I really like this company. It is the largest online retailer of certified diamonds and fine jewellery. On their web site they underline that “Internet Retailer Magazine reports Blue Nile is bigger than the next three largest online jewellers combined. The company is built on a unique idea: choosing an engagement ring doesn't have to be complicated. Diamonds can be simple to understand. Making the right choice can be easy.”
Last year revenues were $203 M, the 06 forecast is around $252 M with a net Income of $12 M. The market cap, yes it is a listed company (ticker NILE), is approximately $650 M. In 2005, 72% of the sales were diamond engagement jewellery. The average order size is huge at $1 884 (+6.3%!!!).
Blue Nile has a 50% market share in the online engagement ring market and the company expects to increase this figure. Actually, they are doing pretty good as they reported for Q3, revenues ahead of expectations. Their current strategy is built on two main axes: diversification of the product catalogue and international expansion. But the online jewellery market is becoming more crowded and therefore the customer acquisition cost is expected to outpace the sales growth. According to some analysts, Blue Nile will have to increase its marketing budget in order to maintain its predominant position.
Once again, this is an example of what I strongly believe: all kind of products can be sold on Internet, even expansive ones like diamonds! I talked about that here with Sarenza, the on line shoe retailer.
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33 comments:
I agree with you, Blue Nile is a real success story! You mentioned Yoox in your favourite links, do you know Asos?
these e-commerce companies that focus on a niche have a great future. On the other hand, it will be more and more difficult for the other ones.
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