INTRODUCTION TO - Rock Creek Advisors
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INTRODUCTION TO
1
DID YOU KNOW
SHOELACES HAVE
EVOLVED?
HICKIES Tie-Free laces turn any sneaker into
a comfortable slip on giving you a trip-free,
worry-free, experience.
2
MEET THE
EVOLUTION OF
SHOELACES
After 9 years of existence, HICKIES has
expanded operations to all continents, sold
+6.5 million packs and generated over USD
$65 million in revenue since 2012.
As part of the journey, we created something
powerful: a global brand, a global Direct to
Consumer and wholesale platform and
partnered with the top footwear companies.
Operated by a remote team of 12 people.
Our next step is to use this powerful machine
to launch two new products.
3
HICKIES KEY FIGURES
$65M 6.5M 60%
in lifetime revenue packs sold Gross Margin
29 1.5M 29
Countries Costumers Marketplace
channels
6 1000’s 5
Direct websites of stores carry our OEM relationships
products
250 12 $20M
Intellectual Property Employees Raised
assets (patents,
trademarks, etc.)
valued at $24M
MONTHLY EBITDA
1 2 PROFITABILITY
size fits all product new verticals Achieved in 3Q2020
4
HICKIES TIE-FREE LACES
MAIN FEATURES
FLEXIBLE
WORKS IN ANY SHOES
WITH EYELETS
ADJUSTABLE
INSTALL ONCE TIGHTNESS
ONE SIZE
FITS ALL WATERPROOF
ELASTIC SLIP ON & OFF
COMPRESSION
6
HICKIES ARE FOR EVERYONE
Simply put, HICKIES are a better way to
wear your shoes.
Athletic / Sports Lifestyle / Casual Kids Injury / Disabilities
Durable, elastic compression Custom color and sleek A quick, fun and easy An immediate benefit for
adapts to foot swelling and modern design enhance the solution to sloppy laces. those with limited motor
shrinkage during athletic use. look and wear of everyday and safety hazards. skills and/or mobility.
shoes.
7
CELEBRITIES & INFLUENCERS
Jessica Alba wearing HICKIES
Kendall Jenner wearing HICKIES
Leigh Gerson wearing HICKIES
Winner of NJ Half Marathon
Gigi Hadid wearing
HICKIES
Alessandra Ambrosio
wearing HICKIES
Kayla Itsines wearing HICKIES
Eduardo della Most Influential Trainer
Maggiora wearing Danny Willett wearing HICKIES
HICKIES Winner of 2016 Masters Golf
1st Place in Division & Top 3 Tournament
in 5 Ironman Races
“Sneakers improve constantly, but the “HICKIES’ lacing system is “The idea of an alternative to the
laces, they just stay the same. That is, revolutionizing the sneaker game.” traditional shoelace is gaining
until now.” traction now.”
8
THE HICKIES OPPORTUNITY
1. MARKET LEADING PIONEER in the shoelace replacement space
that has successfully branded a ubiquitous commodity (the
shoelace!) and commands premium pricing
2. POSITIONED AS DISTRUPTOR in the fast-growing, $129bn
athletic footwear space, with the opportunity to retrofit any
sneaker
3. OPERATING AT THE INTERSECTION OF THE MOST IMPACTFUL
CONSUMER TRENDS: athletic footwear, athleisure, customization
and ecommerce / omnichannel
4. HIGH-BARRIERS TO ENTRY DUE TO PROPRIETARY MATERIALS,
80+ proven global patents and 120+ trademarks valued at USD
$24mm
5. DIVERSE AND HIGHLY SYNERGISTIC SALES CHANNELS– direct
to consumer, wholesale, distributor-based, OEM – all selling the
same fundamental product
6. ONE-SIZE-FITS-ALL DESIGN and agile supply chain allows for
simplified inventory, and highly cost-efficient cash flow cycle
7. PIPELINE OF NEW PRODUCTS AND VERTICALS WITH IP
PROTECTION. PRODUCTS FULLY DEVELOPED
8. HIGHLY ATTRACTIVE UNIT ECONOMICS
9. SIGNIFICANT UPSIDE POTENTIAL AND WHITESPACE
OPPORTUNITIES across channels, geographies and pipeline of
product innovations, collaborations and licensing
9
HICKIES HAS BEEN SOLD IN SOME OF THE TOP RETAILERS
GLOBALLY
HICKIES DESIGN AND ECOMMERCE CAPABILITIES HAVE BEEN
CELEBRATED MULTIPLE TIMES
Fashion Universal
Accessories Design
HICKIES IS AN ENDEAVOR COMPANY100s OF THOUSANDS OF PAIRS OF SHOES WITH HICKIES PRE-INSTALLED HAVE BEEN SOLD
GLOBALLY BY SEVERAL TOP BRANDS.
