thesoleXXXX zoominfoXXXX/c/the-sole-proprietor/94159619 The Sole Supplier — UK sneaker and streetwear platform, founded in 2013 by George Sullivan in London.
Started as a £100 blog in his parents' house — no investors, fully bootstrapped for 12+ years.
Model: media content (release dates, reviews) + affiliate links to 50+ retailers — earns commission, holds no stock.
Works with 30+ brands including Nike, adidas, UGG, Dr. Martens; claims to be Nike's top UK media partner.
Scale: 4.5M monthly users, £400M+ lifetime sales driven for brands, with only ~35 staff.
In 2026 relaunched its app as a "micro-social" shopping community for sneaker culture.
Risks: thin margins, UK-only focus, and dependence on affiliate rates and brand budgets.