The popular local online retailer once known as The Sock Drawer has rebranded with a new product lineup, logo and name: Goodly. Previously known for its selection of fun novelty socks, the store now sells other gifts, too.
According to owner Brooke English, who first founded the store as a walk-in boutique in downtown San Luis Obispo in 2007 and later took it online, the brand had “outgrown the drawer.”
“We wanted to offer more,” English said. “Our feet are firmly planted in funny socks, so to speak, but we have decided we’re ready to offer other items, as well. We started out with some of these items a year or two ago — tote bags, fun kitchen linens, pet toys — but with our Sock Drawer name, folks still thought of us that way: as a sock store only. We can’t wait to grow into some other markets!”
New items at Goodly include books, candles, puzzles and games, barware, snacks, desk and office supplies, and more. Staff continue to ship these goods from the San Luis Obispo warehouse the brand has occupied for the past several years. English said the thing that ties it all together is the same fun and colorful vibe that longtime fans of the store’s irreverent socks will recognize.
“We’re the same silly, colorful team, based right here in SLO with some staff working from home, and now we offer even more great gift items than ever before,” she said. “We have long prided ourselves on having something that can make every personality go completely giddy, and that’s even more the case now. Some of our new items are so hilarious, and everything is uplifting and bright.”
English said Goodly is also very excited to now offer exclusive gift boxes. The store has dozens of ready-to-sell gift boxes that contain a variety of items in a theme, like the Plant Lady Gift Box and the Dog Lover Gift Box. There are also sock-filled boxes and several boxes designed especially for corporate gifting for employees or clients. All are packed in custom-made Goodly boxes and wrapped in the brand’s longtime signature, their rainbow yarn.
“Gift boxes are an important part of Goodly’s future,” English said. “More and more these days, customers love the convenience of a gift that is done — beautifully wrapped, shipped right to the recipient. And on the corporate gifts front, we can deliver work-themed boxes with colorful office goods right to employees all over the world.” The corporate gifts venture has been an “unspoken” part of Goodly for years now, English said, as her team has quietly prepared employee gifts for well-known companies like Apple and Sophos, and plans are to expand this aspect of the business.
“At this point, we’ve been shipping impeccable gifts all over the world for years, so we think of ourselves as specialists,” she said. “More companies have employees working from home now, and they’re looking for new ways to show their staff some love, aside from traditional events. We’re ready to fully lean into corporate gifting for brands that want to send their teams something really special.”
English said Goodly’s next step is to begin offering “build your own” gift boxes, where shoppers can choose which items they want packed up. Customers can expect to see that on the website, goodlyshop.com, in the next few months.
“It’s an exciting time for our business,” English said. “We can’t wait to see which new products our customers like best. Feedback has been great so far, and we invite all of our longtime SLO County customers to come take a look!