Executive summary
This is a UK-based e-commerce retailer focused on padel (and adjacent racket sports). Launched in 2022, the store sells major brands (Adidas, Bullpadel, NOX, Siux, etc.), operates on Shopify, and combines direct ecommerce with marketplace channels (eBay; listing claims a Decathlon marketplace partnership). The Flippa summary and the site show a curated product assortment and strong customer service (multiple verified Trustpilot reviews). Publicly disclosed financials show annual revenue ≈ GBP £81,158 with annual profit ≈ GBP £16,039 (≈20% margin), with a profit multiple used by seller of 2.8× and revenue multiple 0.6×.
Acquisition thesis: Attractive niche play (padel is a fast-growing sport in the UK and US) with branded supplier relationships and marketplace distribution that reduce single-channel risk. The business is acquirable for an operator who can: verify metrics, professionalize marketing & inventory flow, and scale via marketplace expansion, SEO and targeted paid search/social campaigns.
Key Insights
Product assortment & brand access: The business features major padel brands and accessories (rackets, bags, shoes, clothing, balls, grips). The site lists dozens of SKUs and many brands, supporting a brand-led assortment strategy.
Customer sentiment & service: Trustpilot shows many verified 5-star reviews praising product knowledge, quick shipping and customer support (a strong reputation asset).
Channel mix: Primary Shopify store plus eBay storefront and (per Flippa listing) a Decathlon marketplace relationship. This diversification reduces single-channel dependence (but partnership claims should be verified).
Traffic & conversion potential: The site’s product focus, brand portfolio and content (blog product advice) provide a good base to convert enthusiast traffic into purchases and to scale via Google Shopping and SEO.
Financials & seasonality: Monthly P&L you provided shows volatility (big December spike and several low months) but some recent months show strong profitability (e.g., Jul 2025). This implies both seasonality and occasional promotional spikes that should be normalized in valuation.
Detailed Analysis
Website performance & metrics
Website Speed (technical health)
Public site is Shopify-based (theme and plugins visible). No Lighthouse/GWV audit performed here. Page speed & Core Web Vitals data are not publicly reported in the listing. Action: request read-only Google Search Console / Lighthouse report and GA metrics.
Product variation & number of SKUs
The collections pages indicate a dozen+ rackets and dozens of accessory SKUs; one filtered view lists ~38 products in a specific vendor filter. Total SKU count should be provided by seller. Public pages show broad SKU categories (rackets, shoes, clothing, bags, balls, grips).
AOV & Customer Lifetime Value (CLV)
AOV is not published on the site. With product prices ranging from low-cost grips/balls to high-AOV rackets (~£60–£300), estimated AOV likely sits above typical commodity sporting goods but must be confirmed from Shopify/GA data. Action: request AOV, cohort LTV and repeat revenue % by cohort.
Repeat customer rate
Not provided publicly. Trustpilot shows strong one-time purchase satisfaction but repeat metrics require Shopify/GA/customer database export.
Website conversion rate
Not published. Industry bench for branded sports ecommerce: 1–3% overall. Please confirm with GA/Shopify.
Website design & presentation
Clean, product-focused Shopify storefront with brand filters and product detail pages. Product advice content available (blog), which is a good trust/SEO asset.
Brand positioning & customer sentiment
Positioning: value + expertise for padel players (emphasis on branded product lines, advice). Trustpilot reviews reinforce expert customer service and fast shipping.
Marketing & efficiency, CAC & scalability
No public ad account metrics. Marketplace relationships (eBay, Decathlon per listing) provide low-CAC acquisition channels but may compress margins. Action: request ad account access (Meta/Google), marketplace sales % and historical CAC by channel.
Product offering & potential repositioning
Core offering: high-quality branded padel gear. Upside: expand into Pickleball (adjacent, fast-growing), private-label accessories, subscription (balls/overgrips), B2B (club & court outfitting), and US market entry using .com. Site already lists a Pickleball collection capability.
Finances
Publicly reported (from your data):
Annual revenue: GBP £81,158
Annual profit: GBP £16,039 (≈20% margin)
Monthly average revenue: ~£6,763; monthly avg profit ~£1,336.
Monthly P&L shows variability: negative profit in Oct 2024 (loss), peak revenue in Dec 2024 and an especially profitable July 2025 month in your table. (See the full month table you supplied.)
Valuation multiples: Seller uses profit multiple 2.8× (implying enterprise value ~£44.9k on reported profit) and revenue multiple 0.6×. These multiples appear conservative for an e-commerce retail brand with strong supplier relationships; however, small absolute profit and volatility can justify lower multiples.
Financial red flags/verification needs:
Reconcile marketplace (eBay/Decathlon) payouts to Shopify revenue and bank/merchant statements.
Verify refunds, chargebacks, and any inventory reserves.
Review how seasonal promotions (Dec) vs normal months affect normalized revenue and SDE.
Marketing (Paid & Organic)
Paid: unknown (no public ad ROAS/CAC). Need read-only access to ad accounts to evaluate creative performance, CPA by audience and saturation risk.
Organic:
SEO & content: blog exists with product advice. A platform for organic growth.
Email: mailing list (Flippa claims ~4,000 players). This is a high-value asset for retention; request list health metrics (open, CTR, revenue per recipient).
