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Rollasole USA

Ashley Ross

Nevada Small Business Development Center assists small business owner to make shoe vending machines a popular addition to Las Vegas nightlife.

Ashley Ross knows the pain of walking in heels all too well.

A frequent visitor of the Las Vegas Strip, Ross would observe girls walking between clubs in uncomfortable heels with no other option than to go barefoot. This prompted Ross to question why there was nowhere to buy shoes late at night.

In 2011 she came across a small company named Rollasole that provided a perfect solution to this problem. The London-based company used revolutionary shoe vending machines to deliver comfortable, stylish flats to customers with sore feet.

Ross quickly formed a partnership with the owner of the company and now heads Rollasole USA as director of operations.

As someone who was involved in real estate for 7 years, Ross was no stranger to hard work. Yet some matters of business were foreign.

That’s when she approached Hank Pinto, a part-time counselor for the Nevada SBDC.

“Hank is so great,” said Ross. “He’s very supportive.”

Ross first met Hank in the beginning stages of Rollasole USA. She heard him in Henderson speaking about taxation.

“I immediately reached out to him,” said Ross.

Pinto, widely considered an expert on business matters such as taxation, was more than happy to help.

“Hank helps me with anything,” said Ross. “If he doesn’t know the answer to a question he’ll immediately look it up.”

Ross was so impressed with Pinto’s knowledge and enthusiasm that he’s now acting as her business accountant.

“I would definitely recommend him to anyone,” she said.

Ross manages 13 successful machines in locations such as the Cosmopolitan and the Wynn in Las Vegas.

The machines work with a touch screen that allows customers to easily select which style of shoe they want. The shoes are delivered rolled up in round tins and come with a stylish tote bag that provides a simple way to transport discarded heels. Customers can choose to pay with either cash or credit card.

There are several different styles and colors of shoes that range from $20 to $50. The shoes can also be found by themselves (sans vending machine) in various stores within MGM properties.

Ross attributes her success to the fact that she was born and raised in Las Vegas.

“I knew it would be a great place to bring a shoe vending machine,” she said. “It’s the entertainment capital of the world.”

According to Ross, she couldn’t be happier with how locals and tourists alike are taking to the idea.

“Everyone absolutely loves the vending machines,” she said. “When they see them, they smile. Some people even take pictures with them.”

Although Rollasole USA has mainly been focused in Las Vegas up to this point, Ross says that she would like to “go national” in the future.

You can connect with RollasoleUSA on Facebook, Twitter, and Instagram as well as visiting their official website at