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Meet Camille McCutcheon of Devaskation.com in Tempe

Today we’d like to introduce you to Camille McCutcheon.

Camille, can you briefly walk us through your story – how you started and how you got to where you are today.
My partner (now husband) began his career in e-commerce in the early 2000s. I ended up helping him because there was so much work to be done. After about three and a half years, we successfully sold our first internet retail venture. When you’re in your 20s and you achieve that sort of thing, opportunities just sort of start coming. One of those opportunities was creating an online skate shop. We took a look at the space and decided to dive in. Here we are 4 years later dominating the space.

Has it been a smooth road?
Of course, it hasn’t been a smooth road! Entrepreneurship is never easy and they say the path to success is never straight. The e-commerce landscape has changed significantly over the last 10 years. More and more people have jumped into space, which is a double-edged sword. Rollerskating and inline skating have taken a back seat in this country to other forms of entertainment and fitness. Manufacturers all want to be Apple or Tesla and sell directly to consumers. Old players in the niche have found it difficult to evolve with the times.

We’d love to hear more about your business.
To be simple, we are an online skate shop. You can’t just go to the mall and get fit for and be able to buy a setup to start skating unless we’re talking skateboarding, which we don’t do. Skating rinks are going away and even their pro shops inside the rinks don’t have a great selection. That’s where we come in. We have the largest selection of roller and inline skates in one place. It doesn’t matter if you’re a roller derby girl, weekend warrior, or a daily commuter. We’re very specialized and we cater to that!

So, what’s next? Any big plans?
We are looking to penetrate the ice skating and roller hockey worlds next. Then, who knows? Something will come that is sure to keep us busy!

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