Overview
This is an established, artist-driven apparel brand operating a pure print-on-demand (POD) model. The business sells thousands of unique artist designs on hoodies, T-shirts and related apparel via a heavily customized WooCommerce storefront. Publicly available performance highlights show USD $534,842 trailing-12-month revenue and USD $108,703trailing-12-month profit (≈20% margin), with strong organic search presence (≈90% of traffic), ~384,015 users and ~2M annual pageviews, plus a 44,000-subscriber email list and ~146k social followers.
The POD model eliminates inventory risk and keeps operational overhead low. The brand has demonstrated >30% YoY growth in the period reported, strong organic SEO depth (3,600+ ranking keywords, 1,580 referring domains) and a loyal, global audience concentrated in the US, UK and Germany.
Key Insights (Website Performance & Metrics)
Website speed
Platform: WordPress + custom WooCommerce. Speed not measured here; WordPress sites vary widely. The custom automation likely adds server/load complexity. Recommendation: run Lighthouse / GTmetrix during diligence.
Product variation & number of SKUs
Thousands of unique artist designs → effectively a very large SKU universe (POD SKU count is high). This is a strength for SEO and variety but requires good on-site navigation, category taxonomy and collection management.
AOV & Customer Lifetime Value
AOV and precise CLTV not provided in the public materials. These are critical seller must provide total orders, unique customers, AOV, repeat purchase rate, and cohort CLTV.
Repeat customer rate
Company reports “strong repeat purchase behavior” but no explicit percentage. Public summary for similar POD stores often sees repeat rates 10–25% if products & delivery meet expectations verify with seller.
Website conversion rate
Not provided. Given 384k users and $534k revenue there is likely a solid long-term conversion funnel, but conversion is unknown and needs confirmation (orders / sessions).
Website design & presentation
Professionally presented, artist-led aesthetic. Large design library enhances perceived uniqueness. Must check UX for mobile, collection filtering, and checkout friction (guest checkout, express pay options).
Brand positioning & customer sentiment
Clear niche: bold, artist-created apparel, differentiated from fast fashion. Trustpilot reviews indicate good product quality but recurring complaints about delivery time and carrier performance (10–35+ days in some reviews). This lowers NPS and can limit last-minute purchases.
Marketing & efficiency
Traffic mix heavily skewed to organic and direct (~90% of visits) a major asset. Paid channels appear under-leveraged from the data provided. Email list of 44k is a strong retention asset.
Customer Acquisition Cost (CAC) & scalability
CAC unknown. Heavy organic traffic implies low CAC for existing top-of-funnel. Opportunity to scale with paid social (TikTok/Meta), influencer partnerships and wholesale without materially increasing fixed costs due to POD model. Seller must supply historic ad spend, ROAS and CAC by channel.
Product offering & marketing angle / repositioning potential
Strong artist collaborations and unique designs are defensible. Repositioning opportunities: limited-edition drops, artist collabs, subscription (monthly tee/hoodie), or regional collections to shorten delivery times. Expand into activewear, accessories, and marketplace channels (Etsy) while keeping artist revenue share attractive.
Financial
Trailing 12 months (as evidenced by monthly P&L provided and aligned arithmetic):
Revenue (T12): USD $534,842
Profit (T12, computed as revenue – expenses): USD $108,703 → ~20% net margin
Monthly averages: Revenue ≈ $44,570 / month, Profit ≈ $9,058 / month
Important data note (discrepancy): one monthly line item (October) in the supplied dataset included an inconsistent profit figure (listed profit $18,405), but when profit is recomputed from revenue minus expenses the correct October profit is $13,930. Using revenue − expenses across months yields the $108,703 T12 profit above. This should be clarified with the seller and confirmed in bank statements and tax filings.
Seasonality & volatility
Monthly data shows meaningful month-to-month swings (example: Nov 2024 revenue $90.5k, Jan 2025 $22.3k). This pattern suggests seasonality (holiday spikes) and variable marketing activity; successful buyers should model seasonality into cash flow forecasts.
Valuation context & asking price
Seller's reported multiples (provided): Profit multiple 0.9x, Revenue multiple 0.2x both low for a stable eCom asset.
At the asking price of USD $50,000:
Revenue multiple: $50,000 / $534,842 ≈ 0.09×
Profit multiple: $50,000 / $108,703 ≈ 0.46×
This asking price represents a very conservative entry for a buyer sub-0.5x profit multiple is materially below market median for profitable eCommerce assets and implies high upside for an operator who can improve conversion, reduce delivery friction, or monetize the email list.
Marketing (Paid & Organic)
Organic (strength):
SEO depth is the headline advantage: thousands of designs = long tail of search terms; 3,600+ ranking keywords and 1,580 referring domains drive sustained traffic. Direct and organic account for ~90% of traffic excellent for margin and stability if rankings hold.
Paid (opportunity):
Paid channels appear underused. We see opportunity to:
Scale customer acquisition via prospecting on Meta/TikTok with creative aimed at artist-led designs.
Run retention flows via Klaviyo (assumed) and use SMS to recover abandoned carts.
Implement influencer micro-campaigns and UGC to shorten conversion path.
Retention engines:
Email list (44k) is a strong retention and re-marketing asset. Reengagement flows, VIP programs, and limited drops would likely increase repeat rate and AOV.
Risks:
Delivery complaints lower conversion for time-sensitive buys and harm repeat purchase probability. Paid scaling without solving delivery perception could increase returns and CAC.
