The story of Snocks began in 2016, born from a simple yet relatable frustration experienced by cousins Johannes Kliesch and Felix Bauer. While still in college, they found themselves constantly searching for high-quality, stylish, and affordable basic wear, particularly sneaker socks that wouldn't slip. This everyday problem sparked a business idea. With an initial seed capital of just €4,000, they embarked on their entrepreneurial journey, initially focusing on selling sneaker socks via Amazon FBA (Fulfillment by Amazon). This model was particularly attractive as it didn't require them to hold physical inventory, a significant advantage for a fledgling startup. Their first batch of socks, however, wasn't perfect; they ironically suffered from the very slipping issue they aimed to solve. Despite this initial setback, they persevered and, to their surprise, performed remarkably well on Amazon, turning their initial investment into €17,000 in the first month.
This early success fueled their ambition. Snocks rapidly expanded its product line beyond just socks to include a wider range of basics like underwear, t-shirts, and other apparel for men and women. Their core philosophy remained consistent: to provide reliable, comfortable, and stylish essentials at a fair price. The company embraced a direct-to-consumer (D2C) model, increasingly focusing on their own online shop, which now drives a significant portion of their revenue. This strategic shift allowed them to build a strong brand identity and cultivate a loyal customer base. Over the years, Snocks has demonstrated impressive growth, achieving significant revenue milestones and expanding its team substantially. In 2022, they secured a notable investment from Cathay Capital, a move aimed at accelerating their international expansion, particularly into markets like France, Spain, Italy, and the Nordics. The company has also grown through strategic acquisitions, such as OceansApart and FEMTIS GmbH, further diversifying its offerings and market reach. Today, Snocks stands as a prominent D2C brand in Europe for basic fashion, a testament to the founders' vision and their ability to turn a common frustration into a thriving business.
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