Overview
This is a young, product-focused DTC brand in the performance and sleep wellness space, offering nasal strips and mouth tape. Despite being less than a year old, it has generated meaningful revenue and leveraged both a branded Shopify store and an Amazon storefront. The reported use by professional athletes provides credibility and strong market positioning.
The product category is high-utility and consumable, making repeat purchases and subscription models highly viable. Operations are lean and tech-enabled, with Shopify handling brand sales, Amazon providing discoverability and logistics, and partnerships like Aidstation facilitating distribution. Financially, the business shows month-over-month growth and consistent profitability, though revenue and profit fluctuate across months.
Key Insights - Website Performance & Metrics
Website Speed: Shopify-based and optimized for eCommerce, but no Core Web Vitals or Lighthouse metrics are publicly available. Fast speed is essential for conversion.
Product Variation & Number of SKUs: Product line is narrow nasal strips and mouth tape, potentially with size or pack count variants. This simplifies fulfillment but limits cross-sell opportunities. There’s potential for bundle kits, travel packs, or storage accessories.
Average Order Value & Customer Lifetime Value (CLTV): AOV not provided; likely modest, given product pricing. LTV can be enhanced via repeat purchases or subscriptions.
Repeat Customer Rate: Not disclosed; consumable nature suggests a natural reorder cadence (30–90 days). Understanding cohort repurchase behavior is critical for projecting LTV.
Website Conversion Rate: Not publicly disclosed. Educational content and athlete endorsements likely support above-average conversion, but channel-specific conversion data (organic vs paid vs Amazon) is needed.
Website Design & Presentation: Shopify store claims an education-forward, conversion-optimized experience, rich with reviews and product information — enhancing trust for health-adjacent products.
Brand Positioning & Customer Sentiment: Positioned as a performance + sleep hybrid with endorsements from professional athletes. Positive social proof and retailer stocking enhance credibility, but verification of reviews and ratings is recommended.
Marketing & Efficiency: Paid marketing is reportedly active on social and Amazon, but no CAC/ROAS metrics were provided. Dual-channel approach reduces single-channel dependency.
Customer Acquisition Cost & Scalability: Unknown CAC. Early-stage traction suggests potential scalability through creative testing, Amazon Ads, and targeting performance/sleep communities.
Product Offering & Marketing Angle / Repositioning Potential: Opportunities exist to expand into medical/clinical messaging (if substantiated), sleep and wellness bundles, subscriptions, and B2B distribution to sports teams, clinics, or CPAP retailers.
Financials
The business reports annual revenue of AUD $227,400 with profit of AUD $62,489, yielding a net margin of ~27%. Month-over-month performance from January to October 2025 shows strong growth from January’s AUD $2,336 revenue and $1,747 profit to a peak in May 2025 with AUD $37,497 revenue and $12,043 profit.
Post-May months show variability but maintain positive profitability, suggesting sound unit economics even during slower periods. Profit margins fluctuate due to changes in ad spend, fulfillment, and COGS across channels (Shopify vs Amazon).
The profit multiple of 3.2x is aggressive for a business under one year old, reflecting the market premium for growth momentum, professional endorsements, and retailer adoption. The revenue multiple of 0.9x is near 1x, strong for a young DTC brand. Verification of revenue, repeat customer behavior, and channel economics is recommended to validate the reported figures.
Marketing (Paid & Organic)
Paid: Likely includes social media and Amazon ads. Early traction is positive, but CAC/ROAS data is necessary to evaluate scalability.
Organic: Athlete endorsements, retailer partnerships, and educational content serve as organic trust drivers.
Influencer / B2B: Partnerships with elite athletes and Aidstation provide growth leverage through sponsorships, content co-creation, and B2B distribution.
Retention: No subscription program or automated refill system is disclosed — a major opportunity to boost LTV.
Recommendation: Capture repeat purchase behavior via subscriptions, test ad scaling on Amazon and social channels, and expand influencer collaborations.
Operational Efficiency
Fulfillment occurs via Shopify (direct) and Amazon Seller (FBA/FBM), providing logistics flexibility. Verify Amazon fulfillment method (FBA vs merchant).
Supply Chain & COGS: Scale depends on supplier reliability and cost control. Verify lead times, MOQs, and contingency suppliers.
Customer Support & Returns: Policies must accommodate health-related products. Confirm return rates and service volumes.
Automation & Team: Back-end operations appear automated; check for SOPs and tech dependencies.
Customer Data & Relationships
Email list size and engagement metrics are not provided. Customer counts, repeat purchase cohorts, and LTV data are critical for assessing retention. Verify Amazon and Shopify reviews, and confirm athlete endorsement agreements. Aidstation stocking terms and velocity should be obtained.
Legal & Compliance Due Diligence
Health claims require compliance with Australian regulatory bodies. Verify:
Compliance certificates, product testing, and safety data.
Marketing claims and ad creatives.
Written, transferable athlete and retailer agreements.
IP ownership, trademarks, domain.
Supplier contracts and QC protocols.
Challenges Identified
Short operating history (11 months) limits track record.
Regulatory exposure for health-adjacent claims.
CAC and marketing efficiency unknown.
Heavy reliance on a few growth drivers (athlete endorsements, Aidstation).
Fulfillment mix complexity (Amazon fees vs Shopify margins).
Absence of subscription or retention programs.
Valuation multiples are aggressive for early-stage operations.
Recommendation
Deal Posture: Interested but cautious. Strong market fit with credible growth signals.
Pre-Acquisition Actions:
Verify 11-month financials (Stripe, Shopify, Amazon, bank statements).
Obtain ad account access for CAC/ROAS analysis.
Request supplier and fulfillment documentation.
Validate customer repeat rates, email engagement, and LTV.
Review endorsements, retail agreements, and regulatory compliance.
Conduct sample orders to confirm fulfillment and product quality.
Growth Opportunities Post-Acquisition:
Launch subscription/refill models and bundle packs.
Scale Amazon Ads and athlete-led creative campaigns.
Formalize B2B channels for teams, clinics, and retailers.
Ensure compliance and documentation for endorsements and health claims.
Conclusion
This Shopify store for sale is a high-momentum wellness DTC brand with clear signs of product-market fit. Its consumable nature, performance narrative, and endorsements create multiple growth levers.
However, the business is very young, with unknown CAC, regulatory exposure, and early-stage revenue history. Multiples imply a premium valuation; strict verification of revenue sustainability, supplier reliability, and compliance is essential.
With proper due diligence and post-acquisition initiatives (subscriptions, B2B expansion, marketing scale), the business is well-positioned for rapid growth and margin improvement.
