Case Studies
2007 | 2008
Dr Cap | The Skate Shack
Skating to Success
When a long-term merchant pulled the plug on a retail merchandising unit (RMU) spot at the Gateshead Mall’s Metro Centre in November 2006, Retail Profile took a chance on a new merchant and hoped for solid holiday sales. What resulted was even better than RP or Paula and Lee Elliott could have imagined.
Normally, Christmastime contracts are reserved for RP’s existing retailers. But former midwife Paula and her husband found huge success in The Skate Shack, retailing Heelies: shoes with wheels in their heels. Business flourished as the part-trainers, part-skates became a nationwide trend.
The Elliot family took on an additional unit in February and March 2007, before moving to an independent shop in the Metro Centre. They now stand as the only approved Heelies retailer in the North East.
It’s hard to believe The Skate Shack came about because of a cancelled deal, both the Elliot family and RP are pleased that a change of plans led to a success story that only keeps building.
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