Introducing factory14 and a new way to e-commerce
factory14 is an acquirer and operator of leading e-commerce brands, managed under one roof by a team of experts. Ranging from leading D2C fitness brands like Kettlebell Kings and Tribe WOD to Amazon’s #1 bike tools brand Pro Bike Tool, factory14 is home to 12 outstanding brands, and counting. All of them have two indispensable characteristics in common: a high degree of brand equity and potential for growth.
Noticing a shift in consumer trends towards high-quality, longlasting and sustainable products, factory14 has set out to improve customers’ daily lives with every new brand. The operator has a holistic approach towards product categories, seeing them as activities and stages belonging to the same lifestyle, where others would see completely different and separate industries. Thinking first and foremost on how to provide the best solution for every step of the way, factory14 is assembling a unique collection of relatable and recognizable brands which will resonate with consumers in decades to come.
Young in age, rich in knowledge
Taking a look at the inner workings of factory14, it’s clear that this is no cookie-cutter acquirer but rather a group of dedicated and passionate professionals who are eager to change the game and look at every brand from a new angle. factory14’s team of 100+ experts in Amazon, Walmart and D2C marketplaces accelerates and grows brands like no other operator in the business. Spanning three continents and countless nationalities it is positioned perfectly to resonate with sellers worldwide and build long-lasting relationships across a broad network of partners.
Walking the talk - Examining Tribe WOD’s success
Tribe WOD is a D2C fitness brand famous for providing high-quality gear which subverts and surpasses expectations both in terms of design and functionality. As with the entirety of factory14’s portfolio, the brand aims to disrupt the industry standards with every new product launch. Whether it be through Thor hammer-shaped kettlebells, sledgehammers which can be used without rubber tires, or versatile work-out kegs, Tribe WOD is constantly raising the bar for the fitness category.
Since the brand’s acquisition by factory14, Tribe WOD has scaled and grown at an incredibly rapid pace under the operator’s guidance, having achieved numerous accomplishments together in just a few months. One highlight has been entering enter Amazon.com in November and scaling the business to 20%+ of the brand’s total monthly sales within just 3 months, while continuously launching new products on its D2C website. On top of that, the brand launched a long-term partnership in late January with another factory14 fitness brand, Kettlebell Kings.
In order to enter this new channel successfully while keeping the necessary inventory levels to meet the increase in demand, factory14 has made a significant investment in working capital totalling over $2.5M. Additionally, diversifying the supplier base has led to higher quality and reliability for the same price, while migrating to factory14’s 3PL network meant more scalable operations, faster delivery times and improved customer purchase experience.
