Overview

The brand sells shapewear / bodysuits and a small related apparel line through Shopify stores in Sweden (main), Norway and Denmark. The Flippa listing positions it as a profitable, high-margin Scandinavian brand with ~9–11K email subscribers, UGC/creatives, white-label packaging and fulfillment agents already in place — positioning it for a Q4 2025 scale push. No raw bank/processor or Shopify export files are included in public listing materials.

Key insights (What stands out)

• Lean, focused catalog: public storefront highlights a narrow, tightly curated product family centered on bodysuits plus a few accessories (collection pagination shows 1 / av 10 product slots) — good product focus for paid funnels and repeat buys.

• On-site social proof vs independent review sites: the website shows high on-site review metrics (“Excellent 4.8 / 5 based on 823 reviews” and claims “5000+ nöjda kunder”), but independent Trustpilot pages show a low TrustScore with multiple recent shipping/fulfillment complaints — this needs reconciling.

• Regional expansion already attempted: seller claims profitable launches in NO & DK and provides local domains (.se, .store/.dk + a .com) and Omnisend flows — these are valuable assets if operational.

• Clean brand assets included: UGC, product photography and SOPs are included per the listing — these materially lower creative/content rebuild costs for a buyer.

Website Performance & Metrics:

Short answer: public pages suggest a conversion-focused store (strong visuals + clear product pages), but no lab performance tests or analytics access were provided. We therefore flag unknowns and recommended tests below.

Website speed

• Status (public): not measured from the outside — the site is image-forward (hero images, product photos) which often increases load times. Action: run PageSpeed Insights + GTmetrix and share the reports (mobile & desktop).

Product variation & number of SKUs

• Public catalog: collection pages show ~10 primary product listings (bodysuit variations, shorts, shaper bra, jacket, dress). Each product uses “Välj alternativ” (size options), so variant count is larger than primary SKUs. Estimate: ~10–20 product types, with size/color variants expanding SKU count — exact SKU count requires a Shopify product export.

AOV and Customer Lifetime Value (CLTV)

• Reported AOV: $44

• Check (orders × AOV): 2,753 orders × $44 = (2,753 × $40) + (2,753 × $4) = $110,120 + $11,012 = $121,132 (public order count × AOV). This is ~$8,868 less than the reported $130,000 annual revenue — acceptable as an explanation only if other revenue streams or rounding exist, but it must be reconciled.

• CLTV: unavailable from public data. Cannot compute until order-level revenue + returns + channel attribution are provided.

Repeat customer rate

• Unknown. The listing gives a “Number of customers: 11,238” and “Number of orders: 2,753” — that implies orders < customers, which is impossible under standard definitions and signals a data/definition mismatch (see Data inconsistencies below). Request raw Shopify exports to compute true repeat rate.

Website conversion rate

• Not provided. Use Shopify benchmarks while you wait: Shopify’s analysis puts average store conversion near ~1.4% (median) with top performers >3.2% — use these as a baseline until GA / Shopify analytics are shared.

Website design & presentation

• Strengths: consistent visual identity, product-first hero, clear CTAs, localized stores for SE/NO/DK. Good for paid creative reuse.

• Risks: heavy product imagery (optimize for speed), unclear trust signals off-site (Trustpilot negative reviews) — consider adding verified review widgets, clearer shipping timelines and localized returns flows.

Brand positioning & customer sentiment

• Positioning: shapewear / confidence-focused product language; price points shown (e.g., 279–349 SEK) suggest mass-market DTC positioning.

• Sentiment: on-site testimonials are positive, but independent Trustpilot feedback contains complaints about shipping and non-delivery — this dichotomy must be resolved.

Marketing & efficiency

• Assets listed: Omnisend flows, 9k+ email list, UGC and ad creatives. These are valuable for rapid scale. However no public ad account ROAS/CAC metrics are included in the listing.

Customer Acquisition Cost (CAC) & Scalability Potential

• CAC: not disclosed. Recommendation: run a measured test (Meta prospecting + retargeting + Google Shopping) with a $2k–$5k learning budget to determine real CAC/LTV; use Omnisend flows to raise LTV and reduce payback. (Because ad spend is an investment, measure actual CAC before assigning valuation uplift.)

Product Offering & Marketing Angle/Repositioning

• Current angle: “feel slim and confident” / shapewear basics — authentic and repeatable.

• Repositioning opportunities:

  • Bundle/subscribe for staples (increase AOV & retention).

  • Gym/lifestyle influencer partnerships (UGC already exists — scale regionally).

  • Localized offers & faster shipping messaging for DK/NO to address negative trust signals.

Financials (Tabular — As reported in listing)

Note: these are the public figures from Flippa/listing. No bank/processor statements or Shopify exports were published in the listing materials we reviewed; all numbers must be verified. 

Derived checks / red flags (calculated from the public numbers):

• Orders × AOV = 2,753 × $44 = $121,132 (computed as 2,753×40 = 110,120 ; 2,753×4 = 11,012 ; sum = 121,132). This is ≈$8,868 less than the reported $130,000 revenue — plausible if other revenue sources exist, but must be explained.

• Orders ÷ Customers = 2,753 ÷ 11,238 ≈ 0.245 (i.e., 0.245 orders per customer) — impossible if customers = unique buyers; authentic reporting should show orders ≥ unique customers who bought (i.e., orders per customer ≥ 1 for unique purchasers). This indicates data-definition issues (perhaps “customers” = email subscribers, or numbers copied into wrong fields). The seller must clarify and provide raw exports.

Marketing (Paid & Organic)

Organic strength

• Omnisend email flows and a large subscriber list (9k–11k) are claimed and are a high-value asset if engagement is real. Social presence and on-site UGC can sustain organic conversion.

