Air Purifier eComm Brand - Multiple Sales Channels

Tampa, FL
Hillsborough County

Asking Price: Annual Revenue:
$18,000,000 $24,833,435

Retail: E-Commerce, Retail Websites

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RE: Air Purifier eComm Brand - Multiple Sales Channels Broker: Ron Matheson
Owner Financing is Available!

Quick Facts

Asking Price: $18,000,000
Annual Revenue: $24,833,435
Net Profit: Not Disclosed
Cash Flow: $3,618,323
Total Debt: Not Disclosed
FF&E: Not Disclosed
Real Estate: Not Disclosed
Year Established: 2019
Employees: 13
BBN Listing #: 97759418
Broker Reference #: WC 2635

Email or Print Listing

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Business Overview:

Website Closers® presents an eCommerce business that has become a leader in the niche space of air quality products through their unique, branded assortment of SKUs. This brand is benefitting from strong sales and glowing 5 Star customer reviews for their air ionizers, air purifiers, and air sanitizers. They have 2 patents pending for their products and they just released a new subscription-based product that allows consumers to replace their air filter as needed. The take up rate on these subscriptions has been tremendous with over 80% to date signing up. This is expected to completely change the company’s sales profile as it shifts to more of a razor/razorblade model.

The quick success of the brand’s plug-in air filtration device, which promotes fresher, cleaner indoor air, was the starting point for sharp growth. With a sales presence on both their Shopify website, Amazon, Walmart and eBay, customer feedback has been overwhelmingly positive, giving the brand the ability to promote brand and product awareness of their specialized products. With their SKUs being compact, practical, and affordable, the company has dramatically expanded their customer base in a relatively short period of time.

This company operates within the profitable health care products market, and its one that has become evergreen as a growing number of people recognize that the environment in their home has a great impact on their health and comfort. Products that improve indoor air quality and ventilation are gaining traction among homeowners, ensuring these products are in high demand.

They give homeowners the power and convenience needed to help eliminate the high concentration of airborne contaminants in their homes, and sales of products in this niche are soaring. The global air purifier market was valued at $12.2 billion in 2021 and is projected to expand by 8% through 2030. Rising awareness about healthy living is fueling these increased sales.

Air quality products have also become highly evergreen, something people buy year-round, which has enabled the brand to enjoy vibrant monthly sales, so strong that the company now ships 440 orders per day. Sales have been known to increase significantly in the spring and around the end of summer when allergy season is at its worst.

This company owes a great deal of its success and profitability to their ability to recognize the enormous market today for products that make people feel healthier inside their home. They went a step further and provided those customers with a product those buyers can’t find anywhere else and that gives them results. That enabled them to continue expanding their SKUs. Their ability to soar to new heights of profitability can’t be understated or underestimated.

The brand relied on innovation and smart messaging. The brand is owned by a larger company that has a number of divisions. This brand was launched in August 2019 after their team of innovators and developers created the model for their air ionizer, and their next step was to spread the word about how significantly customers’ lives can be made better by cleaner air. They focused on Direct-to-Consumer website sales and not the marketplaces, like Amazon. Social media was and has been a major part of their messaging. Platforms such as Facebook (where they maintain 16,600+ followers), Instagram (11,000+ followers) and their YouTube channel (which has 69,000+ subscribers) have become powerful tools for introducing viewers to their assortment of products. Organic traffic to their website is massive and they now benefit from 1 million unique users visiting the site each month.

PPC ads on Facebook and Google have also helped to drive sales, while the brand has been able to take advantage of having nearly 300,000+ subscribers in their email database for effective email promotions and product information. Additional marketing tactics have included influencer marketing on their social media platforms and SMS text messages. Their key demographic customer, not surprisingly, is a homeowner, and they span all age groups and income levels.

The company has started growing its product line. The initial success of their air ionizer led the company to introduce new products in November and December 2021, and they now have 4 products available in 10 SKUs. The company diversified its sales channels with new launches on popular eCommerce sites such as Amazon and eBay recently. Amazon in particular proved to be highly beneficial, giving the company a sharply increasing percentage of their sales – 28%, compared to 72% from their Shopify website. Their Average Order Value has grown to $115.40. Amazon has given the company additional advantages in that a growing percentage of their products are conveniently shipped through Fulfillment By Amazon, while the remainder are handled through their 3PL warehouse.

This is an enormously efficient and highly automated business, so structurally sound that the current owner spends just 6-8 hours per week on regular operations, with the chief focus being on strategy and product development.

Ownership is assisted by a team that includes two full time logistics workers, five customer service workers, three video editors, a videographer, two media analysts, an image editor and a purchasing agent. This experienced group expertly handles the company’s daily functions, which include responding to 570+ daily contacts with customers, mainly through social media. The team’s dedication to helping customers improve their quality of life has been instrumental in their growth rate, although there are plenty of scale opportunities that could make this brand an even more significant player in the red-hot field of air purification products.

Since the company operates on a shared services model, ownership prefers to locate a buyer that has its own internal resources to manage the brand going forward. The parent of this brand has many divisions and they prefer to keep the team in place for those other divisions. While there is flexibility here, ownership will lean towards those buyers that won’t need the team after a reasonable 3–6-month transition period.

Their sales have been mainly in the U.S., and Amazon’s overseas platforms give the brand the opportunity for a major international expansion. Air quality products sell across the globe, and this would be a phenomenal growth opportunity on its own. The company could also explore B2B sales. Currently they do not have any wholesale accounts, but their unique products would be ideal for the shelves of top retailers such as Walmart, Bed Bath Beyond, Target and Costco. There are substantial growth opportunities by selling their products in bulk to these popular big box stores.

The company could also continue expanding their SKUs, relying on the expertise of their development team. The brand benefits now from a robust product pipeline for introducing new items. Growing awareness about how simple, cost-effective products can significantly improve air quality in the home — and everybody’s health and daily enjoyment while there — has helped this brand take a small number of products and find a highly enthusiastic and loyal market for them.

At the early stages of their growth, a new buyer has an opportunity to press that gas pedal down and cause that growth to accelerate rapidly. Contact Website Closers today so our brokers can walk you through the major advantages this offering provides. That discussion promises to be a breath of fresh air.

This CPG Company is Represented by:

Website Closers
Tech & Internet M&A
WC 2635

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Additional Details:

  • The property is owned.
  • The owner is not willing to train/assist the new owner.
  • This is not a homebased business opportunity.
  • This is not a franchise resale opportunity.

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