Bombas, known both for its comfy socks and undergarments as well as its social conscience, isn’t exactly a stranger to brick-and-mortar; its products have been available for several years at retailers including Dick’s Sporting Goods, Nordstrom and Scheels. But while direct-to-consumer (DTC) will remain the brand’s primary sales channel, it’s now taking some major steps into physical retail, including opening its first three Bombas-owned shops this fall and launching new wholesale relationships with DSW and Target.
The first Bombas shop, in NYC’s West Village, opens today, to be followed on Oct. 24 by a store in Town Center at Boca Raton, Fla. with the third — at The Domain in Austin, Texas — opening in mid-November. The DSW and Target partnerships will be launching in phases beginning next month.
Bombas CEO Jason LaRose shared the “why” behind the brand’s plans for what he calls “thoughtful growth,” as well as what he hopes to learn from increased face-to-face contact with its customers
Retail TouchPoints (RTP): Why is Bombas expanding its physical sales points?
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Jason LaRose: So much of our category sales still happen in person — for example, 65% of consumers still buy their socks in person. This expansion allows us to meet customers where they already shop as well as introducing our brand to new customers through trusted partners. DSW is a great fit as a leader in footwear, one of our fastest-growing categories, while Target helps us reach a broader audience.
RTP: Why were these three cities chosen as the initial sites for Bombas’ own retail stores?
LaRose: Each of these locations offers a unique way to connect with communities across the country and test how different retail concepts will resonate with our customers. New York City gives us access to vibrant city foot traffic; Town Center [in Boca Raton] provides a traditional mall experience, and The Domain in Austin lets us explore an outdoor retail environment. We already have strong, engaged customer bases in these areas, and these openings give us the chance to see how people experience Bombas in person across different types of shopping settings.
RTP: What do you hope to learn from moving into owned retail, and what tools will you use to gather data?
LaRose: This is really a test for us, and our goal is to learn how customers engage with Bombas in a physical environment — what products they gravitate toward, how they respond to our storytelling and what resonates most about the in-store experience. We’ll be using a mix of sales data, customer feedback and on-the-ground insights from our teams to understand shopping patterns and assortment preferences. The learnings from this holiday season will help shape how we think about retail moving forward.
RTP: What will be the common elements in these stores, and how will they differ from one another?
LaRose: Each space is designed to have a cohesive look and feel that reflects our brand and our focus on comfort, quality and our mission. Shoppers will find a mix of our core and seasonal products across all categories, from socks to apparel to footwear for the whole family, giving them a chance to experience the full Bombas assortment in person and to try on footwear.
Each store will feature storytelling around our mission, information on local Bombas Giving Partners and opportunities for customers to engage with our giving efforts, including making cards available for those who want to learn more about the organizations we support in their community and how they can get involved. The NYC and Boca stores will be a little under 1,000 square feet in size, while the Austin store will be a bit over 1,000 square feet.
RTP: For Bombas as a whole, where do you see the brand headed?
LaRose: Building on Bombas’ strong foundation of comfort, quality and impact, our next chapter is focused on thoughtful growth. We’re expanding into new product categories, channels and geographies while maintaining a strong business and staying true to our mission to support those experiencing housing insecurity. As we evolve, our goal is to transform Bombas from a leading DTC brand into a global, omnichannel brand centered on comfort and purpose.
