Website Closers® presents an eCommerce Brand with an over 25-year track record of steady growth in their niche. 15 of those years have been focused in eCommerce. They are one of the leading water garden and pond specialists in the country and specialize in everything a customer might need for their home pond and water garden with 2,500 products available for sale.
Their high assortment of products and variation has given them a diversified product mix, with no one SKU making up more than 3.3% of their total sales. 99% of their products are sourced from US suppliers with little to no lead times. Their overall Average Order Value (AOV) in 2023, meanwhile, sat at $131.48.
The nearly 3 full decades of work that has been put into this brand has paid off in full through their excellent reputation. They have published articles in national trade & public gardening magazines and have given presentations at gardening conferences throughout the Midwest and beyond. They have the enviable status of being one of the few select sellers on Amazon who have qualified for the “Seller Fulfilled Prime” program on Amazon since 2017, giving them a distinct market advantage over their competitors, and they have a Lifetime 99% Positive Feedback Rating on Amazon and eBay.
Additionally, they have acquired two US trademarks to protect their brand, are in the process of gaining 2 more, and have successfully registered their brands in Amazon’s Brand Registry Program, which gives them the ability to sell their private-labeled products on Amazon without facing threats from counterfeiters and direct competition.
Here are some of the reasons why our brokers are excited about this deal.
- They have in-house design capabilities. The brand has the capability to design and 3D print proprietary components in-house, which can allow the brand to bring a wide range of custom products to the market to solidify their unique position in their niche. By investing more into these capabilities, the buyer could further their potential customization and development of new product lines that can be sold under their private labels.
- Their marketing campaign is highly organic. The brand has invested very little in paid digital marketing, instead focusing on maximizing SEO for organic traffic growth. This also leaves potential for a buyer to grow the company by investing in other marketing tactics such as their social media presence, and Google Ads and PPC on other platforms.
- They have several opportunities to further develop their Amazon storefront. Though the brand’s Amazon storefront is only one of several sites they operate from, they have an assortment of different ways to further develop their presence there for greater profits. They could start, for instance, by offering regional dropship services on Amazon, as regional shipping templates can allow them to offer a wide range of products not currently available on Amazon under their private labels. Additionally, the brand would benefit from expanding their utilization of the FBA service on Amazon, as it provides several benefits that would be helpful for the company’s growth.
- They can optimize their product roster and incorporate additional SKUs. The company could source some high volume/high margin products from Asia to sell under their house brand, rather than buying the same imported products from low margin domestic middle-man suppliers: saving them revenue in the long run. The brand also has the potential to expand into hydroponics, with the new home cannabis growing industry being especially promising. This would add to the number of potential consumers that the brand can appeal to.
- They can improve upon and add to their non-Amazon channels. Amazon isn’t the brand’s only storefront with private label potential, as their other websites can also be improved with a larger breadth & scope to their private label offerings. This would reduce the potential competition that they face and encourage customers to come to their company for their gardening needs. The brand could also utilize Big-Commerce’s Multiple Domain Feature to develop a dropship only sister site for one of their profitable decorative lines, which could also be marketed under one of their trademarked private label brands, if the buyer wishes to do so.
The company has put highly experienced and skilled team members across all areas of their business, who have been immensely helpful in keeping the brand operating to the best of their ability. Their team consists of the following full-time employees:
- Front–End Customer
- Service & Website Manager
- Customer Service- Pre-sale
- Customer Service-Post-sale/Warranties
- Customer Service- Local Walk-ins/Contractors
- Amazon FBA Specialist
- Back-end Logistics & Shipping Manager
- Assistant Shipping Manager
- Lead Picker/Packer Picker/Packer
This veteran has ruled in their niche through their incredible team, strategic warehouse placement in central Ohio, and fantastic and carefully curated product roster. The groundwork has already been put into place for impressive results in the future, making for a great choice for a buyer with the right ambition and skills to further cement them as a leading figure in the water garden and pond market.
