EcommerceAsset saleUnited Kingdom
Fern & Fen
fernandfen.com · DTC houseplant care brand
Plant care subscription + accessories. 4,200 active subscribers in the UK.
MRR
£62,000
TTM revenue
£712,000
TTM profit
£198,000
Growth (MoM)
2.4%
From the founder
Fern & Fen sells a monthly plant-care box (£14/mo) plus a small accessories range. We have 4,200 active subs and ~£62k MRR.
Retention is the story here — average sub lifespan is 11 months, CAC paid back in 2.4 months. We've stayed deliberately small and profitable.
Selling because I'm pregnant with my second and the warehouse work is too much. Looking for a buyer who can keep the brand voice — that's most of the value.
Growth opportunities
- EU shipping (currently UK-only)
- Wholesale to garden centres
- Higher-tier annual plan
Risks & considerations
- Seasonal demand swings
- Physical inventory + perishables
- Brand-led — voice has to be preserved
Financials
Last 3 mo revenue
£184,000
Last 6 mo revenue
£360,000
Last 12 mo revenue
£712,000
Profit (TTM)
£198,000
Monetization
Subscription + one-off purchases
Growth
2.4% MoM
Operations
Team
Founder + 2 PT warehouse
Time required
30 hrs/week
Tech stack
Shopify, Recharge, Klaviyo, ShipStation
Processes
Monthly box assembly in-house; suppliers contracted 6mo ahead.
Traction & channels
Customers
4,200 active subs + ~14k one-off buyers
Channels
Instagram · TikTok · Pinterest · Referral program
Retention
11-month average sub life
Moat
Brand voice + supplier relationships at small batch.
Deal & transition
Reason for sale
Founder personal reasons.
Preferred buyer
DTC operator with subscription experience
Transition / support
12 weeks including warehouse handoff
Deal type
Asset sale