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  • January 2022
  • Case
  • HBS Case Collection

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko
  • Format:Print
  • | Language:English
  • | Pages:16
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Abstract

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had established itself mostly through online marketing as a preeminent direct-to-consumer sock maker, and had introduced lines of underwear, T-shirts, and slippers as well. Bombas was also one of America’s most visible buy-one-give-one companies, with over $250 million in annual revenue and 50 million pairs of socks donated. As it grew, however, the company faced mounting challenges. What pace of growth would best allow Bombas to reach new customers while maintaining focus on its social mission? How could the company attract the talent necessary to manage such a complex online operation? And with a sprawling network of 3,500 Giving Partners of varying sizes around the U.S., was it time for Bombas to simplify its giving program?

Keywords

Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)

Citation

Keenan, Elizabeth A., Youngme Moon, and John Masko. "Bee-ing Better at Bombas." Harvard Business School Case 522-038, January 2022.
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About The Authors

Elizabeth A. Keenan

Marketing
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Youngme Moon

General Management
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More from the Authors
  • Bringing Ideas to Life: The Story of Paul English By: Youngme Moon, Frances X. Frei and F. Katelynn Boland
  • Duolingo: Teaching Languages to the Masses By: Youngme Moon
  • Honeywell: Transforming a Century Old Industrial By: William W. George, Michael Norris and John Masko
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