsmanship, and local production of its SKUs. Domestic production has also become highly beneficial as supply chain disruptions and global uncertainties persist by offering consumers a more reliable and responsive source of products.
Growth Trajectory
In the past year, management has introduced more variations to already established and successful ASINs and hired a top agency to manage all PPC efforts on Amazon, which makes up the bulk of the digital marketing strategy. Complementary endeavors include influencer marketing on Instagram and TikTok in collaboration with content creators.
Inventory & Operations
A 100% stock inventory model is utilized, which equates to between $100,000 and $125,000. All products are dispatched from the company’s 2000-square-foot warehouse. FBA facilities are replenished as necessary for all Amazon sales and approximately 40% of those made through Shopify.
The business is unafflicted by seasonality and performs strongly throughout the year.
Due to the systemized nature of operations, the owner dedicates only between 10 and 20 hours weekly to the brand, focusing primarily on inventory management and high-level functions. One part-time employee handles all warehouse and packaging tasks.
Scale Opportunities
To scale effectively, this brand can use a multifaceted approach. One tactic identified by the current owner is expanding existing successful ASINs with new variations. Different colors and sizes cater to diverse preferences, enhance the catalog, and encourage repeat purchases. Diversifying the product range is also worth pursuing, given the dynamic home décor industry. For example, adding steel wall art and modern furniture taps into market trends.
Reducing reliance on Amazon and driving Shopify sales through marketing campaigns on platforms like Facebook, Instagram, TikTok, Pinterest, and Google Ads is an enticing prospect to reach a broader audience. Launching a structured influencer program would also enhance visibility and credibility.
Global expansion is another exciting and potentially lucrative avenue to explore. A buyer can leverage Amazon’s infrastructure to enter international markets, tapping into new customer segments and revenue streams.
Furthermore, targeting eco-conscious consumers aligns with sustainability trends. Highlighting steel products’ longevity and recyclability appeals to environmentally conscious customers willing to pay a premium for sustainable options and could differentiate the brand and enhance its image.
The market in the US is poised for a bright future in the eCommerce space. With the shift towards online shopping, rising demand for eco-friendly products, and a growing appreciation for US-made goods, this brand has positioned itself perfectly to thrive. With competent new management that stays attuned to consumer preferences, emphasizes sustainability, and highlights the advantages of US manufacturing, a buyer will enjoy a swift return on investment.
