Sole Supremacy: Comprehensive Company Analysis
Basic Information
Company Name
Sole Supremacy LLC
Location
5904 Newpark Plz. Newark, CA 94560 United States
Contact Information
•Email: solesupremacy510@gmail.com
•Phone: (866) 258-3217 (according to DNB listing, though website states they do not have a phone line)
•Website: www.solesupremacy.com
Business Hours
•Monday-Friday: 11AM-3PM
•Saturday: CLOSED
•Sunday: CLOSED
•Note: Appointments can be made during non-shop hours through email
Ownership
•Owner and Founder: Derek Lew
Company Background & History
Sole Supremacy began in 2007 when founder Derek Lew lost his job and started selling his personal sneaker collection to generate income. What started as a necessity quickly evolved into a business opportunity when Lew realized the profit potential in reselling sneakers.
Timeline:
•2007: Derek Lew begins selling his personal sneaker collection after losing his job
•2008-2010: Operates solely online, primarily through eBay and a basic blog-style website
•2010: Opens first physical retail location in Newark, California with his best friend
•2011-2015: Expands operations, hires additional staff, and moves to larger locations
•By 2015: Established as a major player in the sneaker resale market
•Current: Operates both physical retail and robust online business
The company grew organically from Lew’s initial efforts to sell his own collection to a multi-million dollar operation. According to Lew’s own account, the business expanded naturally as demand increased, requiring additional staff and larger retail spaces.
Business Model
Sole Supremacy operates a multi-faceted business model centered around buying, selling, and trading authentic sneakers:
Revenue Streams:
1.Direct Retail Sales: New and pre-owned sneakers sold through their physical store and e-commerce website
2.eBay Auctions: Used sneakers are auctioned on eBay, starting at $0.99, with bidders determining final value
3.Beater Box Program: Boxes of used sneakers sold at flat rates
4.Sole Steals Membership: Subscription program offering members retail-value shoes plus membership fee
5.Bulk Collection Purchases: Buying entire sneaker collections from individuals for resale
Sales Breakdown:
•Air Jordans account for 80-90% of sales
•Remaining sales include KDs, Kobes, Air Force 1s, SBs, and rare running shoes (ASICS, New Balance)
•At its peak, the company reportedly generated $10 million in revenue
•By 2015, the company was bringing in over $3 million annually
Market Position:
Sole Supremacy has established itself as a trusted name in the sneaker resale market, with a reputation built over more than a decade of operation. Their longevity and reliability give them a competitive edge in an increasingly crowded marketplace.
Fulfillment Process
Inventory Acquisition:
1.Individual Sellers: People sell their sneakers directly to Sole Supremacy for quick cash
2.Collection Purchases: The company buys entire collections in bulk
3.Trade-Ins: Customers can trade sneakers for store credit or other inventory
Sales Channels and Fulfillment:
1.Physical Retail Store:
•In-person sales at Newark, CA location
•Limited hours (11AM-3PM weekdays)
•Appointment-based service available outside regular hours
2.E-commerce Website:
•Primary sales channel (majority of business is online)
•Sells new and select pre-owned inventory
•Ships directly to customers
3.eBay Auctions:
•All used shoes are listed on eBay
•Biweekly auction system starting at $0.99
•Market-determined pricing through bidding
•New shoes that aren’t moving quickly on the website are also listed
4.Specialty Programs:
•”Beater Box” program for thoroughly used shoes
•”Sole Steals” membership program
Operational Structure:
•Small team operation (mentioned employing 5 full-time friends and 2 part-time staff)
•Separate physical spaces for retail and eBay operations
•No phone line – communication primarily through email
Company Culture & Philosophy
The company’s philosophy centers around authenticity, both in product and business practices. Derek Lew has emphasized the personal connection he feels with customers who sell their collections, as he was once in their position.
Key values expressed by the founder include:
•Helping people in financial need through fair purchasing of their collections
•Building trust and reputation in the marketplace
•Organic growth rather than aggressive expansion
•Understanding the emotional connection collectors have with their sneakers
The company motto “LIFE>SHOES” reflects their perspective that while sneakers are their business, they recognize that there are more important things in life.
Market Analysis
Sole Supremacy operates in the highly competitive sneaker resale market, which has seen significant growth and increased competition in recent years. Their established reputation and unique auction model have helped them maintain relevance despite newer entrants to the market.
Derek Lew has acknowledged that a market downshift is inevitable but believes the constant influx of new collectors helps sustain the industry. He noted that “for every long-time collector that leaves ‘the game’ for different reasons, 10 younger people start collecting.”
Sources
•Sole Supremacy official website (solesupremacy.com)
•Complex interview with Derek Lew (September 2015)
•Yahoo/Footwear News article (October 2017)
•Dun & Bradstreet business directory
•LinkedIn mention of Derek Lew as owner
