Business Overview

This is a premium Australian-founded women's activewear brand focused on conscious luxury, slow fashion, and seasonless design. Founded in 2019, the business has built a loyal international customer base and a profitable direct-to-consumer operation with strong repeat purchasing and minimal discounting.

The brand serves affluent women in the United States and Australia who prioritize quality, sustainability, and timeless design over fast-fashion alternatives.

Key Performance Metrics

Average Order Value: A$350-$430 Repeat Customer Rate: 31% Return Rate: Under 10% Email Open Rate: Approx. 52% Revenue Per Email Sent: A$4.34 avg

Operations

Founder-operated with approx. 4 hours of daily involvement across two owners. Orders are fulfilled in-house and shipped internationally. No employees. Light customer service volume of approx. 2-3 emails per day.

Product Offering

60+ active SKUs across women's activewear and athleisure. Products are designed in-house using premium sustainable fabrics sourced internationally. Collections are limited-run and seasonless, designed to retain exclusivity and reduce overproduction. Best-selling styles have been restocked multiple times, reflecting sustained customer demand.

Marketing

Primary customer acquisition via paid social advertising, with retention driven through email marketing. Advertising is currently profitable at approx. 2.2x ROAS. Content is produced in-house with organic support from influencers and customer reviews. Email list of 11,500+ subscribers with approx. 52% open rate.

Competitive Advantage

Premium positioning with in-house design, limited-run collections, and a loyal US-majority customer base. 31% repeat customer rate and under 10% return rate reflect strong product-market fit and genuine brand equity. Designs are intentionally difficult to replicate, supporting defensibility in the market.

Growth Opportunities

Paid media scale with stronger creative systems or agency support Creative velocity and content production volume Channel expansion into search, video, and new platforms Email automation and loyalty program development International market development in Southeast Asia and Middle East Selective re-entry into wholesale via smaller, higher-margin accounts

Assets Included

Domain and complete website Supplier relationships Product catalog (60+ SKUs) Marketing accounts and data Email list (11,500+ subscribers) Brand assets and creative materials Inventory on hand at close

Why Acquire

Profitable DTC brand with strong unit economics, loyal customers, and clear growth levers across paid media, creative, and channel diversification. Low return rate and high repeat purchase rate are evidence of genuine brand equity built over several years.

Reason for Sale

The founders are selling to focus on their growing family.