Photo by Juan-Carlos Delgado
|Sock It to Me|
|Founder and president: Carrie Atkinson
|Revenues: $1.1 million
|Biggest customer: Sock Dreams
|Best-selling socks: Chat Noir, Bad Ass, Mustache|
Atkinson toured the highly automated factory in Korea where her socks are made in December 2010. The visit confirmed for her that she had no desire to take over the manufacturing end of the business. “They do what they do well, so we just pay them for what they do well,” she says.
A more probable expansion for Sock It to Me would involve new products. On that same trip to Asia last December, Atkinson also traveled to China to meet with a lingerie manufacturer she met at the Magic trade show in Las Vegas.
“She has 30 employees, and they get furnished dormitories and a cafeteria where they get an hour and a half break for lunch every day,” she says. “She showed me all the sewing facilities in a big room with a huge window, lots of sun shining in. It looked good. I would probably go with her.”
Moving into lingerie would signify a big step for a company that sells socks. But Atkinson says she is ready for a change and a new challenge. She is thinking of launching a lingerie line by the end of 2012.
One can imagine (but probably shouldn’t) the entries Sock It to Me will get for the “design-your-own nightie” contest.