Business Overview

This is an established Australian eCommerce brand in the silk hair care and sleep accessories category, launched over six years ago and sold direct-to-consumer through its own online store. The brand built its position on affordable, quality silk products in a category otherwise dominated by expensive imports, and is well recognised in its home market.

The business runs on a lean, outsourced model. Fulfillment is handled by a third-party logistics provider, stock ships directly from the manufacturer, and the founders operate it remotely in approx. 10 hours a week.

Key Performance Metrics

Conversion Rate: 4.4% Checkout Conversion Rate: approx. 57% Verified Five-Star Reviews: nearly 1,300 Email Subscribers: over 20,000 Owner Involvement: approx. 10 hours per week

Operations

Fulfillment is fully outsourced to a third-party logistics provider that dispatches multiple times per day. The founders do not handle stock and run the business remotely at around 10 hours a week. Silk products are made by a single established manufacturer holding OEKO-TEX, ISO and ethical-audit certifications, with two further suppliers for accessories.

Marketing

Paid acquisition runs across Google and Meta, with Google the stronger channel, currently managed in-house. Email marketing reaches an engaged list of over 20,000 and is currently underused. The brand has a strong organic search presence and a track record with authentic influencer partnerships.

Product Offering

A core range of silk sleeping caps offered in multiple sizes, alongside a men's line, silk pillowcases, deep sleep eye masks, scrunchies, and a small accessories range. Products are natural mulberry silk with eco-friendly packaging, positioned as an affordable, lightweight alternative to premium imports.

Competitive Advantage

A recognised six-year-old brand, one of the first to bring the silk sleeping cap to its market, with a price advantage over imports, a certified supply chain, multiple sizing competitors do not offer, and nearly 1,300 verified five-star reviews.

Growth Opportunities

Launching product extensions already sampled, including a pyjama line and a premium silk cap Expanding into bedding and a baby range through the existing supplier Growing wholesale and pursuing major beauty retail Scaling paid media and diversifying into TikTok, Pinterest, influencer and affiliate Monetising the 20,000-plus email list through automated flows Investing in content and SEO to capture category search demand Expanding internationally into the US, UK and New Zealand

Assets Included

Domain and complete website Supplier relationships Third-party logistics relationship Product catalog, custom designs, samples and tech packs Marketing accounts and data Customer database and email list Brand assets and creative materials

Why Acquire

An established, six-year-old Australian silk beauty brand with a 4.4% conversion rate, nearly 1,300 verified five-star reviews, a certified supply chain, and outsourced fulfillment. It runs on approx. 10 hours a week, leaving clear upside for a full-time owner with a product roadmap already prepared.

Reason for Sale

The founders are moving on to new ventures after six years and want to pass the brand to an owner who can give it full attention