HAPPY SOCKS TO OPEN NEW YORK OFFICE TO FOCUS ON NORTH AMERICAN EXPANSION

The anticipated opening of Happy Socks’ new U.S. office in New York City marks a transformative moment for the lifestyle brand that has seen global success with their colorful sock and underwear designs. The originator of a new market and leading pioneer of colorful socks is opening the new office as the first step in the company’s takeover of the U.S. market where Happy Socks will operate all wholesale accounts directly as well as roll-out additional retail stores in key locations.

Celebrating its 10-year anniversary in 2018, the Happy Socks North American subsidiary plays an important role in the expansion of the business overseas, and the office in New York City will be the brand’s first own office located abroad. The U.S. will be a key market moving forward, and operating directly in the market is an important step to further expand the activity of the brand in the U.S. and being able to fully service all accounts in a more focused way. Together with the new office, the expansion also includes the opening of a flagship store in Manhattan on 448 West Broadway, at the corner of West Broadway and Prince Street, this fall.

”This expansion allows us to align our brand’s image on a global level and strengthening our relationships with our U.S. retailers,” said Mikael Söderlindh, founder of Happy Socks. “The new team gives us the resources and expertise we need to really focus on the fashion segment on the U.S. market, and offer more support to our wholesalers, high-profile department stores and smaller fashion boutiques, alike.”

The official launch date of the Happy Socks US subsidiary is stated to be the end of January 2018, while the new office in New York City will open next month. The focus for the company ahead is to expand its global retail chain further and start operating sales directly in key markets in addition to continuing to increase brand awareness and penetration globally.

Happy Socks has recruited experienced brand builder Brenda Berger as U.S. Country Manager, who brings with her more than 25 years of multi-channel experience. Berger has previously been positioned vice president of Sales & Marketing at Hanky Panky and as the former president and CEO of Trollbeads.

The U.S. team will work closely with the Headquarters in Stockholm, Sweden and is currently recruiting for several new roles to be based at the New York office.