Website Closers® presents a high-performing direct-to-consumer Global eCommerce Clothing Brand operating profitably in the Men’s Apparel category. Ownership has built a true brand with this business, where the 300+ daily shipments, 197,000+ Instagram Followers, a 30%+ Repeat Order Rate, and strong product reviews all provide mounting evidence that this brand has only just begun its journey of becoming a household name in Men’s Fashion.
Men struggle to find pants with unique, modern designs that are more form fitted to an athletic, in-shape male body, using premium materials and having a luxury fit. While Women can find this at Athleta, Lululemon or countless other retail brands, options are generally limited for Men – the solution? – this company only focuses on the Male Demographic and always provides new and distinctive designs to match what their specific customers (not the general public) want.
This company has successfully filled a gap in the market by specializing in the trousers category. All products are made with high-quality stretch material, which customers rate as top of the industry.
In addition to the core line, jeans, track pants, shorts, and tops are wildly popular. The entire range is designed in-house and manufactured with premium materials, prioritizing a luxurious look, durability, and precision fit from hip to ankle. The brand is known for always having new, fresh styles, suitable for casual and smart occasions and wearable year-round.
All merchandise carries the company’s logo and branding. Some products have logos on the backside or front, while others are more discreet and only visible on the inside labels. Where the branding is located differentiates per style and what looks best. Still, all items have named hangtags and are delivered in chic, custom packaging.
The founder has never focused on competitors, believing that a brand needs to have its own flavor, particularly in the fashion niche. Aside from the wide range of products, one of the steps he has taken to stand out is investing heavily in content and the appearance of the brand. The team works with photographers of the highest caliber and many famous models worldwide to consistently garner the attention of prospective and existing consumers.
The marketing strategy consists of a combination of organic marketing efforts (SEO) and paid media advertisements (SEM). Content and campaigns are always aligned, and transparent communication between the team and the marketing agencies is maintained.
Attention to detail ensures that all advertised products are in stock. The creatives provide marketing agencies with ample, professionally shot content with which to advertise.
Launching new lines is based on several factors, including previous results, top-sellers, upcoming seasons, and customer requests. In some instances, a completely new style is designed, inspired by trends appearing in the market.
A primary manufacturer based in China accounts for 80% of ordered goods, while the remainder is ordered from Turkey. The owner has cultivated excellent vendor relationships with both, whom the company has used since opening its doors back in 2018. The team typically reaches out to them via WeChat, WhatsApp, or email to discuss a new bulk order for replenishment when running low on certain SKUs.
A 100% stock inventory model is utilized. The aim is to maintain a sufficient inventory of around $200,000 to continue consistent revenues for two to three months. Orders are placed every second month on payment terms of a 30% deposit and the remaining 70% due when goods are ready to ship. Production takes four to six weeks.
It’s worth noting that the owner has identified inventory expansion as the most straightforward method to scale, as many lines sell out and remain out of stock for some time. A capital injection would show an immediate boost in revenue of up to 200%.
Trousers are the best-selling category, accounting for 30% of revenue. However, sales are highly diversified, and there is no concentration on any given SKU, with every product in the catalog selling consistently.
Furthermore, the business experiences little seasonality in sales, evident by its financials. Naturally, certain products perform better during specific periods of the year. Management has astutely balanced this by offering seasonal releases, such as track pants in Winter and shorts in Summer. Like most apparel brands, there is a peak in Q4 due to Black Friday, Christmas gifts, and holiday shopping. Management is generally conservative with discounts throughout the rest of the year, aiming to maintain the brand’s exclusive image. On average, 300 orders are shipped daily from a 3PL in the Netherlands—chosen for its location and subsequent ease of logistics and fulfillment. Another opportunity for a new owner to rapidly scale the operation is to maintain stock at a US-based 3PL, considering the demand in the region.
The typical customer is a male between his late teens and mid-forties. He lives in the western world and is looking for modern apparel with an excellent fit and stylish look. Habitually, a new customer will order a pair of trousers or jeans to try and then return with a larger order a few weeks after experiencing the extraordinarily high level of products and service, together with the many compliments they receive sporting the clothing. As a result, the brand enjoys a $110 average order value and a customer lifetime value of over $200.
Having systemized the business efficiently, the owner works only two hours weekly, focusing primarily on talking with managers, analyzing data, and strategizing future endeavors. Additional employees and freelancers work part-time, including a general manager, customer service manager, customer service team, and all-around creative person. The staff is anticipated to remain with the business post-acquisition.
One agency takes care of Facebook and Instagram ads and the marketing strategy in general, while a second agency specializing in the platform manages TikTok.
Two expert freelancers handle Google ads and email marketing, respectively.
Given its highly automated nature, no specific skills are necessary to run the business. The existing owner believes that expertise in systems and structures would be beneficial to scale the brand while maintaining a light workload. The entire management team is able to remain in place and continue operating this business for the new owners.
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