Summary of 2021. €700K turnover, we are carbon neutral and almost died of success
Minimalism. BILLING, GROWTH, CONVERSION, CPA AND MUCH MORE.
We are not into victimhood, but we are not going to deny you that this 2021 has been a hard, intense and beautiful year . The 3 things have taken over everything we have done. We have launched beautiful projects, we have managed to convince many people to use our products and we have suffered many weeks when we were trying to reconcile the money we had in the bank. The Minimalism of today is completely different from that of a year ago, we are too .
Throughout 2021 we have made a significant effort to be true to ourselves. We haven't made sales all year, we have launched several surveys to choose which new products we develop and of course we have dedicated time and money to our purpose .
WE AUDITED AND LAUNCHED CARBON NEUTRAL
Minimalism is not sustainable, we impact the planet every time we make a new garment and someone buys it from us. This is a reality and it is better to face it without hiding. That is why in the spring we underwent an audit to measure the depth of this environmental impact and how to solve it. That is why we created the “ Carbon Neutral ” project, to offset the entire carbon footprint generated by our orders. We do not pass on this cost to our client at any time, it seems to us the most honest and fair way to reward our clients for choosing us.
ABOUT TO DIE OF SUCCESS
In June we launched what is undoubtedly the project with the most impact of all the ones we have carried out. We were one of the suppliers in charge of manufacturing the shirt designed by Pau Donés "Living is Urgent" . We put a lot of enthusiasm and desire, but the project was poorly dimensioned from the beginning and many things were done wrong. The reality is that it was great for us, since everything was sized for about 5,000 shirts and 5,000 were sold in the first few days . We had serious cash flow problems, we didn't meet the deadlines and we were about to lose €200K in material.
There were times when we saw Minimalism in danger, but finally, after many phone calls and being honest, we were able to carry everything forward without our suppliers suffering the least bit. All of this has generated significant treasury stress that has not allowed us to launch everything we wanted in the last quarter of the year.
WE GROW 128% COMPARED TO 2020
We have managed to invoice more than double compared to last year , and we have had sustainable growth in the online store, greatly improving the repetition rate. In addition, the B2B channel has grown a lot this year. More than 31,000 garments sold in our online store and a +32% purchase recurrence.
We have managed to increase the average ticket without the CAC being affected (from €54 to €60), only 13% of the turnover has gone to marketing. In general it has been a year of very good numbers.
WE OPEN THE RTC CERTIFICATE TO ANY COMPANY
This has not worked as well as we had in our heads. When we launched our Zero Textile Waste service, many companies wrote to congratulate us, which is why we saw it as obvious that we open it to any project, that it be public and free for any company that wants to help its customers recycle clothes. We have been lucky that Lagaam , among others, wanted to participate and promote the certificate . But there have been few more companies that have come to ask and much less that have decided to implement it. Let's see if we are capable in 2022 of giving a little more strength to this project that we see as obvious and totally necessary for any textile e-commerce of the present.
Of course, this year we have been able to collect 240kg of clothing and recycle it.
WE LAUNCHED 5 CAPSULE COLLECTIONS WITH ILLUSTRATORS WE ADMIRE
Lucreativo , Rocío Egío , Alberto Miranda , José Antonio Roda and 72 kilos . Nothing more and nothing less. We have talked about Freedom, Love, Creativity and Bio Life. Sweatshirts and t-shirts in sustainable pre-sale that we have really enjoyed from concept to launch.
WE STRENGTHEN THE PODCAST OPEN STARTUPS
After more than 2 years of life we have 34 episodes . This 2021 we have been able to chat with projects as beautiful as Lagaam , Brava Fabrics , Syra Coffee or Santa Fixie . The truth is that we really enjoy the podcast and beware that this year we have achieved 40,000 listeners .
MAIN BUSINESS METRICS, TOTAL GROWTH
- €703,215.32 billing
- 128% growth vs year 2020
- 6,356 orders in the online store
- 31,864 garments sold in the online store
- 563,000 store visits
- 1.13% conversion
- 60€ medium cart online
- €12 CPA
*All these data are with VAT incl.
METRICS OF ENVIRONMENTAL IMPACT AND SAVINGS
This year has been characterized in Minimalism by becoming even more aware of the impact we generate by creating garments and bringing them to you, which is why through the " Carbon Neutral " project we have managed to neutralize the inevitable impact we produce. These are the numbers:
- 23,622,146 liters of water saved
- 99,550 kilograms of CO2 avoided
- 300,907 kilowatt hours saved
- 240 kilograms of clothing collected and recycled
We are going for 2022 with a clear mission, to sell consciously manufactured products for conscious people.
Thanks for being a part :)