An established multi-channel e-commerce company specializing in scooters and recreational products under its own brand

The product lineup includes, in particular, classic scooters, children’s vehicles, and other sports and leisure items. In addition to products from established brands, the company owns its own registered EU trademark, under which it has developed and marketed its own scooters and, in the past, e-scooters as well.

Today, a major focus is on classic scooters in various designs and price ranges. Products from established brands can continue to be sourced through existing supplier relationships. Continuing these supplier relationships is, in principle, possible and desired even under a new owner.

In addition, the company maintains contacts with Asian manufacturers, allowing a buyer to supplement the existing private label with new or improved products. Existing product data, listings, images, and other e-commerce content can be used to continue and expand the product lineup.

The company primarily serves private end customers in the B2C sector. Its core target groups include, in particular, families, parents, and consumers interested in sports and leisure who purchase scooters, children’s vehicles, and related sports and leisure items.

Customer acquisition takes place through the company’s own online store as well as through established online marketplaces, particularly Amazon and OTTO. The focus is on the German market; however, other European markets can generally also be addressed through the existing marketplace structures.

Over the course of many years of business operations, an extensive order and customer history has been built up. In total, there are approximately 55,000 historical customer relationships based on orders, as well as approximately 70,000 invoices or order transactions, including those from the former spare parts business.

The company’s own online store also has an excellent review profile, built up over many years, which underscores customer trust in the company and the quality of its service.

The company operates in the German B2C e-commerce market for scooters, children’s vehicles, and sports and leisure items. Sales are primarily conducted through established online marketplaces and the company’s own online store.

The market is characterized by a large number of brands and suppliers, as well as the significant influence of major online platforms. Available inventory, positive product reviews, established marketplace structures, and efficient logistics are particularly important for the company’s success.

In this environment, the company has sales structures on Amazon and OTTO that have been built up over many years, as well as its own established online store and other marketplace channels. In addition, it maintains established supplier relationships for its current product range and contacts with manufacturers for the development of proprietary products.

A potential buyer would have the opportunity to make more active use of the existing infrastructure by restocking inventory, increasing the use of Amazon FBA and the OTTO Marketplace, expanding the product range, and further developing the company’s own brand.

The company competes with specialized online retailers of scooters, children's vehicles, and sports and leisure items; brand-specific online stores; and national retailers on Amazon, OTTO, Kaufland, and eBay. In addition, there are indirect competitors in brick-and-mortar specialty stores as well as in the general toy and sporting goods retail sector.

Differentiation is achieved less through a single product than through the multi-channel structure built up over many years. These include, in particular, established marketplace listings, the company’s own online store, an extensive product and listing history, very good store ratings, and existing supplier and manufacturer contacts.

In addition, the company owns a registered European private label that a buyer can further develop and use for new products.

The existing sales and process structures enable a buyer to continue offering existing product lines, add new products, and utilize the existing sales channels without having to completely rebuild an e-commerce infrastructure.