PopSockets Grip

Key numbers

The product

PopSockets is a collapsible grip that sticks to the back of a phone or case. The accordion stem expands into a stand for video and selfies and collapses flat into a pocket, while the swappable top turned it into a customisable accessory. The original problem was ergonomic: phones had become too big and slippery to hold comfortably in one hand.

How they did it

Former philosophy professor David Barnett prototyped 60 versions over 15 months before a modest Kickstarter raised $18,591 from 520 backers. The first grips went on sale in 2014, selling about 30,000 units in year one. Barnett bootstrapped, partly with insurance money from a house fire, and struck an early T-Mobile retail deal in 2015. Licensing with Disney, Marvel and Swarovski plus relentless Instagram influencer marketing turned the grip into a collectible. By 2018 PopSockets had sold more than 60 million units and was approaching $200M in annual revenue, all without outside funding.

Why it worked

• Solved a universal daily frustration with a tiny, cheap product
• Bootstrapped through crowdfunding and retail instead of VC
• Turned a functional grip into customisable IP and fashion
• Early, relentless influencer marketing created viral reach