Shoe Lace Supply

What Shoe Lace Supply does

Shoe Lace Supply is a direct-to-consumer e-commerce platform founded in 2012 in Orlando, Florida, that specializes in premium replacement shoe laces and sneaker accessories. Originally launched as Rope Lace Supply, the company targets sneaker enthusiasts and athletes seeking high-quality laces compatible with specific sneaker models, including Jordans (AJ1 through AJ8 and beyond), Nike Dunks, Air Force 1, Nike SB, New Balance (574, 990, 530), ON Running, Adidas Samba, Yeezy, and HOKA. The company sells exclusively through its Shopify-powered online storefront at shoelacesupply.com with no physical retail locations, offering domestic US delivery and international shipping via USPS First Class International Mail. Co-founders Eric Delgado (Co-Founder & Senior E-commerce Strategist) and Victoria Weiss (Co-Founder & Head of Digital Marketing) lead the business.

The company's product portfolio centers on 28+ lace styles spanning cotton, flat polyester, waxed cotton, fuzzy/cozy, braided rope, fat, jumbo, woven/interwoven, printed (floral, animal, diamond plaid), specialty (glow-in-the-dark, zig-zag), and no-tie elastic variants. Products are organized both by style and by sneaker model, with comprehensive size charts mapping lace length to eyelet count (36-72 inches). The Everyday Sock ($15.99), Mystery Laces, and Gift Cards extend the catalog beyond replacement laces. The underlying capability is materials sourcing and lace construction rather than proprietary software; the company has no app, no API, and no patented technology.

Shoe Lace Supply generates revenue through one-time direct product sales at unit prices ranging from $5.00 (Mystery Laces) to $15.99 (The Everyday Sock), with most laces priced between $8.99 and $13.99. Commercial mechanics include free US shipping on orders over $25, a Buy 2 Get 1 Free promotion, gift cards from $10 increments, and support for Shopify Pay, PayPal, Apple Pay, Google Pay, Shop Pay, Amazon Pay, and major card networks. Marketing is community-driven via YouTube, Instagram, TikTok, an email newsletter, an educational blog, and earned media coverage in Forbes, Sneaker News, Nice Kicks, and Glamour. The business is founder-owned/bootstrapped with no disclosed external funding, 11-50 employees, and a cumulative base of 500,000+ customers served since inception.

Name

Shoe Lace Supply

Legal name

Shoe Lace Supply

Website

https://shoelacesupply.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Shoe Lace Supply is a bootstrapped direct-to-consumer e-commerce platform, founded in 2012 and based in Orlando, that sells premium replacement shoe laces and accessories to sneaker enthusiasts and athletes, offering model-specific SKUs for Jordans, Nike, New Balance, Yeezy, ON Running, Adidas Samba, and HOKA via Shopify.

Ownership category

akta.pro rank

Product category

Sneaker Accessories

NAICS

Shoe Retailers (45821), Footwear Merchant Wholesalers (42434)

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)

Keywords

• Replacement shoe laces
• Sneaker accessories
• Athletic shoelaces
• Cotton shoelaces
• Running shoe laces

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for shoe laces and accessories. Products sold directly to consumers via e-commerce storefront. Includes promotional offers such as Buy 2 Get 1 Free and seasonal sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Shoe Lace Supply is a direct-to-consumer e-commerce retailer that sells premium replacement shoelaces and sneaker accessories, with model-specific laces for Jordan, Nike (Air Force 1, Dunk, SB, Yeezy), New Balance, ON Running, Adidas Samba, HOKA, and other major brands. The assortment includes flat, round, cotton, waxed cotton, fuzzy/cozy, braided rope, glow-in-the-dark, elastic, and printed laces in 20+ colors, plus complementary items such as crew socks, mystery laces, and gift cards. Orders are fulfilled via Shopify-powered online storefronts with free US shipping over $25 and a Buy 2 Get 1 Free promotion.

