Americans love their sports. In fact, many males love them to
death. According to a study by Xavier University of obituaries from
19 newspapers, 15% of men's obituaries mentioned some form of
sports fan identification. Their closest loved ones knew how much
the deceased's team meant to them.
What do these men get as gifts for Christmas? For their birthdays?
Team-logoed clothing, home decor and other sports collectibles.
One tiny $56 million company is positioning itself as the leader in
providing sports memorabilia and collectibles to fans by partnering
with giant online retailers such as
J.C. Penny's (
Amazon (Nasdaq: AMZN)
Dreams Inc. (
is a sports memorabilia company based in Plantation, Florida.
Through 18 brick and mortar shops, along with catalogues, online
shops, franchises and affiliates, Dreams offers sports fans
licensed team apparel, collectibles, autographed memorabilia,
custom display cases and high-end framing.
The company operates two main e-commerce sites,
ProSportsMemorabilia.com and FansEdge.com. FansEdge is the
company's flagship online brand. In 2009, sales at this website
grew to $60 million up from just $4 million in 2004. But that's
just the beginning. Dreams also offers this platform as a turnkey
webshop to an impressive list of clients, including AOL Sports,
Majestic Athletic and the Philadelphia Eagles.
At the end of 2009, a total of 50 clients used the company's
syndication services. Dreams also has agreements with Amazon.com
and WalMart.com that allow the company to offer its FansEdge and
ProTeam brands at these well-trafficked websites. In total, the
company's e-commerce division recorded sales of $35 million in the
fourth quarter 2009, up from $24.3 million a year earlier.
Total revenues for the quarter ended December 31, 2009, were up
+22.3% to $43.3 million -- a record for the company -- compared
with $35.4 million in the same quarter of 2008. In fact, income
from continuing operations before taxes came to $5.6 million, up
+250% from $1.6 million for the same quarter in 2008. Even better,
the company was profitable last year, and in the fourth quarter the
company earned $3 million, up +165% from the fourth quarter of
And growth like this could continue. In March, the company
announced that it had partnered with NBC Sports to manage
NBCSports.com's online store. According to a recent article
published by TrafficEstimate.com, NBCSports.com sees an estimated
5.2 million monthly website visits and Alexa, an internet traffic
analyzer, estimates that the site NBCSports.com is in the top 500
websites in terms of traffic in the United States. In addition,
Dreams has added more than 40 partner companies in the past 12
Dreams began its partnership with J.C, Penny's in October --
expanding Penny's sports offerings from 1,400 to more than 100,000
-- and full-year financial results have not yet come in. According
to Vista Partners, an independent equity research firm, this
partnership could produce more than $20 million in revenue this
year. Similarly, Walmart.com added Dream's products in the second
half of 2009.
The company had about $580,000 in cash and $11 million in debt at
the end of 2009.
Dreams is a very small company with great growth potential. It is
rapidly building an e-commerce partner network, growing its
revenue, and is already profitable.
Disclosure: Anthony Haddad does not own shares of any security
mentioned in this article.
© Copyright 2001-2010 StreetAuthority, LLC. All Rights Reserved.