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Baby & Kids eCommerce Brand | Unbreakable Sunglasses, Sports Glasses & Prescription Eyewear | Full Service Optical Lab | 40% Repeat Customer Rate

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WebsiteClosers® presents a 12-year-old eCommerce Brand selling Bendable Italian-Made prescription eyewear, sports glasses, and sunglasses for Kids and Babies. Based in the thriving prescription glasses industry, their flexible, rubberized frames have been made lightweight enough to float, while still being sturdy enough to keep up with energetic children. Though they target the younger generation, they sell D2C prescriptions and frames for toddlers, children, and adults alike.

Unlike most kids’ eyewear brands, the company’s products are made in Italy and assembled in the US, which, combined with their status as the only official eyewear licensee for a major eyewear brand, makes them a highly unique name in their industry. The brand also possesses the exclusive right to use the custom blend of material their Italian manufacturer created for them for their frames.

The brand sells their products at a highly competitive price point, with their prescriptions and frames starting at $69 and their Average Order Value (AOV) clocking in at $62.80: a number up by 17% year-over-year (YoY). The stand-out qualities they offer have made them popular among parents, leading to an impressive Repeat Customer Rate of 40% and over 10,000 5-star reviews across their products, with this number growing day-by-day.

Though they sell products from the major eyewear brand they hold a license for among others, they account for only 5% of their sales. The company’s own products generate the bulk of their profits, reflecting the quality of what they have to offer.

Business Broker Takeaways

1. Dedicated Customer Base. The brand’s core demographic is made up of mothers between the ages of 27 and 45, who initially find the company while searching for baby or toddler sunglasses. These mothers then realize the brand creates prescription glasses and remember their child needs corrective lenses.

These customers often return to the brand when their child is older, if/when they have another baby, or to purchase a set of glasses as a baby shower gift for other moms. These factors have contributed to the company’s strong Repeat Customer Rate.

2. In-House Operations. The brand operates entirely out of a 6,800-square-foot space, with their warehousing, assembly, pick and pack, and full-service optical lab all being managed under this one roof. By handling everything themselves, the brand ensures they cut no corners, leading to an outstanding product and excellent customer experience.

3. Solid Sales Mix. Though the brand’s Shopify storefront is responsible for 70% of their sales, they also generate 10% of their revenue through wholesale, 10% from Amazon, and 10% through international distribution. They currently have distributors in 10 countries, granting them a sizable range.

Their diversified channels give them access to a wider number of customers and afford them the opportunity to grow these channels for even stronger profits in the future.

Marketing & Operations

The brand is currently operated by two owners. The first is responsible for product development, creative direction, and financial management. The second handles inventory and supply chain management, marketing oversight, customer service oversight, and support.

Outside of the sellers, the company has a qualified team in place that includes, but isn’t limited to, 3 optical support assistants, a COO, an optical manager, and a logistics manager.

Their advertising is run by two third party agencies. The first handles their Meta and Google Ads, while the second manages their email marketing to their roughly 75,000 subscribers. These strategies combined have given their website an average monthly visitor rate of over 62,000.

Scale Opportunities

The brand has a plethora of opportunities available for growth, with their sales channels being an excellent starting point to work on. Management has been informed that the brand could grow as much as 40% or more through Amazon, and by bringing their fulfillment in-house, a savvy buyer could rapidly increase their margins and make this channel much stronger.

Their retail and distribution channels are also very promising, with their sunglasses line being a prime candidate for increased sales placement. As the brand has never had an in-house salesperson or done much work with sales rep groups, these channels offer a wide open vertical for a buyer to explore.

The company could also push prescription frames into optometry outlets, as while the company has a wholly unique kids’ product in the optometry space, breaking into that business has proven difficult thus far.

Finally, given the exclusivity of their major eyewear license, a buyer would likely benefit from further promoting that line in wholesale channels like big box retail and chain optometry.

Conclusion

This deal is a sight to behold, with many unique qualities that set them apart in the evergreen prescription business. The ideal buyer for this brand would have the connections and knowledge in wholesale optical needed to fully explore the possibilities available to them.

This Company is Represented by:

WebsiteClosers.com

Technology, Internet & eCommerce Business Brokers

WC 3463

Asking Price
$ 3,000,000
Cash Flow
$ 771,225
Gross Income
$ 2,800,408
Year Established
2012
Employees
8

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