All prices in USD
  • Avg. revenue /month
  • Avg. sessions /month1,724
  • Avg. profit /month

Business Story

Why this business was started

I started the business in 2017 after noticing that the South African market had very limited simple and classic baby products. This could be the same for other countries, however I haven't explored that yet.

The reason of selling this business

I started a business with my family a year ago and that is needing more of my time now.

What's involved in running this business

  • Ordering stock of what your choose to sell on the store.
  • Packaging orders and sending them out with the courier.
  • Customer care service - responding to queries, tracking parcels, etc.
  • Staying on top of stationery and packaging.
  • Marketing - on FB & Instagram, connecting with influencers, creating marketing content and taking product photos for the store and marketing.
  • Forecasting and sourcing products for the mommy market.
  • General day to day admin of running a business.
This business was founded: almost 6 years ago
Time to run this business: approximately 30 hours per week

Traffic and Performance

  • Avg. revenue /month
  • Avg. sessions /month1,724Verified
  • Avg. profit /month
  • Profit Margin40%
  • Avg. sales /month20
Other details about profit: We offer wholesale, which is run through a different store. This is an option to offer through Fable Baby Company as well. The store would just need a wholesale plugin app.
Total revenue
  • $80,100
  • Revenue data comes directly from Shopify and cannot be edited by the seller
    Total traffic
  • 120,699Visits
  • Traffic data comes directly from Shopify and cannot be edited by the seller


    • Shopify plan
    • Domain
    • Facebook/Instagram ads
    • Canva

    Sale Includes

    • Physical inventory

      Not Included
    • Logo and branding assets

      The Fable brand was professionally designed and has had much design work done and assets produced over the years. The new owner will receive the full brand assets and all of these designs and resources. This includes: BRAND KIT Including: All logo files in various formats Brand colour codes Font files MARKETING RESOURCES Including: Product Photography Customer Photographs Illustrations Canva account and designs PACKAGING & STATIONERY DESIGN FILES Including: Business Cards Product Boxes Discount Cards Gift Vouchers Thank You Cards Stickers Patterns Labels & Swing Tags We can transfer it via WeTransfer.
    • Personal support after sale

      I can offer the new owner: - Import training (based on the knowledge I have in South Africa). - Train them how to use Shopify if they don't know how to. - Assist them in who the product suppliers are, how they can package their orders, assist them in our experience in past products that could return to the store should they choose to do so. - Make sure their social media accounts are connected to them and their details. - Assist them in Mailerlite. I am happy to assist the new owner for a month after the sale of the store is processed. We can arrange scheduled remote Zoom calls where we can cover the above and any further questions they might have along the way.
    • Domain

    • Product photos

      I have a folder of the current product photos as well as marketing material I have collected over the years. These folders can be transferred using WeTransfer.
    • Social media

      Total followers23,000subscribers
    • Suppliers

      They will receive a full list of the suppliers we have used for the various product collections over the years. These are mostly from suppliers based out of China, although a few have been/are provided by local South African artists and artisans should they choose to use them. If the new owner plans to continue to import products and not source only local products, we recommend having or setting up their own importers code as this is not something we are able to transfer in the sale. As a new owner it will be up to them to buy stock - local or imported - and manage the inventory of their choice.
    • Mailing List


    Seller‘s Advice

    How to grow this business

    The businesses online store is built, the social media accounts have a substantial following and the branding is established. The next step is to develop a solid marketing plan over the next 5 years. The store just needs consistent traffic, which relies on marketing content, FB/Instagram ads and Google Ads.

    Skills to have

    I import my stock in from overseas. If this is something the new owner chooses to do the same, I would say getting familiar with importing logistics into your country is key. Marketing will be an important aspect to the growth of the business.

    Meggan T.Current store owner
    Hi, I'm Meggan. The founder and owner of Fable Baby Company. I live in Cape Town, South Africa.


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