Updated 28th April 2019

About Mypashmina

Mypashmina is a functioning business, complete with customers, good rankings, stock and websites.

We import and sell to retail and trade Pashminas, Cashmere Knitwear , Hammocks and Rugs. We buy direct from manufacturers, so there are no middle people.

We have been in business for 17 years, and it is long enough. I want to have a couple of years at home with my children and then try something new. Rather than just let the business fade away without enthusiasm, it would be better to sell it to someone who wants to improve on the solid base.

A Little History

We started in September 2002, with Mypashmina.co.uk . In 2004 we started HammockHeaven.co.uk, then in 2006 we started TheRealRugCompany.co.uk . We also added their Swedish equivalents.

What Are The Assets ?

  1. All our business domains and websites – www.mypashmina.co.uk , www.mypashmina.se, www.hammockheaven.co.uk , www.hamaca.se, www.therealrugcompany.co.uk , www.mattor-online.se , www.pashmina-pashminas.co.uk, www.hamaca.co.uk.
  2. About £260,000 of stock at cost price (at 31st March 21019)
  3. An existing business that already works.
  4. Reliable cashmere and rugs suppliers.

So … website, stock, customers and suppliers … 

Ask me for the story behind these numbers…l

I have broken down more detail about each part of the business in the sections below. Please ask me questions.

Year Turnover Gross Profit Expenses Net  
2007/08 £915,926 £373,797 £284,804 £88,993  
2008/09 £947,088 £239,360 £231,022 £8,338  
2009/10 £1,226,421 £302,507 £232,883 £69,624  
2010/11 £1,107,910 £273,219 £226,721 £46,498  
2011/12 £876,059 £244,762 £164,354 £80,408  
2012/13 £799,257 £196,506 £149,246 £47,260  
2013/14 £760,710 £158,315 £80,748 £77,567  
2014/15 £579,294 £168,079 £127,169 £40,910  
2015/16 £497,256 £195,227 £145,053 £50,174  
2017/18 £477,170 £121,108 £164,047 -£42,939  
2018/19 £529,617 £97,609 £128,587 -£30,978 not finalised, done in Xero, but not finished by accountant

Evaluating Mypashmina ?

I don’t know. I will get some advice. I assume someone who wants to buy this knows what they are doing and knows the value. If you have an existing setup and you can just integrate our sales in to yours, you can add about £100k to your profit each year, plus stock, plus potential. I am seriously open to all offers. If you are interested in just taking over, and our staff agree to continue with you, then you can be sure of fantastic efficient honest and reliable staff. That is valuable too.

Mypashmina.co.uk and Mypashmina.se

Information

We design and order pashminas and cashmere knitwear from Nepal. We keep it in stock in a warehouse we rent in the UK. We pay a small company to pick and pack. We also design and deliver pashminas and cashmere knitwear for trade customers.

Our customers come from web searches, recommendations and repeat customers. We have customers from around the world.

Rankings on Google.co.uk (in the UK) at 28th April 2019

  1. Pashminas = 2nd and 3rd (only Amazon is ahead)
  2. Pashmina =  5th, 6th and 9th
  3. Pashmina Shawl = 3rd, 4th,5th and 8th
  4. Pashmina Scarf = 3rd, 4th and 9th
  5. Pashmina UK = 2nd and 3rd
  6. Buy Pashminas = 1st and 2nd
  7. Shawls UK = 10th
  8. Wedding Pashminas = 1st
  9. Pashminas for Weddings = 1st

Rankings on Bing.co.uk (in the UK) at 28th April 2019

  1. Pashminas = 1st
  2. Pashmina = 1st
  3. Pashmina Shawl = 5th
  4. Pashmina Scarf = 2nd
  5. Pashmina UK = 2nd and 4th
  6. Buy Pashminas = 1st, 2nd and 6th
  7. Shawls UK = 11th
  8. Wedding Pashminas = 12th
  9. Pashminas For Weddings = 4th

We used to spend quite a lot with Google adwords, but we spend hardly anything now due to our organic rankings.

