Superworld Comics
About the Company
Superworld Comics, Inc., established in 1987, focuses on buying and selling vintage comic books from the 1930s to the 1970s and original comic art. The company appeals to three key customer bases: nostalgic readers, collectors, and investors. Notably, the market value of Golden and Silver Age comics has steadily risen since the 1970s, adding an investment dimension to their products. They operate through their website, eBay, and major conventions like Comic-Con International in San Diego. The COVID-19 pandemic required them to adapt by enhancing online marketing and hosting live sales shows such as "Treasure Chest Tuesdays" on Instagram.
Superworld Comics employs four staff members, including Ted and Lisa, with each contributing unique skills. For instance, long-time employee Jose Rivera co-hosts live events, bringing his extensive pop culture knowledge to the table. Their two sons, Adam and Joe Fish, play significant roles in production and marketing efforts.
Idea Behind Company
Ted VanLiew’s love for comics began in childhood, fueled by his fascination with their imaginative worlds and art. As a young adult, he started collecting comics, blending this passion with his background in art and advertising. Lisa, a communications/media professional, joined Ted to form a creative partnership that would later birth Superworld Comics.
The pivotal moment came in 1987 when Ted bought a comic collection from a friend. Selling parts of it to repay a loan proved profitable, sparking the idea of turning his hobby into a business. The couple initially ran the venture alongside their other freelance projects but soon transitioned to focus solely on comics as its profitability surpassed their other endeavors.
Creating the Company
Superworld Comics began humbly in a spare bedroom with handwritten ads in comic fan magazines like Comic Buyers Guide. The couple packed and shipped products from their dining room, gradually attending local comic shows in Massachusetts and Rhode Island to expand their reach. Lisa contributed significantly by developing their first catalog, with neighborhood kids helping to assemble it.
Their business gained momentum with the introduction of a database for inventory and their first website, albeit basic by modern standards. Key partnerships, like working with comic dealers such as Gary Dolgoff, enabled them to acquire and sell inventory on flexible terms, helping sustain the business through its early stages. Incorporating credit card payments marked another turning point, facilitating customer transactions and boosting sales.
Launching the Business
Their first breakthrough came at a New York City convention in 1996, where they realized the vast potential of the comic book market and forged lifelong business connections. Later, partnering with a knowledgeable web developer helped them create a more functional and inventory-connected website. This professional online presence significantly boosted sales and efficiency.
In 2000, they moved operations from their home to a warehouse in Worcester, MA, marking a significant expansion. Subsequent moves, including a retail plaza space, allowed them to manage their growing inventory and team. Strategic financial decisions, such as obtaining a line of credit and investing in marketing, fueled further growth.
Earnings
Superworld Comics generates $90,000 in monthly revenue, largely attributed to its expert positioning in the collectibles market. The company’s marketing emphasizes Ted’s expertise and their exceptional customer service, building trust and loyalty. Social media platforms, targeted Google Ads, and newsletters help attract and retain a dedicated customer base.
Their product scarcity drives demand, especially amidst the rising popularity of Marvel movies. By balancing modern strategies like e-commerce with traditional methods like conventions, Superworld Comics has maintained steady growth and looks forward to expanding its physical space and inventory acquisition capabilities. Their long-term vision reflects a promising future for both the business and the collectibles market.
