The sock brand Bombas is known as one of the OG DTC brands of the 2010s. But in the last year, new CEO Jason LaRose has been pushing the brand in new directions, opening three brand stores and striking deals with big retailers like Target and DSW.
For LaRose, it’s part of an overall shift toward a more omnichannel-focused strategy, in which physical stores and wholesale accounts bolster the direct business. It’s also a growth period for the company, as it has launched new lines like the performance-focused Bombas Sport, partnered with athletic leagues like U.S. Figure Skating and hit over $500 million in sales.
LaRose, speaking at Glossy’s E-commerce Summit in Miami last week, told Glossy that expanding into new channels is a necessity for the brand’s growth these days.
“Your multi-channel customers are your most valuable customers,” he said. “And the stores open up interesting new opportunities. Our kids’ business is a relatively small portion compared to other categories, but in-store, the kids’ business actually spikes because it’s exposed. You see it even if you’re not looking for it. When you see the baby socks in the store, it’s hard not to think of someone you know who might like them. So it helps us expose more of our assortment.”
