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Home and Garden
Verified Listing
Shopify | Home and Garden
Established U.S.-Focused Sleep & Wellness E-Commerce Brand Generating $23.2M TTM Revenue and $1.8M EBITDA Through Shopify and Amazon Since 2023.
Asking Price
$ 7,000,000
/ 3.85 Multiple/yr
Type
Shopify
User Acquisition
Paid Ads
TTM Revenue
$ 23,249,000
TTM Profit
$ 1,818,000
Net Profit Margin
8%
Site Age
2.5 Years
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$23,249,000
$1,818,000
$1,937,417
Monthly Revenue
$151,500
Monthly Profit
Shopify | Home and Garden
The brand operates a two-engine acquisition model. Meta (Facebook and Instagram) is the demand-creation channel, using long-form educational video of four to six minutes to introduce grounding to an audience that is typically unaware of the product category before exposure; it drives the highest volume. Google and YouTube act as the demand-capture channel, converting that intent at the highest return on ad spend in the channel mix. Amazon is a secondary channel capturing branded and category search spillover at higher margin than DTC, even though Amazon launch is recent, uptake has been very strong.
The core customer is mainly female with a median age of 55 to 60, confirmed by post-purchase surveys, a demographic that is relatively price-insensitive and supports the $200+ average order value.
Fulfilment is split between a United States 3PL serving the US market (more than 90 percent of revenue) and a China-based 3PL serving other international territories, with inventory owned by the business in both locations. The supply base comprises three Chinese manufacturers: a primary supplier offering the best product quality and 90-to-120-day terms, and two backups at 30-to-45-day terms with the same cost of goods. A full-time procurement employee is based in China. The business runs on approximately 20 remote contractors across Asia, the United States, Europe and Australia.
At a glance
|
Channels |
Commercial Engine |
Operations |
|
Shopify DTC (primary) and Amazon; Meta and Google / YouTube paid acquisition; email and SMS retention. |
Grounding bedsheet hero at circa $200 AOV; grounding mat and pillowcase secondary; 50 to 100-plus creatives tested per week. |
Three China suppliers (primary on 90-to-120-day terms); US and China 3PLs with owned inventory; circa 20 remote contractors; no debt. |
The growth case rests on identifiable levers that have not yet been activated.
- Marketing-efficiency recovery. The fall in EBITDA margin from 12 percent in CY25 to 8 percent on a trailing basis was driven by operational factors rather than demand. Opex and headcount were allowed to grow too quickly, oversight of advertising efficiency loosened, and spend was spread across too many platforms at once. The team has since been rationalised and refocused on the core channels that have consistently performed. An operator who restores cost discipline and tight advertising oversight can recover margin effectively.
- Amazon scale-up. Amazon has been run as a secondary channel on modest spend, yet it already contributes around $40k to $50k of monthly Q4 profit at margins above the DTC store, helped by the high purchase intent of search traffic. Dedicated investment in the channel is a clear route to higher-margin revenue.
- Influencer, affiliate and creator networks. The brand has not yet run any influencer or affiliate activity. For an education-led product that depends on trusted voices, this is a sizeable and entirely untapped acquisition channel.
- Supplement and subscription line. Customer feedback consistently associates the brand with colloidal silver, and two products, a colloidal silver supplement and a silver cream, are in development. Sold to the existing base of more than 200,000 customers, a subscription range offers recurring revenue at low incremental acquisition cost. An earlier launch was paused; this time a dedicated team is handling it without diverting focus from the hero product.
- Geographic, channel and product expansion. With more than 90 percent of revenue in the United States, the same product range, creative library and supplier structure can be extended into new territories and languages, into retail and wholesale, onto TikTok Shop, and across new colour and fabric variants of the hero product.
The risk profile is identifiable, with mitigants in place or available against each item.
- Platform concentration. Facebook and Google drive most of the revenue, and in late May 2026 the founder’s personal Facebook profile was hacked, temporarily disabling several ad accounts. Backup accounts have been launched and appeals are in progress with a Meta representative, while Google, YouTube and Amazon provide some diversification. Reducing reliance on any single platform remains a priority for a new owner.
- Earnings decline and recovery durability. Trailing EBITDA of $1.8m sits below the CY25 figure of $3.5m. The shortfall is operational rather than structural: opex and staffing were allowed to grow too fast, oversight of advertising efficiency loosened, the marketing strategy spread across too many platforms, and the founders’ focus was reduced by personal circumstances. Gross margin held at about 72 percent and category demand continued to grow, so an operator who restores cost and advertising discipline has a clear path to recovery, and May 2026 trading was already materially stronger than April.
- Founder dependency. Both founders run critical functions across marketing, operations and finance, so continuity is a genuine consideration on exit and a buyer should budget for the cost of replacing or retaining them. They will provide up to three months of handover and are open to a paid ongoing role, and an embedded CRO agency of over two years’ tenure and a creative pod lead are already in place.
- Product and customer concentration. The grounding bedsheet is the dominant product and the repeat-purchase rate is around 10 percent, so revenue leans heavily on first purchases of a single line. The supplement and subscription roadmap and the secondary SKUs are intended to broaden the range and lift repeat rates.
|
Capability |
Why it matters |
|
Performance marketing |
Meta and Google / YouTube paid acquisition is the critical capability; the business is reliant on paid media and on a creative-testing volume of 50 to 100-plus per week. |
|
DTC operations and CRO |
Shopify funnel architecture, price and landing-page testing, attribution; supported by an embedded CRO agency. |
|
Lifecycle marketing |
Email and SMS flows drive a considerable portion of revenue, and is essential towards maximising the LTV potential of customers |
|
Supply-chain coordination |
Multi-supplier management in China, inventory positioning across two 3PLs |
|
Channel and product expansion |
Amazon scale-up, retail and wholesale, TikTok Shop and international rollout. |
The founders will provide a structured handover of up to three months, covering paid media and creative strategy, supplier relationships and commercial terms, fulfilment and logistics, lifecycle marketing, platform credentials, and team introductions. Founders are open to discussing longer term roles with new owners if desired.
Both founders recently became parents and would like to reduce day-to-day operating demands and spend more time with their families. They feel like they don’t have the same level of desire to make this a success as they did have a few years back. The business has no external funding and no debt, so there is no financing pressure behind the sale. The founders intend to transition the business to a buyer better positioned to pursue its next stage, having taken it from launch to over $50m in cumulative sales in under two and a half years.
Financial Statistics
USD $0
CAC
USD $210
AOV
USD $0
LTV
USD $0
MER
Profit Margin
8%
Profit Multiple
3.85x
Revenue Multiple
1.4x
Deal Summary
-
Domain: thegrounding.co
-
Storefront & Tech Stack: Included
-
Advertising Assets: Included
-
Supplier & Fulfillment Assets:
- Registered Trademark(s): Included
- Pending/File Patents (If applicable):
-
Social Media Accounts:
- Brand Assets:
- 20 remote contractors plus 2 founders
Day-to-day execution is run by approximately 20 remote contractors across Asia, the United States, Europe and Australia to maximise time zone coverage. One founder performs the chief marketing function: daily review of revenue against ad spends by channel, creative strategy and testing (talent, hooks, video length and offer structure), media-buying oversight and funnel design. The other performs the finance and operations function: payroll, supplier management and order placement, logistics coordination, and hiring. Supporting roles include a creative pod lead, three creative strategists, four to five video editors, one to two graphic designers, platform media buyers, an embedded CRO agency of 2.5 years tenure, and a China-based procurement employee.
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