Global Auto Floor Mat Brand Offering Proprietary Products with International Reach and an Ecommerce Website
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.
OPERATIONS
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. 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.
The company ships up to 30 orders per day, directly from the manufacturer. They don’t stock any inventory, since all orders are fully custom made. Orders are placed daily, with branded packaging and labels. Their secondary supplier assists with designing floor mats for countries with right-hand-drive vehicles.
MARKETING AND KEY METRICS
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.
The company currently sells its products exclusively on their branded eCommerce website. They have the opportunity to expand their sales channels by listing their products on eCommerce giants such as Amazon and Walmart. This would allow them to reach a wider audience and potentially increase sales outside the U.S.
The brand has cultivated an international audience, with sales made in the U.S., Canada, the UK, across the European Union, and in Australia. Their average order value is $205, and their email database has grown to a massive 22,000+ subscribers. Their regular email blasts account for 15% of monthly sales.
The company’s customer base primarily consists of men between the ages of 25 and 54, with a growing number of repeat customers. The brand’s marketing efforts, including high-quality photos on social media, have attracted a diverse customer base. They currently have over 10,000 followers on Facebook.
BUSINESS MODEL & RESOURCES NEEDED
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.
THE INDUSTRY
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. Examples of the industry’s growth include increased spending on auto accessories and record high revenue in summer 2020. The company operates in the niche field of custom car mats, which is a booming industry today.
OPPORTUNITIES TO SCALE
The company has the opportunity to expand its product line by including new products to capitalize on the luxury auto accessory market. Additionally, they could optimize their website for top keywords to improve search engine rankings and consider launching a video marketing program on platforms such as YouTube, TikTok, and Snapchat. Expanding onto social media sites like Instagram and Pinterest could also greatly increase organic traffic and sales.
Asking Price: $550,000
Gross Income: $1,474,639
Cash Flow: $178,764
Year Established: 2019
Employees: 2
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