Fishing Tackle & Gear eCommerce Brand with a Humorous Twist – Male Demographic with a 30% Repeat Order Rate – Strong Social Media Following

Asking Price:
$140,000
Sales:
$1,002,569
Profit:
$38,065
Year Established:
2015
Multiplier:
3.67x

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A SellerForce Offering, this eCommerce site markets products proven to be both unique and irresistible to prospective buyers: A fishy sense of humor mixed with a healthy dose of politically incorrect attitudes. The fact that this brand has a healthy number of SKUs targeted to both people looking for a laugh and those who enjoy fishing has given them an excellent repeat customer base amongst all master baiters.

This brand has devoted the past six years to marketing patented fishing tackle with comical, inappropriate designs and branded apparel that includes snapback hats, t-shirts and other items. The quality of the products has been one aspect of their success, while another is the messaging, which is defiant of any fears about potentially offending customers and instead thrives on any possible controversy that their politically incorrect SKUs may provoke. Appealing solidly to conservatives who love to fish and who don’t like companies that strive to watch their tongues, the company has gone out of its way to market itself as an exception to the rule that safe messaging is the most profitable.

The brand loves to emphasize that they’ve been censored on Facebook and thumbed their noses at celebrities who don’t appreciate fishing tackle strategically shaped like a man’s family jewels. Their messaging goes beyond the humor, though, and emphasizes conservative values, love of guns, and patriotism. They brand donates 10% of all profits to helping veterans and their families obtain affordable housing, and their products have been featured on the top networks.

That’s given this brand a huge advantage over competitors who are marketing fishing gear or outdoor apparel, and their customers have been very eager to tell friends, family and coworkers about their products, giving them a vibrant word of mouth advertising.

The bottom line is this brand stands out in a competitive field, with a memorable product that appeals to every Tom, Dick, and Harry looking to make a statement.

Since first launching 2016, the company has grown considerably, finding ways to stand out in the niche field of outdoor and recreational space with an emphasis on those passionate about fishing. Their patented sinkers with their unmistakable, low-hanging look have been a top seller, and overall their SKUs have grown to more than 1,180+, with an Average Order Value of $45. That’s premium pricing compared to many other fishing tackle companies, due to the novelty of how they’re created, and the company has generated more than $1 million in sales – a clear indication that people get and appreciate the joke.

Those novelty items, with a sense of humor that could be defined as either raunchy or just plain goofy, has turned their SKUs into popular gift items around the holidays, when their sales skyrocket. Afterall, nothing says “Christmas” quite like opening a special package!

The top customer demographic is men who love fishing and are between the ages of 25-55. These customers also tend to value conservatism and patriotism and are not easily offended. They now enjoy a Repeat Customer Rate of 30%, and those numbers are going up fast. With strong word of mouth, the company has benefited from plenty of crossover sales into other niches, including hunters, gun owners, and veterans. Sales have been brisk year-round, and the company has averaged 62 shipments a day. Because of that strong sale volume, they maintain up to $125,000+ in inventory.

The brand expanded recently to start listing their items on Amazon, which now account for 10% of their gross revenues and growing. Products are sold on Seller Central.

Not surprisingly, the company experienced a very good year in 2020 courtesy of the presidential election, which sparked an increased interest in national politics. With referrals driving up sales, the brand wasn’t in need of much advertising. But they did benefit from having social media, particularly Instagram, and their email marketing on hand. The brand has more than 23,700+ followers on Instagram, where their giggleberry design and swamp nuts product photos have been a hit and keep their customers laughing – and buying. Their email database contains a girthy 27,000+ subscribers, and email marketing has been one of their key marketing tools for promotions, launching new products and upsells.

With such an intensely loyal customer base eager to do their marketing for them, the brand has some exceptional grown opportunities in the next few years.

The brand could improve and expand its storefront on Amazon, while taking advantage of PPC ads on the site and shipping through Fulfilled By Amazon to make this a top sales channel. The company currently only ships to the US but could use Amazon’s overseas platforms to launch international sales.

Continuity programs offer great potential. The brand could create a monthly apparel or tackle subscription box that mails out a shirt, hat, or fishing tackle of the month to increase the Repeat Customer Rate and subscribers list. These subscriptions are incredibly popular holiday gifts, and running Black Friday specials on them could result in hefty returns.  Video marketing offers this brand a proven opportunity to scale, especially by posting comical videos on sites such as YouTube and TikTok that combine humor with commerce.

A major opportunity exists through B2B sales. The company could establish wholesale relationships with distributors and small tackle shops across the country, or to any retailers that markets items for people who enjoy the outdoors, fishing, or other recreational activities.

Finding ways to stand out from your competitors is a challenge that all businesses face, but this company has proven to be a creative trendsetter by tapping into their customer’s political views – and sense of humor. As Americans remain consumed by political news, this brand has a lot of strengths and tools in its arsenal to keep expanding and boosting profitability in the long run.

A fully automated business that requires no more than 10 hours a week to operate, the company employs a part-time customer service rep and handles regular tasks such as fulfilling orders and maintaining the automated systems.

Some would say it took a lot of balls to create a company like this, but there’s no question this brand knew how to find its customer base. For a buyer, this is a golden opportunity to scale this one to enormous new levels of profitability. Already a shower, this business could prove to be a real grower in capable new hands.

 

 

 

Listing Number: SF34

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