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Ross Phelan – Managing Director of cherrichella – What it took to launch a Melbourne Designed Footwear Brand online during a pandemic
In this episode, Elizabeth speaks with Ross Phelan, the Managing Director of cherrichella.
Ross launched cherrichella, a Melbourne designed, limited edition footwear brand in 2020 which is sold via cherrichella.com.au and other leading online marketplaces including The Iconic & Surfstich.
Ross has worked in the fashion industry for 20 years and started within the industry as a footwear Product & Sales Manager working for Therapy Shoes.
Ross has developed and sold footwear to most of the best national retailers in the country.
In 2012, he joined The Iconic to launch their private label footwear business and grew the #1 brand on site for 3 years and became category manager of the entire footwear department leading both the buying & product development teams.
In 2015 Ross joined Wanted Shoes as General Manager which became a division of the Munro Footwear Group at the time, alongside brands such as Midas, Styletread, Mountfords, Williams & Mathers.
Ross and his team love making great shoes and are excited every time a new style drops on their site.
Giving $1 from every sale to an Aussie project in need, they allow you to decide where the funds are directed across 3 Australian projects, thanks to their partnership with i=Change.
All styles are produced in limited size runs to avoid an over supply and to ensure that when you purchase a
pair of their shoes you have something unique.
Elizabeth loved this chat with Ross and taking a deep dive into what it takes to launch a Footwear brand.
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