WebsiteClosers® presents a DTC brand in the Women’s Care space that’s been around for 9 years. This company has carved a niche by specializing in feminine care garments tailored for periods and bladder incontinence, with standout products such as Period Underwear, Period Swimwear, and First Period Kits. A key differentiator is their 100% unique gusset design, coupled with a patented technology that has set the standard for Period Swimwear. Additionally, the brand offers reusable double-sided pads, enhancing its commitment to sustainable and practical solutions for feminine care.
The brand runs mainly through its own website, where it brings in nearly all of their revenue, with only a small portion coming from Amazon FBA. The company has maintained a robust average order value, illustrating the high demand for its specialized products. Despite its success, the brand has scaled back digital marketing efforts due to cash constraints, relying on a substantial email database of over 500,000 for their marketing strategies.
This DTC company markets a line of underwear and sleepwear designed for teenage girls experiencing their first period, and their products have become popular with parents of girls between the ages of 8 and 13. That’s a huge market in the U.S. and globally, and this business has developed a loyal customer base, resulting in a 45% Repeat Order Rate.
This business operates from its headquarters in New York, with a streamlined team that focuses on maintaining cost-effective operations. Inventory is self-fulfilling from its warehouse, and the brand boasts a substantial inventory valued at over $2.5 million. The company is well-positioned for growth, particularly through the expansion of its currently underdeveloped wholesale channels and a potential reinvestment in digital advertising.
Although they’ve received steady interest from other retailers, B2B sales haven’t been a focus. The company has received orders from approximately 10 boutiques and has already established an email channel to manage wholesale inquiries. There’s also untapped potential in other product lines. An attempt to sell men’s underwear was successful, with inventory selling out quickly. A full product line in this area could expand their audience beyond just women’s care. Additionally, an athleticwear line was developed in collaboration with professional athletes; however, the project was never launched. These are plug-and-play opportunities for a new owner with capital and focus.
Business Broker Takeaways
1. Strong Brand Equity. The company has established significant brand recognition, especially among parents with teens and tweens. This strong market position presents an excellent opportunity for further growth and market penetration.
2. Unique Product Offerings. With patented technology and a unique product design, this brand stands out in the feminine care market. Its innovative products offer a competitive edge that can be leveraged to capture a larger market share.
3. Growth Potential. The brand is ripe for expansion, with untapped opportunities in wholesale channels and digital marketing. A focused investment in these areas could significantly enhance the company’s revenue and market reach.
Restarting their paid marketing across Meta and Google would bring immediate traction. The company already has strong SEO rankings and a large email list; paid ads would simply add scale to what’s already working. B2B is another low-hanging opportunity. Boutique stores have placed orders without any outreach, which shows demand. Building a small wholesale sales team or assigning one account manager could open this channel quickly. Their Amazon storefront is underused and has room to grow. With the right listings and ads, this could become a major sales channel, especially for bestsellers like the First Period Kit and Swimwear. Relaunching the men’s line and moving forward with the athleticwear project are also high-upside options. Both had positive early signs but were never fully rolled out. All of these growth paths are within reach and just need execution, not reinvention. This business represents an exciting opportunity for a buyer with the energy and resources to capitalize on its strong foundation and propel it to new heights.
