“Business is all about people, people, people,” says Hip Pocket Workwear & Safety franchisee Andy Cullen.

While it was his drive and dedication that got his business in Logan up and running 18 years ago, it is a strategic focus on team building and data that has driven growth.

When Andy first opened the doors, he was starting from scratch with a brand new store  – no customers, no income, just the challenge of building a business to support his young family. 

Hip Pocket caters for retail customers and B2B corporate partnerships, offering a variety of services and a full range of workwear and safety items.

“When I was looking for a brand, compliance with workplace safety was becoming more important, and I could see the potential for Hip Pocket,” he says.

His experience in marketing and a familiar customer profile from his family’s Mitre 10 history gave him a good foundation. But he knew he needed more to truly thrive.

The power of a great team

Andy remembered a mentor’s advice that success comes from the people around you, so he focused on building a strong team.

One of those team members, Emily Heffernan, joined the business 12 years ago and quickly became a key ingredient in the store’s success, as Andy explains.

“I was good on the sales side, but systems are not my strength,” he says. “Emily was great with systems, and people. It was obvious that giving her more responsibility would be a great step to round out my skills and bring some strength to these areas. I felt we could turn the store into a very successful enterprise.”

Andy appointed Emily general manager, and the pair doubled down on team culture, using targets and incentives to drive engagement.

They use a comprehensive suite of dashboards and KPIs to make data-driven decisions that deliver measurable success. Key metrics are shared with the team.

“We grew through relational marketing – providing great customer service, getting to know our customers and where they fit in our business,” Andy says.

Expanding on success

Three years ago, he expanded, adding a second location in Richlands to serve a growing customer base beyond his immediate area.

“It was the right time – and it was a big step. But I was ready to tackle a fresh challenge,” Andy says.

What started as a single location with zero customers is now a thriving enterprise with 15 employees across two sites.

The second, smaller store at Richlands attracts more of a walk-in customer. The main Logan store focuses on high-value trade accounts, with branding and business solutions such as garment embroidery, as well as retailing its comprehensive workwear and safety items.

“B2B is two-thirds of our business, and it’s really grown. This is compliance driven, and increasingly competitive, because other retailers have spotted the potential of this sector,” Andy says.

And Andy and Lisa’s business has gone from strength to strength, this year receiving a top accolade: it scooped Hip Pocket’s national franchisee award, presented at the annual conference.

Scooping a top award

With a Stronger Together theme, the conference had a clear focus on strategic growth, and highlighted the energy, collaboration and commitment among franchisees.

Hip Pocket CEO, Peter Fiasco, says Andy and Lisa set the standard for what great franchise leadership looks like.

“Andy and Lisa are outstanding examples of what makes our brand strong. Their dedication to their customers, commitment to excellence, and ability to lead as true brand ambassadors make them worthy recipients of our Franchise of the Year award,” Peter says.

“The award is a tremendous recognition, a thrill, and it’s a great reflection on the team,” Andy reflects.

Andy and his team’s ability to tackle a fresh challenge in a highly competitive, compliance-driven market has paid off handsomely.

He believes that his team has been fundamental to his success. And he adds his family business background, his faith, and his relationship-building skills as other crucial influences.

It’s a combination that has delivered for almost two decades. 

Reflecting on his loyalty to the brand, and his impressive tenure as a franchisee, Andy says “Hip Pocket has the edge. It’s a great brand; it operates like a professional business but is still a family. 

“There are no company stores, and everyone is working together. We get support at every level.

“It’s been a great move to buy into the Hip Pocket brand. I like what I do, I enjoy the customer interaction and we’re still growing!”