Highly engineeered camping tents and tent systems - climate controlled, acoustic and light insulating
Business overview
Location | Tralee, Ireland |
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Social media | |
Website | www.cruaoutdoors.com |
Sectors | Travel, Leisure & Sport Mixed Digital/Non-Digital Mixed B2B/B2C |
Company number | 553249 |
Incorporation date | 26 Nov 2014 |
Investment summary
Business highlights
- Gross Margin of 65% in 2023
- Est TAM of $23.27 Billion in 2024 (USA)
- Product delivered to over 30,000 customers
- CRUA Quad launched in 2024, under new brand voice
Idea
Introduction
Anyone who has spent a night in a tent knows exactly the problem we’re solving.
Always too hot, too cold, too noisy, too bright. Just damned uncomfortable.
Tents don't have to be like this… and that's where we come in.
Our CRUA Culla offers you an insulated Cocoon or ‘haven’, which gives our customers the best possible sleep in the wild. Our CRUA Cullas are available as part of an overall CRUA camping system, or crucially as stand alone air frames inner cocoons which can be retrofitted to most existing outer tents.
Monetisation strategy
Direct to Consumer Approach:
CRUA’s business model is primarily based on direct to consumer online sales through our own website - cruaoutdoors.com (utilising Shopify Plus Enterprise package to enable scale) and carefully selected third party marketplaces and drop-shippers such as Amazon and Bass-Pro.
Our Gross Margin currently is at c. 65% in 2023 and we’ve implemented changes through which we aim to raise this to above 70% in 2024. We’re now also aiming to improve contribution margin and break-even at the bottom line in the same period. We've prioritized building excellent unit economics in 2024.
Our target audience is 40+ y/o, professional, with an above average disposable income, primarily in the USA. This means that premium quality, performance and service are key, rather than price sensitivity. And, our USP gives us the opportunity to own this space. Hence the investment in top of funnel marketing and R&D.
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