Startup Nights 2025

6–7 Nov 2025 | Winterthur, Switzerland

Friday, 7 November 2025 | 15:30 - 16:00

The role of a pioneer: Building before it makes sense | Samy Liechti (BLACKSOCKS)

Location:Main Stage "Unicorn" (Hall 1)Track:Keynote

What does it mean to create something the world isn’t ready for — yet? Samy Liechti, founder of BLACKSOCKS, launched one of the world’s first D2C subscription models in e-commerce, long before it was mainstream. Bootstrapping to 250,000 customers across 120 countries, he proved that vision and persistence can reshape industries. Today, Samy shares the lessons of being a true pioneer from building before it made sense to inspiring an entire generation of startups.

Samy Liechti, Founder BLACKSOCKS & Coach

BLACKSOCKS was one of the world’s first D2C models and the first subscription model in e-commerce – an inspiration for many startups. After 25 years, Samy exited and now works as a coach and advisor.

Bootstrapped up to 250'000 customers in 120 coutnries:
2000 Gottlieb Duttweiler Institut, GDI E-Shop Award
2001 Design Preis Schweiz, Kategorie Service Design
2002 Best of Swiss Web, Gold Kategorie Business Model
2005 Marketing Trophy Schweiz, Kategorie Kleinunternehmen
2005 Copernican Award New York, Customer Experience Award
2010 Best of Swiss Web, Silber Best Ever (zum 10 Jahres Jubiläum von BoSW)
2011 iab, Digital Lifetime Achievement Award
2015 Marketing & Kommunikation, Vordenker des Jahres
2016 Best of Swiss Web, Gold Kategorie Business Efficency
2016 Best of Swiss Web, Silber Kategorie Online Marketing
2016 Swiss E-Commerce Award, Kategorie Fashion 3. Platz

1 speaker