Website Closers® presents a successful eCommerce company that has established itself as a leading source for Premium, Custom Floor Mats made from the highest quality materials and made to withstand the elements of rain, snow, and dirt. Their mats are very popular with owners of luxury vehicles. Developing a peerless brand by offering car mats in 11 different color schemes, this company stands above through quality, aesthetic, and durability. Their mats beautifully cover 97% of a car’s floor, which helps protect the value of the car should the owner decide to sell it. Most importantly, the brand stands out by having its SKUs custom made for the most popular vehicle brands in the U.S., including Honda, Mazda, Acura, Audi, VW, Land Rover and Toyota. This has given the company a strong edge over competitors in the field of auto accessories, which is a booming industry today.
The Auto Parts and Accessories market in the U.S. was valued at $510 billion in 2020, while the Global Auto Parts and Accessories market is projected to reach $2.3 trillion by 2027. This is a massive industry that’s getting larger. Automobile parts revenue hit an all-time high in the summer of 2020, and while this is traditionally a recession-proof market, consumers have been spending more of their disposable income on auto accessories. As the industry gets stronger, so will this business.
Launched in 2019, the company has become a leader in the niche field of custom car mats. Their online store has 11 different colors to choose from, and they have a main supplier who handles 90% of orders and a second supplier who fulfills overflow orders. Early on, the company wanted to set some high standards for its proprietary products. Knowing that competitors were marketing cheaply made and low-priced floor mats, they set out to create something significantly better. They use accurate manufacturer-supplied measurements to ensure perfect coverage for the floors of any major vehicles. Using highly durable materials, their products last longer than traditional fabric mats.
Their mats are built to last, easy to clean and install, and come with a one-year warranty. Their average order value is higher than other mats at $205, but sales have been strong as customers recognize both the appealing look of their products, lasting quality and what the design adds to the look of their vehicle.
Besides their floor mats, the company markets a trunk mat and glow door pedal. All products are sold on the company’s Shopify website, and sales have been steady with no noticeable seasonal dips.
As sales rise, the company now ships up to 30 orders per day, which are shipped directly from the manufacturer. The company doesn’t stock any inventory, since all orders are fully custom made. Orders are placed daily, with branded packaging and labels, and the brand has cultivated an international audience. Sales are made in the U.S., Canada, the UK, across the European Union, and in Australia. Their secondary supplier assists with designing floor mats for countries with right hand drive vehicles.
Their demographics tend to be men between the ages of 25 and 54, with a growing number of repeat customers who are coming back to purchase more after their first or second visit to the brand’s store. An excellent example of how quickly this brand is growing is their email database, which has grown to a massive 22,000+ subscribers. Their regular email blasts have become critical to the brand’s retargeting efforts, which now account for 15% of monthly sales.
How did the brand attract such a diverse customer base in just 24 months? Since the brand doesn’t have a storefront, they rely on high quality photos of how their mats look in a variety of vehicles, and those photos have been expertly used on their Facebook page, which now has more than 10,000+ followers. Facebook has become an excellent marketing tool for the company, but there are other marketing options this brand could employ that could boost sales significantly.
The company could expand onto other popular social media sites such as Instagram and Pinterest, providing an additional boost to their organic traffic. Today the company receives an average of 50,000+ visitors on its website, and an expanded presence on social media could double or triple those numbers.
The same is true if the company launched a video marketing program. Videos of their car mats being installed in a luxury vehicle could become a powerful marketing tool on popular sites such as YouTube, TikTok, and Snapchat. The company does not have an SEO program, and having their site fully optimized for top keywords could boost their rankings in search engines. The same is true if the brand began posting a blog on the website to further educate customers on the high quality of their SKUs.
Another opportunity for growth could be expanding its sales channels to include listings on eCommerce giants such as Amazon and Walmart, introducing their proprietary products to the massive audience for both sites. Listing on Amazon would also enable this brand to shift onto their foreign platforms and dramatically expand sales outside the U.S. The brand should also continue expanding its SKUs, and there are enormous options here. It could include adding new products to capitalize on the luxury auto accessory markets and creating new styles of premium floor mats that would fit additional vehicle styles. Considering the quick success of their current products, this is likely to help grow the company over time.
A highly automated and turnkey operation, this one requires no more than 20 hours per week to operate, with tasks that include handling financials with suppliers and running the marketing campaigns. The company has two full-time employees who handle everything related to customer support and send orders daily to the factory. The company receives about 30 customer service inquiries daily.
With the auto accessories industry booming, this company is in the fantastic position of operating with low working capital and enjoying strong margins. The company has an experienced team in place to assist a new buyer, who has multiple paths to dramatically increase profitability. The fact that this brand’s premium auto floor mats with unique designs have become extremely popular in luxury vehicles should make it an even more attractive opportunity for a fortunate buyer.
