Heavy Metal Merchant
About the Company
Heavy Metal Merchant is a specialized eCommerce store that sells licensed heavy metal merchandise. The product line includes apparel such as t-shirts, hoodies, and beanies, as well as accessories like wristbands and gloves. Over time, they’ve also expanded to include their own merch designs. The company’s mission is to provide authentic and high-quality music merchandise to metal fans worldwide. By sticking to official products, Harrison ensures that everything they sell aligns with the brand ethos of supporting the music industry and bands.
The company ships thousands of items every month and serves a dedicated global fanbase. Heavy Metal Merchant’s operations have grown from humble beginnings to managing a broad product range through collaborations with over 40 suppliers and manufacturers.
Idea Behind Company
Dave Harrison’s idea for the company stemmed from his early passion for heavy metal music and his experience in the music industry. As a young musician in metal bands, Harrison was already surrounded by the heavy metal culture and understood the fans’ unique merchandise needs. His background in the music business, combined with a growing interest in marketing, inspired him to start an online business.
Harrison realized there was a demand for metal merchandise that wasn’t readily available in mainstream stores. He also identified an opportunity in online sales during the rise of platforms like eBay. Selling his record collection and noticing strong customer demand, Harrison had his "aha" moment, and the Heavy Metal Merchant concept took shape.
Creating the Company
Heavy Metal Merchant started with Harrison selling his vinyl record collection online. With no external financing, he bootstrapped the business from his living room, reinvesting every dollar back into the company for the first six months. As the business grew, Harrison began building a team, hiring employees, and scaling up operations.
The early days involved leveraging online marketplaces like eBay to generate sales, later transitioning to the company’s own website. Harrison’s understanding of the niche audience and his focus on delivering high-quality licensed merchandise helped the business establish a strong foothold. The company’s organic growth, driven by customer loyalty and word-of-mouth, was a key factor in its early success.
Launching the Business
Heavy Metal Merchant launched its official website after initial sales success on eBay. Early challenges involved building an efficient website and streamlining the order fulfillment process. Harrison focused on learning SEO and keyword research, which helped the website attract more customers organically.
Heavy Metal Merchant's social media presence also played a role in its growth, with platforms like Facebook and Instagram helping to raise awareness. Harrison learned to test different marketing strategies, such as avoiding frequent newsletters, and finding a balance between advertising and organic customer engagement. This thoughtful approach helped the company build a dedicated fanbase, which continues to support the brand.
Earnings
Today, Heavy Metal Merchant generates around $45,000 per month in revenue. The company has seen steady, manageable growth over the years, maintaining profitability for more than 12 years. Heavy Metal Merchant’s business model relies on organic growth, without any external financing, and focuses on providing value to loyal customers.
By expanding product lines and consistently introducing new items, Heavy Metal Merchant keeps its customers engaged and returning for more. The company continues to grow steadily and remains committed to supporting the heavy metal community while exploring new opportunities for future expansion.
