Happy Socks is embarking on its largest retail push in North America.
In September, the Swedish sock brand, which was launched in 2008, revealed that it ended its license deal with United Legwear and starting in January it would operate in the U.S. market directly — under the United Legwear deal, they opened a store in SoHo in 2013.
This space, which is located at 448 West Broadway, a couple shops away from its original store, has served as a pop-up for Hysteria, Happy Sock’s recently launched women’s line, but now it will act as a permanent flagship.
The 518-square-foot store will sell Hysteria along with Happy Socks’ entire assortment including Dressed, its line of men’s dress socks, and the Happy Socks branded collection including collaborative product.
“This is our chance to get close to our customers and give them the full Happy Socks experience where our experiential values come to life in the shop. Interacting with our products, mixing and matching the styles and meeting our amazing store staff is key,” said My Johansson, retail operations manager at Happy Socks. “Our concept store is a great way to spread the brand knowledge and connect with other colorful enjoyers of life. We are also happy about the possibility to host events and other fun activations in the store going forward.”
Johansson said there are plans for two more store openings in the U.S. next year, possibly in Los Angeles and New York, but locations have yet to be confirmed. Shops-in-shops and concessions are also on the to-do list.
This growth comes after Palamon Capital Partners acquired Happy Socks for $81.2 million earlier this year.