Website Closers® presents a very special business that is one of the most exciting Pet Brands to come across our desks in years. The brand has won the hearts and minds of devoted pet owners across the US and overseas with their Custom Pet Portrait offerings. These products are sold directly to consumers via the company’s branded website and make amazing gifts for anybody that owns a pet.
According to recent studies, in 2022, Americans spent $136.8 billion on their pets, up 10.68% from 2021 ($123.6 billion). Dog owners spend an average of $730 a year on their dogs. And globally, broader pet care market size was valued at USD 235.32 billion in 2022 and is projected to grow from USD 246.66 billion in 2023 to USD 368.88 billion by 2030, exhibiting a CAGR of 5.92% during the forecast period. Pets are considered members of the family among a vast majority of pet owners and those pets get everything that a family child might get (sometimes more!).
Current ownership is not looking to fully exit this business. While that is possible for the right deal value, it isn’t the goal of this transaction. Instead, we are looking for a strategic partner to take a majority stake (70-90%) and help build this thriving online business alongside the current owner into a household brand name by expanding the brand’s reach, expanding the offerings, and ultimately surpassing $100M in sales.
With a $105 Average Order Value and a low-cost Print-On-Demand model that requires no-to-low working capital requirements and the receipt of all monies up front prior the expenditure of related costs and expenses, the company has created more than 600,000+ portraits for pet owners, which are getting excellent feedback from buyers … which in turn provides them with a 21% referral rate. Customers are enjoying their portraits so much that they come back for new ones, giving this Nationally Recognized brand a rising 25% Repeat Customer Rate.
A key to winning over consumers who spend disposal income on pet items is to focus on quality, which is exactly what this brand has done. Sure, there are others online that do offer similar services, none of them can do it with the quality and speed that this company is able to achieve, especially with its organically built technology stack that has been invested in to perfect the process.
As glowing 5 Star reviews keep coming in, the company not only uses those testimonials to connect with other like-minded pet lovers, but also has a devoted following on social media, including 285,000+ followers on Instagram. Since people love posting photos of their pets on Instagram, this has given the company considerably greater exposure for their unique product offerings. Only quality allows a brand to receive these kinds of organic, real accolades and this brand has it in spades.
Scaling this business won’t be difficult. The company could open platforms on Amazon and Etsy, finding new opportunities among the millions who use those sites. They could also launch an international expansion on Amazon’s foreign platforms. Partnerships with influencers on their social media platform would also expand their customer base. Because the company has grown so quickly, all of these other low hanging fruit opportunities are ready for the plucking.
While this company’s future looks bright, the industry itself is anticipating significant growth. In a nation where 66% of households, or 87 million, own at least one pet, the future is wide open for this brand since Millennials are now the largest percentage of pet owners and they will continue to age and aggregate wealth over time.
While those pet owners spend a lot of money on products such as pet food and toys and services such as veterinary care and pet grooming, there are also a lot of pet lovers who buy products meant for them. That’s exactly who this company is targeting, knowing that few if any pet owners can resist a beautifully designed and mounted tribute to a loving (and furry) member of the family. How this brand so successfully tapped into this market is an interesting story.
The Origin of this Brand.
This company was launched in 2018 by a proud pet owner whose fruitless search for a suitable pet portrait was the spark that led to this company being founded. The concept was simple: customers upload a photo of their pet, and this company’s talented artists create a unique illustration that is sold as a framed portrait. As the sales of those portraits started to rise, the company expanded its catalog to include accessories such as mugs, pet bowls, throw pillows and blankets, and phone cases with those irresistible pet illustrations.
The concept quickly became a major hit with the pet-loving public, particularly women between the ages of 25-45. Using their print-on-demand approach has proven to be highly cost-effective since there is no need for storing inventory or renting a warehouse. The high quality of their artwork and the variety of frame options being offered to customers has helped increase the Customer Lifetime Value to $115.
The company also puts a strong emphasis on customer service, including fast response times and deliveries, and a no-questions-asked satisfaction guarantee that lets buyers replace any portrait they’re not satisfied with.
Plenty of customers are also buying their custom portraits as gifts for family and friends. The company’s sales soar during the holidays thanks to the how unique they are as personalized gifts.
Marketing That Works
While most of its sales are in the U.S., the company does ship to Canada, Australia, the UK, and other European Union nations. Their global reach has been facilitated through a creative and multilayered digital marketing campaign.
PPC ads on Google have been effective in driving sales, but the brand also boosts promotions through email and SMS text messaging campaigns. With a huge email database of 734,000+ subscribers and 120,000+ SMS subscribers, the company has a lot of buyers to connect with for upsells and cross-sells.
The company is also boosting organic traffic through its social media accounts on Instagram and TikTok, where videos of family pets in action can be some of the most popular and widely shared memes. The company creates original content and their videos on TikTok and Instagram Reels are particularly effective, having generated more than 1 million views and consistent organic growth. These include customer reaction videos and videos of buyers unwrapping their portraits.
They also create gift guides on their website for every major holiday, which are popular not just on Christmas but also on Mother’s Day and Valentine’s Day.
Their active SEO program has fully optimized their website, includes an informative blog, and includes 5 backlinks a month to ensure high rankings on their keywords.
The current ownership employs an operations manager who oversees daily tasks, and contractors who work on media buying, social media posts, and eCommerce management, while an agency handles their SEO and web development. The owner now works 20 hours per week, focusing on product innovations, marketing, and production efficiencies.
In an age where so many stores sell generic products, this company has stood out and shot past its competitors by giving buyers custom artwork where every order requires attention to detail. While considerably more challenging, it’s a process the company has perfected, and they are in just the right position now to scale quickly. A buyer has a great opportunity with this company and its loyal customer base since pet lovers are always eager to find great new products to fall in love with.
Link to deal: here