Kayla Roney assembles shelves for the Denim Shack

Denim dream come true for local retailer

Kayla Roney has fond recollections of The Denim Shack, a clothing store operated by her late grandfather in Perth, Ont.

Kayla Roney has fond recollections of The Denim Shack, a clothing store operated by her late grandfather in Perth, Ont.

Those childhood memories contributed to Roney’s decision to pursue a career in fashion retail, and now to open her own Denim Shack in Red Deer.

“It was always fun for me,” she said of time spent in her grandfather’s shop. “I used to want to be a designer.”

Roney, who is now 24, travelled to Alberta and took fashion marketing and retail management at Olds College. She explained that she wanted to learn the business “inside and out.”

She began working as a visual merchandiser for La Senza while still in school, and later spent four years in a management position with Suzy Shier.

Roney also organized home fashion parties, where guests could look at and purchase trendy clothing. That venture has grown into a network consisting of six Alberta party hosts, with Roney the wholesaler.

But real retail dream will come true on March 5, when she opens the door to The Denim Shack at 4717 50th Ave.

The store will carry a dozen brands of designer jeans, including Miss Me, True Religion, Crave and Parasuco. It will also have T-shirts by Rush Couture and Red Chapter, brands popularized by the hit TV shows The Voice on NBC and Jersey Shore on MTV.

Roney’s business plan is to offer “premium denims for men, women and children at lower price points.” She believes the downtown is a good location for the store, especially with Red Deer College’s Donald School of Business now operating nearby.

The Denim Shack sign went up on Monday, and Roney is now busy developing the interior of the 1,800-square-foot bay. She hopes to offer private jeans party after hours, and also to sell online, with free delivery in Red Deer.

Additional information about The Denim Shack can be found online at www.thedenimshack.net and on Facebook.


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