Numbers

Below is a list of the monthly total gross sales for Mypashmina.co.uk and Mypashmina.se.

For the most recent 12 months, I have calculated the profit from Mypashmina.co.uk.  Ask me for the full detailed spreadsheet of this.

I think one of the biggest variables is the GBP USD rate which is currently at all time lows.

I have not included pashmina-pashminas.co.uk figures below, but total sales for 2018 were about £8700.

GBP USD 2003 to 2019
GBP USD 2003-2019

Stock at cost at 31st March 2019 = £179,000

Mypashmina UK – Gross Sales – includes VAT. i.e. total cash received.

Mypashmina.co.uk 2016 2017 2018 2019
January £11,384 £8,225 £12,053 £10,584
February £14,758 £6,165 £15,561 £10,403
March £8,602 £7,517 £13,780 £10,608
April £10,812 £10,546 £18,579  
May £10,584 £8,286 £16,932  
June £15,332 £13,138 £12,769  
July £9,366 £15,964 £19,636  
August £9,659 £13,526 £23,191  
September £9,783 £18,002 £32,851  
October £13,023 £37,390 £27,482  
November £27,477 £50,116 £29,078  
December £25,842 £30,914 £32,758  
TOTALS £166,623 £219,789 £254,668  

Mypashmina.se SWE 16 SWE 17 SWE 18 SWE 19
January     £1,215 £1,861
February     £1,535 £907
March     £1,255 £919
April     £2,778  
May     £966  
June   £2,642 £873  
July   £2,306 £572  
August   £1,383 £940  
September
  £3,407 £4,910  
October   £4,750 £1,650  
November
  £2,799 £1,345  
December
  £2,955 £1,268  
TOTALS   £20,241 £19,306 £3,688

Mypashmina.co.uk sales and cost of sales

Month Total Tax Item Price Item Cost Gross Profit Postage Packing Net Profit QTY
April 2018 £17,666 £2,945 £14,201 £8,990 £5,211 £1,267 £956 £2,988 455
May 2018 £16,442 £2,741 £13,265 £8,263 £5,002 £1,080 £666 £3,256 317
June 2018 £13,139 £2,190 £10,639 £6,715 £3,924 £759 £500 £2,666 238
July 2018 £18,960 £3,208 £15,250 £8,957 £6,294 £1,196 £813 £4,285 387
August 2018 £23,139 £3,857 £18,636 £12,289 £6,347 £1,621 £1,153 £3,573 549
September 2018 £32,622 £5,438 £26,395 £19,307 £7,088 £2,244 £1,701 £3,143 810
October 2018 £26,620 £4,437 £21,525 £15,126 £6,399 £1,923 £1,340 £3,137 638
November 2018 £29,002 £4,843 £23,260 £15,857 £7,403 £2,600 £1,510 £3,293 719
December 2018 £32,574 £5,430 £26,183 £17,678 £8,505 £2,561 £1,636 £4,308 779
January 2019 £11,073 £1,846 £8,969 £5,408 £3,561 £830 £485 £2,246 231
February 2019 £10,078 £1,680 £8,196 £5,222 £2,974 £568 £399 £2,006 190
March 2019 £10,658 £1,782 £8,605 £5,423 £3,182 £707 £426 £2,049 203
TOTALS £241,972 £40,394 £195,123 £129,233 £65,889 £17,356 £11,584 £36,949 5516
Opportunities

As I mentioned in the introduction, I am selling my business because I want to do something else and spend more time with my family. I know there are plenty of opportunities which could be attacked. Here is a list of what I try if I had the time. In no particular order

  • Make site in German, French, Spanish, USD , Japanese etc.
  • Paid advertising on Amazon and try their warehouse options (Prime etc)
  • Paid advertising on Bing and the other smaller engines
  • Ads on social media
  • Giveaways to instagram influencers
  • affiliates
  • image ads for google
  • more A/B testing to optimize
  • re-ignite cashmere knitwear range and optimize for those keywords
  • more regular, strategic and professional newsletters
  • Contact and sell to trade customers
  • Open physical locations

 

HammockHeaven.co.uk & Hamaca.se

Information

We started Hammockheaven.co.uk in 2004 and Hamaca.se in 2006.

