The Mannheim-based socks and underwear label Snocks was able to almost triple its sales in the 2021 financial year and achieved a sales record of 32 million euros. The reason for the growth was the expansion of the product range to include women’s socks, underwear and fashion basics as well as the edition of limited collections in cooperation with brands such as Airwaves and Pari (Paul Ripke). “Brands use our cool start-up socks to position themselves even more strongly as lifestyle and urban brands,” explains Johannes Kliesch, who founded the label together with Felix Bauer in 2016 while they were still studying.
Snocks initially started out selling sneaker socks on Amazon and gradually expanded the range to include underwear. Snocks now sells across Europe via Amazon and via its own online shop.
The start-up has ambitious goals for 2022 and aims to double sales. Snocks wants to achieve this by internationalizing the business model, expanding the marketplace business with partners such as Zalando or About You and further expanding the range, initially with loungewear. In the long term, development into a lifestyle brand for basic fashion is planned. The expansion of cooperation with major fashion brands is also on the agenda. By the end of 2022, Snocks is planning investments in the seven-digit euro range, and the team is also expected to grow from 60 to 90 employees.
In addition to Snocks, the cousins Kliesch and Bauer founded the consulting company Snocksulting in 2018, where they advise customers such as Beiersdorf and L’Oréal on e-commerce.