The First to Do It: Hooper Ruff Makes Sunshine Coast History
Last night, history was made. Hooper Ruff became the first business ever to sweep all three of the Sunshine Coast’s major awards - the Agricultural Show, the Sunshine Coast Business Awards, and the Sunshine Coast Business Women’s Network Awards. A milestone like this is unprecedented.
A Founder’s Real Talk
Amelia Hooper, the founder of Hooper Ruff, keeps it real:
“Running a business on the Sunshine Coast is hard. Anyone who says it’s easy—it isn’t. The recent years in retail have been particularly brutal. That’s why you have to keep experimenting, constantly evolve, and stay nimble. It’s never smooth sailing—but if you love what you do, you find a way.”
Winning Against the Odds (Numbers Tell the Story)
Hooper Ruff was founded in 2019—arguably one of the worst times in history to launch a boutique into an already saturated pet market. Within its first year, the business had to navigate the chaos of COVID-19, supply chain disruptions, and rapidly shifting consumer buying habits. The original business plan had to be torn up and rewritten.
By 2022, as the world began adjusting to a post-COVID retail landscape, Hooper Ruff was forced to evolve again, adapting to changing customer expectations and the surge in e-commerce. And just as stability seemed within reach, inflation hit, reshaping discretionary spending across Australia.
Against that backdrop, Hooper Ruff has not only survived—it has thrived.
And the numbers tell the story:
- 2023: Retail spending growth in Australia slowed dramatically—from around +9.3% to just +2.0% year-on-year. In the June quarter alone, sales volumes fell 0.5%, marking the third straight quarterly decline—a first since the early 1990s.
- 2024: Real retail spending entered a “retail recession,” with per-capita spending down 2.5% compared to June 2023, and a staggering 6.3% lower than June 2022.
- 2025: While modest recovery is forecast, the numbers remain fragile. Real retail turnover is expected to climb just +2.1% this year, while major players like the Country Road Group reported sales plunging up to 16% in early 2025.
To carve out a place in the $33 billion pet industry in such conditions is nothing short of remarkable.
Reinventing the Grooming Aisle
Hooper Ruff’s leap forward isn’t just happy accidents - it’s strategic reinvention. Their new dupe grooming range - essentially “Mecca for dogs”- has flipped the script. With fragrances inspired by cult human perfumes like Tom Ford and Baccarat Rouge, the range has become a breakout sensation.
“Right now, we’re laser-focused on fulfilling demand. Last night’s win sparked a sales surge, and we're working hard to ensure every order is shipped. But trust me - we have some really big things in store next.”
More Than Just Awards
For Amelia, the bigger victory isn’t just the trophies -it’s the message:
“I’ve worked with big brands and sat in boardrooms, but it always comes back to the same thing-listen to your customers. That’s the secret to growth, and it’s the reason Hooper Ruff is here today.”
Thank You
Milestones like this don’t happen in isolation, and Hooper Ruff is grateful for the community that has supported this journey.
- Thank you to the executive committee Paula Williamson , Renee Cooper & Michelle Hamer from the Sunshine Coast Business Women’s Network, where Hooper Ruff was honoured last night as the 2025 Micro Business Woman of the Year, sponsored by the University of the Sunshine Coast.
- Thank you also to the Sunshine Coast Business Awards for recognising Hooper Ruff in 2023, and to the Sunshine Coast Agricultural Show, where we also took home a major win in 2023.
- We’re proud to have also been awarded a Finalist Award for Sustainability last night at the SCBWN Awards, proudly sponsored by the Sunshine Coast Council.
- A special thank you to In Preview Magazine and the whole team for your support this award season and in years past.
- And finally, to my former employer Network 10, who gave me the courage to start something of my own and supported me every step of the way.
