Our little ones are surrounded by plastic, toxins, and digital screens. Minimono.ca is a children's toy and lifestyle boutique curated with a collection of the best, most sustainable and natural products to support a child's natural and holistic development, so as a parent you can help your mini human flourish.
Minimono.ca Key Highlights
Canada's top specialty retailer of monochromatic goods for children
Strong brand image and identity with unique content
Loyal affluent high spending customer base
Multiple untapped growth channels (SEO, SEM, Affiliate, CRO, PR...etc.)
Strong partnerships with hard to find vendors
Expertly curated mix of products sourced from all over the world
Established in 2017 We have over 12,000 Canadian customers, with high repeat customer rate (50%), averages 24k monthly visits for an average monthly profit of $13.5k. Traffic is primarily driven from google organic, FB/IG and direct. Average order value is strong ($120+) and product return rate is less than 1%.
What does your business do?
It is a Canadian based online retailer specializing in natural, sustainable, modern and monochromatic toys, clothes, accessories and other products for baby's, toddlers, boys and girls.
How does business make money?
All revenue is made through the sales of products on our website.
Why did you start this business?
I believe in supporting a natural childhood for my kids and am drawn to the modern monochromatic aesthetic. As I searched I realized there wasn't a retailer that was catering to that specific niche. Business was born (and continues to thrive) because of that focus on supporting a natural childhood through natural, sustainable, monochromatic modern products.
Why are you selling the business?
The business started off as a fun project and quickly has turned from a part-time hobby business, to a strong scaling business that requires a consistent investment of time. Being wife and mom of three is my true passion and even though it generates a substantial amount of revenue/profit and the business is a lot of fun to operate I simply can't continue to be the best full time mom and continue to give the business what it needs to meet the growth it is seeing.
Who would this business be perfect for?
A person with a passion to be successful and the ability to embrace business's purpose of supporting a natural childhood.
Describe your purchasing order and fulfillment process?
We currently sell only through our Shopify store out of a small warehouse (less than 1,000 sq ft) in Oakville, Ontario, Canada. 99% of products are physically held in inventory with a couple of large products drop shipped from suppliers. All orders that are shipped by us are shipped from Canada.
What does your organizational team look like?
The team consists of the owner, who is a wife and mother of three. She oversees the website, social media, buying products and customer service (30 hours/week) and a warehouse team member who picks/packs orders and assists on customer service (20 hours/week).
What do you see as areas for growth?
Because not much time has been invested into this business there are many areas for growth. On the marketing side the only marketing that is done is organic Instagram content and bi-weekly email. No focus has been put to any paid marketing channels, SEO or affiliate marketing. No onsite conversion rate optimization has been done either. No attempt to use YouTube or TikTok for the platform, both of which would work great with the type of products the store sells. The website is a basic Shopify template that has been relatively untouched for years. Optimizing the website experience will provide a lift. Also even though many of the products are unique to Canada and the US, and would have a great appeal, none of the products have been sold through our site to Amazon or any other marketplace.
As for inventory selection, because of the desire to keep the busy small and easy to manage very few products have been brought in to the store. There is a huge opportunity to expand inventory selection and increase average order size. In addition we currently haven't done any private label products. This too is a huge opportunity to increase margins and loyalty with exclusive products.
US Expansion. This might be the largest growth opportunity with the business. Every week for years now we get US customers asking us to expand into the US. One of the primary reasons is our brand and look are unlike any other store. We call it an aspirational aesthetic and is one of the driving forces that generates such strong demand and creates such loyal customers. If US expansion/relocation was something you are considering, we would be happy to help provide support in helping you set that up.
Overall there are many opportunities to grow and expand the business.
Our customers are affluent women who appreciate quality and premium natural products for their children/grandchildren. Customers are acquired through organic google search, social media and email opt-ins. No paid marketing is currently done.
Our customers are mainly based in Canada, very engaged on the Instagram account and anxiously await for new product launches and re-stocks. Close to 50% of customers are return customers.
Provide information about the nature of your customers. How do you acquire customers? Are they mainly domestic or international? Are they engaged and loyal? Do you have repeat customers?
The business growth YOY:
Year 1 vs Year 2 = 96% growth
Year 2 vs Year 3 = 143% growth
Year 3 vs Year 4 = 189% growth
Year 4 vs Year 5 = 55% growth*
*Various suppliers didn't have enough inventory to ship the company in 2021 or sales would have been even higher
The business has consistent sales year round with the best/busiest three months being Oct, Nov and Dec.
The website is www.minimono.ca
For more information, please contact us by using the form below.