Sales have surged by 30 per cent in a week at a clothing business selected for a month's worth of free online advertising by Amazon UK.
Universal Textiles, run by 2012 Leicester Mercury Young Executive of the Year Ravi Karia, of Syston, sells specialist workwear and casualwear via Amazon.
Its sales site so impressed the internet giant that the company will feature it on its home page for the whole of June under the line "Who will want to buy socks?".
The advert will be seen by an estimated 687,000 website visitors a day.
Ravi said: "We have seen an uplift of 30 per cent in our online sales during the first week of our success story being featured on Amazon's home page.
"It said we were a shining example of a company that had transformed from a traditional to an online business."
The company's move to online retailing transformed it, safeguarding the future of the family business.
Today, the company employs 22 staff.
It sells 4,000 lines of clothes, towels and accessories and has forecast sales of £4 million this year, compared with £2.5 million last year.
Universal Textiles began life in 1986 when Ravi's grandfather, father and uncle began manufacturing socks and selling clothes wholesale in and around Leicester.
However, as hosiery manufacturing declined, Ravi, a computer science graduate, spotted the opportunity to reinvent Universal Textiles by focusing online.
Although he had a hard time convincing his family, he set up the first website in 2006.
Sales were slow, so Ravi began selling on Amazon's Marketplace in 2008. It proved a good move.
"Sales sky-rocketed and we had to move warehouses twice to cope with the increase in business," said Ravi.
When the Universal Textiles website ran into technical issues in 2012, the site was moved to Amazon Webstore.
This allowed Ravi to use Amazon websites in other countries to build export sales, which have driven the company's growth.
In terms of next steps for Universal Textiles, Ravi said: "Spain and Italy are next on the list. I will be looking to sell on Amazon.es and Amazon.it later this year, hopefully."
Ravi clinched the Mercury award in November.
