AXIL Brands, Inc. (AXIL) engages in the manufacturing, marketing, sale and distribution of high-tech, hearing and audio enhancement and protection products that provide cutting-edge solutions for people with varied applications across many industries and professional quality hair and skin care products under various trademarks and brands. These products lines are both sold throughout the United States, Canada, Europe and Asia.
Segments
The company conducts its business through two operating se...
AXIL Brands, Inc. (AXIL) engages in the manufacturing, marketing, sale and distribution of high-tech, hearing and audio enhancement and protection products that provide cutting-edge solutions for people with varied applications across many industries and professional quality hair and skin care products under various trademarks and brands. These products lines are both sold throughout the United States, Canada, Europe and Asia.
Segments
The company conducts its business through two operating segments: hearing enhancement and protection, and hair care, and skin care.
Hearing Enhancement and Protection Segment
Following the June 16, 2022, A&A acquisition and under the AXIL and related brands, the company creates high-tech, hearing and audio enhancement, and protection products to provide cutting-edge solutions for people with varied applications across many industries, including ear plugs, ear muffs, and ear buds. Following the acquisition, the company shifted its primary business focus to the sale of its premium audio enhancement and protection products sold under the AXIL brand. The company designs, innovates, engineers, manufactures, markets, and services specialized systems in hearing enhancement, hearing protection, wireless audio, and communication. The company distributes its products through direct-to-consumer eCommerce channels and local, regional, and national retail chains. The company serves the sporting goods market, military, federal agents, law enforcement, tactical, fitness, outdoor, industrial, sporting, and stadium events. The company focuses primarily on the U.S. markets, followed by Canada, Europe, Australia, New Zealand, and Africa.
Through its hearing protection and enhancement segment, the company produces 22 products with 38 different stock keeping units (SKUs) and has plans to continue expanding the product lines. The product line includes ear buds, earmuffs, ear plugs, and outdoor speakers. Some of the products incorporate Bluetooth technology that the company continually develops to enhance the hearing experience while protecting the ears. AXIL engages product design services to align consumer preferences with the brand image, ensuring that all product lines will correlate. The majority of sales occur through direct-to-consumer via www.goaxil.com, third-party platforms, dealers, and distributors. The company's intellectual property portfolio in this segment includes 2 trademarks and 3 active patents globally.
The company’s products in this segment include GS Extreme sound enhancement and hearing protection ear buds with Bluetooth functionality, XCOR True Wireless, digital ear buds with touch control, TRACKR Blu advanced sound enhancement, hearing protection, and Bluetooth audio earmuffs and X-PRO passive ear protection.
The company’s hearing protection and enhancement segment continues to grow as it enters into new distribution and licensing agreements. The company’s target markets include industrial, construction, farm and agriculture, aviation, forestry, and recreational markets (such as fitness, hiking, biking, auto racing, target shooting, hunting, power sports, power tools, motorcycling, stadium and concert events).
Hearing Enhancement and Protection Marketing and Sales
The company is growing the business as it continues to enter into new distribution and licensing agreements. There is focus on public safety and security markets, as well as entertainment venues. Sales are primarily driven by paid advertising, the expansion of the company’s distribution network, and strategic partnerships, with continued growth expected. The company continues to expand its marketing footprint in organic social, affiliate, and search engine optimization. The company has increased its focus on opportunities in domestic and international distribution and retail sales and is allocating resources to expand its sales team, based on capital performance and available opportunities.
Hearing Enhancement and Protection Competition
The hearing protection and enhancement segment competes with ISOtunes, Walker’s, SureFire, Sordin and others.
Hair Care and Skin Care Segment
The company’s hair care and skin care business consist of manufacturing, marketing, sale and distribution of professional quality hair and skin care products under various trademarks and brands and has adopted and used trademarked products for distribution throughout the U.S., Canada, Europe and Asia pursuant to the terms of 12 exclusive distribution agreements with various parties throughout its targeted markets. the company’s manufacturing operations are outsourced and fulfilled through its co-packers and manufacturing partners.
Currently, the company produces 8 products with 16 SKUs and plan to expand its product lines in the foreseeable future. The company’s intellectual property portfolio in this segment includes 1 trademark globally.
The company's primary focus in the hair and skin care segment is to expand its distribution and salon sales through new and existing domestic, and international distributors. The company is maintaining its emphasis on direct-to-consumer marketing through its e-commerce site and various third-party online platforms. Additionally, the company is exploring new revenue opportunities, including co-branding, and private-label manufacturing.
Hair Care and Skin Care Marketing and Sales
The Reviv3 Procare brand stands for skin health and the benefits of a healthy scalp and hair follicles. Currently, the company sells its hair and skincare products under the Reviv3 Procare brand, which includes 8 distinct products. The company’s Reviv3 Procare System is a series of products that are meant to be used together or on a stand-alone basis. The hair care products consist of PREP shampoo, PRIME conditioner, and TREAT maintenance care. The company also sells an introductory kit that includes all three Reviv3 Procare products. In addition, the company has products dedicated to hair treatment and repair. Currently the company has 3 products in its treatment and repair line. BOOST is designed to deliver nutrients and increase circulation to the scalp MEND Deep Hair Repair Mask is designed for added moisture and PROTECT is a heat protectant product to prevent damage from irons and dryers. The company also has a stand-alone Thickening Spray for giving hair more volume and body.
The company's hair care and skin care unit focuses on expanding its distribution and salon sales through new and existing domestic, and international distributors. The company is maintaining its emphasis on direct-to-consumer marketing through its e-commerce site and various third-party online platforms. Additionally, the company is exploring new revenue opportunities, including co-branding, and private-label manufacturing.
Hair Care and Skin Care Competition
The hair care and skin care segment competes with Keranique, Zenagen, Revita and others.
Customers
Approximately 91% of the company’s sales were direct-to-consumer via Shopify and Amazon for the fiscal year ended May 31, 2024.
Customer Service and Support
Key elements of the company's customer service approach are listening to customers, empathizing with their concerns, responding timely to their requests, and following up with them to ensure any issues have been properly addressed. In order to ensure that sufficient quality of service is provided, the company uses a customer service platform that integrates all of its systems to provide complete and timely data and tracks all support tickets and conversations with customers.
Strategy
The company's strategy centers on driving growth by expanding market share within existing channels and developing new ones through both online and traditional platforms. The company’s primary focus is optimizing its e-commerce strategies, building sales teams to meet the needs of distribution channels, and enhancing value through strategic partnerships.
The company is in the early stages of executing its geographic expansion into new markets. The company’s innovation strategy continues to prioritize technological improvements in the hearing enhancement and protection sector. The company is researching and analyzing potential new verticals to identify and prioritize product investments that will support the company’s expansion into new markets while continuing to serve its existing target markets effectively.
Intellectual Property
As of May 31, 2024, the company held 3 active U.S. patents and had 3 pending U.S. patent applications covering various aspects of its technology. The company's U.S. patents expire at various times beginning in 2035 and extending through 2038.
The company has 3 federally registered trademarks, which it considers to be of material importance to its business. The registrations for these trademarks are in good standing with the U.S. Patent & Trademark Office. In addition, the company owns reviveprocare.com and www.goaxil.com.
History
The company was incorporated in 2015. The company was formerly known as Reviv3 Procare Company and changed its name to AXIL Brands, Inc. in February 2024.
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