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Buffed is leading the way as Australia’s first social franchise. We are a network of shoe shine stands based in major cities across Australia. Founded by the Wise Foundation in 2011, Buffed aims to provide business opportunities to refugees and people whose employment outlook is limited. We have had support from our partners who are the Bank of Queensland, University of Queensland Business School and The Body Shop.

Our Mission is to create a franchise business that generates a positive social impact within communities and valued outcomes across Australia. The vision is to secure futures for individuals through small business ownership.

Our History

Based in Melbourne, Australia, Wise Foundation was formed in April 2008 to further the community development and social commitments of The Body Shop Australia, The Adidem Group and companies together with the Wise family.

The Wise Foundation launched Buffed in 2011 to create real business opportunities for refugees and individuals excluded from the Australian workforce, to secure their futures through small business ownership.

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How It Works

Buffed is a social franchise business that provides high-level support to individuals to gain back their futures through business ownership.

Individuals are able to ‘purchase’ a Buffed shoe shine stand and operate them as their own franchise business. Buffed franchisees receive comprehensive training in the fine art of shoe shining, customer service skills and business training development.

Buffed provides high-level support that includes: business mentorship and dynamic marketing to ensure franchisees have the best chance of creating a successful business. While growing their own business, franchisees develop skills, experience and confidence that will greatly assist them toward future goals or aspirations.

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Buffed franchisees pictured with founder Graeme Wise  (top left)

The Adidem Group

Buffed is a part of The Adidem Group. The Adidem Group is a dynamic and diverse group of Australian companies. Its core philosophy is balancing three circles – representing economic success, stakeholder fulfilment and positive social and environmental outcomes. Formed in 2003 the Adidem Group strives for operational excellence and innovation, and believes that people are at the heart of its business.

Be Collective

Be Collective is a social network for doing good. We aim to create a movement that has a positive impact on communities around the world by connecting and harnessing the knowledge, resources and goodwill of all. This collaborative platform matches interests and skills of groups and individuals with community need. Allowing people to give where it counts.

Recluse AV

Recluse AV provides a solutions driven approach to audio visual and home automation experiences. Covering project management, design, joinery and more; Recluse covers all bases. Recluse AV focuses on safety, ease-of-use and enjoyment to simplify and transform homes and businesses.

Bleeding Heart

Bleeding Heart is a ‘profit for purpose’ art gallery, event space, café and local artisan gift store in the Brisbane CBD. It contributes all profits into charitable and community enterprise. Bleeding Heart brings together community, business and the arts to provide a hub of social enterprise and positive activism.

Mulgrave Farmers Market

The weekly Mulgrave Farmers Market and monthly Mulgrave Makers Market provide opportunities for primary producers and local artisans to deal direct with the public in the south-eastern suburbs of Melbourne. The markets are built on the principles of social enterprise and support independent producers and emerging businesses.

Bizness Babes

Bizness Babes is a not-for-profit national programme that provides a range of business skills and training to entrepreneurial women and mothers who do not have access to mainstream business education. Through coaching, mentoring and the provision of micro-financing, Bizness Babes has fostered scores of new businesses since it was established in 2006.

The Wise Foundation

The Wise Foundation was formed to further the community development and social commitments of The Body Shop Australia, the Adidem Group and the Wise family. The Wise Foundation is a registered Tax Concession Charity for the purpose of assisting marginalised people achieve meaningful participation in the community through social enterprise.


Buffed is Australia’s first social franchise and has established a network of ‘shoe shine and leather care’ stands in CBDs throughout Australia. It provides people who are long-term unemployed or underemployed to secure their own futures through small business ownership. Buffed supports franchisees with technical and business training, mentorship and micro-financing.

D’fine Creative

D’fine Creative is a Melbourne based multi-disciplined design company. With a strong focus on retail, D’fine offers solutions from architectural design, construction and project management, joinery manufacturing and graphic design.

Affirm Press

Affirm Press is a publishing company committed to publishing books that have a positive impact on the community and that influence by delight.


Tickbox is a managed IT service provider that delivers forward-thinking advice and solutions with a service-orientated approach. Employing cutting-edge technology, Tickbox enables small-to-medium sized companies to maximise their potential.


Sensaura is a day spa and wellbeing centre in the heart of Noosa, which provides treatments to revive body, mind and soul.

The Children’s Centre

The Children’s Centre is a childcare facility in Mulgrave, in the south-eastern suburbs of Melbourne. Providing a stimulating environment for children to learn and have fun, the centre provides a high level of care and a place for children to thrive.