Marketplaces: eBay storefront is live and Decathlon relationship claimed; these channels supply additional traffic but can impact margins and brand control.
Recommendations for marketing growth: focus on Google Shopping/paid search for high-intent buyers, scale email flows (welcome, post-purchase, cart abandonment), structured marketplace optimization (search terms, shipping SLAs), and targeted influencer outreach within UK padel communities.
Operational efficiency
Fulfillment & logistics: The site lists shipping and refund policies, but fulfillment model (self-fulfil vs dropship vs wholesale purchase) must be clarified. Supplier relationships with major brands are important; confirm whether stock is held or drop-shipped.
Inventory risk: SKU-level inventory and supplier MOQs must be reviewed. Padel equipment (rackets) carries higher unit cost and returns risk (damage, warranty).
Systems: Shopify + QuickBooks + PayPal (per listing); standard stack. Request SOPs, supplier contact list, and fulfillment workflow.
Customer data & relationships
Customer base & list: Mailing list ~4,000 players (per listing). Trustpilot reviews indicate strong customer relationships and repeat buyers for service/fit advice.
Data privacy & opt-in: Request privacy policy, GDPR compliance evidence, email consent captures and subscriber source breakdown.
Legal & compliance due diligence
Key items to verify:
Supplier/distributor agreements with Adidas, Bullpadel, NOX, Siux, etc. Ensure authorized reseller status and any exclusivity/territorial limits.
Marketplace agreements (Decathlon/eBay). This confirm terms, fees and transferability.
Brand/IP: domain ownership (.com & .co.uk claimed), trademarks (check for registrations).
Consumer compliance: return policy alignment with UK Consumer Rights Act, VAT registration & filings, tax records.
Insurance & liability: product liability insurance (important for sporting goods).
Action: Request copies of all contracts and insurance certificates pre-offer.
Challenges Identified:
Small absolute earnings with volatility. While margins (20%) are OK, absolute profit is modest; volatile months (losses) complicate normalization and valuation.
Lack of public CAC/conversion metrics. No ad/account data publicly available to evaluate scale economics; a major hurdle to projecting growth.
Marketplace dependence & margin compression. eBay/Decathlon exposure helps volume but may lower margin/brand control. Verify % of revenue per channel.
Inventory & supplier risk for branded goods. Reliance on brand suppliers means pricing/stock changes may be outside seller control.
Founder/operational dependency risk. If current operation is tightly run by a small team, transition risk exists.Competitive landscape & price sensitivity. Padel entry price competition can be fierce; differentiation must rely on service and niche content.
Recommendations
Pre-offer (Must-have diligence documents)
Ask seller to provide (read-only or copies):
Shopify orders export (24 months) + merchant statements (Stripe/PayPal/Shopify Payments).
GA / Google Search Console access and ad accounts (Meta/Google): read-only.
Marketplace sales reports (eBay/Decathlon) and their payout statements.
Supplier/distribution agreements and price lists (Adidas, Bullpadel, NOX, Siux).
Inventory list & valuation by SKU and last physical stocktake.
P&L, balance sheet, tax filings (last 2 fiscal years).
Customer database export (anonymized) + email performance metrics.
Documented SOPs and list of contractors/agencies.
Post-close / 0–12 month value creation plan
Stabilize inventory & supplier contracts (ensure reliable stock for core SKUs).
Email & retention monetization: Implement lifecycle flows to lift repeat purchases.
Launch Google Shopping & performance search to capture high-intent buyers and diversify away from marketplaces.
Marketplace strategy: Optimize listings, pricing, and inventory sync; renegotiate Decathlon terms if required.
CRO & site speed improvements: Compress images, reduce theme bloat, and A/B test product pages.
Explore adjacent product lines (pickleball, club kits) and B2B sales to clubs/venues.
Operationalize a handover with detailed SOPs and 60–90 days founder support.
Suggested Seller Questions To Include In Data Request:
Can you provide Shopify order exports + payment processor statements for the last 24 months?
What % of revenue comes from Shopify vs eBay vs Decathlon (monthly breakdown)?
Provide read-only access to Meta and Google ad accounts (if used).
SKU-level cost, retail price, gross margin and sell-through rates for top 20 SKUs.
Copies of supplier/distributor agreements and any authorized reseller documentation.
Evidence of insurance and any warranty or product-liability claims in the past 24 months.
Please provide email list metrics and examples of top-performing email campaigns.
Conclusion
Overall, this is a strategic niche play in a high-growth sport category with credible supplier relationships, a strong customer-service reputation, and a multi-channel approach (site + marketplaces). The upside is clear: scale with paid search, email monetization and marketplace optimization; expand product range (pickleball) and B2B offerings. The primary limitations are small absolute profits, monthly volatility, and lack of verified acquisition metrics publicly. All addressable through targeted diligence steps and a conservative deal structure (e.g., lower upfront with earn-out tied to revenue/profit milestones).
Recommendation: Proceed to a formal diligence phase only after obtaining the Shopify/export, merchant statements, ad account read-only access, supplier contracts and inventory audit. If those checks verify stable margins and channel economics, the brand is a buyable asset for a buyer experienced in sporting goods ecommerce and marketplace optimization.