Product overview

Shoe Lace Supply (formerly Rope Lace Supply, founded 2012) operates as an e-commerce platform offering a curated selection of premium replacement laces and fashion sneaker accessories. The company specializes in model-specific replacement laces for major sneaker brands including Jordans, Nike (Air Force 1, Dunk, SB), New Balance, On Running, Adidas (Samba), and HOKA. Product portfolio spans flat, round, cotton, polyester, waxed, fuzzy, printed, and specialty laces (glow-in-the-dark, braided). The core offering centers on the Flat Standard Shoe Laces, Jordan Replacement Shoe Laces, and Nike/Jordan/Dunk Replacement Shoe Laces, supplemented by complementary accessories including The Everyday Sock, Mystery Laces, and Gift Cards. The company positions itself as the first brand dedicated to high-quality laces for sneaker enthusiasts, emphasizing premium materials and innovative design. Business model includes B2C retail with free shipping on orders over $25 and a Buy 2, Get 1 Free promotion.

Differentiator

Problem solved

Functional benefit

Products and services

• Jordan Replacement Shoe Laces Premium replacement laces specifically designed for Jordan sneakers (Air Jordan 1, 2, 3, 4, 5, 6, 7, 8 and more). Made from durable flat polyester with no logos on tips, modeled after original OG Nike Dunk laces; intended for sneaker enthusiasts replacing or customizing Air Jordan footwear.
• Flat 100% Cotton Shoe Laces Premium 100% cotton shoelaces with a silky finish and vibrant colors, designed for vintage and premium aesthetic looks on any sneaker; available in 11 different colors. Intended for sneaker enthusiasts seeking cotton laces with a premium hand-feel.
• Flat Standard Shoe Laces - Solids Premium flat solid shoelaces made from durable polyester with vibrant colors (20+ colors). Designed for running shoes, gym shoes, and compatible with Hoka, On, Nike, Adidas, Saucony, and Asics brands; intended as a versatile replacement lace for athletic and casual sneakers.
• Round Standard Shoe Laces - Solids High-quality round rope shoe laces made from polyester allowing deep vibrant colors; sized to fit Yeezy Boost 350 (48 inch) and Yeezy Boost 700 (48 inch). Targeted at sneaker enthusiasts seeking round laces with rich color saturation.
• New Balance Replacement Shoe Laces Replacement laces specifically designed for New Balance sneakers including 574, 990, 530 and other models; made from flat polyester in various colors. Targeted at New Balance owners replacing stock laces.
• Fuzzy Shoe Laces Soft-to-touch fuzzy/cozy laces with bold colors that make a statement; designed to add a unique texture and visual impact to sneakers. Targeted at sneaker enthusiasts seeking statement or fashion-forward laces.
• Flat Cozy Laces Soft and comfortable flat laces with a cozy feel; positioned as a premium option for sneaker enthusiasts seeking comfort and style.
• Flat Interwoven Shoe Laces Stylish interwoven-design shoe laces offering a unique pattern and texture for sneaker accessories; targeted at consumers seeking distinctive woven patterns.
• Fat Shoe Laces Thicker-than-standard flat laces designed as a fashion statement; popular for streetwear and statement sneaker customization.
• Air Force 1 Replacement Shoe Laces Replacement laces specifically designed for Nike Air Force 1 Low, Mid, and High models; flat polyester construction with no logos. Targeted at Nike Air Force 1 owners replacing stock laces.
• Thick Oval Shoe Laces (Nike SB Laces) Thick oval-shaped laces specifically designed for Nike SB and Dunk sneakers; matches the original specifications of these skateboarding shoes.
• Diamond Plaid Shoe Laces Woven diamond-pattern plaid shoe laces offering a distinctive patterned look; available in Black/White and Sail/Green colorways. Targeted at consumers seeking patterned sneaker laces.
• Vintage Faded Laces Shoe laces designed with a vintage faded aesthetic in colors including Faded Cement, Faded Blue, Faded Black, Faded Red, Faded Sail, Neapolitan, and Coffee; currently on sale (e.g., 29% off from $13.99 to $9.99).
• The Everyday Sock Premium cushioned crew socks designed to complement shoe laces; features arch support, ribbed cuff, and cotton blend fabric. Engineered for everyday comfort and performance as a complementary accessory to shoe lace purchases.
• Jumbo Cotton Shoe Laces Extra-thick cotton laces offering a bold statement piece; premium cotton material with oversized proportions. Targeted at sneaker enthusiasts seeking oversized lace aesthetics.
• Flat Waxed Cotton Shoe Laces Waxed cotton flat laces with premium finish; available in White and Black with plain tips, or with Gold or Silver metal tips for added style. Targeted at premium sneaker owners.
• Braided Rope Laces Braided rope-style laces offering a distinctive textured look; 75-inch length option available for various sneaker types.
• Glow In The Dark Shoe Laces Specialty laces that glow in the dark for a unique visual effect; positioned for night-time visibility or statement styling.
• Flat Printed Shoe Laces - Floral Floral patterned printed laces available in Black Floral, White Floral, and Spring Floral designs for statement styling.
• SpeedLaces (No-Tie Shoe Lace System) No-tie elastic lace system for running shoes and sneakers; allows easy on/off without tying, ideal for HOKA and other running shoes. Targeted at runners and athletes.
• Flat Printed Shoe Laces - Animal Animal-print patterned laces available in Cow and Cheetah patterns for bold statement styling.
• On Running Replacement Shoe Laces Replacement laces specifically designed for On Cloud and On Running shoes; flat polyester construction matching original specifications. Targeted at ON Running owners.
• Zig-Zag Laces Zig-zag patterned laces available in Panda, Light Multi, and Dark Multi colorways for distinctive styling.
• Elastic Stretch Laces Elastic stretch laces providing flexibility and comfort; no-tie option for easy slip-on functionality. Targeted at runners, athletes, and consumers seeking convenience.
• Samba Replacement Shoe Laces Replacement laces specifically designed for Adidas Samba sneakers; made from premium cotton material. Targeted at Adidas Samba owners.
• Mystery Laces Surprise selection of shoe laces offered at a discounted mystery price ($5.00); targeted at customers seeking variety or who want to try new styles.
• Gift Card Gift cards available in variable denominations starting at $10 for gifting shoe lace products to friends and family.
• Wholesale Shoe Lace Supply Wholesale program for retailers and resellers to purchase Shoe Lace Supply products in bulk; accessed via the Wholesale Inquiries page.
• Custom Shoe Laces Custom shoe lace orders allowing customers to commission personalized laces; accessed via the Custom Shoe Laces page.

