The original idea of eliminating the chore of buying black men’s socks hit the mark!
Launched in 1999 by Samy Liechti, the Swiss e-commerce company Blacksocks (via its website www.blacksocks.com) offers its subscribers the possibility of sending packages of three pairs of socks several times a year. In fact, 60% of its customers in 2001 are still loyal today.
Having resisted the bursting of the Internet bubble in 2000 thanks to its refusal to turn to investors and venture capitalists, the firm of six employees has expanded progressively: its turnover reached one million euros in 2001, increased by 55% in 2005, and then by 20% per year thereafter.
Distributed in 75 countries, the brand, which is celebrating its 10th anniversary this year, sent out its millionth pair last year!
Audrey Maillard
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