SwBratcher's Posts

In 2008, less than ten years after its founding in 1999, Blacksocks sold its one millionth pair of black calf socks. Here’s what Samy has to say about his burgeoning business.

1. Question: How does the sockscription work?

   Answer: "It’s very simple. You choose which kind of socks you want and how often you want them delivered. Let’s say you want three pairs of black calf socks three times a year. You place the sockscription in your shopping basket and submit your order. You receive three pairs of socks in the mail. Four months later, you receive another three pairs of socks. Four months after that, you receive another three. One month before your subscription expires, you decide whether you would like us to renew your sockscription."

2. Question: How has your online business evolved since your started it?

   Answer: "We’ve become more savvy in online retailing. Our first Web site was a single shot of a washing machine. Customers entered their orders into a slot in the machine, which sent an e-mail directly to me. Over time, the site has become increasingly sophisticated, and we’ve learned how to position content more intuitively using enhanced visual communication to make for a smoother and more enjoyable shopping experience."

3. Question: If you had to pinpoint one thing as the secret to your success, what would it be?

   Answer: "Our attention to detail. Each one of our products is thoroughly tested. Three pairs of test socks are produced from every shipment of yarn that arrives at our factory in Northern Italy. The rest of the yarn shipment is stored until the test socks are extensively examined and put through twenty wash cycles. Finally, the test socks are compared to socks from previous series for wear and color fading. When you pay attention to the small things, good things, and big things, happen."

4. Question: What advice do you have for someone wanting to start their own business?

   Answer: "Find a simple idea, and run with it. My thought was, wouldn’t it be wonderful if men never had to worry about misplacing or matching socks again? Who really wants to shop for socks? Could we receive new pairs of socks in regular intervals, all in the same style and color, so our sock drawers could replenish themselves? It’s often the simplest business ideas—the ones so obvious that no one thinks of them—that are the most successful."

5. Question: Any famous sockscribers we should know about?

   Answer: "Well, off the top of my head, I know that former World Bank president Paul Wolfowitz is a subscriber!"

Blacksocks is an elegant solution to an everyday problem. The company has over 50,000 subscribers in over 75 countries. It’s safe to say that not only do they know how to sell socks, they know how to grow a business.

Full disclosure: I am now a Blocksocks customer!