Supersox, the Indian socks and accessories brand from Super Knit Industries, has entered a new phase of retail expansion with the opening of its first-ever retail kiosk at Lakeshore Mall in Thane West, Mumbai.
The launch marks an important shift for the brand, which has built its business through online channels, general trade, distributors and a broad retail network. With the new kiosk, Supersox is taking its product experience directly to consumers in a mall environment and creating a dedicated physical touchpoint for its growing portfolio of men’s, women’s and children’s socks.
According to Supersox, the Lakeshore Mall kiosk features collections for men, women and children, including its licensed Disney and Marvel ranges as well as specialised collections. The company described the move as an important next step in bringing the Supersox experience directly to consumers.
Supersox Enters Physical Retail With First Kiosk in Thane
The opening at Lakeshore Mall represents the brand’s first-ever retail kiosk, making it a significant milestone in Supersox’s retail journey.
Until now, the brand’s consumer presence has been driven by a combination of its digital storefront, general trade and distribution network. Super Knit Industries says Supersox products have been available through a nationwide distributor network and multiple retail and e-commerce channels.
The new kiosk gives the brand an opportunity to showcase its products in a dedicated branded environment and allow shoppers to physically experience the assortment before purchasing.
For an accessories category such as socks, this physical interaction can be particularly relevant. Customers can compare designs, lengths, colours, materials and collections in person rather than relying entirely on online product listings.
A New Retail Touchpoint for Supersox
Supersox’s first kiosk comes at a time when the brand is expanding beyond its traditional wholesale and digital distribution model.
The company currently describes itself as a brand for men, women and kids, with categories spanning everyday, formal, sports, casual and speciality socks. Its online catalogue also includes gifting collections and character-led ranges.
The Lakeshore Mall format could therefore serve as a compact physical showcase for a much wider product portfolio.
Rather than immediately investing in a conventional large-format store, a kiosk provides the brand with a potentially more flexible way to test consumer response to dedicated offline retail.
What Will Customers Find at the Supersox Kiosk?
The new kiosk features Supersox’s collections across multiple consumer segments.
Men’s Socks
The brand offers formal, office, casual, sports, crew, ankle, no-show and performance socks for men.
Its premium portfolio also includes mercerised-cotton crew socks and gift-box formats. Supersox’s current online catalogue lists products ranging from everyday socks to premium collections.
Women’s Socks
Women’s offerings include ankle socks, sports socks, no-show styles, thermal socks, yoga socks, casual designs and other everyday formats.
The assortment combines functional requirements such as moisture management and cushioning with colour, patterns and fashion-led designs.
Kids and Baby Socks
Children’s socks remain a significant part of Supersox’s proposition, with products available across different age groups, from babies to older children.
The company’s catalogue includes school socks, sports socks, casual socks and character-themed designs.
Disney and Marvel Collections
One of Supersox’s major differentiators is its licensed character portfolio.
Its current Disney and Marvel range includes designs featuring characters and franchises such as Spider-Man, Avengers, Mickey & Friends, Disney Princesses, Frozen, Toy Story, The Incredibles and Star Wars, among others.
Super Knit Industries states that it holds official licences for Disney and Marvel franchises in India, while its company profile also highlights Disney FAMA compliance.
This gives Supersox an opportunity to appeal not only to consumers looking for functional socks but also to families and fans seeking character-led fashion accessories.
From Family Sock Factory to Consumer Brand
Supersox’s retail expansion is rooted in a longer manufacturing story.
The brand was launched in 2012 by brothers Harsh Saraf and Vivek Saraf, who grew up around their family’s sock manufacturing business. According to Supersox, the brothers spent years learning about fabrics, sock-making and design before launching the consumer brand.
Their family business, Super Knit Industries, was established in 1999 and has developed into a socks manufacturing and export business serving domestic and international clients.
Super Knit Industries says it manufactures socks for private-label customers as well as its own Supersox brand, with production, finishing, packaging and labelling capabilities handled in-house.
This manufacturing background has allowed Supersox to build its consumer proposition around the combination of comfort, quality, design and variety.
Super Knit Industries Provides the Manufacturing Backbone
Super Knit Industries is an important part of the Supersox story.
The manufacturer says it has:
- More than 25 years of industry experience
- More than 500 knitting machines
- Around 70,000 sq. ft. of factory area
- Annual production capacity of around 15 million pairs of socks
- More than 20,000 retail touchpoints, according to its current website
- Export relationships across international markets.
