Ecommerce Success Stories

Rollie Nation: Building innovation into the fabric of the brand (UX included)

Tracey Wallace / 2 min read

Why they won

Rollie Nation was a finalist for the Innovation Awards.

For building innovation into the fabric of the brand at every step of the customer experience.

Business stats

  • Founder: Vince Lebon
  • Who submitted (and is quoted below): Nish Mohil, Digital Intelligence
  • Year founded: 2012
  • Headquartered: Victoria, Australia
  • Ecommerce vertical: Apparel & Jewelry
  • Website
  • Facebook
  • Twitter
  • Instagram

Business outcomes of the innovation

  • +200% MoM revenue growth
  • Launching international site (AU + US)

What they do

Rollie founder and footwear designer Vince Lebon wanted to create the perfect travel shoe for his jet-setting flight-attendant wife so she could take as many pairs as she liked on her travels.

For Lebon, the challenge was to create a shoe that solved a purpose, a shoe that was super comfortable, yet super cool.

He set out to create a product that evoked wonder and did just that by innovating a whole new shoe concept!

Weighing 20g less than a pair of Havaianas, Rollie shoes are the perfect shoe to hop, skip, jump and travel in. Innovation is applied in every element of the shoe, such as premium materials that are super soft, EVA energy returning outsole for durability and memory foam insole and padding to deliver next-level comfort.

The challenge behind the innovation

Innovating a shoe concept was only the beginning. The next challenge was finding the right ecommerce platform that would bring this innovative design to life!

The challenge then evolved into creating a fantastic web experience and creating brand awareness.

How they make it work

We have been using BigCommerce as our web platform since the very beginning, 5 years ago.

Built on the cornerstone of innovation, as a brand Rollie is focused on integrating innovation at every step. Here is how BigCommerce helps us do that:

  • Apps like Instock Notify are crucial in providing an excellent customer experience while helping us improve conversions.
  • We use Bigcommerce’s easy-to-use API to integrate our supporting customer service, email database shipping & fulfillment and even to sell on marketplaces such as the Iconic.
  • The friendly team at BigCommerce is available on call at all times which is really handy, especially for an Australia-based business.

Final word

The brand is growing at a rate that is really exciting. We are pumped to be launching a Rollie U.S. website (on Bigcommerce) in the coming month to ride the wave in a new market!

With an average growth rate of 200% month-over-month for 2017 compared to 2016, it is easy to see the results clearly.

The brand’s email database and social following have nearly doubled from the beginning of 2017 alone. The biggest impact of the business is knowing we have built a community that is super passionate (just like us!), with some loyal fans owning 6-8 pairs!

Want more insights like this?

We’re on a mission to provide businesses like yours marketing and sales tips, tricks and industry leading knowledge to build the next house-hold name brand. Don’t miss a post. Sign up for our weekly newsletter.


Tracey Wallace

Tracey Wallace

Director of Marketing MarkterHire | Former EIC, BigCommerce | Founder, Doris Sleep

Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.

View all posts by Tracey Wallace
Leave a Comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Less Development. More Marketing.

Let us future-proof your backend. You focus on building your brand.