Gift Focus - Jan/Feb 2019 (Issue 111)

When did Sock Academy start up, and what were the reasons for launching the business? We first launched about 11 years ago. It all started from a mad idea of manufacturing and selling odd socks – we wanted to transform the dreary and boring giving of socks as a gift into something fun and fabulous! How has the company grown since then? No business has been easy over the past 10 years – the global recession and now Brexit makes the landscape tricky, but we continue to expand our customer base and our product ranges – and have even launched two new brands: Cockney Spaniel, our cheeky socks line, and Cucamelon, what we think are the cutest baby socks around. Can you tell us about your product offering? Sock academy has three main brands: United Oddsocks, brilliant themed gift boxes and hanging sets; Cockney Spaniel, offering cheeky, fun and edgy socks with sayings and motifs to get customers laughing; and Cucamelon, cute baby socks in beautiful packaging, is the most recent. What values are important to the company? We really do have so much fun at work, and that’s because we focus the company on having happy people who deliver great service, making happy customers! Everyone in the business is involved in product ideas, designing and keeping things running smoothly. It’s a great place to work! Do you have a favourite design? If yes, which one and why? I love all of our designs, but I must say that the new range of Cucamelon baby socks is stunning. I adore them all! How does Sock Academy stand out from the competition? The giftware industry is such an amazing industry to be in. It’s so hard to stand out! Everything that everyone produces is so amazing. We try to be known for bright colours, fun and funky designs as well as brilliant service. Gary Redman-Schaffer, managing director for Sock Academy, talks about developing a standout brand Fancy feet 52 giftfocus