shackletonsltd.co.uk
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Shackletons: The UK's Hidden Furniture Giant
A 63-person, $16M revenue business quietly dominating senior living furniture
In a world obsessed with digital disruption, Shackletons has spent 65 years handcrafting furniture in the UK, serving a niche that tech often overlooks: the care home and senior living market. They're not a Silicon Valley darling—they're a West Yorkshire institution with 63 employees and $16.3M in revenue.
"While everyone chases SaaS multiples, Shackletons proves that deep vertical expertise and British craftsmanship can build a sustainable $16M business without a single investor."
The Unsexy Niche Play
Shackletons doesn't compete with IKEA or West Elm. They've carved a fortress in care home furniture—a market with sticky, recurring demand. Their 2,284 monthly visits might seem low, but they're hyper-targeted: facility managers, procurement officers, and senior living developers searching for 'banquette seating' (11,610 monthly searches) and 'low sofa' solutions.
The Traffic Paradox
Here's the counterintuitive insight: Shackletons' 2,284 monthly visits are 99% from the UK. They rank #6.7M globally but own their local market. Their top keyword 'shackletons' (120 monthly volume) shows strong brand recall, while 'banquette' and 'banquette seating' reveal their B2B focus—these aren't consumer searches, they're commercial procurement queries.
The tech stack tells a story of pragmatism, not flash. jQuery, Bootstrap, and Google Analytics—battle-tested tools, not trendy frameworks. They use Hotjar to understand user behavior, not to chase conversion optimization vanity metrics. This is a company that invests in craftsmanship, not in the latest React framework.
- 66% organic traffic indicates strong SEO for commercial furniture terms
- Top keywords are B2B-focused ('banquette seating', 'low sofa') not consumer
- UK-only traffic suggests a domestic fortress strategy
- 63 employees generating $16M = $258K revenue per employee
The Anti-Startup Success Story
Proof that boring, vertical-focused businesses with deep craftsmanship can outlast and outperform flashier competitors
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Shackletons | Contract Furniture for Care Homes & Senior Living
Shackletons - handcrafting traditional and contemporary furniture for care homes and senior living since 1959. Furniture handmade in the UK.
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About shackletonsltd.co.uk
Shackletons - handcrafting traditional and contemporary furniture for care homes and senior living since 1959. Furniture handmade in the UK.
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Technology Stack
shackletonsltd.co.uk uses 15 technologies across their website including Google Maps, PHP, WordPress, and more.
Maps
Google Maps
Programming Languages
PHP
CMS
WordPress
Customer Support
Tawk.to
E-commerce & Payments
WooCommerce
Analytics & Marketing
Hotjar, Google Tag Manager, Google Analytics
Traffic & Audience
shackletonsltd.co.uk receives approximately 2.3K monthly visitors and ranks #6,709,846 globally. The website has a bounce rate of 43% with visitors viewing an average of 2.0 pages per visit. Users spend an average of 0:30 on the site.
The majority of shackletonsltd.co.uk's traffic comes from .
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