Business in Vancouver's “How I Did It” feature asks business leaders to explain in their own words how they achieved a business goal in the face of significant entrepreneurial challenges. In this week's issue, 13-year-old Katelyn Lohr talks about how her idea for toeless socks took off after she appeared on Dragon's Den in 2012.
“This was extremely unexpected. I never gave any thought to what I wanted to be when I was older when I was eight. My dream wasn't to be in business or anything but it kind of just happened.
“In 2008, when I was eight, was when I created Freetoes. I wanted to wear my flip-flops outside when it was freezing cold, and my mom said no and that I had to wear socks and shoes. So I came to her with a pair of socks and scissors. That was my way of following the rules and still getting what I wanted.
“I wore them to school, after my mom cut the toes off, and all my friends wanted some so I used my own [birthday] money to buy socks and cut the toes off and sold them at school to my friends. Within my first week of selling them, I made $100.
“At my school, we had a country market. We bought a booth at the country market and sold them there. From there we were invited to other markets, and flea markets and craft shows all over the Lower Mainland. That's when my Oma [Michelle Lohr] started helping. We would buy the socks bulk, and she would cut the toes off and sew them over so the fabric wouldn't fray and it was more snug on your foot. She actually has cut and sewn over 10,000 pairs.
“We were going to all these markets and then we also started landing small stores. Our first big retailer was BC Ferries. That was in 2009. We got lots of positive feedback. We kept going to markets and everyone was telling us we had to go on Dragons' Den. So in 2012, we did end up auditioning for Dragons' Den. Before we went on Dragons' Den, we got manufactured product. Our manufacturing is all being done in China now.
“Even though the Dragons didn't invest, it was just amazing the outcome from it because of all the publicity we got, and we actually gained new business partners.
“Tickled Planet are our business partners. They helped us with branding our product, publicity and our new packaging and designs and manufacturing. They helped us source manufacturing in China.
“I can't own a business until I'm 18. So my parents own 50% and our business partners own the other 50% and I get royalties. When I become 18, then I can have shares in the company.
“We got a lot of stores after airing on Dragons' Den. Right now our biggest retailer would have to be Toys “R” Us in the U.S. We sell all over the world online at freetoes.com.
“Our biggest market is spas and salons, for pedicures. It's perfect for pedicures when it's colder outside. If you put Freetoes on before you put nail polish on, when your toes are drying, you can wear flip-flops outside when it's cold and your feet won't be freezing.” •
