Retail / news
PopSockets bets on DTC, TikTok drops and magnetic accessories to win back Gen Z
PopSockets is refocusing on direct-to-consumer sales, limited-edition product drops, and TikTok marketing to reengage younger shoppers after losing traction with Gen Z during the pandemic.
The phone grip company, founded in 2014 via Kickstarter, initially gained popularity among middle-schoolers and celebrities like Gigi Hadid. It expanded into major retailers including T-Mobile, Sam's Club, Best Buy, and Target. Sales remained strong early in Covid-19, but the brand later saw Gen Z interest wane as young adults switched to other accessories or none.
In response, PopSockets shifted to a DTC model with exclusive drops every one to two weeks on its own website, a strategy it couldn't pursue through wholesalers. It is also leaning into TikTok and expanding its product range with magnetic accessories.
Founder David Barnett said the company aims to reacquaint itself with younger shoppers through these channels. The brand's next act hinges on converting that demographic, once its core audience.