Hobbies, Equipment
Hobbies, Equipment
First Made Money
1st of June, 2011
(15 years 4 months old)
Assets Included in the Sale
- Primary Domain
- Secondary Domains
- Branded Emails
- Amazon Seller Central Account (AU)
- WooCommerce Website & Store
- Google Ads
- Meta Ads
- Employees / Contractors
- Supplier Agreements & Relationships
- Australian Trademark
- Email Marketing Software
- Email List
- All Images & Copy Materials
- SOPs
- Software Tools
- Social Media Accounts
Listing Details
This listing is for a highly specialized WooCommerce DTC business established in 2011. The business supplies tools, training equipment, and accessories related to locks, keys, and mechanical security systems, offering products under its own trademarked brand alongside well-known third-party brands within the industry. Its catalog includes practice devices, precision hand tools, replacement components, proprietary educational kits and manuals, and professional-grade equipment designed for locksmithing, security training, maintenance, and enthusiast use. The business benefits from strong organic search visibility across high-volume informational and commercial-intent keywords within its niche, with approximately 40% of site traffic generated organically and a further 11% coming from email campaigns, while the remainder is primarily driven by paid advertising.
The business is highly passive, with the Seller dedicating less than one hour per week to operations. Day-to-day activities are handled by two virtual assistants, comprising an operations manager and a junior VA, who manage customer support and other routine operational tasks. Inventory storage and order fulfillment are fully outsourced to a third-party logistics provider based in Perth. The Seller maintains relationships with approximately 10 suppliers across China, Europe, the United States, and Canada, with several of these relationships extending back approximately 15 years. This represents an attractive opportunity for Buyers seeking a long-established, highly specialized business with a dominant position in the Australian market, supported by streamlined operations and meaningful potential for international expansion.
Disclaimers:
The business's core domains currently use the .au domain extension. A Buyer will need an appropriate legal presence in Australia, such as an Australian Business Number (ABN), to acquire the domains and operate the business.
Inventory is not normally included in the list price, further details can be provided to Unlockers.
Earnings
Site Traffic
Unlocking this listing will grant you full access to:
- Instant access to the site URL(s)
- Detailed proof of earnings and traffic
- Access to seller for questions and follow-ups
- Submit a unique offer on the listing
What would you offer for this listing?
Email sales@empireflippers.com to make a unique offer on this listing.
Verified Sellers & Vetted Data
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- Revenue Verification
- Traffic Verification
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The Semrush Domain Rank is a website's position in a list of every single website in Semrush's database, sorted by organic traffic. At present there are over 39 million websites in list. For reference, Empire Flippers ranks as the 96,500th most trafficked website in Semrush's database.
The total number of different domains (aka websites) linking to this site.
Opportunities
- Expanding the own-brand range through direct manufacturing to improve margins and fund additional marketing
- Targeting professionals with expanded tools and kits to attract higher-value, repeat trade customers
- Entering international markets, including New Zealand, the UK, and US, with the intent to grow overseas sport/hobbyist communities
- Publishing more regular blog, video, and social content to strengthen international SEO and organic traffic
Risks
- An increase in Paid Traffic pricing could affect the economics of the business.
- Supplier changes in prices could affect company profit margins.
Work & Skills Required
- Reviewing daily and weekly performance reports
- Setting overall business direction and priorities
Seller Support Includes
The seller is willing to provide 30 days of email and phone support, for up to approximately three hours per week, including introductions to suppliers, the 3PL, the VA, and SEO agency. Support also includes a full walkthrough of the documented SOPs, WooCommerce, advertising accounts, and Klaviyo; the operations manager/VA can provide additional business information.
Reason for Sale
The Seller would like to explore other opportunities.
Other Information
Work Required Per Week: 1 Hours
Private Blog Network (PBN): No
Domain Type: .au
Platform: Other
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