Anime Town: 25% Pre-order Deposit Model
A 25% pre-order deposit model, recommended during the 2020–21 lockdowns, that grew sales 30% year on year to a peak of A$420k in annual revenue.
The context
Anime Town imports collectable figures from Japan and sells through retail and expo channels. The 2020–2021 lockdowns combined a sharp AUD/JPY weakening with a surge in online demand, while Japan-based supply ran on long, unpredictable lead times.
The problem
The business faced weakening AUD raising landed cost, supply delays out of Japan, and a sudden demand spike from housebound buyers. Without a way to lock in cashflow and inventory commitments early, it risked missing the demand window or wearing FX moves on stock that had not yet shipped.
The approach
Analysed customer purchase behaviour, sales trends and AUD/JPY movements alongside stock performance in Excel and Google Analytics.
Modelled the cashflow impact of moving customers to a 25% pre-order deposit during the lockdown window.
Adopted the deposit model to secure inventory commitments at favourable rates while the demand surge held.
The results
25%
Pre-order deposit instituted
Locked in cashflow ahead of long Japan-side lead times.
30%
Average year-on-year sales growth
Since the 2020–21 lockdowns.
A$420k
Peak annual revenue
Reached after Victoria reopened; the store closed in 2023.
The deposit model went into effect during lockdown. Deposits covered stock commitments through the long Japan lead times, and sales grew 30% year on year on average from the lockdowns onward. Revenue kept climbing once Victoria reopened, peaking at A$420k a year, and the store closed in 2023 to balance work and life.
What it ran on
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