Gold Coast business Skate Connection, founded by Shelley Hedley and Brett Vowles, aims for nationwide footprint

Gold Coast-founded retailer Skate Connection is on a roll as it aims to wheel out two stores in every capital city despite a rising tide of online sales.

Gold Coast founded Skate Connection has been included in the first Remarkable Retailers report, a collaboration between Vend and the National Retail Association. Pictured is Skate Connection co-founder Shelley Hedley. Picture: Jerad Williams

GOLD Coast-founded retailer Skate Connection is on a roll as it aims to wheel out two stores in every capital city despite a rising tide of online sales.

Ex-Shaver Shop franchisees Shelley Hedley and Brett Vowles opened the first store, which claims to have the largest range of skate, scooter and derby skate products in Australia, in 2014 in Ashmore.

The chain now has eight shops in Queensland and NSW, including two on the Gold and Sunshine coasts and one in both Brisbane and Moreton Bay.

Ms Hedley said they decided to move away from the franchise world after she became involved in the sport of roller derby.

Gold Coast-founded Skate Connection has been included in the first Remarkable Retailers report. Pictured are Skate Connection’s Shelley Hedley and Brett Vowles. Picture: Jerad Williams

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“We were looking for something we could do on our own,” she said

“I started a roller derby and that led to the idea of doing a skate shop.”

She said the first years involved long, gruelling hours where they had to come up with new processes rather than adopt those of the franchisor.

“It is lot tougher. We didn’t realise how easy it is in a franchise because a lot of the work is done for you,” she said.

The increasing popularity of the sport of roller derby has helped fuel sales of rollerskates at Skate Connection. Picture: Adam Head

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“So, it is definitely an eye-opener and a lot more work than what we initially anticipated. There have been some very long weeks.”

Mr Vowles said the expansion of the chain was given a kick by strong demand from shopping centre owners to add Skate Connection to the line-up.

Within the first year they had already added two new locations, including one at Harbour Town.

“We are a different store and there is nothing comparable to us,” Mr Vowles said.

“So Westfield and the bigger shopping centre owners really like us because of the fact that it brings in different customers into the shopping centre.”

Skate Connection co-founder Shelley Hedley is a former Shaver Shop franchisee turned skate shop owner. Picture: Jerad Williams

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Mr Vowles said they field between seven and 10 offers every week to open up new stores around Australia.

However, they need to choose carefully because of the capital required to launch a new shop.

“It makes us really investigate the location so we only take one on that we think will be successful.”

He said most of the chain’s business comes from repeat customers, putting the success of the stores down to instore customer service and a large range of products.

Online sales make up just 7 per cent of revenue. Mr Vowles said he sees that increasing but to no more than 15 per cent.

Mr Vowles said the brick-and-mortar model continues to work with plans for two in each capital city.

“Because it is such a niche market we have found two stores per capital city or decent-size city go well.”

Its success has seen the chain recognised in the first Remarkable Retailers report by Vend and the National Retail Association. The report aims to showcase Australia’s most “innovative” and “forward-thinking” retailers.

Nominees were picked from a list of 5000 independent shops.

Originally published as Gold Coast business Skate Connection, founded by Shelley Hedley and Brett Vowles, aims for nationwide footprint