Lere Mosieane developed his business model with professional branding, high customer service levels, and standardized operating models and brought a corporatised business structure to the very informal shoe shine market. Lere’s Shoe Shine now has branded chairs in 3 major airports and employs over 46 shoe shine operators and back office support. Lere’s Shoeshine started on October 2, 2003. Within one year of trading, they have managed to shine more than 13 473 pairs of shoes. Lere’s shoeshine core business is not only shining shoes, but to create an atmosphere where clients can feel relaxed enough to converse in light conversion with the staff.
Lere identified airports as an ideal location to set-up his first chairs. He battled with ACSA for 8-months before they gave him permission to set up two chairs. After setting up two chairs in Cape Town International Airport and shining shoes himself, Lere noticed that clients wanted to interact with him personally, not just a “shoe operator.” His interactions with clients lead him to rebrand the business Lere’s Shoe Shine. He started reading business journals such as the Financial Mail and Business Day so that he would be able to interact with his clients.
The interactions with his clients lead him to develop relationships with them and many of them gave him invaluable business advice that has contributed to the successful growth of his companies.
Lere has also ensured that his employees receive training which contributes to their personal development and he has spearheaded a number of initiatives which have provided training and employment for previously disadvantaged people.
Lere has been mentored extensively on marketing and how to position his brand. Today Lere’s Shoe Shine has expanded to three airports: Cape Town, OR Tambo, and King Shaka.
Twelve years on, the business has other income streams including providing the mobile shoe shine service at events, exhibitions, Hotels, conferences, permanent stands at corporate buildings. And Lere Shoe Shine has positioned itself as the latest way of ensuring that clients brand (s) stand out in the exciting airport environment. By branding Lere Shoe Shine stands you are ensured that your branding is placed in high traffic areas in a way that brings your brand to life and fights the clutter. Expending to taxi ranks, bus stations, railway stations, central business districts, the company has forty-six shoe operators and back office staff.
Since then Lere has entered into projects that will not only improve the livelihood of the respective communities but also create job opportunities such as;
Shower centre project; showers at taxi ranks and disadvantaged Communities, Public speaking and motivational talks and also part of Philani Nonke Health and Wellness is an Integrated Preventative Health and Wellness Group aimed at building a wellness centre in every taxi rank in the interest of making the taxi drivers’ health and wellness our key priority. The business is doing well so far and our plan is to expand to taxi ranks, bus stations, railway stations, central business districts