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On the path to success with basics for downstairs

Socks and underwear are probably the most ordinary products you can imagine. Becoming successful with them? No way! Or as they say at SNOCKS: Why not. We’re going to tell you a story about two cousins who didn’t exactly want to sell socks.

No bright idea

Once upon a time, long ago, there were two cousins who wanted to sell the best socks ever... what nonsense – that’s not how it happened at all. Felix Bauer and Johannes Kliesch primarily wanted to be financially independent. And they had this desire early on. On the way to the successful underwear products of today, the two ran into several business ideas that didn’t work out. A wonderfully likeable and relatable founder story also needs these setbacks – but the two cousins would certainly have preferred to avoid them.

When they graduated from school, Johannes and Felix were unfortunately handed only a report card, not the eagerly awaited perfect business idea. So something solid had to come next. The cousins both started a dual study program at a bank.

One thing was clear: they were not happy with it.

One thing was also clear: they still wanted to start a business together.

First the business model, then the product

You become aware of the Fulfilment by Amazon (FBA) model. Here is the translation for everyone who has question marks over their heads with this term: In this model, Amazon handles logistics, customer service, and returns, while the cousins simply take care of the product. Um, which product?

Sneaker lover Johannes is missing the perfect sneaker socks on the market at this time. And while his previous socks somehow creep into the shoe over the heel in a way you would only wish on your enemies, an idea takes shape in the minds of the two founders: socks that don’t slip and perfectly complement a stylish sneaker. Affordable and high-quality.

It’s 2016, Johannes Kliesch and Felix Bauer found SNOCKS UG. 4,000 euros in start-up capital and a turnover of around 10,000 euros in September 2016. You don’t become financially independent from that, but the beginning is made.

In short: Two cousins want to be financially independent | The business model: Fulfillment by Amazon – logistics, customer service, and returns are handled by the internet giant | The idea for the product: the perfect sneaker socks. 

SNOCKS becomes a full-time job

The two founders want more, take out a loan of 50,000 euros, and launch their second product at the end of 2016: high socks with two stripes and the brand name. Spoiler: That doesn’t work. People out there probably like socks with logos, but only if they know the brand. SNOCKS hasn’t made a name for itself yet. The new socks won’t be the future, but a slow seller.

What customers like: the third product. Slightly higher-cut retro sneaker socks help SNOCKS achieve sales of 20,000 euros in March 2017. Well, that’s better.
Things are heating up, sales are rising. And SNOCKS with the socks is no longer just a side job. To keep growing, Johannes and Felix now work full-time in their own company and pay themselves their first salary in November 2017. They close the year with sales of nearly 500,000 euros.

In short: The second product flops, the third is a success | SNOCKS is now the main occupation | With external capital to a turnover of 500,000 euros

Brand building moves into focus

The sock business is now going really well – customers want to buy the products, and the founders ended the year 2018 with sales of 4.5 million euros.

When people hear SNOCKS, they shouldn’t think of old socks, but of a cool young brand. That’s why the founders are now investing more and more in brand building. SNOCKS is no longer just available for purchase but can also be followed on channels like Instagram, Facebook, and YouTube. In October 2017, the podcast “E-Commerce, Why Not?!” was added. 

“SNOCKS? Yeah, I think I’ve seen them somewhere before.” Perfect, that’s exactly how it should be. 

The founders, along with their growing team, always keep an eye on the market and demand. That explains why the SNOCKS logo is now found not only on socks but also on underwear and basic clothing.

That was just the beginning

Any objections if we speed things up a bit here? No? Very good, otherwise we'll never finish. By now, there’s not just underwear and clothing, but also socks from a vending machine in Berlin, two Champions League commercials on Amazon Prime, investors, a new office in Hamburg, our agency Snocksulting, the café SNOCKS Coffee, and over 100 employees. Every month, new talents start in Mannheim, Hamburg, or remotely and dive into the world of socks and underwear. The team is now internationally positioned – meetings are also in English now, you know? Johannes Kliesch is now a well-known face in e-commerce. He speaks on stages and in interviews about the industry and how to succeed with socks.

In short: SNOCKS becomes a brand | The range is growing | Over 100 employees