E-commerce in secondhand LEGO (niche)

Active since 2020, this specialized e-commerce company has established a leading position within the niche market for secondhand LEGO, specifically focusing on an iconic, discontinued product line. The company serves a global customer base through its own online store, multiple marketplaces, and social media. The United States is the largest market, followed by Western Europe and Australia. To date, more than 7,000 orders have been successfully processed, with stable annual revenue ranging from €150,000 to €230,000.

Products and Services
The company offers a carefully curated selection of secondhand LEGO products, with a complete focus on a single theme. The selection consists of complete sets, individual pieces, and bundles, sold through its own online store and international marketplaces.

Business Activities and Customer Base
The company focuses on an international niche market of secondhand LEGO collectors and enthusiasts, including adult collectors, nostalgic buyers, younger builders looking for items no longer available, and resellers and hobbyists. These customers are loyal, driven by collectible value and nostalgia. The online store is accessible worldwide and not location-dependent.

Strengths
The company distinguishes itself through deep specialization within an internationally recognized niche, with an international customer base, high repeat purchase rates, and low fixed costs. Recent investments in branding and the online store are strengthening its market position.

Organization and Operations
The business is run part-time by the owner, supported by three part-time employees, with all operational processes managed from a professionally equipped home office. Thanks to its lean structure, fixed costs are low and the business is easily scalable; moving to an external warehouse would provide room for further growth and efficiency.

Opportunities and Growth Potential
Growth opportunities include participating in trade shows, expanding the product range to include more individual pieces and additional LEGO themes, increasing sales through social media and new platforms/marketplaces, professionalizing existing marketplace profiles, sourcing more inventory from abroad, and potentially acquiring competitors. In addition, expanding the company’s own online store and hiring staff to work more hours provides room for growth. So far, the owner has built the business solely in the evenings and on weekends; full-time operation—for example, from a warehouse—offers significant potential for further scaling.

Additional Information
The niche market for secondhand LEGO products is showing sustained growth, partly due to renewed attention from LEGO itself toward this theme. In 2023, an official announcement led to record revenue. The company has gradually established itself as a leader in its segment and offers potential for further scaling by a buyer committed to full-time growth.