Quantifiable outcome

• 500,000+ customers served since 2012
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the company's online storefront. Provides the technical infrastructure for the direct-to-consumer sales channel.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lace Lab: Lace Lab is a premium replacement sneaker lace brand sold direct-to-consumer online, offering model-specific laces for Jordan, Nike, and other silhouettes with a similar materials-and-craft positioning. It directly competes for the same sneakerhead buyer that Shoe Lace Supply targets.

Broad incumbents

• Etsy: Etsy is a large global marketplace where thousands of small sellers offer replacement sneaker laces, custom laces, and specialty materials. It is a competing purchase destination for the same sneaker enthusiast customer, though Etsy is a broad multi-category platform rather than a focused lace specialist.
• Amazon: Amazon is the dominant general merchandise marketplace and hosts hundreds of replacement lace SKUs at aggressive price points. Shoppers searching for sneaker laces frequently land on Amazon first, making it a primary alternative purchase channel to Shoe Lace Supply's direct storefront.
• StockX: StockX is a leading sneaker authentication and resale marketplace serving the same sneakerhead buyer. While it does not specialize in laces, it commands significant share of wallet and traffic in sneaker culture, making it an indirect competitor for the premium sneaker enthusiast customer.
• GOAT: GOAT is a major sneaker resale and apparel marketplace with a similar premium-sneaker consumer base. It also sells accessories and complementary items, putting it in partial overlap with Shoe Lace Supply's sneakerhead-focused value proposition.
• Nice Kicks: Nice Kicks is a sneaker media and retail platform that has featured Shoe Lace Supply in its coverage. It serves the same sneakerhead audience and sells related footwear and accessories, making it an adjacent incumbent with overlapping demand and brand affinity.
• JD Sports: JD Sports is a large multi-brand athletic and sneaker retailer with an international footprint. It competes for the same athletic-footwear customer and, while it does not specialize in laces, its scale and assortment make it a relevant broad incumbent for comparison.

Others

• Sneaker News: Sneaker News is a sneaker-focused media outlet that has featured Shoe Lace Supply in editorial coverage. It is not a direct sales competitor but is an influential discovery and earned-media channel that shapes purchasing behavior in the sneaker enthusiast segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCMiKHaBWVBSYvxbY1RAvZpA
• Instagraminstagram.com/shoelacesupply
• Xx.com/ShoeLaceSupply
• Facebookfacebook.com/shoelacesupply247

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shoe Lace Supply