WebsiteClosers® presents a private label eCommerce Brand that has sold a line of charming pet doors since 2016.
They offer 7 products available in different color options, leading to a catalog of 25 SKUs total that they sell at an AOV of $37. They work with one of two established and experienced CAD engineers to develop new designs and manufacture their products through a trusted supplier, leading to quality offerings that have given the brand a 72% YOY revenue growth rate, extremely low return rates, and high customer satisfaction.
Their 100% proprietary designs have excelled on Amazon, with their flagship SKU boasting a 5-star average rating based on over 6,000 reviews. The brand themselves has a 4.7 star rating, and they are the #2 overall seller in their category, having earned 85 Amazon Choice badges throughout their lifetime. They protect their popular product line with 9 patents and multiple trademarks, preventing their competitors from encroaching on their success.
While Amazon is their most successful channel, the company also sells through Shopify and Chewy. They have little seasonality to speak of, outside of upticks during the summer and Q4.
Business Broker Takeaway
1. Low Workload. Over the last year, current ownership worked a modest 2 to 3 hours per day on average. They spend this time managing Amazon PPC, handling product development, managing company strategy, and acting as the primary point of contact for bookkeepers who manage P&L.
The only payrolled employee is the owner themselves. The rest of the brand’s team consists of contractors: specifically, a full-time director of operations, a full-time Amazon account manager, and an inventory consultant who works roughly 5 hours per week.
2. Promising Marketing. The brand’s marketing campaign combines Amazon PPC, occasional social media marketing efforts, and passive email marketing. These channels have strong potential, as by implementing more consistent efforts, their influencer collaborations and email campaigns could quickly drive more traffic. They could also build a structured affiliate marketing plan to add to these efforts.
Their social media channels are also highly promising. In 2024, an influencer organically posted a video featuring one of their products on Instagram. This video gained over 8 million views, 500,000 likes, and 270,000 shares, driving $35,000 in revenue despite the product having been out of stock at the time. This shows that, with the right strategy, the brand could organically see a surge of traffic through their social media efforts.
3. No Warehouse Requirements. While the company utilizes a stock model, they have no warehouse requirements. Instead, the brand relies on Amazon and a trusted 3PL in southern California. They fulfill most of their Shopify orders through their 3PL and ship one order on average per day.
The brand places inventory orders about once every quarter, or as needed when low on inventory, and enjoy excellent payment terms on their tools.
Scale Opportunities
The company has already taken several initiatives to grow, which a buyer will be able to benefit from. For example, they are planning to release their first exterior cat door Summer of 2025. A buyer can further invest in this category by releasing more designs, colors, and sizes, targeting more cat lovers and creating upselling opportunities.
They could also expand their pet door line to target unmet demand. For example, many customers have requested an XS version of their flagship product, as they feel the standard size may be too large for their pet. Additional designs that match their brand’s aesthetic would also likely do well among their customer base.
The seller is open to consulting the buyer during the development process of the first new products, and depending on the new owner’s needs and offers, may be willing to continue developing cat door designs.
A buyer could draw attention to their products through additional paid marketing efforts through Facebook, Instagram, TikTok, and Google Ads. They could also build out an affiliate and influencer program, taking advantage of the natural popularity of cats on the internet.
The company could then improve their Chewy storefront by ensuring the brand maintains enough inventory to meet demand, and expand into other sales channels like TikTok Shop and big pet retailers like PetSmart or PetCo. Additionally, as their products see strong demand from regions outside of the US, they could pursue international expansion into Amazon Canada, the UK, and Europe.
These efforts would allow the brand to access even more customers, see stronger profits, and cultivate an even stronger brand image in their industry.
Conclusion
This acquisition has spent nearly 10 years selling their proprietary products, which, combined with their inherent virality, has given them an excellent reputation among cat-lovers. A marketing savvy buyer could quickly elevate them and attract a new wave of customers.
Current ownership is committed to providing the new owner with a thorough and well-organized transition process.
