Razors, workout clothes, stationery, dog toys, even ingredients for dinner — lately, it seems like anything you might want is available for purchase through a subscription service. Sock Fancy is the first e-commerce subscription business we’ve interviewed, so we were eager to see how things work behind the scenes. As it turns out, the benefits and challenges are certainly unique.
Lifelong friends Stefan Lewinger and Futhum Tewolde started Sock Fancy because they saw an opportunity. Futhum loved wearing fun socks, but he could never find any that were both well-made and affordable. The roommates started their business mere weeks after coming up with the idea. They went from storing their inventory on the ping-pong table in their house to working out of a 5,000-square-foot warehouse!