Happy Socks has set its sights on expansion in travel retail, with the introduction of exclusive lines and a long-term vision to open concept stores at all major airports.
As reported, the company opened its 100th store in New York in December. Happy Socks has developed from 12 stores to the century mark in less than three years, with travel retail playing an increasingly important role in its growth.
The brand entered the channel in 2016 and was represented by Blue Storks until April 2018, when Happy Socks decided to establish its own travel retail department. Former Harding Retail Area Manager Björn Buddenbohm was appointed Global Travel Retail Manager.
Buddenbohm has over 12 years of experience in travel retail business development and sales.
He said Happy Socks believes travel retail requires a tailor-made approach. “The main idea is to create an exclusive Happy Socks experience at every point of sale, considering the specific local market needs and differences,” Buddenbohm added.
He said the Happy Socks range of socks and gift boxes, with prices ranging from €25 to €50, is “perfect” for destination-based gifting. A travel retail-exclusive range offers boxed editions for cruise, airport and inflight sales.
Happy Socks products are featured at several international airports. Buddenbohm said the brand’s long-term vision is to open concept stores, of approximately 15 to 20sq m, at every major airport.
The brand also offers a private label/corporate programme and is collaborating with Virgin Atlantic.
“Making a statement by wearing colourful socks has become a global trend,” Buddenbohm said. “Happy Socks has taken what was once regarded as a clothing item unworthy of creativity and transformed it into a colourful canvas of endless possibility.”
Happy Socks also offers a range of underwear and swimwear. Chilean-American actor Pedro Pascal starred in the brand’s latest Happy Holidays video (which can be viewed below).
