As CEO of Sportsgirl, Elle Roseby has led the 65-year-old brand to new heights with 114 stores nationwide, 1,400 employees, and an interactive network of communication channels. The CEO Magazine sat down with Elle to discuss the brand’s savvy forays into technology and social media and its unique relationship with the customer.

“The crucial shifts we implemented across Sportsgirl is that we built our super flagship store, we started our online business, and we developed a community partnership with The Butterfly Foundation. We also developed a strong relationship with the L’Oreal Melbourne Fashion Festival, and we’re the proud sponsors of the National Graduate Showcase. Instore, we’ve just launched active wear, and we’re about to release sleepwear as well.

We launched our website in 2006, and then we built the community part of the site in 2007. In 2009, we established our presence on Twitter and Facebook. In 2010, we launched our mobile platform for the website, and then in 2012 we created Pinterest and Instagram accounts and launched our QR windows and our instore iPads.

In 2013, we created our Sportsgirl Explore app. We produce a magazine three times a year, and the app allows the customer to download content and shop from the magazine. It’s a bespoke-built app that enables you to scan and receive content straightaway” states Elle.