Its manufacturing capabilities span design, production, finishing, barcoding, packaging, labelling and shipping, enabling it to manage multiple stages of the product lifecycle internally.
For Supersox, this creates a vertically integrated foundation as it moves towards deeper consumer engagement.
Supersox Has a Large Existing Distribution Footprint
The Lakeshore Mall kiosk should not be viewed as Supersox’s first move into the market.
Super Knit Industries’ Supersox page says the brand has a network of 300+ distributors and products available across 10,000+ stores in India, alongside e-commerce platforms including Amazon, Nykaa, Myntra and Flipkart.
Its newer company profile gives an even broader retail figure, stating that Supersox has a presence across 15,000+ retail outlets, with exports to Europe, the UK, Middle East and South America.
Because these figures appear on different company pages, they should be treated as company-reported figures from different updates rather than presented as one precise current number.
The important strategic point remains clear: Supersox already has significant distribution reach, and the kiosk represents a move towards a more visible direct-to-consumer retail presence.
Why a Retail Kiosk Matters for Supersox
The kiosk model can offer Supersox several strategic advantages.
1. Direct Consumer Interaction
The brand can interact directly with shoppers rather than relying entirely on distributors and multi-brand retailers.
2. Better Product Discovery
A dedicated display allows consumers to see the breadth of Supersox’s assortment in one place.
3. Brand Visibility
A branded kiosk creates greater visibility than products displayed alongside competing brands in a multi-brand retail environment.
4. Consumer Feedback
Direct interaction can provide insights into preferred colours, designs, price points, categories and character franchises.
5. Retail Format Testing
A kiosk can potentially act as a lower-footprint format through which Supersox can evaluate demand before considering larger stores.
These factors make the Lakeshore Mall opening strategically relevant beyond the number of sales generated by the first location.
Why Lakeshore Mall, Thane West?
The location gives Supersox access to an established shopping catchment in Thane West.
Lakeshore Mall is located along the Eastern Express Highway in Thane West and has a broad fashion and lifestyle retail mix. Current retailer listings confirm the presence of brands such as Max and Titan at the mall.
The mall also positions itself around community-focused initiatives, including accessibility programmes and social-impact initiatives. Its Vision Lake Shore Thane platform highlights efforts around accessibility for visually impaired visitors and employment-related programmes for persons with disabilities.
For Supersox, a mall environment provides exposure to families, fashion shoppers and consumers already visiting the location for apparel and lifestyle purchases.
Supersox Is Building a Broader Lifestyle Proposition
The brand’s product strategy shows that Supersox is no longer presenting socks simply as a basic apparel essential.
Its current range includes:
- Formal socks
- Office wear socks
- Sports socks
- Performance socks
- Casual socks
- No-show socks
- Thermal socks
- Yoga socks
- Bamboo socks
- Premium socks
- Gifting collections
- Kids’ socks
- Baby socks
- Disney and Marvel collections.
This gives the brand multiple occasions around which to build consumer demand.
The move also aligns with changing consumer behaviour in fashion accessories, where products traditionally viewed as functional are increasingly being used to express personality, fandom, colour preferences and style.
Technology and Product Innovation Remain Part of the Proposition
Supersox’s product proposition is also built around technical features.
The brand highlights Silver Frost technology, which it describes as an antimicrobial and anti-odour technology designed to keep socks fresher for longer.
Its current catalogue also includes products made using Modal, bamboo and combed cotton, as well as performance-oriented products featuring breathable mesh, cushioning and moisture-management features.
The combination of materials, construction and design gives the brand opportunities to address different use cases rather than competing purely on price.
Sustainability and Certifications
Supersox’s parent company also highlights several certifications and sustainability-related initiatives.
Super Knit Industries lists certifications and standards including:
- SA8000
- SEDEX
- OEKO-TEX Class 1
- GOTS
- Better Cotton Initiative
- ISO 9001
- ISO 14001
- ISO 45001
- WRAP
- CTPAT
The company also states that its production and processes are handled in-house. (Superknit)
These credentials form part of the manufacturer’s broader positioning around responsible production, quality control and international standards.
Supersox Has Already Built a Digital Consumer Ecosystem
The company’s physical retail expansion is happening alongside an established digital presence.
The official Supersox website currently features dedicated shopping categories for men, women, kids, Disney & Marvel and gifting, alongside multiple product collections.
The company also sells through major marketplaces.
