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Angry Orange | Acquired November 2018* | Pet Supplies

Helping the World Smell Better

Octupling the Premier Name in Odor Eliminator in 2 Years

100%

Seller achieved 100% of their earnout

1,860%

Average monthly pay-per-click sales increased 1,860% from 2019 to October 2021

$23.1M

Increased trailing 12-month revenue from $2.5M to $23.1M

The Origin Story

Angry Orange, a pet-odor eliminator spray, was a 4-year-old brand generating more than $2 million in annual revenue when founder Adam St. George decided to exit the Amazon FBA game. Within a week of meeting the team at Thrasio, the deal was done.

The Challenge

This commercial-grade product was a smashing success, but the brand needed to become consumer-ready. The only logical move was a comprehensive rebrand of the entire Angry Orange product line.

Improved Packaging

To make the product consumer-ready, we completely revamped the packaging. A comprehensive rebrand of the Angry Orange product line told a story that also built consumer trust.

These improvements lent themselves to impactful listing optimizations, emphasizing the brand story and value within listing copy, imagery and video, and A+ content.

Robust Marketing

Thrasio’s marketing team drove growth from both on-Amazon placements as well as off-Amazon, traffic-generating channels like Facebook and Google. With its high level of consumer interest, it was clear Angry Orange had the chops to grow into DTC channels as well, contributing 21% of total sales since March 2020. Thrasio’s marketing initiatives also included influencer marketing agreements, which have evolved to include celebrity endorsements.

Product Development

The original 8oz Angry Orange concentrate was a hero product that earned a loyal cult following. Thrasio took product innovation to a new level by creating a ready-to-use version of the concentrate in multiple sizes, including a gallon jug. We expanded the product line to include a ready-to-use spray for stain removal and introduced a bathroom spray in early 2020.

Enhanced Distribution

Angry Orange has since experienced steady growth on Amazon. Thanks to our wholesale team, consumers also can find it on retail shelves. Select Target, Walmart, Ace Hardware, and True Value stores now sell Angry Orange to shoppers across the United States.

Hear the Seller’s Story

 

*Our case studies are for general information purposes; they are not guarantees of future performance and undue reliance should not be placed on them. Each study is based on a particular set of facts and conditions at a point in time and may involve known and unknown risks and uncertainties. The performance, financial results, and projections for the products or sellers in these case studies may not be parallel in others.

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