Hickies, the shoelace startup, raised $10 million in new funding in a round led by Sforza Holding, owners of footwear and sporting good brands Topper Brazil and Rainha, a top three global footwear brand and Endeavor Catalyst.
The Brooklyn, NY-based company has seen explosive growth since its modular lacing system hit the market in 2012. The company, with direct operations in Europe’s key markets and distribution in more than 40 countries, is poised to begin distribution in Brazil in 2017.
Hickies operates Hickies.com in the United States, Germany, the United Kingdom, Mexico, Australia and multiple marketplaces, all with local fulfillment capabilities. Since its inception, Hickies has shipped over 2 million packs of its lacing system and holds nearly 50 patents worldwide.
“This investment marks the beginning of a new chapter for Hickies. We look forward to building on this momentum with our partners both globally and in Brazil, as we continue to redefine the way people wear their sneakers,” said Gaston Frydlewski, co-founder and CEO of Hickies.
The company has launched a new version of its Lacing System with two new models: Hickies 2.0 and Hickies Kids. The new products represent four years of research and customer feedback, with Hickies 2.0 featuring an adaptive fit tailored for high performance and Hickies Kids introducing a new material and shape engineered for children.
