The owners are reallocating capital and focus toward other strategic opportunities.
Description
Start with the number that matters. This business keeps 32.4% of its revenue as net profit: €321,000 on €992,000 over the trailing twelve months. That margin has held across 2024, 2025 and the trailing year rather than spiking once.
Marketing costs 9.3% of revenue. The seller reads that as strong organic demand and high-intent search, and it is why the profit survives: this store is mostly found rather than bought, because it stocks the labels people already search for by name.
The catalogue is the reason. It carries established European nightwear houses, Pastunette, Ringella, Schiesser, Hajo and Comtessa, whose own brand equity pulls high-intent search traffic to the site. The business covers women, men and children through sizes up to a plus-size 54. Fulfilment sits with QLS, a Dutch third-party logistics partner shipping on DHL, so the owner touches no stock.
At a Glance Business Model: Multi-brand DTC, stock + backorder Year Launched: 2011 TTM Revenue: €992,000 TTM Net Profit: €321,000 Net Margin: 32.4% Average Order Value (AOV): €56.51 Platform: Magento, self-hosted Markets: Netherlands, Belgium Implied Annual ROI: 44.9%
Business Operation
Store Software & website files A Magento store with the full catalogue, content and customer database behind it. Supplier relationships with Ringella, Zetex, Hajo and Pastunette, on pay-on-invoice terms. QLS fulfilment, shipping DHL across the Netherlands and Belgium. The BOL.com seller account and the TradeTracker affiliate setup. Google and Meta ad accounts, plus Mailchimp and Channable. A domain portfolio covering .nl, .be, .com and the unused .de. Written SOPs covering the routine.
Facilities
Generic resellers compete on price because nothing else distinguishes them. This one is the largest online nightwear specialist in its market, carries brands buyers ask for by name, and holds the loyal customer base that comes with stocking labels people already trust. Returns stay low and are mostly size exchanges rather than dissatisfaction, which protects the margin as volume grows.
Competition
Launch Germany. The domain, the cross-border shipping and the ad accounts are ready. Seven times the market, near-identical buyers, and the seller estimates it self-funds inside a quarter. Work the list. A database of roughly 38,000 customers sits underused against a category built on repeat purchase. Turn on Bol Sponsored Products. The marketplace already produces revenue; its ad product has not been touched. Redeploy the ad budget. Spend fell 19% year on year while profit rose, which points to an under-deployed budget rather than a maxed-out channel. Add Bol.de and Amazon.de as secondary channels once Germany is live.
Expansion Potential
90 days of support after close, extendable if you want it. The seller stays reachable by email or WhatsApp, and will take a call or meet in person where that is practical.
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