When Bold Socks hosted its first holiday pop-up shop
last November in a new space at 17 S. Division Ave., co-owners Ryan Roff and Ryan Preisner had modest plans for making the space into a more permanent store — the first physical retail outlet for the sock retailer’s then online-only sales operation.
“We were thinking we were going to do a couple of hundred of dollars worth of business during the holidays…but when we opened we were overwhelmed by the amount of people coming through here, the amount of media that we got,” says Roff, who, alongside being the co-owner, is also creative director at Bold Socks. “It kind of transformed our model to what we thought was going to be to just help pay the rent to actually being somewhat of of a successful business just from the store.”
In fact, Roff says barely one month after opening its first physical retail space, Bold Socks brought in more than 1,200 orders in the month of December 2015 alone, though online sales still account for nearly 95 percent of its business.
Though 17 S. Division’s actual retail space accounts for only 700 of the 1,700 total square-foot space — the other 1,000 square feet of basement storage space earmarked for an ever-growing inventory — the brightly lit front room is cozy and features hanging displays of each brand Bold Socks carries, which includes names like Happy Socks, Stance, and Darn Tough alongside its own self-titled brand of basics and novelty designs, and their second private label Statement Sockwear
Both brands — operated under the parent company Bold Endeavors — have grown quite a bit over the past year, with Bold Socks branching out from basics alone to more novelty prints designed to lure in locals like Michigan Mittens and Beer City USA editions, while each purchase made from the Statement Sockwear
line helps to provide clean water solutions like rainwater harvesting cisterns and sand and membrane water filters through a partnership with the nonprofit 20 Liters
, is also growing, with Roff currently finalizing dozens of new designs that he himself created to expand the brand, both in stores and online.
“I think our company has thrived on the creative of selling these things that other people aren't selling online, so the fact that we can offer all of in Grand Rapids I think is pretty cool because we become more of an industry leader in the sock business,” he says. “From that perspective we have to be able to offer cutting edge design that competes with some fashion designers in New York, big box stores like Target that have dedicated fashion teams...it's a challenge but I think that we’re definitely competing.”
To check out all of Bold Socks’ collections online, visit www.boldsocks.com and find Bold Socks here on Facebook
to stay up to date on new designs and in-store promotions.
Written by Anya Zentmeyer, Development News Editor
Images courtesy of Anya Zentmeyer
Bold Socks plans Nov. pop-up shop in advance of spring opening for new S. Division retail space