This creates an opportunity for Supersox to build an omnichannel model in which physical retail helps consumers discover and experience the brand, while online channels provide access to the broader catalogue.
The Role of Disney and Marvel in Supersox’s Growth
Character licensing is another important part of the brand’s strategy.
For children’s products in particular, licensed characters can make a functional product more emotionally engaging. Supersox’s Disney and Marvel collections allow the brand to combine everyday utility with entertainment and fandom.
The portfolio includes children’s and adult designs, expanding the relevance of these licences beyond one demographic.
For mall retail, these products could also have strong visual merchandising potential because character-led designs are easier to notice in a physical display.
The Kiosk Could Be the Beginning of a Larger Retail Strategy
Supersox has not publicly announced a specific number of future kiosks or stores as part of this launch.
However, the company’s own announcement describes the Lakeshore Mall location as an important next step in bringing its experience directly to consumers.
That makes the format worth watching.
The company already has manufacturing scale, a broad distributor network, an established online business and significant retail availability. The missing piece has historically been a more visible dedicated branded offline environment.
The Thane kiosk begins to address that gap.
If consumer response is positive, the format could potentially provide a foundation for Supersox to test additional mall locations and direct retail formats.
Harsh and Vivek Saraf’s Vision Moves Into Physical Retail
The first kiosk also represents a significant milestone for Supersox’s founders.
Harsh and Vivek Saraf joined their family business before launching Supersox in 2012. Harsh Saraf’s profile at Super Knit Industries says he identified an opportunity in the Indian market for a strong domestic socks brand offering export-quality fabrics and international styles at competitive prices.
More than a decade later, that vision is moving into a dedicated consumer-facing retail format.
The Lakeshore Mall kiosk therefore represents more than another distribution point. It is a physical manifestation of the brand’s transition from a manufacturer-backed consumer label to a more directly experienced retail brand.
Supersox’s Retail Journey Begins in Thane
The opening of Supersox’s first-ever retail kiosk at Lakeshore Mall, Thane West marks a new chapter for a brand that has spent more than a decade building its presence through manufacturing, distribution, general trade and digital commerce.
With products for men, women, children and babies, alongside Disney and Marvel licensed ranges, premium collections, performance socks and gifting products, Supersox enters physical retail with a broad portfolio.
The bigger question now is how far this first kiosk can take the brand’s offline retail ambitions.
For Supersox, the answer may begin with one relatively small format — but the strategic shift is significant: from being a socks brand consumers find on shelves and online to becoming a brand consumers can actively experience in its own retail environment.
About Supersox
Supersox is the consumer socks brand of Super Knit Industries, an Indian socks manufacturer founded in 1999. Supersox was launched in 2012 by brothers Harsh Saraf and Vivek Saraf.
The brand offers socks for men, women, kids and babies, with categories spanning formal, casual, sports, performance, gifting and licensed Disney and Marvel collections. The brand operates through its own website, major e-commerce marketplaces, distributors and retail outlets.
Frequently Asked Questions (FAQs)
When did Supersox launch its first retail kiosk?
Supersox has announced the opening of its first-ever retail kiosk at Lakeshore Mall, Thane West, Mumbai.
Where is the Supersox kiosk located?
The new kiosk is located at Lakeshore Mall in Thane West, Mumbai.
What products are available at Supersox?
Supersox offers socks for men, women, kids and babies, including formal, casual, sports, performance, premium, gifting and speciality collections.
Does Supersox sell Disney and Marvel socks?
Yes. Supersox offers licensed Disney and Marvel collections featuring characters and franchises including Spider-Man, Avengers, Mickey & Friends, Disney Princesses, Frozen, Toy Story and others.
Who founded Supersox?
Supersox was founded in 2012 by brothers Harsh Saraf and Vivek Saraf as the in-house consumer brand of Super Knit Industries.
What is Super Knit Industries?
Super Knit Industries is the manufacturing company behind Supersox. Founded in 1999, it manufactures socks for its own brand as well as domestic and international clients.
Where are Supersox products available?
Supersox products are sold through its website, major e-commerce platforms, distributors and a large network of retail outlets across India. Super Knit Industries reports more than 300 distributors and 10,000+ stores on one of its brand pages, while a newer company profile cites 15,000+ retail outlets.
Is this Supersox’s first physical retail store?
According to Supersox’s announcement, the Lakeshore Mall location is its first-ever retail kiosk. The brand already had an established presence through general trade, retail distribution and online channels.