Website Closers® presents a very rare opportunity to acquire a 13-year-old high growth eCommerce Business … one of the oldest and leading online retailers of Gun Safes, Home Safes, Handgun Safes and many other safe and sporting goods products under a Premium, Exact Match Domain that ranks well organically on hundreds of keywords associated with the category. The company sells products under its own in-house brand of safes, but also has built hard-to-acquire relationships with the largest safe manufacturers in the world. The company’s fully trademarked In-House Safe Brand was built 3 years ago and is accelerating in sales. Further growth of the in-house brand would come in the form of additional U.S. manufacturing via white label, and the development of an Asia-Based designer and developer of products.
Through the years, the company has grown to become the go-to online website for gun safes and will be a huge opportunity in the hands of a strategic buyer already in the space; there is over a decade of data collected and housed in the CMS that can be used for further development of the in-house brand and cross sell opportunities to Gun Owners & Enthusiasts alike. Because this business is part of a larger organization, and shared services are utilized across a number of companies, this business is not SBA Eligible.
Value Propositions associated with this business include the aged history of the brand in search algorithms, vendor relationships that are nearly impossible for newcomers to build in this space, a loyal following of gun owners after 13 years in business, a large amount of daily traffic, and an in-house brand that is ready to be scaled it the right hands.
The demographics of this business are men and women above the age of 21 and up to 80, since gun ownership is prevalent nationwide among virtually all ages and class types. Recent surveys find that roughly 40% of all adult Americans own a gun or live with person that is a gun owner. The majority of those owners say that they own the gun for protection. Americans own approximately 270 million guns, which gives America the highest rate of gun ownership of any other nation with 89 guns for every 100 people. And with all of these guns, gun owners understand the important of locking up these weapons in safes and gun cabinets to keep them away from children and thieves.
Whether a person purchases one gun for protection or buys a large variety of guns for hunting and recreational activities, for every gun that is purchased, they must be kept locked up to avoid accidents and liability. This means that this company’s products will continue to be in very high demand, especially as the industry continues to shift from Brick & Mortar Dealerships to eCommerce.
The business can be efficiently operated with an Owner Operator, 2 full time customer service representatives and a Virtual Assistant. The team that currently provides customer service has a deep understanding of the gun and gun safe industry and already work remote, making a transition an easy proposition. Additionally, the Virtual Assistant helps with listing and managing the Scratch & Dent Process, filing claims, updating pricing and creating listings.
This business was purchased 9 years ago by the current group that owns it, and the ownership of that group has very little involvement in the day-to-day activities, other than to provide high level direction. It is a passive investment under current ownership; however, it is important that for this business to grow, it needs a new owner that will also work the business and continue to make it more efficient and profitable. This business can scale far more with the right owner operator in place.
The in-house brand was created several years ago, and utilizes a U.S. based manufacturer of gun safes to provide a white label product for the brand. This brand has higher margins than most other products sold on the platform, and can be further developed by building relationships with additional U.S. manufacturers that are willing to white label products. Additionally, given the order history from thousands of customers over the years, new products specific to the brand could be developed to further build out the brand. All in all – this business is ready to accelerate in the right hands.
