25-Year-Old Liquid Supplements Ecommerce Brand with 50% Repeat Customer Rate – Owner is Also the Manufacturer – Huge Growth Potential
A 25-year-old eCommerce brand that manufactures and sells liquid vitamins and supplements. With 50% repeat customer rate and multichannel sales on Amazon, a branded website, and retail sales channel, the business shows massive potential and continues to thrive in 2022. The products are becoming increasingly popular for their efficient and faster delivery method, higher concentration, better absorption and easy intake. The business owns 28 SKUs that provide superior nutritional value for vision, brain function, skin and hair care, and weight loss. With a huge opportunity to scale the business, the current ownership will remain involved to help find new formulations to help the company grow
OPERATIONS
The business manufactures and sells liquid vitamins and supplements. It stocks 90 days’ worth of inventory at Amazon’s warehouses, and frequently places purchase orders to keep up with high demand. The company has a team of five employees who handle daily operations, including a Full-Time Amazon Manager, two Full-Time Inside Sales Managers, a Full-Time Accounting Manager, and a Part-Time Website Manager. The company could make an international expansion on Amazon into foreign markets and expand their B2B sales via a focused campaign targeting health stores nationwide.
The company stocks 90 days’ worth of inventory at Amazon’s warehouses and frequently places purchase orders from their in-house manufacturing facility. The manufacturing piece of the business is not for sale, but current ownership will continue to deliver products for a new owner and help find new formulations to help the company grow
MARKETING AND KEY METRICS
The company has used multiple digital marketing tactics to build their customer base, including PPC ads on Facebook, Instagram, and Google. They have frequent email campaigns for promotions, upsells, and abandoned cart turnarounds. Their SEO program effectively uses backlinking, blog posts and the use of popular keywords related to liquid vitamins to attract relevant customers
The bulk of the company’s sales (70%) comes from their Amazon platform, where they have a very high Repeat Customer Rate. The company’s website contributes 15% of their sales, while a fast-growing 10% comes from retailers in the supplements industry who purchase directly from them in bulk orders. The company could make an international expansion on Amazon into foreign markets and expand B2B sales nationwide
50% repeat customer rate, $65 average order value, 90% bulk orders from Amazon, 15% of sales from their website, and 10% from retailers who purchase in bulk
The typical customer is a woman aged 40 or older who is buying vitamins for her entire family and the company benefits from the sale of vitamins specifically within the health and beauty care categories. The highly enthusiastic praise of their customers drives sales who have noted how potent and powerful these liquid vitamins are, providing superior nutritional value for vision, brain function, skin and hair care, and weight loss. These products are in high demand today, and increasingly consumers are making it clear they prefer liquid vitamins over other delivery methods.
BUSINESS MODEL & RESOURCES NEEDED
Current ownership runs a lean and efficient operation, one that is highly automated and does not require a heavy daily workload. The company is literally on autopilot and requires minimal work from the owners. Their primary tasks include watching inventory and overseeing the Amazon and website teams. The company has five employees who handle daily operations, including a Full-Time Amazon Manager, two Full-Time Inside Sales Managers, a Full-Time Accounting Manager, and a Part-Time Website Manager.
THE INDUSTRY
The liquid vitamins and supplements industry has grown 157% in recent years compared to flat growth for pills and capsules. The business has diversified its offerings to provide customers with everything from beauty supplements to vegan multivitamins for sleep, vitamins for brain power, eye care, and hair growth, among others. The liquid supplements are preferred by consumers due to their superior nutritional value for vision, brain function, skin and hair care, and weight loss. The typical customer is a woman aged 40 or older who is buying vitamins for her entire family.
OPPORTUNITIES TO SCALE
The company could quickly scale by expanding international sales on Amazon, entering new domestic markets, increasing focus on secondary sales channels, and adding affiliate marketing.
Asking Price: $50,000,000
Gross Income: $31,773,955
Cash Flow: $10,865,748
Year Established: 1997
Employees: 6
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