We Sell Mats

Creating brand value beyond affordability for a family-owned business.

Original Brankmark and Direct-To-Consumer Website

We Sell Mats began about 14 years ago out of the home garage of Ken and Missy Richardson—and quickly grew into a thriving e-commerce business that expanded into multiple categories: gymnastics equipment, foam and rubber flooring, and fitness mats.

Despite their success, sales on Amazon eventually plateaued as cheaper overseas competitors flooded the marketplace, making it harder for the brand to win customers on price alone. The brand was in need of an identity system that could align them with a clear core audience, bring unity across a wide range of products, and establish the company as a trusted American brand.

Inspired by the inclusivity of American Olympics, the new brand identity was designed to convey everyman personality and heroic strength. Athletic, but approachable, the new brand appeals to the aspirations of young gymnasts while maintaining a look and feel that is relatable to parents and workout enthusiasts of all ages.

Launched in early 2019, the rebrand proved to be a driver for YoY growth and has allowed the brand to command a higher price point in an increasingly commoditized market. In 2019, We Sell Mats saw a little over $1.5 million in 1P sales on Amazon. In 2020—$2.5 million. Sales continue to grow and are expected to reach over $3 million by the end of 2021.