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The Herd Group Holdings Ltd

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Herd Group is a parent company of award winning outdoor apparel & accessory brands for men & women

183%
 - 
5 days left
£200,000 target
£366,516 from 246 investors
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Business overview

Location Hook, United Kingdom
Social media
Website bit.ly/theherdgroup
Sectors Travel, Leisure & Sport Digital Mixed B2B/B2C
Company number 14426992
Incorporation date 18 Oct 2022
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Investment summary

Type Equity
Valuation (pre-money) £4M
Equity offered 8.39%
Tax relief N/A
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Business highlights

  • Over 10 years of experience in the cycling and outdoor market
  • Award winning cycle clothing range & award winning retailer.
  • £13.5m in total combined revenue with 2.2 orders per customer
  • Over 83k customers, with nearly 10k reviews averaging 4.9 / 5
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Key features

  • Secondary Market
  • Seedrs nominee min. £11.01 +
  • Direct investment min. £15,000.00 +

Idea

Introduction

We believe that people should adventure more. Cycle, run and swim more. Step away from the desk & explore the outdoors more.

Ultimately, we believe that people need a little more freedom in their life and we want to provide the kit, and inspiration that empowers them to do so.

We have been doing just that with Stolen Goat for over a decade, with our award winning cycle, run & swim apparel for men & women.

The Herd Group Holdings (parent company) has now added VeloVixen (award winning online cycling retailer & brand for women) and Wildcat (online bikepacking brand and retailer) to the mix.

Over the last ten years, all three brands have been building a community of like-minded people along the way. We call this group The Herd, they form the backbone of what we do.

Added to this is Bleat Creative, our very own marketing agency that powers these brands and provides marketing services to external companies, allowing us to scale our creative marketing efforts as we grow.

Monetisation strategy

The group currently has 4 revenue generating companies but we can split these into 2 models - B2C and B2B.

B2C being the online sales from Stolen Goat, VeloVixen & Wildcat. This is where the majority of the revenue for the group comes from.

Over the last 3 years the combined B2C revenue for these companies is £8.5m or just over £240k per month.

Using Stolen Goat as our main point of reference, we have so far achieved a CAC (cost per aquisition of customer) of just £24.57 which speaks volumes about our organic and word of mouth growth. Based on that, we have a LTV:CAC ratio of 7 to 1 (£7 generated for every £1 spent on marketing).

The B2B element is the wholesale selling of product to retailers, our custom kit (although this is technically a mix of B2B and B2C transactions it is more often a lump sum transaction to another business or group), and recently added: the services offered by Bleat Creative.

Over the last 3 years B2B mainly led by apparel brands has generated just over £1.2m.

*Based on unaudited management accounts*

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £4,000,300

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

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Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

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Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

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