Happy Socks And United Legwear Pair Up
Happy Socks and United Legwear Co. have partnered up to be the exclusive licensee and distributor in the U.S. and Canada.
With sales expected to be at $3 million to $5 million this year, the Stockholm-based socks and hosiery brand are really at an exciting time with the partnering.
Isaac E. Ash, president and chief executive officer of United Legwear described the collaboration as a “professional and personal investment.”
“I’ve been a fan and consumer of Happy Socks for several years, and I completely understand the essence of the brand, which is all about fun, fashion and quality,” said Ash.
Distribution will be aimed at major department and specialty stores, including Bloomingdale’s, Nordstrom and Barneys New York Co-Op, as well as specialty boutiques such as Kitson, Fred Segal and Opening Ceremony.
The Happy Socks brand was created in 2008 and is sold in more than 50 countries worldwide. The brand’s philosophy is to spread happiness by turning an everyday product into a colorful design piece, said Ash.
Ash noted that Happy Socks will be marketed and merchandised as a unisex product.
“The brand will be merchandised in both the men’s and women’s departments. But there will be more feminine looks like knee-highs and tights,” explained Ash. “Happy Socks will be delivered in what the company calls chapters, like chapters of life. Beginning in 2012, there will be two seasonal deliveries — spring-summer and fall-winter, with quarterly fashion drops.”
Suggested retail will be $12 for socks to $25 for tights.
The design of Happy Socks will remain under the control of the brand’s creative director, Viktor Tell.
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Wwd.com
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