We started by selling Amazonas hammocks. Later we added La Siesta hammocks. Then in 2012 we decided to cut out 2 layers of middlemen and started our own brand of hammocks called Hamaca. We design and import them from a range of countries.

We stock the hammocks in our UK warehouse and we use a 3PL company in Sweden. We restock the Swedish warehouse periodically from the UK stock.

We also sell Vivere brand hammocks. These are shipped from Netherlands.

We sell direct to retail and also to trade customers.

Our current Colombian supplier has had some problems and about £40k of stock is 3 years late in delivery.

In the last few years our UK sales have dropped. I think largely due to the loss of ranking on Google. In 2010 we sold over £520k of hammocks in the UK.

Last summer Swedens tax authorities seized our stock so they could ask some questions about VAT. We had made an honest mistake, and sorted it out. It was a nasty way to handle things in my opinion – they could have just asked. This is another reason why I want to move on and do something else.

Our customers come from web searches, recommendations and repeat customers. We have customers from around the world.

Rankings on Google.co.uk (in the UK) at 28th April 2019

  1. Hammock = 63rd
  2. Hammocks = 57th
  3. Hammock UK = 6th
  4. Hammocks UK = 5th
  5. Hanging Chair = 67th

It’s strange how the rankings in Google tanked so much in the last 18 months.

Rankings on Bing.co.uk (in the UK) at 28th April 2019

  1. Hammock = 4th
  2. Hammocks = 6th
  3. Hammock UK = 5th
  4. Hammocks UK = 5th
  5. Hanging Chair = 14th

Rankings on Google.se (in Sweden) at 28th April 2019

  1. Hängmatta = 3rd
  2. Hängmattor = 3rd

Rankings on Bing.se (in Sweden) at 28th April 2019

  1. Hängmatta = 3rd
  2. Hängmattor = 2nd
Numbers

Below is a list of total sales. i.e. cashflow inwards.

It is the total of UK plus Sweden. It is mainly retail sales. It include a small amount of Swedish trade sales, say 3%, and it does not include UK trade sales.. say 5% the other way.

in 2010 we sold over £500k of hammocks in the UK. So for someone who can recover the position on Google, the opportunity is there.

If you want the older figures, please contact me.

Stock at cost at 31st March 2019 = £18,600

  2016 2017 2018 2019
Jan   £4,021 £1,518 £2,705
Feb   £3,785 £2,042 £865
Mar   £14,014 £3,421 £2,410
Apr   £14,390 £14,518  
May   £20,924 £25,936  
Jun   £33,729 £21,489  
Jul   £20,374 £24,172  
Aug   £6,483 £10,471  
Sep   £1,254 £3,507  
Oct   £1,389 £7,216  
Nov £2,742 £3,476 £3,319  
Dec £8,455 £3,066 £3,770  
         
    £126,904 £121,379  
Opportunities

LIke Mypashmina, there are loads of opportunities for this business. In no particular order. Many of these are the same as with Mypashmina, but it is not the same list.

  • Make site in German, French, Spanish, and use Czech, Polish or German 3PL.
  • Paid advertising on Amazon and try their warehouse options (Prime etc)
  • Paid advertising on Bing and the other smaller engines
  • Ads on social media
  • Giveaways to instagram influencers
  • Affiliates
  • Image ads for Google
  • More A/B testing to optimize
  • Increase range back to what it was before including wooden arch stands , metal stands etc.
  • More regular, strategic and professional newsletters
  • Contact and sell to more trade customers. There is margin to sell to other websites and direct dispatch for them.
  • Have decent brochures designed and made and sell to physical re-sellers such as garden centers and bigger stores

TheRealRugCompany.co.uk and Mattor-Online.se

Information

We started TheRealRugCompany.co.uk in 2006, followed soon after by Mattor-Online.se

The rug business is a 50/50 partnership with a company in the UK. They provide the warehousing and dispatch service and we manage the rest.

