24-year-old acquires PickandMix.com domain name in £50K deal
Online pick and mix business PickandMix.com surpassed over £1 million in revenue in 2023 after acquiring the premium .com domain name for £50,000, catapulting their brand ahead of competition.
Commenting on the sweet success of the ecommerce business, William Hale, Managing Director, said: “The decision to buy the domain name was one that I contemplated for a long time. It was either going to be the worst decision I’ve made in business or the best.”
“Fortunately, it turned out to be the latter, and I’m incredibly proud of the results from 2023. It’s testament to our team at the warehouse that we were able to dispatch over 100,000 bags of custom pick and mix last year.”
The acquisition of a memorable ‘exact-match domain name’ was a strong move for the business, and despite the substantial amount paid for the domain, it’s clear from the 2023 results that it has paid off.
William, 24, created the ecommerce business during the first Covid-19 lockdown in 2020. As physical sweet shops were closed, he wanted to create a virtual pick and mix shop where people could create their own bag of pick and mix online with postal delivery.
His business was a huge hit and saw sales boom during the pandemic, and at the start of 2023, the young entrepreneur moved the business into a commercial unit in Cheshire to scale up operations. He now employs seven people and holds almost two tonnes of the nation’s favourite sweets in stock at any one time, from Haribos to American Candy and everything in between.
William was recently interviewed on Channel 4’s Steph’s Packed Lunch to openly talk about the inspiring story behind PickandMix.com and how creating the online business helped him overcome the crippling effects of clinical depression.
For a nostalgic trip down memory lane, have a go at creating your own pick and mix online at www.PickandMix.com.