Operational Efficiency
Fulfillment / Supply chain:
POD removes inventory carrying costs and allows nearly limitless SKU scaling. Supplier integrations and automated artist payouts are in place. Average delivery 10–14 days is stated, but customer reviews indicate delivery sometimes extends to 4–6 weeks depending on geography/carrier.
Technology & automation:
Custom plugins automate order → production → tracking → artist commission payouts. This is a tangible technical asset but increases dependency on the current tech stack owner and on WordPress/WooCommerce maintenance (security, backups, plugin compatibility).
Workload & staffing:
Low operational overhead; a single operator or small team can run the business. Post-sale transition support is included, which reduces immediate handover risk.
Customer Data & Relationships
Assets included: Domains, website files, WooCommerce setup, email list (44k), social channels, supplier/artist agreements, brand assets and IP (designs), and post-sale support. These are high-value assets if cleanly transferred.
Customer sentiment:
Trustpilot comments show consistent praise for product quality and design but repeated mentions of longer delivery times and shipping problems. These are fixable but important to address pre- or post-acquisition to preserve brand reputation.
Data gaps to request:
Total number of customers, total orders (T12), AOV, repeat customer rate (exact %), churn by cohort, unsub rate, email & SMS revenue contribution, refunds/return rates by month, and LTV by cohort.
Legal & compliance due diligence
Areas to verify with documents and contracts:
Artist agreements & IP ownership: Ensure transfer or perpetual license of design IP included in sale. Confirm artists were paid according to contract and that there are written releases for commercial use.
Supplier contracts & SLAs: Confirm supplier reliability, lead times, failure clauses and ability to source alternatives. Verify any volume discounts are transferable.
Data privacy & GDPR compliance: Business is Sweden-based and sells heavily in EU confirm privacy policy, cookie consent logs, data processing agreements and records of data transfers.
Taxes & VAT: Review VAT registration, filings and any EU VAT obligations for cross-border sales.
Customer disputes & chargebacks: Request historical chargeback rates and any ongoing disputes.
Platform & third-party dependencies: Confirm owner access and transferability of Google Analytics, Search Console, domain registrar, email provider, social accounts, and any proprietary plugins.
No-litigation warranty: Confirm there are no IP disputes, pending claims, or regulatory issues.
Challenges identified
Delivery times & carrier reliability: Multiple public reviews note late deliveries (some >5 weeks). This reduces conversion, increases refund risk, and weakens retention.
Concentration on organic traffic: While organic dominance reduces CAC, it also creates concentration risk a Google algorithm change or loss of key backlinks could materially reduce revenue.
Data gaps: Key commercial metrics (AOV, orders, customer counts, CAC by channel) are not present in public materials. These are essential for accurate valuation and growth modeling.
Seasonality & revenue volatility: Large month-to-month swings require careful cashflow planning; holiday months drive outsized revenue.
Tech / plugin dependency: Custom WooCommerce stack is an asset but creates a technical dependency and maintenance cost.
Valuation perception: Publicly reported profit and revenue multiples are low; market may perceive either elevated risk or limited scalable upside as-is.
Recommendation & Valuation View
Investment thesis: At the asking price of USD $50,000, the e-commerce store represents a compelling acquisition for an operator with marketing expertise and a plan to solve delivery friction. The asking price implies a profit multiple ≈ 0.46× and revenue multiple ≈ 0.09×, which is materially below market norms for stable eCommerce businesses. This provides a wide margin for upside if: (a) delivery times improve, (b) retention programs are implemented, and (c) paid acquisition is profitably scaled.
Primary value drivers if acquired:
Convert more organic traffic via conversion rate optimization (CRO) and checkout improvements.
Shorten and stabilize delivery (localized production or faster carriers) to lift conversion and repeat purchases.
Monetize the 44k email list with automated flows, limited drops, and personalized offers to increase AOV and repeat rate.
Expand paid channels (test small budgets on Meta/TikTok and influencer pilots) to diversify traffic away from organic concentration.
Next Steps (Due Diligence Checklist
Request from seller (documents / access):
Confirmed monthly P&L and bank statements for the past 12–24 months. Reconcile the October profit discrepancy (we computed profit $13,930 from revenue-expenses; listing shows $18,405).
Gross orders, unique customers, and AOV (T12 & monthly).
CAC and marketing spend by channel (organic vs paid) and historic ROAS.
Customer metrics: repeat purchase rate, returns & refund rate, chargebacks, email revenue %, unsubscribe rates.
Platform & admin access: domain registrar, hosting, WordPress/WooCommerce admin, analytics, email provider, social accounts, supplier portals.
Contracts: artist agreements (IP assignment/license), supplier agreements, any outstanding liabilities.
Fulfillment details: typical production + shipping lead times by region, carriers used, and SLAs.
Traffic reports: GA / GSC snapshots showing organic trends and key landing pages.
Conclusion
Overall, this is a high-potential POD apparel brand with a strong SEO foundation, broad design IP and relatively low operational complexity. The public metrics show healthy revenue and a 20% margin with significant organic reach and an engaged email list. The asking price of USD $50,000 is conservative relative to the reported financials and suggests strong upside for an active buyer.
That said, the business carries near-term risks around shipping/delivery experience, traffic concentration in organic channels, and a few data inconsistencies that require verification. If the core IP, supplier relationships, and traffic sources check out under diligence, this is a buyable asset for a growth-oriented operator who can (1) fix delivery issues, (2) professionalize CRO and retention, and (3) diversify acquisition channels.
