The Next Chapter

Dear SNS Community,

I’m thrilled to reach out to all of you as we embark on an exciting new chapter for SNS. I want to start off by expressing my heartfelt gratitude for the love and support that you’ve shown over the past few months. It goes to show how deeply this journey, which began in the late '90s, has resonated across generations, and we’re eager to build on that legacy.

With SNS under new ownership of Reziprok – a dedicated German investment firm – and my return as CEO, we’ve been hard at work together with the dedicated SNS team around the world to address the challenges that the business has faced over the past years. More work remains to be done, but I’m proud to say that we’re making significant progress and getting closer to a fresh start.

That said, it’s with great excitement that I look forward to the journey ahead, and that - at it’s core - lies a strengthened commitment to you – our community. This will mean a clearer focus on:

Curation: We are shifting towards a thoughtfully curated assortment, blending classics with the latest trends and highlighting new and emerging brands. Our goal is to offer you the best of what the sneaker world has to offer.

Culture: We love sneakers and we love cultures that are connected to sneakers. We have always felt a connection to the cultures surrounding music, art, and basketball. While we won’t be selling guitars, paint, or hoops, we will wholeheartedly support the cultures surrounding these pillars - while continuing to nurture our obsession over sneakers.

Community: Above all, community is at the heart of everything we do. We recognize the various communities we are all part of, whether local or within specific sub-cultures. Our commitment is to uplift and support the individuals of these communities, and we want to hear from you along the way.

As we move forward, we will double down on SNS’ local presence. Our stores in Stockholm, London, Paris, and Berlin are poised to play a bigger role as part of our locally connected and globally relevant strategy. We are also aiming to relocate and reopen our New York store, while bringing back our beloved SNS Bar as a pop-up feature.

Over the next few weeks and months, you’ll start to see some changes from us. Some will feel familiar, while others might be a refreshing surprise. Bringing SNS back will be a marathon, not a sprint, and we invite you to be an integral part of this journey with us.

Here’s to new beginnings!

Warm regards,  
Erik Manzano Fagerlind  
CEO & Co-Founder, SNS