Paid (opportunity & evidence)

• Listing includes creatives & UGC, but no public ad account ROAS/CAC. This is the clearest near-term scaling lever: run creative + funnel tests in Sweden first to establish CAC and then rollouts to NO/DK and .com.

Quick tactical tests (first 60 days)

1. Cold prospecting (Meta) + dynamic retargeting with 3–5 creative treatments.

2. Google Shopping feed for high-intent searchers.

3. Email reactivation + bundles to push immediate AOV uplift using Omnisend flows.

Operational efficiency

• Fulfillment & suppliers (public claim): listing says reliable fulfillment agents and negotiated supplier deals with white-label packaging — this lowers initial ops friction and is positive for handover. However, third-party Trustpilot complaints about shipping must be reconciled with fulfillment agent claims. Request supplier contracts and fulfillment SLAs.

• Owner time / SOPs: seller claims SOPs and outsourced customer service (~$500/month) in Swedish & English — useful for a quick takeover. Confirm SOP currency and operational ownership transfer process.

Customer Data & Relationships

• Email list: listing shows 9k+ emails (Omnisend). Need export with opt-in dates, last open/click, revenue by subscriber segments.

• On-site reviews: site displays many positive testimonials; independent reviews show mixed/negative experiences — request order-level review exports and dispute/chargeback logs.

Legal & compliance due diligence

Public checks & immediate concerns

• Returns & refund policy: site shows a 30-day returns policy; must verify actual returns performance and costs.

• Consumer protection / GDPR: selling in EU markets (SE/NO/DK) implies GDPR and local consumer protections — request privacy policy, cookie consent configs, and proof of compliance (data processors).

• Reputational risk: Trustpilot complaints about non-delivery/refunds are material for buyer risk and may affect acquisition valuation and immediate cash flow (refunds/chargebacks).

Challenges Identified (concise)

1. Data mismatches / reporting ambiguity — orders vs customers and AOV vs total revenue require reconciliation.

2. Limited operating history (listed as established 2024) — 1-year business has more volatility risk.

3. Off-site reputation concerns (Trustpilot negative reviews / shipping complaints) — operational risk to fix quickly. (Trustpilot)

4. No public financial backup — Flippa summary provides numbers but no processor / Shopify exports available publicly.

5. Fulfillment consistency — reported fulfillment agents vs customer complaints need alignment (SLA proof).

Recommendations — Prioritized

Immediate (pre-offer / non-negotiable)

Request and verify these documents before an LOI:

1. Shopify orders export (CSV) — last 18 months (order IDs, SKUs, gross, discounts, refunds, net).

2. Payment processor statements (Stripe, PayPal, merchant bank) — last 12 months.

3. Omnisend/export of email list with revenue attribution + flow performance (open/click/CR).

4. Supplier invoices & fulfillment agent contracts (last 6–12 months).

5. Google Analytics & Search Console access (read-only) for last 12 months.

6. Returns & chargeback ledger + dispute history.

7. Explanation for the customer/orders mismatch and email subscriber counts (9k vs 10,941).

8. Written reason for sale (seller provided a reason on Flippa — time constraints — but confirm and get an in-writing statement).

Tactical (First 90 days post-acquisition if purchase proceeds)

• Run a small programmatic ad test ($2–5k over 30–45 days) to measure CAC and funnel ROAS in Sweden only, then scale to NO/DK and .com based on results.

• Address reputation: publish an official shipping & refunds transparency page and proactively resolve recent Trustpilot complaints (customer outreach program). (Trustpilot)

• Improve site performance (lazy load large images, compress assets) and add verified review widget (e.g., Judge.me / Stamped) for third-party validation.

Scaling (3–12 months)

• Test bundles / subscription for staples to increase AOV & retention.

• Localize paid campaigns (native language creatives) and test English .com campaigns for global expansion.

Valuation & Multiples (brief)

• Listing multiples: profit multiple 1.7× and revenue multiple 0.5× (public listing). For a 1-year brand, buyers discount multiples due to younger track record — 1.7× is conservative but defensible depending on verified profit quality. However do not accept headline multiples until profit is verified via processor/bank statements.

Conclusion — Buy, Test, or Walk?

• Do not proceed to an offer until the basic verification packet (Shopify export, payment statements, Omnisend/GA access, supplier invoices, returns ledger) is provided and reconciled. The opportunity presents real upside (email list, UGC, localized markets, creative assets), but the orders/customers mismatch and independent review complaints are material due diligence blockers.

Exact Seller Request Checklist (copy-paste ready)

1. Shopify orders export (CSV) — last 18 months (order_id, created_at, line_items with SKUs, gross, discounts, shipping, tax, refunds, net).

2. Stripe / PayPal / merchant bank statements — last 12 months (or read-only access).

3. Omnisend export + revenue attribution report for the last 12 months (open/click/flow CR + revenue by flow).

4. Supplier invoices / purchase orders for representative SKUs (last 6–12 months).

5. Fulfillment agent contracts + SLAs and current lead times.

6. Google Analytics (read-only) & Search Console (read-only) access for last 12 months.

7. Returns ledger and chargeback/dispute history (last 12 months).

8. Explanation in writing for the reported “Number of customers = 11,238” vs “Number of orders = 2,753” and reconciliation of AOV × orders vs reported revenue.

9. Confirmation of domains ownership and any pending disputes.

10. Written reason for sale (confirm the time-constraints claim).

Sources (Public pages referenced):

• Flippa listing — (summary & listing details).

• The store storefront (product pages, on-site reviews, product catalog).

• Trustpilot — (independent customer reviews; low TrustScore / complaints).

• Instagram (UGC / social content presence).

• Shopify conversion benchmarks (reference for typical conversion rates)