In 2019, Gravity was selling to wholesalers and their website still generated $9M-$10M in sales. On Google Shopping, Gravity’s website ranks the best for their product, and there are only a few other retailers marketing the Gravity Blanket online. What about Wholesale? Are their wholesale accounts taking sales they would be seeing from their site? I think this is unlikely. I do not believe that their ecommerce sales have moved over to sales through Amazon. This means that likely their Amazon orders are already represented in the numbers I am pulling. From my experience, they would likely funnel the non-fba orders through the backend of their ecommerce site (which is Shopify). This is possible but when reviewing their Amazon listings, I see that the product is shipped from Gravity Blanket (meaning not directly from Amazon through FBA). So my first thought is maybe some of the revenue Gravity was generating from their site has moved over to Amazon. Why has the revenue of Gravity’s ecommerce website dropped so much? Part of the press release of Gravity selling to Win Brands, it was called out that Win would be able to help Gravity expand their Amazon and wholesale business. Again factor in some increased holiday months, Gravity Blanket’s website in 2021 looks to be generating about $3.5M-$4M in sales. Their average order value has dropped to about $180, giving them about $270,000 in average monthly sales.
In July of 2021, they are now receiving 47 orders per day or about 1,500 orders per month. Factor in some increased holiday months, Gravity Blanket’s website was generating about $9m-$10M of sales in 2019. With an estimated average order value of $200, this gives Gravity about $700,000 in average monthly sales.
In July of 2019, Gravity was receiving about 120 orders per day or 3,500 orders per month. So How Does Gravity Blankets Ecommerce Business Compare in 2019 to Now? About 50% of Gravity’s business is through their website and the other 50% is through wholesale distribution. And in 2019 they generated about $18.5M in revenue. In 2020, Gravity generated $22M in revenue. From what I can tell, the brand was acquired for sub $50M but most likely was in the range of $7m-$15m. In early 2021 Gravity sold to Win Brands Group (a holding company for consumer brands) for an undisclosed amount. In the end, their Kickstarter campaign raised over $4.7M. Back in 2017 Gravity Blanket (A weighted Blanket For Sleep, Stress, And Anxiety) launched on Kickstarter with a campaign to raise $21,500.
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