hickies.com
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HICKIES: The $4M Lace-Up Revolution
How a 26-person team is disrupting the $10B shoelace industry, one elastic strap at a time.
In a world obsessed with AI and blockchain, HICKIES found a $4.1M revenue opportunity in the most mundane object imaginable: the shoelace. They didn't invent a better lace; they invented a reason to never tie one again.
"They aren't selling laces. They're selling the frictionless moment you slip your foot into a shoe without bending over."
The Anti-Subscription Model
While SaaS companies chase recurring revenue, HICKIES profits from a one-time physical product. With 36% direct traffic, their customers aren't just buying; they're returning by memory. That's brand equity that subscription metrics can't touch.
Niche is the New Scale
HICKIES targets a specific pain point: the daily annoyance of tying laces. With 26 employees generating $4.1M, their per-capita revenue ($157k/employee) rivals software companies. They prove that solving a 'small' problem for a passionate audience beats generic mass-market plays.
Their tech stack—Shopify, Tailwind, PWA—shows a lean operation focused on conversion, not complexity. The 3.2/5 Trustpilot rating is a yellow flag; product-market fit is solid, but customer experience needs polish. For a hardware startup, that's a fixable problem, not a death sentence.
- Product-Market Fit: 4,340 monthly searches for their brand name alone
- Lean Operations: $157k revenue per employee (software-tier efficiency)
- Direct Traffic Dominance: 36% type 'hickies.com' directly—this is a cult brand
- Untapped SEO: Only 1 organic keyword rank provided suggests massive growth runway
The Verdict: A Quiet Giant
HICKIES proves that in e-commerce, boring is profitable. While others chase hype, they own a mundane, daily ritual—and that's a moat.
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http://uk.hickies.eu/cdn/shop/files/hickies-logo.png?v=1654474298
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HICKIES - No Tie Elastic Shoelaces
HICKIES No Tie Shoelaces turn shoes into slip ons so you never have to tie your sneakers again. HICKIES laces can be used on almost any type of shoes.
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Reviews (1)
Rubbish product.
Rubbish product.. don’t waste your money.. Previous review of their product was removed from this site by the clowns behind the scenes.. Crap product - they keep breaking.
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About hickies.com
HICKIES No Tie Shoelaces turn shoes into slip ons so you never have to tie your sneakers again. HICKIES laces can be used on almost any type of shoes.
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Technology Stack
hickies.com uses 24 technologies across their website including AccessiBe, Google Fonts, hCaptcha, HSTS, and more.
Accessibility
AccessiBe
Fonts
Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
CDN
cdnjs
Cloud & Hosting
AWS CloudFront, Cloudflare
Translation
Weglot
Traffic & Audience
hickies.com receives approximately 9.7K monthly visitors and ranks #2,266,223 globally. The website has a bounce rate of 35% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 0:28 on the site.
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