or may not of heard of Heelys,
it is a shoe that has a wheel in the heel, so
that you could just raise your toe and ride them like skates, the the product was launched at the Action Sports Retailer Trade Show
in San Diego in 2000, sitting at a booth made from card tables and a couple
signs, Staffaroni and sales rep Gary Golden armed themselves with printed out
Excel sheets and credit forms, anything to make it “at least look like we were
in business and ready to go.” They hoped by the end of the convention they’d
leave with a few sales scribbled down,
from that humble beginning the company according to a filing with the SEC, in 2003 Heelys saw a gross profit of
$6.6 million in 2003, $6.8 million in 2004 and $15 million in 2005. In the
first nine months of 2006, 3.9 million pairs of Heelys sold in 50 countries for
a gross profit of $40.5 million! And then it all went wrong, well except for
perhaps Roger Adams, who allegedly pocketed the $26.3 million he gained from
the IPO and reportedly disappeared, Heelys succeeded beyond their
wildest dreams, but the company fell just as fast as it rose, for a good read
have a look here at how that happened at
Mel magazine.
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