All prices in USD
  • Avg. revenue /month
  • Avg. sessions /month2,605
  • Avg. profit /month
  • Inventory value

Business Story

Why this business was started

After working in corporate life for 20 years i was desperate to find an escape route. I had no experienced but loved the idea of an e-commerce business: work from anywhere, put everything on automation. For several years i couldn't find a niche I believed in until i found bedding. I saw some names in the US go exponential on it but the UK was still untouched and green fields at the time. By starting an ethical version there would also be a great story to tell about the horrors of the conventional cotton industry.

The reason of selling this business

Honestly, i got in over my head. Inexperience in the field meant i tried to force sales largely by paid advertising, i didn't focus enough on partnerships, SEO, email marketing or brand building. I waited much too long to test things such as price point. This meant every sale lost money and i can't now put more money into this to try and grow it again. I'm focusing on working on something completely unrelated to e-commerce so i can bring in some income in for my family sooner, rather than waiting to build up an e-commerce business. I still believe it in it: it's a great niche, everyone needs it, low competition of any quality, and a great story behind it.

We effectively ran out of stock in late 2020 after finally finding a winning formula; once we did we kept scaling rapidly and after a month we sold more than we did since the store had opened; it was a combination of a new website, new ad creative and a change in price point. However, relying on forcing sales through FB/IG advertising meant it wasn't profitable. However now we know the website converts well, its just a case of moving to SEO and email marketing to shift it.

We still get orders coming through, but it needs someone with time and money to bring it to scale and profitability.

What's involved in running this business

Since we more or less ran out of stock i've not even touched it - no advertising or anything. A VA manages the client support and liaises with the warehouse etc. for orders that come through still. A warehouse stores the stock and fulfills all orders automatically.

I can provide contacts for sourcing product in India, that is easy. when a new order is placed someone will need to oversea the logistics of it, liase with the factory and with a company to help import. Again, i can help guide with this. It's a learning curve if you've not done it before, but you effectively pay a freight forwarder to manage the whole thing.

Someone taking over will need to invest time on the marketing side, or hire someone.

This business was founded: almost 4 years ago
Time to run this business: approximately 5 hours per week

Traffic and Performance

  • Avg. revenue /month
  • Avg. sessions /month2,605Verified
  • Avg. profit /month
  • Inventory value
  • Profit Margin1%
  • Avg. sales /month81
Other details about profit: The business is not profitable. Conversion rate needs to be increased by increasing product options. CPA needs to be decreased by focusing on email marketing, partnering and SEO. When i dropped pricing around Sept 2020, the business started to scale massively and for the first time i could see a path to profitability. Unfortunately i then virtually sold out of stock and had to turn off marketing as conversion rate started dropping. Since then i've not done any marketing and orders still come in.
Total revenue
  • $132,614
  • Revenue data comes directly from Shopify and cannot be edited by the seller
    Total traffic
  • 119,830Visits
  • Traffic data comes directly from Shopify and cannot be edited by the seller


    • Shopify plan
    • Inventory warehouse
    • Employees
    • Domain
    • basic klaviyo plan while business is on hold of 25. Then fulfillment is completely proportional to sales. can share historical numbers.

    Sale Includes

    • Physical inventory

    • Logo and branding assets

      logo, all social media and product images. anything else required that is already created. transfer via dropbox
    • Personal support after sale

      Happy to provide support, guidance, supply chain info, recommendations on strategy for a few months after sale. Remember there is a VA that takes care of the operations. I've invested countless months studying US brands that have been through all this since 2014, when the first bedding startups began there. One possible route is 15mins a day on the phone for the first 1 weeks, then 30 mins on the phone once a week for the next 3 weeks. Happy to respond to unlimited emails for the first month.
    • Domain

    • Product photos

      logo, all social media and product images. anything else required that is already created. transfer via dropbox
    • Social media

      Total followers2,932subscribers
    • Suppliers

      I have an existing supplier ready to go that is used to working with startups. Great people. I have a relationship with a second supplier that could easily be moved over to. They are slightly cheaper and can manufacture quicker. I've visited both in person and know many brands that use them. Both are fully fairtrade and organic certified.
    • Mailing List


    Seller‘s Advice

    How to grow this business

    Expand product range and sizes, improve SEO, partner with likeminded brands. Currently Square Flower is selling only one fabric type: sateen. However, people typically fall into either the sateen or percale camp, and those that like percale don't have a product to buy at Square Flower. I would guess adding percale would see a conversion increase of 25%. Also we don't have any single or emperor size sheets and we've had requests for both. Again this should increase conversion rates. Lastly i would recommend adding crib sheets: organic cotton and the lack of nasty chemicals used in manufacture is a great selling point for new mums.

    Note that the supply chains are ready to go for the additional fabric types and sizes.

    Ben F.Current store owner
    Background of working in finance, before setting up Square Flower on my own. First attempt at an e-commerce business.


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