We design and import rugs directly from manufacturers in Greece, India, Sweden, Uruguay, Poland. 

We mainly retail directly  through our websites, although we have some trade customers such as Wayfair and some independent shops.

We also make bespoke area rugs to order in any design and material.

Best year was 2013 with sales of £273,000 in the UK.

Rankings on Google.co.uk (in the UK) at 28th April 2019

  1. Rugs = n/a
  2. Flokati Rugs  = 1st
  3. Flokati = 1st
  4. Bespoke Rugs = 11th
  5. Bitcoin Rugs = 1st & 2nd
  6. Cowhides = n/a
  7. Reindeer Skins= 34th

Rankings on Bing.co.uk (in the UK) at 28th April 2019

  1. Rugs = n/a
  2. Flokati Rugs  = 3rd
  3. Flokati = 2nd
  4. Bespoke Rugs = 3rd
  5. Bitcoin Rugs = 1st 2nd 3rd 4th 5th
  6. Cowhides = n/a
  7. Reindeer Skins= 15th

Rankings on Google.se (in Sweden) at 28th April 2019

  1. Mattor = 31st
  2. Mattor Online = 4th
  3. Flokati = 1st
  4. Flokati Mattor = 1st
  5. Kohudar = 10th

Rankings on Bing.se (in Sweden) at 28th April 2019

  1. Mattor = n-a
  2. Mattor Online = 6th
  3. Flokati = 13th and 4th flokati.se 
  4. Flokati Mattor = 1st & 2nd
  5. Kohudar = 5th
Numbers

Below is a list of total sales. i.e. cashflow inwards.

Yearly for older years where I have the numbers, and monthly for the most recent years.

If you want the more figures, please contact me.

So, as you can see. Sweden is doing well recently, and the UK has dropped back.

Ask me about it.

Stock at cost at 31st March 2019 = £87,800
Mypashmina Ltd owns 50% of this = £43,900

  GBP (UK) GBP (UK) GBP (UK) SWE SWE SWE
  2017 2018 2019 2017 2018 2019
Jan £4,377 £4,414 £1,270 £529 £3,027 £8,695
Feb £6,353 £4,705 £281 £408 £1,420 £4,007
Mar £4,957 £6,381 £1,924 £1,385 £3,652 £7,755
Apr £0 £4,957   £572 £1,492  
May £3,298 £1,848   £70 £535  
Jun £1,594 £1,758   £126 £899  
Jul £1,550 £1,295   £887 £480  
Aug £273 £2,395   £1,077 £5,599  
Sep £2,877 £4,011   £2,231 £8,057  
Oct £5,849 £4,116   £1,153 £7,443  
Nov £8,596 £3,143   £2,525 £6,077  
Dec £7,200 £2,868   £504 £7,438  
             
TOTAL £46,924 £41,891 £3,475 £11,468 £46,120 £20,457
Opportunities

LIke Mypashmina, there are loads of opportunities for this business. In no particular order. Many of these are the same as with Mypashmina, but it is not the same list.

  • Make site in German, French, Spanish, and use Czech, Polish or German 3PL.
  • Paid advertising on Amazon and try their warehouse options (Prime etc)
  • Paid advertising on Bing and the other smaller engines
  • Ads on social media
  • Giveaways to instagram influencers
  • Affiliates
  • Image ads for Google
  • More regular, strategic and professional newsletters
  • Contact and sell to more trade customers. There is margin to sell to other websites and direct dispatch for them.
  • Have decent brochures designed and made and sell to physical re-sellers such as garden centers and bigger stores.