A brief thank you at the end of a telephone call, a quick thanks when someone holds the door open for you, a mumbled cheers when you leave the bakery. You say thank you about a dozen times a day.
But this thank you is different. A loud, clear and honest merci to you personally. Because our socks are conquering the world, thanks to you. It has been shown that every third new customer chooses us, thanks to a personal recommendation from a loyal socks subscriber.
It is one thing to find your own idea great. But to have 50,000 active customers who also believe in this idea and talk about it is fantastic. Your orders challenge us, your wishes keep inspiring us to come up with new ideas, and your loyalty and enthusiasm simply make us happy. And that is why we wish to thank you.
A Japanese tea ceremony with important customers. In keeping with tradition, Samy Liechti, a young university graduate, must also take off his shoes. The group is embarrassed: the fresher is wearing mismatching socks with holes in both. Others would have wished that the ground had swallowed them up; Samy invented the socks subscription. That was in 1999. In its first year, BLACKSOCKS won the trust of more than 1,000 subscribers and the attention of many media outlets. Thanks to them, we can today proudly refer to a customer base of 50,000 loyal subscribers. And, incidentally, some of them live in Japan. Arigatô!
That is how you say thank you in Korea. These lines are also read by customers in Seoul. Or people in Barbados, Botswana or New Zealand. Although Switzerland is still our most important market, demand in the rest of Europe and overseas is growing rapidly. Even high-profile papers like Forbes, the Financial Times Europe or Wallpaper magazine have reported on the socks idea from Switzerland and thereby brought us to international stock exchanges. Or at least to the feet of brokers, who traded with the idea. Kam sah hamnida for enabling us to conquer the world with your words of praise.
The calf sock is the bestseller in our range and has sold 3 million in 12 years. And so, we are sending a gracias to everyone who is carried through life by our socks and talks about us.
Customers from around the world fill our mailbox with 1,000 emails a month. We think that is great. Regardless of whether your address, sock size or favorite color changes, we are delighted to hear from you.
Today you pay about 60% more for a nice watch, which has been to the moon, than 12 years ago. Many things are getting more expensive every year, but we have frozen the price of our socks subscription. We are able to procure our goods at favorable terms because we buy them in greater volumes nowadays. For this reason, this efcharisto also goes to you.
Today, seven employees look after your subscription while sharing 4.4 full-time positions. Shipping, programming and production are all carried out externally. Overall, more than a dozen people are active on behalf of your socks every day. And they send you mille grazie.
You can send your old socks free of charge to our partner TEXAID. In doing so, you support people in Russia and North Africa and make a practical contribution to environmental protection. Over the past 12 years, TEXAID has processed more than a ton of old socks in this way. Spasiba!
Are you happy with your socks subscription? Then why not make your relatives and friends happy too? Relieve them from worn-out socks with holes in them. Liberate the people around you from the exasperating socks shop. Tell them about us. For every person who becomes a socks subscriber thanks to you, we will give you one pair of socks. As a small thank you.