No cold feet at Sammy’s Sock Outlet

Nov, 10-2009 11:06 am

By SUZANNE MARINO
Staff Writer

NORTHFIELD – With the economy having even the most optimistic entrepreneur thinking twice about beginning a new venture, Howard and Debbie Wiener of Margate thought it would be smart to go with the basics.

They jumped in with both feet and opened Sammy’s Sock Outlet on Tilton Road Nov. 1.

“When things are tough, one thing is pretty constant – and that is that people will stick to the basics. And that is what we have: all of the basics,” Debbie Wiener said Sunday, Nov. 8 in her new store.

“My husband and I have more than 30 years in the wholesale business, mostly in costume jewelry and then in general merchandise. We always sold to the shops on the Boardwalk and then to discount and to dollar stores,” she said.

They got the idea from a friend who opened a sock outlet and suggested they give it a try, she said.

“In a portion of our Pennsauken warehouse, we opened a sock outlet carrying a whole lot more than just socks, and the customers have really responded,” she said.

And with many people turning down thermostats to save money, socks may be keeping more feet warm this winter.

One of the items the outlet carries is diabetic socks, a must in good foot care for diabetics. Sammy’s Sock Outlet sells them six pairs for $7.98.

“We have sold so many of these socks. They wick the moisture away and have no elastic in the ankle to impede circulation. These are a basic need for people with diabetes,” said Wiener.

Summer residents of Margate for 30 years, the Wieners have now made the Jersey shore their year-round home.

“When my husband saw this store available he decided we would try a sock outlet here at the shore, and the response has been very positive even after just one week,” Wiener said.

Although they are a small outfit, they have added muscle to their buying power by joining with friends in the business.

“We are getting good deals and passing them right on through to our customers. That is why we can sell six pairs of ankle socks for $4.98 and six bras for $14.98. We have names like Dockers, Oleg Cassini and Bostonian at huge discounts,” she said.

“We also have accessories like belts, hats, gloves and current costume jewelry that are in name brand stores.”  

Shopper Sharnell Morgan of Pleasantville appeared to like what she saw.

Stepping out of her high heels and into a pair of Lane Bryant slippers pulled off the rack, she said she planned to call all her friends and tell them about the store.

“People don’t want to spend a lot of money, and they need these things,” Morgan said.

The mother of seven girls, she had just come from church, where she said the bishop told congregants to not forget the basics in their clothing drives.

“That is why I am here: for socks, panties, bras and thermals,” said Morgan.

Wiener said the store is named in honor of her husband’s father, Sam.

“He started a Superior Jewelry in Philadelphia almost 80 years ago,” she said.

“Even though the name of the store is the Sock Outlet, we really have so much more,” she added.

And many of those items just happen to be the perfect size for stuffing into Christmas stockings.

Sammy’s Sock Outlet is at 801 Tilton Road, next door to Island Gym. It is open 9:30 a.m. to 6 p.m. Monday through Friday, 9:30 a.m. to 5 p.m. Saturday, and 9:30 a.m. to 4 p.m. Sunday. Call (609) 383-3535.

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marino@catamaranmedia.com