Brand profile · Germany
snocks Revenue, search volume and competitors 2026
Mannheim-based socks DTC turning into a multi-brand house: profitable, three-digit million revenue, two acquisitions.
Fact sheet
- Founded
- 2016
- Founders
- Johannes Kliesch, Felix Bauer
- Headquarters
- Mannheim
- Company
- Snocks GmbH
- Employees
- über 100 (2025)
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- No venture capital known
- Investors
- Cathay Capital
- Funding rounds
- 2022: Private Equity, Minderheitsbeteiligung, zweistelliger Millionenbetrag (nicht offiziell bestätigt)
Background and milestones
The cousins Johannes Kliesch and Felix Bauer came from a dual bank study programme and wanted financial independence. With about 4,000 euros of starting capital they founded SNOCKS UG in 2016 and first sold sneaker socks through Amazon FBA.
- 2016
Founding of SNOCKS UG in Mannheim with about 4,000 euros of starting capital.
- 2018
Revenue of about 4.5 million euros (2017: about 0.5 million euros).
- 2020
Revenue of about 10 million euros, expansion via Zalando and its own web shop.
- 2022
First external investor: Cathay Capital becomes a minority shareholder (double-digit million amount according to media reports).
- 2025
Revenue mark of 100 million euros reached; acquisitions of the brands Oceansapart and Femtis as part of a house-of-brands strategy.
SWOT analysis of snocks
Editorial assessment based on the sources listed and the radar data.
Strengths
- Six years of growth from own earnings without external capital; Cathay Capital joined as the first investor only in 2022.
- Revenue grew from about 10 million euros (2020) to about 100 million euros (2025).
- Several sales channels (own shop, Zalando, Amazon) instead of a single dependency.
Weaknesses
- The core business of socks and basics is price sensitive and easy to copy.
- Co-founder Felix Bauer stepped back from day-to-day operations in 2025.
Opportunities
- The house-of-brands strategy with acquisitions such as Oceansapart and Femtis opens up further product categories.
- High brand search volume of about 135,000 per month in Germany points to strong brand awareness.
Threats
- Strong competition from private labels and other D2C basics providers.
- Integrating acquired brands can strain management and margins.
What is behind the demand?
Discover the revenue estimate, organic traffic and ranking keywords of this brand. A free Visibly account shows 5 brands, Starter and above shows all.
antonioblago.com and Visibly AI are one hub: one account for both sites. After signing in you land right back here.
Sources
Frequently asked questions about snocks
How much revenue does snocks make?
snocks generated over 100 million € (Konzern ~110) in revenue in 2025 (rough figure from interviews and press). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded snocks?
snocks was founded in 2016 by Johannes Kliesch and Felix Bauer. The company is based in Mannheim.
Was snocks on Die Höhle der Löwen?
No, snocks did not appear on the German TV show Die Höhle der Löwen.
Is snocks backed by venture capital?
No, there is no known venture capital funding for snocks. Shareholders include Cathay Capital.
How much does snocks spend on marketing?
snocks does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less snocks has to pay for each visit.
How much revenue does snocks make through Google?
The model estimate combines brand searches and organic traffic of snocks with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know snocks) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of snocks be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of snocks after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for snocks.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.