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The Simple Reason Entrepreneurs Are Embracing the Wonky, Unsexy World of B2B Should you make the switch?

By Nancy Miller

This story appears in the March 2017 issue of Entrepreneur. Subscribe »

Melissa Huisman
Noah Lee (left) and Dane Jensen, Sock Club cofounders.

In 2011, Noah Lee and Dane Jensen were young guys a few years out of college and in search of a business idea. They stumbled across a story about a company selling black Italian socks. Just black. Just Italian. By subscription only. The company had tens of thousands of subscribers.

Related: 5 Tips for Developing Your B2B Sales

Jensen got excited, built a website and called it Sock of the Month Club. "I was more dismissive," Lee admits. But he went along. It was a part-time gig. Plus, most people wear socks. And they can't all just want basic black, right?

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