OONIQUE

Company profile

From an idea to a successful company

OONIQUE was founded in Munich in 2020 and has grown from an idea to a thriving company in the billion-dollar handmade market in a very short period of time. They already serve knitters and crochet enthusiasts throughout the DACH region by providing a simple solution to live out their passion with our innovative platform. Now they will continue to expand their presence geographically.

The challenge

Knitting or crocheting a design can be frustrating, as choosing the right yarn is a challenge right from the start. Not every yarn is suitable for every knitting pattern, and the right needle size and running length of the yarn to be selected, as well as the material composition, are crucial to achieving the desired result.

An innovative platform and a simple ordering process

With its innovative online store, OONIQUE offers a unique solution to the problem by considerably simplifying the process of tedious searching of the required materials:

Customers select their desired design in the appropriate size and desired color. OONIQUE's system automatically calculates the required amount of yarn and adds it to the shopping cart. Suitable knitting accessories are suggested and can be added if required. The package with instructions, matching wool and accessories is lovingly packaged and shipped in an environmentally friendly way via DHL Go Green.

Experience and passion united

OONIQUE's company history began with a hundred knitting kits in the store and has grown rapidly by expanding the team of experienced knitters with both commercial and creative backgrounds. They now create their own designs, also especially for beginners, produce matching video tutorials, launched their own product line and also organize large offline knitting events.

The customer base

To date, OONIQUE has already convinced almost 40,000 customers of their concept - customers who, in turn, order from them again and again!

Company Info

Products and services

For investors, this means promising prospects for the future. The company plans to continue scaling their business, both geographically and through the introduction of new products and services. They aim to generate an attractive return for their investors through a combination of sales growth and efficiency improvements.

Business model

OONIQUE sells wool as well as knitting and crochet accessories to consumers. Their main sales channel is their own online store. They also use marketplaces such as Amazon, eBay and Kaufland for sales.

The approx. 1,800 knitting sets in an average of 20 colors and 3 sizes (corresponding to approx. 108,000 variants) are offered exclusively via the OONIQUE online store. The ordered sets are individually assembled and shipped by the company's shipping cooperation partner.

OONIQUE's business model is designed for returning customers. As a rule, knitters knit for a lifetime! This "built-in subscription model” of recurring sales already means that around 25% of the company's turnover comes from returning customers. This amount is planned to rise to over 50% in the next few years and will therefore have a significant positive impact on returns.

Market

The total market for handicraft supplies in Germany amounted to around €1 billion in 2023, according to the industry association Initiative Handarbeit. With sales of €370 million, the crochet and knitting yarn segment was the largest single segment in 2023 and recorded a significant increase compared to the previous year (2022: €350 million). Sustainability and traditional craftsmanship continue to be hot topics, as do the conscious use of textiles and the rethinking of fashion consumption habits.

OONIQUE's competitors are physical local wool retailers with a significantly smaller product range and a lack of digitalization. The number of local wool stores is falling by 10-15% per year. Online retailers that only sell wool but do not (or cannot) curate knitting sets and do not have an automated and scalable shipping and fulfillment platform are growing moderately and therefore only compete with OONIQUE to a limited extent.

OONIQUE is characterized by a modern and digital infrastructure. Its own connection to the shipping platform and a low cost base lead to major competitive advantages. However, one of OONIQUE's unique selling points is its branding. OONIQUE's own products, such as knitting and crochet instructions, rulers, stitch markers, needles, etc., ensure that customers are increasingly loyal to the OONIQUE brand. The curation of yarns from different manufacturers enables a broad and ever-growing range and in turn encourages repeat purchases. OONIQUE is already established on social media and uses its own content on all relevant channels such as Instagram, TikTok, Pinterest, Facebook and YouTube. The young customer group in particular is addressed in this way. In this way, a large reach is achieved and converted into sales.

Management

Distribution of company shares

Boris Hardi: 78.5% of the company shares via HVV Vermögensverwaltung
SevenVentures: 14.2% of the company shares
Angel Investors: 7.3% of the company shares

Company structure

OONIQUE GmbH is a sole proprietorship without a parent company or subsidiaries.

Use of funds

Note:
*Bonuses will only be awarded to investors when the investment project is finalised and after the financed amount has been paid out to the company, approximately 4 weeks after the financing is closed.

Your voucher code is expected to be displayed in your Invesdor portfolio from 19.06.2024.

The code can be redeemed on any order (up to and including 31.03.2025) in the OONIQUE online store.

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Note:

In this update section you will find new, project-relevant information that we receive.

Invesdor does not conduct a separate review of information received after the start of the financing phase.

UPDATE 29.05.2024:
Investor Daniel Schleif on OONIQUE and "OONIQUE goes school"
 

Why is this important?

There are over 15,000 schools in Germany - a huge network of learning centres waiting to be enriched with valuable, practical skills. Knitting as a craft offers numerous benefits: it develops pupils' fine motor skills, concentration and patience. It also teaches creativity and an awareness of sustainability. Those who knit make a conscious decision against fast fashion.

The economic potential

The market for sustainable and creative educational projects is growing steadily. Parents and educational institutions are very interested in supporting their children and students not only digitally, but also through handicrafts. Knitting has the potential to become a significant part of the school curriculum, especially in the context of environmental awareness and sustainability.

Here are some facts that illustrate the economic potential:

• The market for creative hobbies and DIY projects in Germany amounts to several billion euros annually.
• The education market in Germany, especially for extracurricular educational programmes, is growing continuously and offers great potential for innovative projects. By introducing knitting courses in schools, we can not only have a positive impact on pupils' development, but also tap into a new market. The project can easily be extended to neighbouring countries for even greater reach and impact.

Why OONIQUE?

OONIQUE has already established itself as a pioneer in the field of creative and sustainable craft projects. With our expertise and your investment, we can make "OONIQUE goes School" a great success. We are ready to provide schools with all the necessary materials, curricula and support to establish knitting as an integral part of everyday school life.

I cordially invite you to become part of this mission and join us in inspiring and empowering the next generation. Let's tap into the million-dollar market for sustainable education projects together and have a positive impact on society in the process.

Let's Start being Oonique."

OONIQUE launches "OONIQUE goes SCHOOL" - another high-revenue potential area in the millions

OONIQUE is introducing a new project with significant revenue potential: OONIQUE goes SCHOOL. This initiative aims to reintroduce knitting and crocheting in schools, teaching children the values of sustainability and craftsmanship while unlocking a multi-million euro business segment.

The project is being realized in collaboration with Daniel Schleif, an experienced founder of private schools and daycare centers and managing director of Baumhaus Kitas GmbH, and Johanna Jacob, COO of OONIQUE and a trained psychologist and educational scientist. Together, they aim to ensure that children not only learn the techniques of knitting and crocheting but also develop an awareness of sustainable craftsmanship.

UPDATE 16.05.2024: Investor Q&A

1. The outlook shows 45k as interest annually on 1mln of loans. The loans are being repaid. This does not seem to affect the budget. What are the interest arrangements on the loans? There is loan from shareholders and from PayPal. 4.5% seems to be the average rate based on budget, but how fixed or dynamic are those agreements?

Oonique:
"The Shareholder loans are based on a 5% interest and may only be repaid via a refinancing through another bank for the financing of stock. Crowdfunding capital will not and cannot be used to pay back the loans. The terms are not fixed. "