Alok Ruia, Director of SockShop, did not initially set out to join the family business. The Ruia Group, founded by his father and uncles in the 1950s, started as a textile importing business in Manchester, supplying raw cloth to UK manufacturers. “It’s a family business to this day,” Ruia explains, but his own career path took a different trajectory before he stepped into the world of socks.
The textile industry was changing, and the Ruia Group had to adapt. From the early days of importing fabric to manufacturing finished goods, the company built strong relationships with suppliers and retailers. “It’s always been about quality and innovation,” Ruia says. “Even before I joined, my brothers and cousins were working on expanding our footprint.”
The economics teacher turned entrepreneur
Before entering the family business, Ruia had a 15-year career as a teacher, heading the Economics and Business department at Thomas Mills School in Suffolk. “The love of economics drew me into teaching,” he recalls. “A lot of people would say economics is a very boring subject, but I did it at school, studied it at university, and thought I’d really like to make a career of teaching.”
His transition into business, however, stemmed from a moment of realisation. Having spent years teaching students about business concepts and leading coursework projects, he found himself questioning whether he could put theory into practice. “Sometimes you can teach something, but are you actually doing it?” he muses. “I thought, I’d actually like to, in inverted commas, ‘do business.’”
“Sometimes you can teach something, but are you actually doing it?”
This shift was catalysed by a student project based on a family business initiative—a collaboration with Olympic rower Sir Steve Redgrave to create the Five Gold brand. “I thought, wow, this would be a great project because it’s a real-life example,” Ruia says. The idea of making the brand Fairtrade-certified excited him, and he saw an opportunity to engage with a larger, real-world business challenge. “There was a moment—I picked up the phone, rang my eldest brother, and asked how he’d feel if I joined. He paused for a moment and said, ‘Oh, we’d be delighted. Please come in.’”
Although teaching had been a rewarding career, the excitement of joining a dynamic business environment was too compelling to resist. “I was happy in teaching,” he says, “but I realised that I wanted to experience business first-hand and put all that theoretical knowledge into something practical.”
A strategic acquisition: the SockShop story
The Ruia Group acquired SockShop in 2006 after it went into administration, and Ruia and his brothers set about revitalising the brand. “It was a very organic decision,” he explains. “We hadn’t got a plan as such, but it seemed like a worthwhile thing to go for.”
The key question they had to answer was whether SockShop was primarily a retail concept or a brand in its own right. They decided to treat it as the latter, developing sub-brands under its umbrella, much like Kellogg’s has Cornflakes and Frosties. “When people see products prefixed by SockShop, they know it has the mark of reliability, quality, and heritage,” Ruia says.
At the time of acquisition, SockShop was struggling, but the Ruia Group saw potential. “There was brand recognition, and people associated it with quality, but it needed direction,” Ruia explains. By investing in online retail and ensuring a strong presence in key markets, SockShop was gradually brought back to life.
Building a modern sock empire
One of SockShop’s most notable successes has been Heat Holders, a range of thermal socks designed to genuinely keep feet warm. “Some of the so-called thermal socks on the market weren’t actually very thermal,” Ruia explains. “We turned 180 degrees and thought—can we make the warmest sock on the planet?”
The result was a product with a patented knitting and brushing technique, designed to trap warm air and offer superior insulation. Heat Holders quickly gained traction, becoming a go-to product for cold-weather wear. “We tested it, got a TOG rating, and realised we had something far superior to what was already out there,” he says.
“We turned 180 degrees and thought—can we make the warmest sock on the planet?”
Beyond Heat Holders, SockShop has leaned into functional socks, including its IOMI range for diabetics, which was developed in collaboration with the Royal College of Podiatrists. “We’ve had customers say their grandma could finally wear socks without discomfort after years of struggling,” Ruia says. “It’s rewarding to be part of something that brings genuine pleasure to individuals.”
SockShop has continued to expand its product lines, with a focus on both function and fashion. “Socks are no longer just an afterthought,” Ruia says. “They’re a statement, and they serve a purpose.”
The balance between tradition and innovation
Despite being part of a third-generation family business, Ruia and his brothers operate in a decentralised structure. “We all have different styles and cultures,” he notes. “If we tried to work as one big unit, the old sibling rivalries and chemistry would come out.”
Instead, each brother runs a distinct segment of the business, with Ruia focusing on functional socks while others oversee bedding, retail, and finance. The structure allows for independent decision-making while maintaining a shared vision for the company’s growth.
SockShop has steadily incorporated sustainability into its operations, though Ruia is pragmatic about the process. “We’re not eco-warriors, but every business now has to address sustainability,” he acknowledges. The company has reduced plastic packaging, introduced recycled yarns, and developed its TOR range, which uses recycled cotton to minimise environmental impact.
“When people see products prefixed by SockShop, they know it has the mark of reliability, quality, and heritage.”
Beyond sustainability, the company has also engaged in social initiatives, including partnerships with charities like Emmaus, which supports the homeless. “10% of proceeds from our advent calendar go to Emmaus,” Ruia says. “And I’ve been a trustee at my local Emmaus branch for the last five or six years.”
Looking ahead: The future of SockShop
As SockShop celebrates its 40th anniversary, the company continues to innovate. It recently developed the ‘Inside Upside Down Sock’ based on feedback from a diabetic customer who had lost toes due to rubbing. “Normally, the toe seam is inside the sock, but we moved it to the outside, underneath the foot, where it’s less likely to cause irritation,” Ruia explains. “It’s a small but meaningful innovation.”
Reflecting on his journey from teacher to entrepreneur, Ruia remains passionate about both education and business. “My business involvement may become less in the coming years,” he admits, noting that he recently completed a master’s in Social Innovation at Cambridge. “I want to shift my focus towards local charities and social impact work.”
His philosophy on business, however, remains clear: “Take your product seriously. Keep improving and refining it. And most importantly, learn when to cut your losses—don’t just chase blind faith.”
For a man who has successfully navigated two very different careers, that advice carries the weight of experience.
