Profitable D2C perfume brand with a 46.9% repurchase rate, over 70,000 customers, and long-lasting customer relationships

An established D2C private label in the booming niche market of high-quality fragrance alternatives is for sale: premium-quality fragrances at a fraction of the price of traditional luxury perfumes. The brand was founded in 2023 and has quickly built up a lineup of over 300 fragrances, a customer base of over 70,000 active buyers, and an exceptionally loyal community—as evidenced by a Trustpilot rating of 4.6 ("Excellent," over 3,300 reviews). At the heart of the business model: 45–50% of revenue comes from repeat customers. This translates to a predictable baseline revenue—a rarity in this industry. Sales are 100% D2C via the company’s own online store; the brand is registered, and processes are highly automated.


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(1.) = 45–50% revenue from repeat customers

According to Shopify analytics, 45–50% of revenue has come from repeat customers for approximately two years now—and this trend has been on the rise for years. For a buyer, this means a reliable baseline of revenue that’s highly predictable. Customer loyalty in this niche is also exceptionally long-term: customer relationships lasting over ten years are not a rarity here, but a reality.

(2.) = Dream margins in retail: Purchase price starting at €1.85 per perfume

The margin between purchase and sale offers considerable potential: A perfume is purchased for only about €1.85–2.10. This results in ample room for marketing, discount promotions, and scaling—especially since many customers order five or more perfumes in a single order, which further increases the average order value and the margin per order.

(3.) = Customer base of over 70,000—with potential lifetime values exceeding €3,000

The store has built up a large customer base over the past few years. Combined with a repeat customer rate of 45–50%, this figure takes on particular significance: We’re not talking about just a few thousand customers, but rather a broad, active base that makes regular repeat purchases. Numerous customers—not just a few exceptions—have already spent between €500 and €3,000 in the store over the past four years. This impressively demonstrates the high customer lifetime value in this niche.

(4.) = Massive growth potential—the store is just getting started

About 95% of revenue has come from Germany so far—expansion into Austria, Switzerland, and the EU is an obvious next step. Marketplaces and influencer marketing remain completely untapped as sales channels. We also see massive potential in optimizing the checkout conversion: The store achieves a shopping cart rate of approximately 20% and a conversion rate of 6.7%—the latter is already well above the industry average of 2–4%. Nevertheless, approximately 13 percentage points are lost between the shopping cart and the completion of the purchase. This is precisely where the leverage lies: According to our calculations, an increase in the conversion rate of just one percentage point would already mean 30–40% more profit—with costs otherwise remaining unchanged.


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2023 Revenue = 805,297€
2023 Profit = 2,421€ (Start-up & Growth Year)

2024 Revenue = €1,294,451
2024 Profit = €130,140

2025 Revenue = €858,415
2025 Profit = 150,210

Revenue Forecast for 2026 = 850,000
2026 Profit Forecast = 160,000

Sale Price = 420,000


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Ideal for buyers looking to take over a profitable, registered brand with a loyal customer base and develop the obvious growth opportunities for themselves over the next few years—also well-suited for those new to the industry, thanks to the large customer base, predictable business model, and long-term customer relationships. Of course, the seller will be available for a handover and training period lasting several months.

All information is provided without guarantee. This listing does not constitute a legally binding offer.