Cutlery-Knives-Shaving-Security Business with 25 Years of Ecommerce Leadership and 530,000 Social Media Followers
25 Year eCommerce Leader in the Cutlery, Knives, Shaving & Security Products Verticals is a worldwide leader in all things Cutlery, Shaving & Security. They offer a massive assortment of Knives, Tools, and Survivalist Gear. With a 30% repeat order rate and over 530,000 social media followers, this eCommerce website has become the category leader in both product assortment and customer service.
OPERATIONS
The eCommerce website carries over 27,000 active SKUs across 11 market segments, specializing in knives, swords, and tactical gear. It operates with a 100% inventory model and sells products from top brands in the industry. The website also has a blog and YouTube channel that focuses on knife safety, use, comparisons, and reviews.
The company operates with a 100% inventory model and carries products from almost every top name brand in the knife, tactical gear, and survivalist industries. Shipping between 500 and 1,100 products a day, the business has a strong operational framework that can scale into adjacent verticals and sales channels.
MARKETING AND KEY METRICS
The company has a strong social media presence with over 530,000 followers across various platforms. They have the opportunity to branch out to other sales channels, online marketplaces, and monetize their social media following. Email marketing campaigns and strategic advertising can generate stronger consumer interest.
The company has the opportunity to expand to other sales channels, online marketplaces, and leverage their social media following for growth. Additional sales channels such as affiliate marketing and influencer marketing can also be explored to further reach and awareness.
Key metrics include a repeat customer rate of 30%, an average order value of $145, and 50,000+ daily unique visitors. The company has an email database of over 250,000 contacts for strategic marketing campaigns.
The customer base includes outdoor enthusiasts, collectors, professional chefs, and individuals interested in self-defense. The company has built a strong following and brand loyalty through their product assortment, customer service, and engaging content.
BUSINESS MODEL & RESOURCES NEEDED
The company has 35 long-term employees, with most team members working for more than 6 years. The highly skilled team effectively manages all aspects of the business, allowing for a mostly hands-off operation. Consideration can be given to switching to third-party logistics or expanding onto Amazon to reduce the team size.
THE INDUSTRY
The Cutlery, Knives, Shaving & Security Products industry is a niche market that encompasses the sale of various knives, tools, razors, and security equipment. This industry caters to outdoor enthusiasts, collectors, professional chefs, and individuals interested in self-defense. Examples of companies in this industry include Swiss Army, Zero Tolerance, Benchmade, and Boker.
OPPORTUNITIES TO SCALE
The company has the potential to scale by branching out to other sales channels, online marketplaces, and developing their in-house line of products based on customer interaction and demand. They can also engage in affiliate marketing, influencer marketing, and PPC campaigns to further expand their reach and increase sales.
Asking Price: $41,000,000
Gross Income: $30,739,539
Cash Flow: $5,432,834
Year Established: 1995
Employees: 36
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