Website Closers® presents an eCommerce Brand that utilizes high quality Linen, Cashmere & Wool Materials for their Bedding and Apparel product lines, all manufactured under its own trademarked brand name. Many of the garments are produced in Australia via ESG Factories, and sales are primarily driven online through a branded website that operates on the Shopify platform.
The brand places sustainability (ESG) at the core of its values and mission, recognizing the detrimental effects of fast fashion on both people and the environment. As a result, it has built a loyal following that appreciates eco-friendly practices and typically spend $131 per order. The business exhibits exceptional margins while maintaining lower prices than its competitors, all while utilizing an eco-friendly mission.
Product Quality & Sourcing
Its range of apparel and bedding comprises 43 SKUs, all meticulously crafted using certified European linen, ensuring complete traceability and accountability from the initial flax seed to the finished product. This certification mandates sustainable practices at every production stage, benefiting growers and traders alike. It also attracts customers from a higher socio-economic landscape willing to spend more if the product and service quality warrants it. Since its inception, this brand has appealed to that demographic and now enjoys a steadfast base of customers, typically females between 45 and 65 with substantial disposable income.
Small-batch production is a cornerstone of management’s approach, allowing for stringent quality control while minimizing resource consumption and environmental waste. The use of non-toxic dyes and specialized small-batch techniques is a testament to their commitment to eco-friendliness. Each collection undergoes a unique antique wash process, gently treating linens with volcanic pumice stones, resulting in luxuriously soft and non-toxic textiles. This unsurpassed quality has enabled the company to achieve a 46% repeat customer rate over the last 12 months or 57% over the last 6 months—metrics unheard of in either the bedding or apparel industries. Further corroboration lies in over 4,300 product reviews, with an average of 4.9 stars.
Materials and products are sourced from around the globe and produced exclusively for the brand.
Inventory & Sales
The business uses a 100% stock model, consistently maintaining around $575,000 in inventory. Clothing orders are placed quarterly, bedding bi-annually, and woolens annually. All products and orders are received and inspected at the company’s small warehouse. This space has been optimized and includes a packing room, warehouse, storeroom, and studio area for photo shoots. Orders are packed thrice weekly, with an average of 46 dispatched daily. While 90% of revenue is generated online, the facility is open to the public on packing days. It attracts supplementary sales from those who enjoy visiting brick-and-mortar outlets to inspect product quality and sizing.
Sales experience little seasonal fluctuation. However, management astutely introduced layered long-sleeve tops and leggings for customers to wear through the seasons under their garments. These were a hit and boosted the winter months’ top line.
Marketing & Operations
The digital marketing strategy is comprehensive and includes various tactics.
Email campaigns have proven highly effective with excellent open rates and have been designed to keep devoted subscribers up to date on specials and new releases while fostering brand loyalty. Facebook advertising is another key method employed that achieves a healthy return on ad spend.
More recently, agencies have been appointed to enhance SEO and run Google AdWords. Additionally, management has decided to implement print ads in a prominent local magazine targeting the core customer base for six months, beginning in October.
The company has also upgraded its Shopify theme to increase conversion rates. A refined aesthetic and the inclusion of valuable information such as sizing charts and detailed product descriptions will also reduce returns, contributing toward bottom-line growth. Wholesale customers, six of whom the company has obtained organically, can use a code through the website to place orders.
The founder and operator has developed excellent systems and dedicates only 12 hours weekly to the business. The team is lean and efficient and includes the following:
- A part-time bookkeeper assisting with financials
- A social media manager responsible for daily Meta posts and email campaigns
- The patternmaker working remotely by the hour
- A warehouse manager working no more than 15 hours weekly
The groundwork has been laid for a buyer to seamlessly transition into the management role of this well-established and profitable company. This brand has made its name by employing slow fashion practices but offers the potential for fast and vast returns through the desired roadmap of a new owner.
