When this apparel brand launched in 2019, it started with one simple idea – to make wardrobe essentials that actually fit, lasted, and felt great to wear.
It began, as many great e-commerce stories do, with frustration. The founders couldn’t find a perfect white t-shirt – one that wasn’t too thin, didn’t lose its shape after a few washes, and actually fit well. If they were frustrated, others probably were too.
Six years later, the e-commerce brand sold on Flippa for over $1.3 million.
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The Unglamorous Beginning
The first year was tough. The founders spent long days in a small office above a café, arguing over everything from fabric suppliers to social media captions.
Their first collection — twelve minimalist pieces in neutral colors — felt almost embarrassingly simple compared to the loud fashion brands filling their feeds.
But simple worked. The brand found a loyal, repeat customer base that valued quality over hype.
The Turning Point
By 2023, the brand had built a solid customer base across several European markets but growth had plateaued.
To scale, they streamlined operations: automating purchasing, integrating logistics, and shifting fulfillment to a third-party provider to enable global shipping while keeping a small in-house facility for control and quality checks.
They also brought on a performance marketing expert whose campaigns quickly became the engine driving rapid, profitable growth.
The Numbers That Told the Real Story
By 2024, this was no longer just another apparel brand, it was a model of operational excellence.
The Growth Metrics:
- 55% year-over-year growth in 2024
- $1.7M in annual revenue
- $700K in annual net profit (41% margin)
- $141,083 average monthly revenue
- $58,313 average monthly profit
But the top-line numbers were only part of the story. What truly set it apart were the operational and customer loyalty metrics.
Customer Loyalty:
- 45% returning customer rate (most fashion brands struggle to hit 20%)
- 51,091 customers acquired in just the past year
- 48,333 email subscribers (highly engaged)
- 50,449 monthly page views
Operational Excellence:
- 99.7% fulfillment rate across three countries
- 0.0% refund rate
Let that sink in – zero refunds. In an industry where 20–30% return rates are normal, this brand essentially eliminated one of fashion eCommerce’s biggest profit killers.
The Per-Order Metrics:
- $119 average order value
- 1.0 items per order
- 19,402 orders in the past 12 months
Customers weren’t buying because of clever upsells or bundle discounts. They came for one specific product – like a t-shirt, a suit, or a dress – and trusted it enough to pay $119 for it.
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The 45% That Proved Everything
That 45% returning customer rate became the foundation of the brand’s success.
With a $20 acquisition cost and a $119 average order value, repeat purchases drove lifetime values between $200–$500 per customer. Growth wasn’t driven by discounts or drops; it was built on trust and retention.
Email campaigns to 48,000+ subscribers consistently generated 20–30% of monthly revenue with an unsubscribe rate below 0.5%.
The Acceleration
Shopify data from April 2024 to April 2025 showed that the business wasn’t slowing – it was accelerating.
In that 12-month window:
- $2.3M in sales (up from $1.7M annually)
- 51,091 new customers
- 19,402 total orders
The trend lines all pointed up and to the right. Unit economics held steady: the average order value remained $119, the refund rate stayed at zero, and the 45% repeat rate persisted.
This wasn’t growth fueled by discounts or hype – it was sustainable, profitable growth built on quality and consistency.
The Decision
After six years of 70-hour weeks and constant hands-on management, the founders decided it was time to exit.
They’d built a brand that ran efficiently, generated consistent profit, and had clear potential for expansion in larger international markets.
Selling on Flippa
When the brand listed on Flippa as a verified, sponsored business, it immediately stood out.
Key metrics included:
- $58K monthly profit
- 41% profit margin
- 1.9x profit multiple (asking price)
- 0.8x revenue multiple
Operational highlights impressed buyers further:
- 0% refund rate
- 45% returning customers
- 99.7% fulfillment across multiple countries
- Proven marketing systems and processes
The listing offered predictable revenue, established systems, and a lean, independent operation — all of which made it a high-value, low-risk acquisition.
The Offer
The sale closed at approximately $1.33 million, representing a 1.9× annual profit multiple.
The buyer wasn’t just purchasing a store — they were buying:
- A reliable supply chain with 99.7% fulfillment
- A marketing engine with 15% cost-to-revenue efficiency
- 51,000+ loyal customers
- An engaged email list of 48,000+ subscribers
- A zero-refund product line proving strong product-market fit
- An average order value of $119 with clear scalability
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The Handover
The founders committed to staying for six months post-sale to ensure a smooth transition.
They walked the new owner through every system, introduced suppliers, reviewed ad performance, and handed over a fully documented playbook that showed how the business had achieved its exceptional metrics.
Everything was clean, transferable, and proven.
The Lesson
This story isn’t really about fashion — it’s about operational discipline and understanding what truly drives value.
They didn’t chase vanity metrics like social media followers or viral moments. They focused on:
- Customer retention (45%)
- Refund rate (0%)
- Fulfillment reliability (99.7%)
- Profit margin (41%)
- Marketing efficiency (15% of revenue)
- Average order value ($119)
Every decision came back to those fundamentals. The result? A brand that ran without its founders, generated predictable profit, and sold for a premium.
The Aftermath
Today, the business continues to grow under new ownership, with plans for expansion into new markets.
The products still maintain their reputation for quality. The refund rate remains at zero. And the loyal customer base keeps coming back.
The Formula Any Apparel Founder Can Apply
- Start with a product so good people don’t return it (0% refund rate)
- Price it fairly but confidently ($119 AOV)
- Deliver reliably (99.7% fulfillment)
- Make customers so happy they return (45% retention)
- Run lean and keep 41% of every dollar
- Automate what you can
- Hire experts for what you can’t
Do that consistently and you can turn a simple frustration into a seven-figure exit.
Sell Your Online Business With Flippa
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Topics:E-commerce Success • Ecommerce • Selling • Success Stories
Tory Gregory
Tory Gregory manages Flippa’s Content and Events, working with experts in their fields to share their insights, experience and knowledge with Flippa’s community.