In this episode of Add To Cart, the first featuring our fabulous new voice, Jo Hui-Miller, we are joined by Eugene Cheng, founder of the kickass business, Sneaker Laundry, which offers sneaker cleaning products as well as services, both online and in-store. Sneaker Laundry launched in 2017 and now ships locally and internationally, with stores all over the world, including Melbourne, Sydney, Lebanon, Qatar, Saudi Arabia and even Peru. Eugene’s an ex-lawyer who’s now known as Australia’s wealthiest shoe shiner, having sold over 110,000 sneaker care products worldwide and cleaned over 37,000 sneakers in Australia alone. Eugene shares how old school networking led to Sneaker Laundry stores in the Middle East, he gets into the detail of the radical re-brand he’s in the middle of and reveals his worst mistake - an advertising spend blunder that cost him dearly. The great thing is he also tells us exactly how he fixed it.  

Links from the episode:

Sneaker Laundry

Shopify Plus (sponsored)

Packleo (sponsored)

Questions answered:

• What’s the best ecom lesson you’ve learned since starting Sneaker Laundry?
• How did you find the crowdfunding experience?
• How and why did you set up stores in the Middle East?

This episode was brought to you by…  

Shopify Plus

Packleo

About your host: Jo-Anne Hui-Miller from The General Store

Jo is content and insights director at multi-disciplinary creative agency, The General Store. She was previously managing editor of premium content at Inside Retail Australia, Asia and New Zealand.

About your co-host: Eugene Cheng from Sneaker Laundry

Hailed as Australia’s wealthiest shoe shiner, Eugene has now sold over 110,000 sneaker care products worldwide and cleaned over 37,000 sneakers in Australia alone. At 30 years of age, this ex-lawyer turned entrepreneur now boasts a portfolio of six businesses ranging from The Sneaker Laundry to a CBD nightclub and a waterfront events space in Docklands. 

You can contact Eugene at LinkedIn

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