SHOES WITH HICKIES PRE-INSTALLED HAVE GENERATED UP TO A 30% SALES INCREASE WHEN
COMPARED WITH SAME SHOES WITH TRADITIONAL LACES
Source: CompanyHICKIES OPERATES IN 29 COUNTRIES
HICKIES Operations (8) United Kingdom
3PL Warehouse
Current Distribution Countries (15)
HICKIES Direct Markets(14)
Germany
3PL Warehouse
China 3P Factory
HICKIES
Brooklyn team
San Diego 3PL Warehouse
Mexico 3P Factory
Australia
3PL Warehouse
HICKIES
Buenos Aires team
AMERICAS ASIA / PACIFIC EMEA
USA Panama Japan Philippines United Kingdom Sweden
Canada Costa Rica Singapore Thailand France Finland
Argentina Hong Kong Australia Austria Norway
Mexico UAE Germany Denmark
Switzerland Czech Republic
Italy Slovakia
Spain Poland
Note: 3PL means third party logistics and 3P means third party. Hieckies does Portugal Bulgaria
not own factories or warehouses
13IP PORTFOLIO
OVERVIEW & NEW
VERTICALS
14
57HICKIES OWNS THE CATEGORY IT CREATED, TIE-FREE LACES,
GLOBALLY THROUGH ITS PATENT PORTFOLIO
IP Portfolio has been valued at $24 million in 2020
HICKIES HICKIES HICKIES HICKIES HICKIES DOOHICKIES
1.0 2.0 METALLICS SWAROVSKI KIDS CHARMS
T Shape Alternative - Adjustable
T Shape Alternative
HICKIES reinvented shoelaces,
ADJUSTABLE
MULTI-SIZED STRAPS
STRAPS
branded a commodity, created and
own this new category in footwear.
HICKIES IP Portfolio is not just limited Note: Patented by HICKIES
LACES FOR ADDING CHARMS
T Shape Alternative - Adjustable
Note: Patented
to HICKIES Laces and HICKIES Kids ADJUSTABLE
STRAPS
WORKS
WITH
JIBBITZ
concepts but holds a wide array of
Basic Alternative
HICKIES has developed and patented a basic
alternative to the main Hickies product that can be
combined with Charms (even Croc’s Jibbitz)
additional designs for the category.
Note: Patented
Note: Patented
Note: Just a few alternative concepts covered by hickies patent portfolio –
Patents granted
15HICKIES REACT
The revolution in adaptive footwear. The seatbelt for sneakers.
HICKIES started developing a Tie-Free ‘dynamic ligament’ footwear system in
THE PRODUCT 2014 using state of the art material science. It works like a seatbelt for
sneakers – Reaction can be adjusted.
To improve performance in dynamic applications through a non-Newtonian
THE REASON material; i.e basketball, mountaineering, football, soccer, tennis.
A shoe with HICKIES REACT becomes an adaptive system that is relaxed
THE ADVANTAGE
03
when walking but becomes stiff with sudden movements.
TIMING Expected 2022 launch: Development of technology successfully finalized,
02
now developing shoes with Hickies React integrated.
UNDER ARCH TONGUE REPLACEMENT
Note: Patents Pending
1620
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