The Sneaker Shack: From a Maboneng container to a national retail service brand
The Sneaker Shack, founded in 2017 by sneaker enthusiast Lolo Ndlovu, began with the opening of a small store in the heart of the Maboneng Precinct.
What started as a modest operation in a converted container was built on two clear goals: to change the way people think about footwear hygiene and to contribute meaningfully to communities in South Africa.
From these early beginnings, the business has grown into a national brand.
In its early stages, Lolo was involved in every aspect of the business, from cleaning sneakers and assisting customers to managing operations and building awareness around sneaker care.
What makes this a Future 50 business is that Lolo did not step into an established space.
He helped create one. He had to teach people why paying to clean their shoes made sense.
He had to earn trust, because when someone hands over an expensive pair of shoes, they need to believe you know exactly what you are doing.
That is why the service, the process, the in-store theatre, and the trust all became part of the model.
Today, the business operates around 15 stores across South Africa, with further expansion plans underway.
Lolo’s advice to other business owners is: “Do not wait for people to fully understand your idea before you build it. When we started, most people thought paying to clean shoes was ridiculous. But if you know the problem is real, your job is to educate the market, stay consistent, and keep improving the experience. Sometimes people only believe once you have done the hard yards first.”
From a single store to a national network
What began as a single service offering has developed into a full sneaker care ecosystem.
The Sneaker Shack provides professional cleaning, restoration, and protection services, alongside a range of sneaker care products, including cleaning kits, deodoriser, protector sprays, and accessories.
Customers are also able to access services through an online platform, which includes pick-up and delivery options.
A key milestone in the business’s growth has been its partnership with Totalsports, which opened the door for The Sneaker Shack to operate within established retail environments.
Through this partnership, the business has introduced in-store service points, improving accessibility for customers across key retail locations.
Today, The Sneaker Shack cleans more than 50,000 pairs of sneakers each year and employs over 200 people.
Alongside its expanding retail footprint, the business continues to focus on strengthening retail partnerships, growing its property collaborations, and enhancing its digital service offering.
This Future50 feature was presented by Pavlo Phitidis from Aurik and powered by FNB Business.
For more stories of Future50 businesses, or to nominate your business, head here.
