Blog: Leonie BarrieKnocking your socks off

Leonie Barrie | 18 June 2008

Imagine the response you would get pitching a business plan for an idea that consisted of selling mismatched polka-dotted and striped socks in packs of three to encourage girls to express themselves.

Well the last laugh is on the founders of LittleMissMatched, which since its launch in 2004 has seen a five-fold rise in sales to $25m. The company has expanded its products into lines for women, babies, toddlers, boys and even men – and has just secured $17m in funding and a deal to open boutiques within at least 85 Macy’s stores.

The mis-matched concept has been taken to pyjamas, loungewear, underwear, swimwear, flip flops, accessories, jewellery, bedding, toys, school supplies and books. And there’s even a furniture line that includes beds with spinning headboards, reversible and flippable doors, drawers and panels and dry-erase furniture finishes so that girls can constantly change the look of their rooms.

The company is also tackling the one-size-fits-all approach to apparel, with a new line planned next year “that lets consumers create their own looks.” Interchangeable sleeves on sweaters, dresses that can be cut to the required length, and hoodie dresses with zip-off hoods, sleeves and skirts are all promised.

While the idea sounds zany, the mis-matching concept has obviously hit upon a winning formula that generates a bit of fun in the process.

LittleMissMatched to grow with Macy's deal, funding


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