Key Takeaways:

  • Innovative Subscription Model: Foot Cardigan offers a unique sock subscription service that delivers fun, quirky socks monthly.
  • Company: Foot Cardigan
  • Founders: Bryan DeLuca, Matt McClard, Tom Browning and Kelly Largent
  • Season: Appeared on season 7
  • Shark Investment: The founders accepted a deal from Mark Cuban and guest shark Troy Carter, securing $250,000 for 20% equity.
  • Post-Show Success: The Shark Tank effect significantly boosted sales, leading to a surge in subscriptions and product distribution
  • Expansion: Since their appearance, Foot Cardigan has launched new product lines, including city-themed socks and a children’s subscription service.
  • Brand Recognition: The exposure from Shark Tank helped Foot Cardigan become a recognized brand in the subscription service industry.
  • Cancelled Deal: Despite the success, the deal with Cuban and Carter did not close, but the company still leveraged the exposure for growth.

The Foot Cardigan: A Quick Overview

Foot Cardigan is a sock subscription service that sends fun and unique socks straight to customers’ doors every month. The subscription is $9 per month, and as stated on their site, customers enjoy a sock lottery since the socks are one-of-a-kind, and you won’t know what you’ll get each month. They also claim that the socks can spark great conversations.

When DeLuca and McClard appeared on “Shark Tank,” they sought a $250,000 investment for 10 percent equity. Although they received an offer from fashion expert Daymond John, they chose to go with Mark Cuban and guest shark Troy Carter’s proposal of $250,000 for 20 percent. In presenting the offer, Carter emphasized that building a relationship with customers was essential for creating a story and achieving growth.

Where Is Foot Cardigan Now?

The company has grown in many different ways since they appeared in the tank last season, despite not closing the deal with Cuban and Carter. According to the Gazette Review, the buzz generated by the “Shark Tank effect” definitely boosted sales: in the days following the episode’s air date, sock orders came through every ten seconds, 90,000 socks were distributed and subscribers went up by 7,000.

In December, Foot Cardigan launched a new line of socks, known as Mytropolis, which show off the pride you have for your own city or illustrate some serious wanderlust. Cities that are currently offered include London, New York City, Chicago, Los Angeles, Washington, D.C. and more.

They also offer individual-purchase “Small Batch” socks and launched a children’s subscription line, called Whippersnappers. Limited-time patriotic election socks are also now available for pre-order and feature Hillary Clinton, Donald Trump and Bernie Sanders.