PopSockets’ next act hinges on DTC, TikTok and a bigger product ecosystem

PopSockets wants a bigger grip on the phone accessory market — and it’s betting on limited-edition drops, TikTok videos and magnetic products to get it there.

A large part of PopSockets’ strategy hinges on converting younger shoppers, once a major audience for the company. PopSockets — known for its button-shaped, adhesive phone grips — launched in 2014 after raising money via Kickstarter. Initially, it seeded products to middle-schoolers, who used PopSockets to personalize and prop up their phones. The brand also took off when celebrities including Gigi Hadid were spotted using the accessory.

In its second year in business, PopSockets inked deals with T-Mobile and Sam’s Club. Soon, it expanded into other retailers, including Best Buy and Target, as well as many mom-and-pop stores.

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