Details

This eCommerce site markets products proven to be both unique and irresistible to prospective buyers: A fishy sense of humor mixed with a healthy dose of politically incorrect attitudes. The fact that this brand has a healthy number of SKUs targeted to both people looking for a laugh and those who enjoy fishing has given them an excellent repeat customer base amongst all master baiters.

This brand has devoted the past six years to marketing patented fishing tackle with comical, inappropriate designs and branded apparel that includes snapback hats, t-shirts and other items. The quality of the products has been one aspect of their success, while another is the messaging, which is defiant of any fears about potentially offending customers and instead thrives on any possible controversy that their politically incorrect SKUs may provoke. Appealing solidly to conservatives who love to fish and who don’t like companies that strive to watch their tongues, the company has gone out of its way to market itself as an exception to the rule that safe messaging is the most profitable.

The brand loves to emphasize that they’ve been censored on Facebook and thumbed their noses at celebrities who don’t appreciate fishing tackle strategically shaped like a man’s family jewels. Their messaging goes beyond the humor, though, and emphasizes conservative values, love of guns, and patriotism. They brand donates 10% of all profits to helping veterans and their families obtain affordable housing, and their products have been featured on the top networks.

That’s given this brand a huge advantage over competitors who are marketing fishing gear or outdoor apparel, and their customers have been very eager to tell friends, family and coworkers about their products, giving them a vibrant word of mouth advertising.

The bottom line is this brand stands out in a competitive field, with a memorable product that appeals to every Tom, Dick, and Harry looking to make a statement.

Since first launching 2016, the company has grown considerably, finding ways to stand out in the niche field of outdoor and recreational space with an emphasis on those passionate about fishing. Their patented sinkers with their unmistakable, low-hanging look have been a top seller, and overall their SKUs have grown to more than 1,180+, with an Average Order Value of $45. That’s premium pricing compared to many other fishing tackle companies, due to the novelty of how they’re created, and the company has generated more than $1 million in sales – a clear indication that people get and appreciate the joke.

Those novelty items, with a sense of humor that could be defined as either raunchy or just plain goofy, has turned their SKUs into popular gift items around the holidays, when their sales skyrocket. Afterall, nothing says “Christmas” quite like opening a special package!

The top customer demographic is men who love fishing and are between the ages of 25-55. These customers also tend to value conservatism and patriotism and are not easily offended. They now enjoy a Repeat Customer Rate of 30%, and those numbers are going up fast. With strong word of mouth, the company has benefited from plenty of crossover sales into other niches, including hunters, gun owners, and veterans. Sales have been brisk year-round, and the company has averaged 62 shipments a day. Because of that strong sale volume, they maintain up to $125,000+ in inventory.

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