Website Closers® presents a CPG Brand in the ever-growing Teeth-Whitening Vertical. The brand boasts excellent sales across both eCommerce and Traditional Retail, with both channels increasing in revenue and opportunity
The high-quality products are offered at a perfect price point for consumers, and the brand has recently undergone a facelift with uniquely beautiful, rebranded packaging and design. With high margins and an enormous customer base, it presents an excellent opportunity for a DTC or Amazon expert to scale tremendously post-acquisition. However, no expertise is necessary – a first time buyer would also be well-positioned in this offering since current ownership is excited to transition to business to new ownership and will ensure that the new owner is in a great position to succeed after closing.
Across 21 products, the business achieves a $30 Average Order Value and an impressive 41% Repeat Order Rate. Products include toothpaste, teeth whitening strips, teeth whitening pens, charcoal teeth whitening powder, and an LED tooth whitening kit, all in various sizes and variations.
The typical customer is a millennial between 25 and 45 with an annual income of $50,000 to $100,000. The business experiences little seasonality, resulting in stable cash flow and straightforward inventory and logistics management.
All products are manufactured by a prominent industry leader that supplies other well-known oral care brands, such as Snow, Moon, and Smile Direct Club, indicating a level of expertise and quality in production. The manufacturer has offices in Texas and factories in China for an ideal balance between communication and optimal cost of goods.
Management always aims to have two to three months of inventory in stock. Orders are placed once or twice monthly with favorable payment terms of a 30% deposit and net 45 on delivery.
Sales channels are diverse, with retail proving highly lucrative. The segment brought in $1.25 million last year, with Walmart, HEB, Target.com, Iherb, and TJX driving revenue. The brand is aggressively expanding to other retailers. It is in late-stage discussions for national placement with Walgreens, Kroger, Meijer, and Publix.
Amazon accounted for $400,000 in sales last year and is expected to grow enormously under new agency management. Excellent opportunities exist on the company website, which accounted for $105,000 in revenue with almost no advertising to promote it.
The owners work only 10 to 15 hours weekly on the business, as other companies in their portfolio haven’t allowed them the time to maximize the potential of this brand.
Subsequently, a motivated new owner could immediately boost the top and bottom lines and enjoy a swift return on investment and highly profitable and valuable business.
Ownership’s primary tasks for the business include:
- Shipping Retail and DTC Orders (coordinating with 3PL warehouse)
- Pitching To New Retailers and Answering Their Questions
- Feeding The Amazon Agency New Content and Information to Optimize Sales
- Branding And Product Design
- Accounting And Book-Keeping
Additional employees operate as a centralized team under the holding that manages all brands in the owners’ portfolio. They are, however, willing to provide core employees, including a sales and operations manager, if desired by the buyer.
Some tasks are outsourced. A 3PL for retail and Shopify orders handles warehousing and logistics. They fulfill around 30 shipments daily. FBA is used for all Amazon orders. The Amazon storefront was mismanaged for a while but has recently rebounded under new management and shows strong growth. It is fully outsourced and requires minimal effort.
There is an incredible growth opportunity with direct-to-consumer sales. The company has spent minimally on the channel but had a few outlier ads and TikTok videos that profitably generated tens of thousands of conversions.
Retail is the strongest channel, and a buyer with CPG expertise and the ability to sell to retailers could take this brand to unprecedented heights.
67% of American adults have tried to whiten their teeth either through dentists and professional whitening techniques or with the help of toothpaste and strips. Teeth whitening is the most popular dental procedure in the US., accounting for 32% of the in-office practice. This is because 99.7% of people in the country perceive a smile as their most important social asset. As a result, teeth whitening is wildly popular and will continue to be so.
