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2021’s IPO KITS.COM
In the past two decades, technology has enabled commerce to transition away from predominantly retail locations and move into the digital realm as well. No one could have predicted that shoppers would be comfortable ordering the selection of products that are now so widely available in 2021 in online platforms, but the trend is strong and getting bigger by the day.
Everyone understands the example of how Blockbuster went out of business by the emergence of the likes of Netflix, how Amazon has outcompeted dozens of retail giants, and how many services are now accessed with the click of a finger.
Finding a disruptor early on is one of the most unique sets of circumstances. However, if one can also find a fragmented industry that is yet to be consolidated in a meaningful manner, the disruptor would have an even clearer path to gathering market penetration, since he wouldn’t be fighting many heavyweight contenders, but thousands of small mom-and-pop operations. The most accretive value-added action of the last decade on the part of management teams of retail giants has been the migration from a transactional business to a subscription business like Netflix executed.
It took the company 42 years to achieve its first trillion in value, but only 5 months to gain the second trillion in value. That move coincided with the move from 9% to 24% subscription; that’s a massive value creation, in our view.
I’ve come across dozens of IPOs in my career and I want to show you a company that has already done a lot as a private entity, before going public:
- Reached the milestone of 65,000 customers with a 94% positive review ratio
- Served more than 1 million customers, and moving them onto a subscription
- The company has top-line revenues of CAD$50M in 2019 and is on a run rate of CAD$81M at the end of Q3 2020
- 69% of the income comes from recurring revenue streams! And more impressively, they are converting these customers to a subscription model, which is the one of the most important action steps that companies have taken in the last decade
Study and research Kits.com (CAD: KITS)
Only 13% of optical glasses and lenses are currently bought online but the company’s target demographics are in the age group that prefers to shop and receive services online. 75% of millennials would rather consume on the Web!
It’s not only that, but this trend plays right into the modern way of living in so many ways.
- 74% of Americans are in need of eye care, most of which because they spend an average of 8.7 hours per day looking at screens. For example, blue light blocking lenses to protect our eyes from those screens are growing an estimated 700%!
- It takes approximately 24 days to set up a doctor’s appointment to get your vision tested. But only seconds to do it online.
- It takes between 1-3 weeks to receive a shipment of glasses the old way.
This company was co-founded by the entrepreneur who founded Coastal.com and sold it to EssilorLuxotica (the Italian sunglass giant), earning a 1,145% return upon exit!
Here’s what Kits.com does:
Their giga-factory can handle the production and manufacturing of 2,000 pairs/day and by Q4 2021, it will be able to handle 5,000/day!
This is a logistical masterpiece, in our opinion, since the fulfillment network can ship 3,500 pairs with NEXT-DAY delivery across North America. Vertically integrating means they control the “rails” of this category. Unlike their competition who outsource their production. When you control the rails you control your value.
Compared to how this industry currently operates, it’s like cassettes versus the iPod.
Study this company that is gaining favor with its 600,000 customers, of which 69% return and shop for lenses and new glasses frequently.
Kits.com’s (CAD: KITS) customer acquisition cost is $40. Their lifetime value is rising from $600 to the $700 range and the reason is clear: Kits.com has found a better way of delivering an essential product.
Conduct due diligence on the company!
JOIN A V.I.P SPECIAL ALERTS NEWSLETTER, WHICH NOTIFIES ON MATERIAL PROGRESS KITS.COM (CAD: KITS) MAKES!
Kits.com (CAD: KITS) just went public in January 2021. If you only are researching companies with existing revenues, a robust customer base, and a business model that aims to potentially turn an industry on its head, research this fully!
We highlight this company because it’s paramount, in our opinion, to showcase its potential:
- The company’s management team – between co-founder Roger Hardy (founder of Coastal.com), ex-Goldman Sachs executive Sabrina Liak (the CFO), and Arshil Abdulla (the CTO) – owns 73% of outstanding shares!
To me, this is a sign that Mr. Hardy (who has already successfully sold an eyewear business) and his team are fully committed to building this company in the years ahead.
