A reluctant retiree takes up a $12 million hobby

At 73, Hobbyco CEO Michael Wall has no intention of retiring any time soon. Instead, he has expansion in his sights, and an ambitious plan to make that happen.

Hobbyco

Michael Wall says his favourite of 30,000 Hobbyco products is the traditional model railway. Source: Supplied

Two years ago, at 71 years old, Hobbyco Co-owner Michael Wall was ready to retire.

Now at the helm of the business, he is very glad he didn't.

"I had always probably been a reluctant seller, and I could see there were still things to do and opportunities to grow, and I knew that once we got to that point we couldn't find a buyers, the approach was let's get going and make the business much bigger."

Mr Wall has achieved that objective; Hobbyco now turns over in excess of 12 million dollars a year.
Michael Wall bought into Hobbyco in the late 1980's.
Michael Wall bought into Hobbyco in the late 1980's. Source: SBS Small Business Secrets
Another person who is apparently happy Michael didn't sell the business is his wife - it stopped him bringing his favourite hobby home with him.

"I would get divorced if i took it home but my favourite in the shop to keep my eye on is the model railway so i can keep us up to date, and that too includes iPad controls, digital sound, chips in trains, multiple trains running - it is a fantastic hobby."
One of the biggest revenue streams for the business is sales of miniature replicas.
One of the biggest revenue streams for the business is sales of miniature replicas. Source: SBS Small Business Secrets
Despite the train's popularity with Hobbyco visitors, another toy reigns supreme - after more than 100 years, LEGO is still the top choice.

"Lego have been rather unique in what they have done for us. For the past ten years it has been steady growth in the double digits every year, compounding growth."

Other old-fashioned fare is enjoying a resurgence in popularity, too.

"Games and puzzles are going through an enormous phase - board games not electronic ones, board games and lego are going through the roof."
Board games have enjoyed a resurgence in popularity in 2016.
Board games have enjoyed a resurgence in popularity in 2016. Source: SBS Small Business
However Mr Wall says trends are not key drivers of growth, and that Hobbyco owes its success to its breadth of stock, with more than 30,000 different products on the shelves.

The vast quantity of stock comes with its own issues, and the business wears tens of thousands of dollars a year in losses from theft.

The store runs on a computerised system, however most sales are tangible; despite growing engagement with its online catalogue, online 8 per cent of Hobbyco's customers shop online.

This is a trend Mr Wall wants to change in coming years.

"At the moment it is more of a catalogue with few direct sales, but we are redeveloping our website currently and hope to have it launched before Christmas this year and go after more range and bigger growth online."
Hobbyco's mail catalogue has made way for the company website.
Hobbyco's mail catalogue has made way for the company website. Source: SBS Small Business Secrets
As the company expands its online presence, delegates including Mr Wall attended international toy fairs on a regular basis, eyeing the next big thing.

"Fifteen years ago it was all about audio interaction and now there is drone technology and things like that, so yes, we may have all the traditional games but technology is very important."

It seems Australia's oldest hobby shop, and its 73 year old CEO are moving full steam ahead.

"I still have a lot of plans for the business and yes, I do take my hobby very seriously!"
Want to find out the secret to small business success? Tune into #BizSecretsSBS at Sundays 5pm on SBS, stream on SBS Demand, or follow us on Facebook, Twitter or Instagram.


Share
Follow Small Business Secrets
Sharing business secrets of inspiring entrepreneurs & tips on starting up in Australia's diverse small business sector. Read more about Small Business Secrets
Have a story or comment? Contact Us

Sharing business secrets of inspiring entrepreneurs & tips on starting up in Australia's diverse small business sector.
Watch nowOn Demand
Follow Small Business Secrets
3 min read

Published

Updated

By Camille Bianchi
Source: SBS Small Business Secrets

Share this with family and friends


Get SBS News daily and direct to your Inbox

Sign up now for the latest news from Australia and around the world direct to your inbox.

By subscribing, you agree to SBS’s terms of service and privacy policy including receiving email updates from SBS.

Download our apps
SBS News
SBS Audio
SBS On Demand

Listen to our podcasts
An overview of the day's top stories from SBS News
Interviews and feature reports from SBS News
Your daily ten minute finance and business news wrap with SBS Finance Editor Ricardo Gonçalves.
A daily five minute news wrap for English learners and people with disability
Get the latest with our News podcasts on your favourite podcast apps.

Watch on SBS
SBS World News

SBS World News

Take a global view with Australia's most comprehensive world news service
Watch the latest news videos from Australia and across the world