Sock Drawer has a new name — and is more than socks. What’s new for the SLO-based company

In 2007, Brooke English began a sock boutique in Downtown San Luis Obispo called The Sock Drawer.

Now, the online-only shop has “outgrown the drawer” and has rebranded with more products and a new name: Goodly.

In addition to the fun and “irreverent” socks it’s always sold, Goodly has many other gift items, too.

The retailer now sells books, candles, games and puzzles, barware, office supplies and more — shipped from its San Luis Obispo warehouse.

Still, the items are all tied together with the same “fun and colorful vibe” that longtime customers will recognize, according to the store’s news release.

“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,” English said in the news release. “We have long prided ourselves on having something that can make every personality go completely giddy, and that’s even more the case now.”

English said they started selling things like tote bags, kitchen linens and pet toys more than a year ago, but the store was still perceived purely as a sock shop. English hopes to change that with the name switch.

“We wanted to offer more,” English said in the news release. “Our feet are firmly planted in funny socks, so to speak, but we have decided we’re ready to offer other items, as well.”

Goodly also puts together and sells themed gift boxes, wrapped in its traditional signature rainbow yarn. These boxes range from the Plant Lady Gift Box to the Dog Lover Gift Box, plus some boxes designed for corporate gifts specifically. Corporate and employee gifts are an expanded part of something the company has been doing for years for companies like Apple and Sophos.

“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,” English said in the news release.

In the next few months, Goodly plans to start selling “build your own” gift boxes, where the customer chooses the items inside via their website.

“It’s an exciting time for our business,” English said. “We can’t wait to see which new products our customers like best.”

This story was originally published May 25, 2022 at 5:00 AM.