Featured Listing: sillysouls

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Tell us a little about yourself. What’s your background? How did you start the business?

I have an MBA, worked for Nike and Reef then started babygags and Silly Souls in 2002.

As an e-Commerce business, where are your products made?

India and China.
As a SaaS business, what can you tell us about your Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC)

Our wholesale CLV is >1000 our eCommerce CAC is 2.00.

How have you marketed the product and where are your customers originating from?

We mostly focus on wholesale, then Amazon and Etsy and pre-pandemic also Walmart.

Can you list a few opportunities for a potential new owner to continue growing the business?

Ecommerce. During a pandemic, we were shipping out of India to wholesale and our eCommerce was paused as we were ‘non-essential’ in WA state. The eCommerce had been 80% pre-pandemic, so that just needs to be turned back on. We have focused very little on social media, almost all posts are our customers posting and sharing, this is a huge opportunity to do targeted new parent/grandparent communities on social.

What has been the evolution of this asset since its launch?

We were a boutique brand from 2002-2012 selling in over 1500 boutiques. We launched on Amazon in 2004 one of the first apparel brands there. We then started to sell BabysRUs where we were a best seller before their close. Then we really focussed as retail changed on private label, key wholesale big box, amazon and Walmart eCommerce.

How does this business make money? What are the current revenue streams?

Wholesale, Amazon and eCommerce.

What marketing channels are most profitable for the business?

Wholesale trade shows and direct email.

How does the business currently acquire customers and what is your breakdown for marketing costs?

Buy email lists, amazon and word of mouth.

How big is your current team? How many people does it take to run this business?

Owner manages key accounts and design and 2 part-time in the warehouse. Then web, factories are all outsourced to a long time trusted partners.

What’s the reason for selling your business on Flippa?

Moving abroad and starting a new venture.

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