20 Year eCommerce Giant in the Body Jewelry Space – DTC & Amazon FBA Sales Channels – 40% Repeat Order Rate – All Private Label SKUs

ValleyBiggs® presents a thriving eCommerce Brand that has not only stood the test of time for the past 20 years but has also exhibited tremendous growth over the more recent years. This mature, professionally managed, and high-performing business has been the online market leader in the body jewelry industry for many years. The product catalog is ten times larger than any competitors, and the pricing is better, which has enabled the brand to become the number one online provider of these products in the US.

Key Valuation Points

15,000 SKUs in countless jewelry styles are offered for numerous body piercings, including belly button rings, cartilage earrings, nose studs, nipple rings, and much more. Whether customers want to change their jewelry regularly or leave it in and forget about it, the brand has products to suit their needs.

The company conducts business from a 50,000-square-foot warehouse and office set on 2 acres in New York. A popular 14k gold body jewelry range is handmade in-house by a Master Jeweler and Certified Gemologist. These options are available in yellow and white gold as well as platinum and set with diamonds or CZs in multiple gauge sizes. Additional products are made with high-quality, safe materials, including surgical-grade stainless steel, titanium, PTFE, and sterling silver. The brand also boasts proprietary jewelry pieces made with a CO2 and fiber optic laser. No SKU in the catalog accounts for more than 1% of sales.

A second in-house department creates custom initial, text, and photo belly rings, cartilage earrings, fashion earrings, necklaces, and other customizable body jewelry items. This department also manufactures a line of body piercing jewelry for the warehouse pick and pack floor and makes t-shirts daily.

The largest revenue generator is VIP order processing, an optional upgrade that clients typically select.

Sourcing and Logistics

All products are manufactured and sold under the brand name. Management works closely with their manufacturers to identify and develop jewelry based on current trends. They have the opportunity to feature hundreds of new items monthly, introduced by suppliers in the US, South Korea, Thailand, and China. The founder has worked with most of these companies for over 15 years, cultivating positive, productive, and long-term relationships.

Almost all products are maintained in stock, warehoused in-house, and ready to dispatch. Sales are driven by the US market, complemented by a dedicated global audience. Over 1,500 orders are shipped daily from the company’s facility, including those from the website and Amazon FBM.

Marketing

The digital marketing strategy is highly effective and diverse. PPC is utilized on Google and Microsoft, and the team harnesses its vast social media presence by advertising on Facebook, Instagram, and TikTok.

Additional efforts include aggressive email and SMS marketing to the existing customer base. The brand has accumulated over 3 million email subscribers and 800,000 SMS subscribers that generate 40% of revenue, demonstrating the practical nature of this avenue, not to mention its cost-effectiveness.

An in-house copywriting team works to strengthen SEO, which has proven highly lucrative, considering that 40% of traffic now comes from direct and Google organic.

A relatively small Affiliate program generates healthy revenue and can be expanded upon considerably for top and bottom-line growth.

Finally, Amazon PPC and DSP ads are used on the platform to boost sales. The channel has not been fully optimized, presenting a massive opportunity for a buyer with the necessary expertise to increase revenue immediately and significantly.

An advertising agency with whom the company has been partners for over 12 years manages PPC, Facebook, and Amazon advertising.

The typical customer is a US-based female between 18 and 35. Sales remain steady throughout the year, producing consistent and dependable cash flow and profits.

Operations & Staff

The owner runs the business remotely, with an excellent team handling day-to-day operations. The business runs on autopilot without his involvement, aside from two weekly meetings of an hour each.

Twenty-five full-time and 25 part-time employees are expected to stay on with the business. Many have been with the company for over 15 years, including a strong core management team and the primary key employee, the VP of Operations.

This rare acquisition opportunity is primed for continued growth under capable new ownership. Its financial stability, reputation, logistics, and refined operations will ensure that a buyer can quickly transition successfully.