How Noosh Founder Gal Golander Built a Multi-Million Hosiery Brand
Gal Golander, founder of hosiery brand Noosh, shares her journey of scaling a profitable e-commerce business in the US market without external venture capital.
When Gal Golander, 34, decided to enter the hosiery market, it started from a completely personal problem. Unable to find tights that matched her skin tone while working at Il Makiage during their expansion to the U.S.—where every product had 50 shades—she questioned why makeup had so many tones yet hosiery lacked options. Researching the category, she realized skin tones were just the tip of the iceberg, as sizing, comfort, and quality issues plagued legacy brands stuck in the 1990s.
Building Noosh and Targeting the US Market
Growing up in Hong Kong until age 18 due to her father's textile industry career, Golander later studied in the U.S. before immigrating to Israel in 2014, specializing in U.S. market entry. In 2020, right before the COVID-19 pandemic, she partnered with her father to launch the Noosh hosiery brand. Product development took three years, and the official launch took place in early 2023. Today, Noosh employs around 30 staff members, split evenly between Israel and a team of six in China. Although management operates from Tel Aviv, manufacturing takes place in China and the target market is exclusively American.
Overcoming Inventory Crises and Achieving Profitable Growth
Speaking at the Meta Marketing Summit: Winning Peak conference, Golander shared lessons from her entrepreneurial journey. She recalled their first fourth quarter when a fleece-lined skin-tone tight sold out within days during Black Friday. Because logistics failed to report real-time stockouts, out-of-stock items continued selling for five days, triggering a severe customer service crisis. Since then, Noosh plans inventory nearly a year in advance, starting production orders by April to ensure readiness for the holiday season.
Operating without external venture capital, Noosh scaled rapidly, generating tens of millions of dollars annually. Golander emphasized that a brand must generate profit from the first sale to survive. By achieving strong return on ad spend through Meta platforms from day one, the company grew profitably without outside investments.
