Bombas opens its first stores after more than a decade as a DTC brand

After more than ten years as a direct-to-consumer success story, Bombas is stepping into physical retail.

The sock and apparel brand, best known for its “buy one, give one” mission, has opened its first brick-and-mortar store in New York City’s West Village on October 17, 2025, marking a major milestone in its evolution.

Two more stores are set to follow, one in Boca Raton, Florida, later this month and another in Austin, Texas, in early November.

“We have a great breadth of product to offer and a bigger story to tell than ever before,” said CEO Jason LaRose in an interview with Retail Dive. “I think doing that in our own canvas will make a lot of sense.”

LaRose, who took over as chief executive in May from co-founder David Heath, described the new stores as an opportunity for the brand to connect more deeply with customers.

Each location will showcase Bombas’ full range — from socks and underwear to T-shirts, loungewear, and footwear, all within an environment the company can fully curate.

“This is really a test for us to see how customers respond to our product and physical space that we’re controlling,” LaRose said.

“This is a great opportunity for us to learn through the holiday season, learn in the next year, and then decide what that means for us going forward.”

Bombas is entering the retail space strategically, noting that 65% of sales in its categories still happen in stores. LaRose said that while Bombas’ e-commerce business remains strong, physical locations are a natural next step to tell the brand’s story in person and attract new shoppers.

That story remains closely tied to Bombas’ social mission. Since launching, the company has donated more than 150 million essential clothing items, including socks, underwear, and T-shirts, to community organisations supporting people experiencing homelessness.

Even before opening its own stores, Bombas had built a strong wholesale presence through partnerships with Nordstrom, Dick’s Sporting Goods, and Scheels.

The brand recently expanded its reach further by adding Target and DSW ahead of the holiday season.

Target will focus on family essentials, while DSW will highlight Bombas’ growing footwear range, which now includes slippers and slides — a segment that accounts for nearly 20% of the brand’s business this year.

“They’re a real authority when it comes to footwear, and our footwear business has accelerated so much over the last few years,” LaRose said of DSW.

By tailoring its assortment to each partner, Bombas is able to serve a variety of consumers — from fashion-oriented shoppers at Nordstrom to performance-driven customers at Dick’s Sporting Goods.

“There’s no question that you’re going to feel a little more fashion when you’re at Nordstrom, a little more sport and performance at Dick’s, and then of course, when you’re in our own retail stores, you get the full breadth beyond the sock assortment,” LaRose said.

With its first retail stores now open, Bombas is testing how far its mission-driven, comfort-focused model can go — this time, beyond the digital shelf.