Home SMART 100 (2013) Buffed (QLD) – 2013 Anthill SMART 100

Buffed (QLD) – 2013 Anthill SMART 100


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This innovation came to life when…

Buffed was launched in November 2011 with the first shoe shine franchise at Riverside Centre in Brisbane. By December 2012 we had opened 10 franchises with seven in Brisbane and three in Melbourne.

The Wise Foundation was confident that we could create a platform that offered individuals who were unemployed the opportunity to secure their own futures through small business ownership.

Together with our partners at BOQ, The Body Shop and UQ Business School we are on our way to developing a national network so we can provide a more Buffed Australia assisting both clients and franchisees!


The purpose of this innovation is to…

Firstly, provide a turnkey business in a box concept that enables economic participation within the community for franchisees including ongoing personal and professional development.

Secondly, providing clients a premium experience and the finest shoe shine in the country.

It does this by…

Like everything, there is a particular art to shoe shining and also an art to developing a social franchise.

Buffed franchisees receive tailored training on leather conditioning and only use the highest quality products and materials on clients’ prized possessions.

Each franchisee operates their permanent site as well as a mobile service that takes shoe shining into your workplace.


This innovation improves on what came before because…

Much work is done in communities to find jobs for individuals who are unemployed. As a social franchise, our goal is to provide not just a job but an opportunity for Buffed franchisees to generate income, operate in a professional environment, develop experience, build confidence and learn the various skills for launching and growing their very own business.

The benefits to the customer/end-user include…

Buffed clients now have access to colourful characters who provide a premium experience. The convenient and valued service leaves our clients looking good and feeling great.



In the past, this problem was solved by…

Shoe shining has been around as long as leather shoes but in Australia we have been starved of this slice of old-world charm.

Our service is not on the streets or down dark alleyways. The hand-crafted Buffed stands and genuine leather chairs are located in grand office tower foyers and boutique spaces that clients know and love.

Its predecessors/competitors include…

Around the world shoe shining as an industry thrives. Locally we are fortunate that despite the fact that millions of people wear leather shoes every day that there are very few places to acquire this service.


This innovation is made for…

Those in leather shoes with pride in their appearance.

Our drop-off service is adored by many female clients who know what they are wearing tomorrow or this weekend and want to look their best from the ground up.

Our in-seat service is adored by those who need to be looking sharp today. Either for that meeting later today or simply because they know that you can tell a persons character by the shine on their shoes.

The Buffed mobile service will come to the office, corporate function, industry exhibition or major sporting event.


It is available for sale through…

Buffed franchises are located in Brisbane and Melbourne CBD. The Buffed website has all details for our current locations.

Our marketing strategy is to…

Inform consumers about the nature of the social franchise model that we are developing.

Educate clients about the value of having shoes shined regularly. Beyond looking great, a regular professional shoe shine will enhance the comfort and extend the life of your shoes.


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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.