Website Closers® presents a growing business with experience selling products of its own design in the ever-increasing cooking, food, and DIY sector. Research suggests that 44% of people cooked more often since the pandemic, 31% tried new recipes, 23% tried new cooking techniques, and 23% experimented with different cuisines. These figures show that the curiosity for cooking is a new habit that’s not going away, even after the pandemic – which has proven to be the case today.
The business has a nice sales mix between eCommerce, around 70%, and wholesale, making up the remainder, with Amazon accounting for 66% of D2C sales. The rest of D2C sales come from their growing Shopify-built website.
In addition, Etsy and Walmart marketplace accounts have been set up and are ready to launch. The Amazon account is managed by an outsourced agency that implements SEO strategies and runs advertising with an average ACOS of 20-25%.
This company enjoys a highly profitable fourth quarter and another spike in May and June for Mother’s Day and Father’s Day, with wholesale keeping the business stable throughout the year.
The typical consumer is a mid to high-income individual, married before kids, or retired and with older, self-sufficient children.
The raw materials for the kits are sourced from China, while box and paper goods are sourced domestically. All pieces are sent to a kitting facility in California and assembled according to each product’s production tech pack. The company has 17 suppliers ranging from overseas product vendors, freight forwarders, domestic spice vendors, packaging and printed goods, shipping material, and kit assembly services. Each kit takes goods and services from approximately ten suppliers.
All products are designed by the team in-house, while manufacturing is done by highly accredited suppliers with whom the business has built long-term partnerships.
The unique combination of fun, creativity, and education presented as an appealing, practical, and sustainable gift continues to open additional markets and create new demand.
A broad range of opportunities are open to the brand: product expansion, new eCommerce marketplaces, wholesale market expansion, and harnessing social media and influencer marketing.
Sites such as Pinterest, TikTok, and Instagram are hugely influential in the food and DIY sector, and a strategic campaign would likely show excellent ROI. Enhancing and revamping the affiliate program with influencer marketing and partnerships would make a great addition.
The premium packaging makes it gift-ready and gives the product a high perceived value. Each kit is designed to highlight its unique experience with a set of brand standards to keep it cohesive. Custom inserts create an impressive unboxing that is share-worthy with added shipping protection. Every part is thoughtfully designed for a wonderful customer experience, from the signature instructions to individual kit pieces.
The proof is in the pudding, with notable mentions in publications such as Fox News, Scrubs Mag, CNN Underscored, Best Products, Greatist, The Story Exchange, Reader’s Digest, Buzzfeed, The Strategist, Good Housekeeping, and Real Simple.
The kits focus on teaching cooking techniques from all over the world instead of one-time recipes. They offer a way for customers to try something new and sharpen their culinary skills. Once they’ve mastered a technique, the recipe possibilities are endless. Three starter recipes are included so that customers can keep using the kit in different ways or adapt the experience to their dietary needs.
They can continue to expand their creativity with even more recipes online.
This brand has no employees, and the two owners manage comfortably without an excessive workload.
The CFO and Operations Manager coordinates with vendors, communicates with the production team, works on shipping, and handles financials. The CMO and Brand Manager tests and develops new products and manages photography, packaging design, content creation, and marketing.
The business website, built on Shopify, is clean and full of well-shot product photos. The company’s branding expertise is evident in the beautiful content and attention to detail.
As a result, the site is straightforward to navigate and incredibly user-friendly. The images clearly show the designs and the themes, making the products and USPs clear. This business has the history, systems, customer base, and service values that consumers love and appreciate, as would a new owner. A buyer with experience in wholesale outreach and eCommerce could scale this business quickly and exponentially.
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