Macy’s set to knock consumers’ socks off

Pre-tested at FAO Schwarz and Macy’s, the whimsical brand LittleMissMatched, with a philosophy of “nothing matches, but anything goes,” is setting up a permanent shop in 85 Macy’s locations this September.

Currently, the label is available in 3,000 nationwide retail outlets that include JCPenney, Bed Bath & Beyond and FAO Schwarz. The company hopes to expand the store-within-a-store into additional Macy’s locations in 2009.

“We’re super-excited to collaborate with Macy’s and we think it will be a tremendous success,” said Jonah Staw, ceo and co-founder of LittleMissMatched.

Last November, the initial launch of a 40-square-foot space at the Macy’s Herald Square location in New York City proved victorious. The new boutiques will feature 8 feet of linear wall space, spinners and tables, completely dedicated to socks. That equates over 50 opportunities for hosieries, said Staw.

In order to infuse creativity, the socks are sold in a pack of three items—encouraging customers to purchase more than one pack for ultimate mismatching options.

One may wonder why customers who like to test their creative parameters don’t just use their current socks to create new ensembles? “We like to say there is a method to the mismatched madness,” jokes Staw. “It’s coordinated mismatching. We are essentially curating it for our customer.”

The company will follow a structured merchandising system that includes the signature orange header and logo. All locations, regardless of shop scale, will follow the visual to a tee.

Sales at LittleMissMatched have grown from $5 million in 2004 to $25 million last year. Today, the mismatched maven is offering more than unique socks by expanding its offering to products for babies, toddlers, boys and even men—including pajamas, loungewear, underwear, swimwear, flip flops, accessories, jewelry, bedding, toys, school supplies and books.