Website Closers® presents an eCommerce Retailer in the Premium Home Décor space, offering commercial grade luxury lighted LED Vanity Mirrors for Bathrooms, including Front Lighted Mirrors, Side-Lighted Mirrors as well as LED Lighted Medicine Cabinets. The company’s products are being enjoyed throughout the U.S. in many prestigious 5-star hotels, spas, and make-up studios. They are also perfect upgrades for a home bathroom remodel project.
These standard LED mirrors produce the perfect light color (6000 Kelvin) to reflect images in sunlight conditions. Key features of the business: one of the largest selections of lighted bathroom mirrors and medicine cabinets online; anodized aluminum frame construction; the mirror is separate for easy mounting; commercial grade glass and finish; rated at 50,000 hours of use; the average LED lighted vanity mirror only draws 18-70 watts of Power; Mirrors are ETL listed for the U.S. and Canada; upgrades for 3000 Kelvin “warm” lighting, twin-brightness and color lighting, and dimming solutions; and, a 5-Year Warranty on defects from date of purchase.
This company was purchased by present ownership in June 2018. Since buying the company, the website and its applications have been drastically improved, including the content (product images and descriptions), enhanced branding and packaging. They also put a strong emphasis on customer service. And the proof is in the pudding – with just $70,000 in earnings in 2018 and a projected $815,000 in earnings for 2021, the owners have grown this business from the foundation up to where now it is in the enviable position to grow even faster through multi-channel expansion efforts.
The company sells primarily on their Shopify website, but they diversified sales channels to launch marketplaces on Amazon, Walmart and eBay. They became a warehouse-oriented internet business, stocking all products and hiring an on-site warehouse group and customer service team. All products are shipped from their warehouse, and they do not rely on either drop shipping or fulfillment centers. This brand benefits as well from a very high Average Order value of $820 on their website and an average marketplace order of $600 across 113 SKUs.
Products are sourced from a single vendor in Asia, with all items and packaging customized to this company’s design specs. The products are manufactured for them, and they have unique and branded packaging designs that provide stringent protection for the mirrors, so even the largest mirrors can be shipped from their warehouse with minimal additional protection. One key differentiating factor for them is their 2-piece design that includes a separate aluminum frame that can be mounted on the wall before hanging the mirror, making it much easier to install. Custom upgrades are available on their website, a key selling point for many customers.
The company has developed a strong following among customers who praise the quality of their premium products and fast and reliable customer service. On both their Shopify Website and on Amazon.com, 5 Star reviews are plentiful. As a result, their Repeat Customer Rate is 35% and rising, and that includes not just returning customers on Shopify (who are 20% of repeat sales) but also commercial contractors and interior decorators who tend to place large volume orders. In fact, this brand is doing exceptionally well with repeat contract sales with the contractor community. The brand has accomplished this despite not having a retail storefront and selling 100% eCommerce, and their commercial business has become very substantial.
Sales tend to be solid throughout the year, although because of the large size of their mirror, there are somewhat slower sales around the holiday season since mirror are not often selected as holiday gifts. They now have 113 different core SKUs that include 67 products used for various combinations of mirror upgrades that include different LED colors, levels of brightness, dimming functions, and defoggers.
Another area the company revamped was their marketing, boosting paid media on Google, Bing and Amazon. They have a process for collecting customer reviews that are posted on their website and shopping feed on Pinterest (where they get 1.2 million monthly views), and they encourage customers to send photos of their new mirrors and cabinets in their homes, which are posted on their social media sites. These marketing campaigns have become highly effective: their website receives an average of 15,000+ monthly visits, which includes 5,000 visits that come through their social media posts.
Today, with sales booming and the company enjoying 39% net profit margins over the past two years, this company has demonstrated that it knows how to market to both B2B and DTC. And there are many options for scale. Launching new products and building a marketing program around the commercial reseller target market of contractors, interior decorators, home improvement shops and electricians, with a focus on retaining and upselling existing commercial customers, are low hanging fruit growth opportunities.
As a busy operation that ships an average of 40 mirrors every day, daily operations can require a commitment between 2 and 30 hours per week. The brand employs a full-time operations manager, one full-time customer service representative, and six full-time warehouse workers.
As the housing market remains vibrant and a growing number of Americans are looking to remodel their homes, this brand is well positioned to continue to thrive upon the foundation that has been built. As their success with commercial contractors demonstrates, there’s growing demand for the kind of high-end mirrors and cabinets they provide. The bottom line: this company took over a business and turned it into a cash cow for niche decorative products. Fortunately for a lucky buyer, there are multiple ways to soar past their already stunning growth.
