Website Closers® presents a business that emerged from a deep love for high-quality audio. This tremendously successful eCommerce brand has been operating in the Vinyl Audio Niche for six years and has gained widespread recognition. It boasts the largest and most comprehensive catalog of meticulously crafted audio accessories and unique vinyl display solutions on the market.
The owner started at a time when only OEM turntable accessories were available, designing and manufacturing accessories for their own home audio setup. Initially, only one locally manufactured product was offered, but once it was listed on Amazon.com, the brand experienced an explosive surge in demand. Production quickly ramped up to meet holiday demand, utilizing all available machinery in the area.
It became evident early on that the products had a receptive and devoted audience in the turntable accessories niche, which led to rapid progression and the development of the most comprehensive accessories catalog offered on Amazon. The brand’s growth is fueled by its customers and inspired by close collaborations with musicians, engineers, producers, designers, and Hi-Fi enthusiasts. Crafted in New York City, the products aim to share the owner’s passion for music with audiophiles worldwide.
That range now provides a strategic advantage for cross-promotion, launching new products, and upselling. It encompasses several principal categories: LP cleaning products, sound isolation solutions, vinyl storage and displays, turntable calibration instruments, platter mats, record weights, and panels for 500 series devices. Additionally, a core product, the Vinyl Inner Sleeve, contributes significantly to monthly sales.
Business Broker Takeaway
Our analysis of this business revealed several key value propositions for a buyer looking for an online company operating profitably in a fast-growing vertical, and with the ability to scale quickly. We anticipate buyers will recognize that value for 3 important reasons:
Highly Motivated Customers. The global vinyl record market hit $1.8 billion in 2023 and is projected to reach $3.4 billion by 2032. This company’s extensive and impressive catalog is attracting highly enthusiastic reviews on Amazon. Buyers are purchasing their SKUs all year round and their proprietary designs mean their products can’t be found elsewhere. As a result, the company now attracts a highly diverse customer base.
Automated Business. The company operates on multiple sales channels, including its Shopify site, Amazon, Walmart, and Etsy. Many of the daily functions are handled by those automated platforms, so the current ownership devotes as little as two hours per day to operating the business. In fact, the owner’s prime focus is planning strategic growth, with daily operations managed by an experienced and resourceful team of employees.
Growth Opportunities. The company has 10 newly designed products in the pipeline and the ability to continue introducing new ones, giving this brand enormous potential to raise unit sales through cross-promotions. There are also opportunities to launch PPC ad campaigns on Google to direct more traffic to the company’s Shopify site and by improving their Amazon content to provide higher conversion rates.
All products are devised in-house, with the assistance of an industrial designer, for fine-tuning CAD designs. While most manufacturing has been moved to Asia, the design process still originates in the US. The brand has strong relationships with its manufacturing partners and a trusted trade agent who ensures quality control for all international shipments. Two lines are manufactured domestically.
The business operates on a 100% inventory model, utilizing Amazon FBA, 3PLs in Los Angeles, the UK, and Europe, as well as local stock for replacement parts to ensure the availability of popular items. Approximately 99% of all sales are fulfilled through Amazon FBA. Management aims to maintain between 6 and 12 months of stock at 3PLs and 1 to 2 months at Amazon warehouses, with cost values varying based on seasonality and global inventory stock level targets
The purchasing and manufacturing process is automated, with systems predicting and notifying management about purchase orders and facilitating shipment planning and tracking to 3PL partners. Shipments are seamlessly integrated into Amazon warehouses and other facilities.
Thanks to a reliable and trustworthy full-time sourcing agent and supply chain manager based in Asia, with whom the owner has worked for many years, the business can efficiently produce almost any new product expediently. Finding new partners, when necessary, is made easier with the assistance of the sourcing agent. All SKUs are exclusively manufactured for the brand and sold under its trademarked name. Contracts are in place to prevent these manufacturers from selling similar products to competitors. This intellectual property, combined with the brand’s strong presence, makes it highly sought after.
Lead generation efforts include PPC campaigns on Amazon, a monthly email marketing campaign, periodic social media postings, and collaborations with a popular YouTube channel that reviews the brand’s products.
The range caters to a broad customer demographic, including novices, experts, and individuals purchasing gifts for LP enthusiasts. Each customer seeks a unique solution, whether a turntable alignment kit for a new setup or a sound isolation collection for a sophisticated listening room. Popular products like the cleaning kit and record sleeves have broad appeal. Once customers engage with the brand, crosspromotion between products is encouraged, with the brand messaging emphasizing how the products work together to create the optimal sound experience. The typical customer is a male in their 30s or older, and they often make subsequent purchases to enhance their setup over time. The brand leverages its highly engaged email list to launch and promote new products to customers.
Engaged customers have an estimated lifetime value of $1,000 over two years. Some SKUs exhibit consistent and recurring spending patterns as essential and consumable vinyl accessories. In contrast, others are more seasonal and interrelated with turntable sales.
The owner dedicates only two hours daily to the business, primarily focusing on strategic growth. The team includes a sourcing agent, an operations manager, a customer service and social media employee, an Amazon account specialist, and a PPC campaign expert.
Noteworthy selling points of this company include existing trademarks and the business’s minimal dependence on seasonal sales fluctuations. Additionally, the company has experienced significant top line growth over the past 5+ years, and market research indicates that the vinyl industry will continue to expand rapidly in the years to come.
