Empyre Off-Road
About the Company
Empyre Off-Road is a niche e-commerce business focusing on aftermarket parts for Toyota trucks, specifically Tacoma, Tundra, and 4Runner models. The company’s flagship product is aluminum grille inserts, which sparked its growth. Over the years, the business has diversified its offerings, including lighting, bumpers, roof racks, and decals for its target vehicles. Although starting as a side hustle, Empyre Off-Road now generates over $1.2 million in annual revenue and continues to grow, largely due to Greg’s expertise in digital marketing.
The company prides itself on offering high-quality products at more affordable prices than its competitors. It leverages digital marketing, content creation, and a strong online presence to attract a loyal customer base. Additionally, by drop-shipping other automotive products, Empyre Off-Road has expanded its inventory without increasing overhead.
Idea Behind Company
Greg Shuey’s idea for Empyre Off-Road originated from a personal need. After buying a Toyota Tacoma, Greg wanted to customize his vehicle but found existing aftermarket parts to be overpriced. This led him to partner with a local fabrication shop to create his own affordable grille inserts. His research in online forums confirmed a demand for lower-cost, high-quality parts, which inspired him to start Empyre Off-Road.
Identifying a market gap in the relatively underserved Toyota truck modification space, Greg validated his idea by engaging with potential customers online. He found that most competitors were overpricing their products due to a lack of competition. This realization gave him confidence that he could offer superior products at lower prices.
Creating the Company
To create his first product, Greg worked with his engineer brother to develop CAD designs for the grille inserts. After several iterations and prototypes, he collaborated with a local fabrication shop to finalize a durable, weather-resistant grille that would fit the Tacoma. Though the initial prototype didn’t fit, Greg and the team refined the design until they achieved a perfect product.
With the product ready, Greg invested around $2,000 for the first batch of 25 grilles, priced significantly lower than competitors. To launch the business, he built a website, developed a social media presence, and began engaging directly with his target market. Greg handled early logistics, including packaging and shipping, personally, which helped him understand the nuances of fulfillment and improve the process over time.
Launching the Business
Empyre Off-Road’s early days were marked by Greg’s determination to grow the business through digital marketing. He initially built the website on WordPress and WooCommerce, but later switched to Shopify for scalability. The first batch of grilles sold within two months, and sales picked up significantly in the following months. Within three to four months, Greg was selling around 30 grilles a month and expanding into new product categories, like lighting and decals.
Greg financed the business using a credit card, spending around $4,000-$5,000 on product development, packaging, and web expenses. He emphasized lean operations, working only around five hours a week on the business. Despite the limited time investment, his strategic focus on marketing and customer engagement allowed him to scale the business quickly. Today, Empyre Off-Road has expanded into drop-shipping, allowing for a broader product offering without significant upfront costs.
Earnings
Empyre Off-Road consistently generates substantial profits, achieving net income margins as high as 40% in its early years. As the company expanded its offerings through drop-shipping, profitability margins declined slightly to 30%. Despite the lower margins from drop-shipping, the business has grown its revenue through a larger product catalog, attracting repeat customers, and cross-selling additional products.
Greg aims to double the company’s revenue by expanding the product line further and investing in new product development. Although development costs may reduce short-term profits, Greg believes it will position the business for sustained growth. His long-term goal is to sell the company by 2023 and launch additional e-commerce ventures.
