In 2017, a public mishap in Edinburgh inspired Brie Read to launch Snag Tights. Since then, the Oxfordshire-based company has scaled into a global powerhouse with annual sales reaching £54 million.
Moving production from China to Italy to solve the fit crisis
The hosiery industry, valued at approximately £15 billion, has long been criticized for serving only a narrow segment of the population. Brie Read identified that traditional manufacturing, which is largely outsourced to China, often prioritizes leg length while neglecting body width. This oversight frequently results in garments that fit the height but fail to accommodate the hips of diverse body types.
To solve this, Snag Tights transitioned to a specialized manufacturing model using a small Italian firm. By utilizing a proprietary, durable yarn, the company can offer a full range of widths for sizes 4 to 36. This focus on inclusive design has allowed Snag Tights to maintain a return rate of only 2%, which is significantly lower than the 40% industry average reported by competitors.
A £54 million revenue milestone and the Dragons' Den connection
Snag Tights has evolved from a small startup into a major international player headquartered in Oxfordshire.. The company reported annual sales of £54 million last year, with its products—including tights, leggings,and underwear—sold across six major online platforms. These platforms serve customers in the UK, US, Australia, Canada, Germany, and the EU. The brand's popularity is evident in its sales velocity; a single pair of Snag tights is sold approximately every ten seconds.
This massive growth was accelerated in 2021 when James Caan, a prominent investor from the UK's Dragons' Den, injected a seven-figure investment into the business. As the report notes, Caan was particularly impressed by the brand's broad market appeal and its remarkably low return rates.
The 'Save Our Snag' initiative and the power of 150,000 followers
The strength of the Snag Tights brand lies heavily in its relationship with its customer base, known as "Snagglers." This community includes 50,000 followers on Instagram and 100,000 friends on Facebook, creating a massive digital footprint. This loyalty proved vital during the COVID-19 pandemic when the shift to remote work caused demand for traditional hosiery to plummet.
In response to the resulting financial strain, Brie Read launched the 'Save Our Snag' social media campaign. By offering a buy-one-get-one-free promotion, the company managed to raise £1.25 million. According to the source, this successful pivot not only stabilized the company's finances but also deepened the emotional connection between the brand and its global community.
Scaling a remote workforce of 120 amidst global expansion
As Snag Tights prepares for new product launches, such as its 80-denier opaque line and themed holiday collections, questions arise regarding its operational structure.. The company currently operates with a lean staff of 120 people, the majority of whom work remotely. While this model has supported a £54 million turnover , it remains to be seen how a distributed team will manage the increasing logistical demands of a global empire.
Additionally, while the move to Italian manufacturing has solved immediate fit issues, the source does not clarify if Snag Tights will continue to rely on a single small firm or if they will need to diversify their supply chain to sustain their current growth trajectory. Finally, it is unclear how the company will maintain its low 2% return rate as it enters more complex seasonal markets.
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