Hoagard
About the Company
Hoagard, co-founded by Ali Bedrettin Boz and Cagri Ayten in 2014, began as a small-scale hobby and developed into a unique brand specializing in metal wall art. The company quickly became known for its geometric animal designs and the widely popular “world map” decor. Hoagard’s growth was notable due to its lack of initial investment, pushing the founders to find creative ways to fund and scale the business.
Originally, Hoagard struggled to establish itself due to financial constraints and challenges in securing production resources. Yet, by 2016, the business saw significant traction, with annual revenue reaching €4.5 to €5.5 million. Today, the company remains profitable with monthly earnings around $415,000, leveraging its distinct designs to build brand loyalty among decor enthusiasts. Hoagard’s dedication to producing high-quality, design-forward metal wall art has enabled the company to expand its reach across multiple international markets, including Europe, the U.S., and Australia.
Idea Behind Company
Cagri Ayten, an engineer-turned-musician, developed the idea for Hoagard through a shared interest in design with friends from architecture and graphic design fields. Originally dabbling in poster designs, Ayten and his co-founder recognized an opportunity in a niche market for metal wall decor. Metal art presented a “blue ocean” approach, offering a unique product with minimal competition, while its durability and striking appearance made it ideal for shipping and e-commerce.
The co-founders initially focused on Scandinavian-inspired geometric and steampunk themes, establishing a design style that would become Hoagard’s signature. The idea of metal wall decor was unconventional, but the founders believed it held significant market potential. After successful testing with small-batch designs, they launched their unique metal art pieces as Hoagard’s core product, catering to modern interior decor trends.
Creating the Company
Launching Hoagard involved overcoming many hurdles, from sourcing reliable suppliers to building an efficient e-commerce infrastructure. Ayten and his team of five handled everything internally, including product design, marketing, customer service, and logistics, making Hoagard’s initial journey a challenging one. Their work included finding a manufacturer willing to produce small-batch metal art products, a difficult task due to limited initial demand.
Brand identity was a key focus. The name “Hoagard” was chosen for its memorability and its ability to convey the brand's aesthetic. The team also emphasized branding in areas like customer service and packaging, ensuring that every interaction reflected Hoagard’s identity. Establishing a cohesive brand identity helped Hoagard stand out in the competitive online decor market and connect with its target audience on a deeper level.
Launching the Business
Hoagard’s launch was gradual, focusing on local customers and eventually expanding internationally. Early marketing relied heavily on visual platforms like Instagram and Facebook, ideal for showcasing their intricate metal art designs. These platforms, paired with effective Shopify integrations, helped Hoagard to scale without external funding. The company began to attract attention globally, with early international sales marked as significant milestones.
The first website iterations were simple, with updates gradually enhancing usability and customer experience. Hoagard expanded advertising channels to Google and YouTube, capitalizing on their potential to reach a broader audience. Over time, Hoagard’s sales increased, aided by targeted ads, strategic visuals, and regular optimization of the online shopping experience. This organic approach to scaling allowed Hoagard to grow sustainably without venture capital, focusing profits on advertising and expanding operations.
Earnings
Today, Hoagard generates a substantial income from its e-commerce site and select marketplaces, with 85% of sales from its website and 10% from marketplaces. Monthly revenue stands at approximately $415,000, supported by high-performing ads and a well-managed supply chain. The business’s profitability allows for reinvestment into marketing, design, and R&D to maintain a competitive edge in the growing e-commerce market.
Looking ahead, Hoagard plans to expand further by adding new product categories such as carpets and home accessories. The team is also focused on opening logistics centers in different countries, enhancing global reach. Despite rising competition and increased operational costs, Hoagard aims to strengthen its market position by continuously innovating and improving customer experience across all platforms.
