Since Hal Holmes-Pierce hit the high street in 2013 there has been headline after headline about shop closures, dropping footfall and chains going bust.
His first Elevate Your Sole shop opened in Prestatyn in Denbighshire in 2013 - shortly after a large retail park full of national chains opened up the road.
Hal has not just survived during these troubled times for town centres - he has thrived, despite not having any experience of selling shoes before opening.
He later opened his second shop in Rhos-on-Sea in Conwy county and relocated the Prestatyn shop to a larger location this year.
Now the company is taking over a long standing store in Llandudno.
The Simon Baker brand has been trading in the town for nearly 50 years under the ownership of Jeffrey Duckenfield, known as ‘Mr D’ to staff, and his son Robert Duckenfield.
But they are now retiring from the store with Hal taking on this "opportunity that was too good to miss".
He said: “It’s the end of an era and the start of a new one.
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"They have built an enviable reputation for selling quality footwear and accessories and it is a shoe shop loved by many.
"They have been successfully trading in Llandudno for nearly 50 years, first on Mostyn Street and then Lloyd Street.
“I’m really excited to continue the fantastic work of Jeff and Rob and I’m looking forward to meeting the lovely people of Llandudno.
“There will be the same familiar faces with the fantastic and friendly Simon Baker team all coming across into the Elevate Your Sole family.”
He puts the key to his success down to a passion for his products and offering something different to what's in the national chains.
He said: “If you are passionate about the products it’s much easier to sell them.
“Everything you see in the shop I’ve chosen myself.
“It’s a very personal approach.”