A SellerForce® exclusive offer, this business was created in 2006 as a women’s fast fashion brand with over 100 retailers. One of the owners was a pioneer in the snowboarding industry and, through the years, continued to explore fabric technology. In 2011, the brand quietly combined these two worlds, launching its first two weatherproof fashion jackets. These were jackets any “it” girl would want to wear. However, unlike others, these had a twist; they were windproof and waterproof. Two years later, a small collection represented the bulk of sales. Most recently, in 2015, management moved away from streetwear to focus solely on modern, fashion outerwear that could function as well as the best camping jackets but with a city look. That same year the men’s label was created, achieving great success.
The idea behind the brand’s angle is that customers don’t have to look as though they’re going camping to stay warm and dry. This has been proven repeatedly over the years as the niche brands have had excellent press coverage, and popular indie music bands and singers have regularly been spotted sporting the apparel.
Today the company continues to push boundaries with new products, and best sellers include waterproof fashion hoodies and urban commuter jackets. Additional products include bags and waterproof dog jackets. The proof is in the pudding, with 100% customer satisfaction and less than a 0.5% product return rate.
Styles and fabrics are made with different weights for different climates and temperatures. The customer base is broad, with ages ranging from 26 to 70. However, the most popular demographic and age segments are suburbia stay-at-home moms and big-city ladies in their 40s and 50s. The brand also serves downtown commuters and people that like to travel.
Products are sold exclusively under the two brand names. All are designed and developed from scratch with the assistance of the company’s Asian-based suppliers. 80% of sales are made via the company’s websites, with the remainder coming from wholesale and QVC. Pre-pandemic wholesale accounted for around half the revenue, and the company is confident in developing that channel again. Numerous fashion boutiques, outdoor retailers, and airports have stocked and sold the outerwear.
The websites, built on Shopify, are easy to navigate, contain detailed product descriptions, and are full of well-shot images.
Expansion opportunities are endless and can be accomplished through various means. An aggressive social media and Google Ads campaign with increased and focused ad spending is low-hanging fruit. Furthermore, an astute influencer marketing drive would likely boost revenue tremendously with an excellent return on investment. Implementing SEO is also an incredible opportunity to increase traffic, as the brand has very little competition.
Selling on additional eCommerce channels presents perhaps the most significant opportunity. A well-managed Amazon account could double or triple sales quickly and ready the business for international expansion.
This company is a diamond in the rough with immense potential under competent management with working capital.
Contact SellerForce today to learn more about how appealing this acquisition opportunity is.
Listing ID: SF107