Official SONRA Store. Shoes Made in Germany. Designed by Hikmet Sugoer
Source: Maintenance
I’ve discussed Sonra here on the site and I continue to do so because as a former sneaker company owner, I admire how well the brand does with each delivery. I made bad decisions with my brand arch. I changed the design of shoes often, attempting to mimic bigger brands. I thought relying solely on one model would limit my ability to engage with those supportive of the company. I didn’t rely on quality. I relied on quantity. In one drop I released multiple colors of a style. I didn’t focus on the important aspects of business. I didn’t talk about construction, design or the difficulties of operating a small business. I utilized turnkey outsoles instead of paying for the mold for my own shoe and limiting the production to that style. I tried to appear bigger than I was and that was a mistake.
Watching Sonra roll out variations on the Proto with storytelling taking place via color choices and materials, is a master class in small business strategy. Consider the details: 200 pair released in the drop. SRP of 275 Euros = 311.00 US dollars, 1 color released every two months. That’s $62,200. Manufacturing costs are probably 50%. While the number isn’t going to place Hikmet on the Forbes list, the company can employ 1-5 people in different capacities with a comfortable lifestyle. It really is compelling discussion material.
