How One Skirt Sparked a 10-Year eCommerce Brand and a 6-Figure Exit

“You don’t need hundreds of buyers, you just need the right one.”

That line from her Flippa broker stuck with Samantha through every stage of selling her eCommerce brand, Dottie for Running. And when the right buyer showed up, someone who was a customer herself, it confirmed everything Samantha had hoped for: that the legacy she built with handmade skirts and a fiercely loyal running community could be passed on to someone who truly understood it.

After ten years of building a beloved niche brand serving the runDisney community, Samantha Hamilton sold her handmade eCommerce business, Dottie for Running, on Flippa for $120,000. The sale marked a turning point for the brand as well as for Samantha personally as a military spouse and mother of three looking to reprioritise. With clear guidance, seamless support, and a buyer who was already part of her community, the sale was profitable and personal.

The Founder’s Story

Samantha started Dottie for Running in 2015 from her one-bedroom apartment in Los Angeles. Working in the fashion industry at the time, she had always dreamed of launching her own line – but Dottie began more as an experiment than a business plan.

“I just wanted something small to get my feet wet. I didn’t think it would get anywhere near as much traction as it did.”

The idea? Whimsical, costume-inspired running skirts with a signature “Butt Bow,” made specifically for runDisney participants who wanted to bring some sparkle to their races. Her mom helped sew the first sample. She wore it to an event, handed out business cards, and the orders began rolling in.

As the business scaled, so did Samantha’s life. She got married, became a military spouse, moved internationally, and had three children, all while running the company. Dottie grew fast, especially after the COVID-19 pandemic when the return of Disney races sparked a 300% year-over-year sales jump.

“When runDisney came back, it was like a wave of joy and Dottie got to be a part of that.”

Business Overview

• Business: Dottie for Running
• Founded: 2015
• Location: U.S
• Business type: eCommerce (built on Shopify)
• Sellers: Samantha Hamilton
• Sales Price: $120,000
• Annual Profit: $61,272
• Profit Margin: 44%
• Sale Platform: Flippa
• Flippa Business Broker Support: Maliha Hasan, Stephanie Veal

Dottie for Running sold handmade skirts, designed in the U.S. and sewn by a team of seamstresses across the country. Products were themed around characters and events, especially runDisney races, and developed a cult following online, driven by organic marketing and a loyal community dubbed “Team Butt Bow.”

The Business Challenge

By its tenth year, Dottie for Running had grown from a side project into a well-loved brand with a devoted customer base. The community was engaged, sales were strong, and there was clear demand for more. But behind the scenes, Samantha was reaching her limit.

As a military spouse with three young children and frequent relocations, she found herself increasingly stretched thin. While the brand was thriving, Samantha was operating the business in part-time hours, juggling logistics, customer service, and production coordination – often across time zones. She had intentionally scaled back certain aspects, including international shipping and in-person event attendance, simply because the demands of family life made it impossible to do more.

The business had outgrown her capacity. And while it was still profitable and full of potential, Samantha knew that to continue growing, it needed fresh energy and more operational bandwidth than she could offer.

The Solution

Samantha began exploring the idea of selling the business, aiming to find a new owner who could take Dottie to the next level. She turned to Flippa after a recommendation from friends who had previously explored selling their own business.

She was paired with Flippa Broker Maliha, who guided her through the valuation and listing process. Together, they settled on a price based on three years of profit, even though the most recent year had been intentionally scaled down due to family demands.

Rather than pursuing a volume-driven buyer pool, Samantha and her broker focused on finding someone with a genuine appreciation for the brand’s niche and community. As the process unfolded, it became clear that the right buyer wouldn’t be a hands-off investor or aggregator – it would be someone who understood runDisney, who valued handmade quality, and who could keep the spirit of the brand alive.

“Maliha said something that really stuck with me: ‘You don’t need hundreds of buyers. You just need the right one.’ and that became our mantra.”

Eventually, the duo found the ideal buyer. She was someone who was already a customer and a passionate runDisney runner. 

With Maliha transitioning out just as the deal neared close, another Flippa broker, Stephanie, stepped in to finalize negotiations and oversee the asset transfer, providing seamless support through the finish line. What could have been a complex, emotional handover became a smooth, empowering experience, one that left both seller and buyer excited about what was next.

Results and Impact

The sale of Dottie for Running closed at $120,000, an outcome that validated both the brand’s value and Samantha’s decision to sell. More importantly, the business transitioned to a buyer who wasn’t just financially qualified, but personally connected to the product and its community.

The new owner travelled to meet Samantha in person, collected the inventory, and spent time going over operations face-to-face. The 90-day transition plan allowed for a thoughtful handover, with Samantha preparing a comprehensive training manual and remaining available for ongoing questions as the buyer settled in.

“We met face-to-face, went through everything, and since then she’s only needed to check in every few weeks. It’s been smooth.”

Post-sale, the new owner quickly began implementing some of the ideas Samantha had long hoped to explore but hadn’t had the bandwidth for such as moving into small-batch production for higher volume, expanding the stock program, and planning pop-up events to further elevate brand awareness.

Lessons for Aspiring Entrepreneurs

The biggest lesson for aspiring entrepreneurs from Samantha’s story is to just start. Dottie for Running began as an experimental, learning venture with a single handmade skirt, sewn by Samantha’s mom, and less than $5,000 in upfront costs. She didn’t have a grand plan, just an idea she believed in and the drive to bring it to life. Over time, what began as a low-risk creative project turned into a profitable, full-fledged business with thousands of loyal customers. Her advice to others: 

“If you believe in what you’re doing, your customers will too. And when it’s time to exit, make sure you find someone who really understands that.”

Future Plans

Samantha is now focused on family life and is excited to watch the next chapter of Dottie for Running unfold from afar.

“It’s been such a magical part of my life. I’m just so glad it’s continuing to grow under someone who cares as much as I did.”