The company’s management team and their significant stake in the success of Kits.com (CAD: KITS) is only the beginning of the story. The company operates in a fragmented industry, which is important, as I’ll demonstrate below, and it serves a market that is not dominated by online sales yet!
In other words, not only does this sector not have a monopoly-like dominator (think Google, Amazon, and Apple), but it also lacks a digitized disruptor that has moved the shopping experience online (think Uber, Zoom, and DocuSign).
The company has generated C$50M in 2019, C$20M in Q3 2020 and it is following the growth of Roger Hardy’s (CEO/founder) previous company, Coastal.com, and that is encouraging!
Conduct your due diligence on Kits.com!
The company has generated C$50M in 2019, C$20M in Q3 2020 and it is following the growth of Roger Hardy’s (CEO/founder) previous company, Coastal.com, and that is encouraging!
Conduct your due diligence on Kits.com!
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Kits.com utilizes technology, when it comes to its vision tools, telemedicine, virtual fitting, and doesn’t carry excess “baggage” or excess weight like companies that are attempting to switch from bricks and mortar to online orders; it was born in the digital age and for it, in our opinion, since its business is 100% online!
Because the average order size on its website is $150 and it has a 28% margin, which the company states could grow to between 35% and 40% as efficiencies are implemented, along with scaling, the adjusted EBIDTA for 2019 was 15%!
Couple the subscription model the company is executing with the sale of lenses and you’ll realize there’s a potential to upsell additional desired items to existing platform participants from Kits.com – this may be a recipe for growth.
The average cost of a pair of frames (not the lenses themselves, but just the frames) is $231 in the United States. The average cost of a pair of basic single-vision lenses is $112, while progressive, no-line lenses can run twice that amount.
Kits.com offers competitive pricing and has free next-day delivery. With so many restrictions imposed upon stores and with eye care being an essential product, the company’s lightweight and high-volume business strategy seems ideal for today’s landscape.
Check this out:
The Vision Council estimates that about three-fourths of adults (approximately 126 million people) in the U.S. use some form of vision correction. Out of those adults, roughly two-thirds of them, wear eyeglasses.
An innovator that digitizes the eyewear shopping experience while reducing costs, thus passing on the savings to the customers (much like Amazon did with books and then thousands of other products), makes sense.
Kits.com enables customers to purchase designer-quality eyeglasses, sunglasses, and contact lenses online at generally more affordable prices than you’d get in a local shop. This, as we see it, is worth conducting research on!
Kits.com took some of its cues from Amazon with fast, free shipping and a subscription model that mimics Amazon Prime by leveraging a deep-discount, e-commerce, subscription-based platform that inspires customer loyalty and repeat business.
In the furniture market, where it was just assumed that customers would buy locally until recently, a similar transformation has occurred. E-commerce platform Wayfair now dominates the online furniture market – and it’s no coincidence that Wayfair also offers deep cost savings along with fast and free shipping.
Kits.com appears to seek the same trajectory as Wayfair, and its platform is changing what people thought was possible in e-commerce. For instance, the Kits.com Website currently offers a “virtual try-on” with some of the frames in its assortment, and Kits.com is preparing to release an online optical exam.
Look at the above projections, provided by KITS.com’s management team and compare them to the company’s present-day market cap.
You’re looking at a company with 69% recurring sales and over 600k customers, where a customer costs them $40 to reach and they spend an average of $600!
Their factory can manufacture 2,000 pairs per day, scaling to 5,000, and the fulfillment center can deliver 3,500 pairs in next-day shipments.
This is the future, in our opinion. The improvements in the shopper experience are noticeable.
Research this company
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On January/19/2021, in connection with our agreement with KITS EYECARE LTD., we received USD $350,000, from KITS EYECARE LTD. On January/19/2021, in connection with our agreement with KITS EYECARE LTD. we received CAD $350,000, from KITS EYECARE LTD. On (January/19/2021) we purchased 41,000 Common Stock Shares (or CAD$350,000) of KITS EYECARE LTD. through a private placement.