How a Fifth-Generation Shoe Seller Built Nuzzy Deals Online

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How Nuzzy Deals Built a Multi-Platform Reselling Business From a Family Shoe Store

Some reselling stories are learned.
Some are inherited.

Alexa Nusrala’s journey with Nuzzy Deals is both.

In this episode of The Power Selling Podcast, I sat down with Alexa to talk about how she built a thriving reselling and wholesale business—rooted in family, shaped by experience, and scaled with smart systems.

And yes, her business officially started with a loan written on a napkin.

A Fifth-Generation Shoe Seller

Alexa began selling shoes more than 20 years ago in her grandfather’s store, Famous Brand Shoes.

Her grandfather opened the store in 1972 and pioneered one of the first self-service shoe businesses in the United States.

Selling shoes wasn’t just a job.
It was a family tradition.

Alexa describes herself as a fifth- or sixth-generation shoe seller, surrounded by retail knowledge from an early age.

The Napkin That Started It All

Two weeks before graduating from college, Alexa wasn’t sure what was next.

She was a finance major.
She had experience.
But she didn’t yet have a plan.

During a lunch break, a friend offered her a loan of $18,500 to start her business.

They wrote the agreement on a napkin.

Alexa still has that napkin in her office today.

That moment launched her e-commerce journey.

Early Influences That Shaped Her Business

Two experiences pushed Alexa toward online selling.

First, her dad was an early eBay seller.
His handle? ShoeDeals.

She worked alongside him for years and watched eBay turn into a full-scale business.

Second, while in college, Alexa ran the eBay store for a consignment shop.
She saw firsthand how online platforms created opportunity, flexibility, and scale.

She was hooked.

Where Nuzzy Deals Sells Today

Nuzzy Deals currently sells across four major platforms:

eBay
Amazon
Walmart
Poshmark

They’re approaching a major milestone—90,000 followers on Poshmark.

That level of growth doesn’t happen by accident.

Why the Name “Nuzzy Deals” Works

“Nuzzy” started as a nickname.

Alexa’s last name is often mispronounced, and the nickname stuck—just like it did with her family.

Grandpa Nuzzy
Dad goes by Nuzz
Alexa became Nuzzy

The name Nuzzy Deals keeps the business personal, recognizable, and rooted in family history.

Where the Business Operates

Alexa splits her operations between:

Boulder, Colorado – direct-to-consumer and select consignment
St. Louis, Missouri – wholesale sourcing and distribution

It’s a balance between tradition and modern growth.

What Nuzzy Deals Sells

The business focuses on:

Men’s and women’s contemporary fashion
Athletic shoes

Brands include:

Nike, Under Armour, Reebok, New Balance, J.Crew, Hanes, Lululemon, and APL.

VISIT THE EBAY STORE

APL is one of their newest brand partnerships.

How Inventory Is Managed at Scale

To manage inventory efficiently, Alexa relies on structured systems and processes built over years of experience.

From accounting software to internal tracking tools, the focus is on:

Knowing where the inventory is at all times
Keeping listings accurate across platforms
Maintaining clean workflows as volume grows

These systems allow Nuzzy Deals to scale without chaos.

What’s New: Whatnot Shows and APL Dropshipping

Two major updates are shaping the next phase of growth.

Live Selling on Whatnot

Alexa’s assistant, Ty, now hosts live shows two to three times per week under the Nuzzy Deals handle.

Shows include:

Women’s contemporary fashion
Case packs
Bundles

APL Dropshipping Partnership

The company partnered with an East Coast supplier to offer new-with-tags APL shoes.

These are sold through:

Traditional online listings
Live Whatnot auctions

Nusrala Wholesale: Sourcing for Resellers and Retailers

Nusrala Wholesale supplies:

Small independent resellers
Larger retailers
Custom sourcing requests

Buyers can request:

Specific brands
Style names
Size ranges
Packaging or labeling requirements

This is a full-scale wholesale operation—not random liquidation.

How to Contact Alexa Directly

Alexa still uses a handwritten Rolodex.

If you want wholesale access, you call her.

📞 Direct phone number: 636-385-2900

She builds buyer profiles and reaches out when inventory matches.

Simple. Personal. Effective.

Final Thoughts

Nuzzy Deals is proof that long-term reselling success comes from:

Experience
Relationships
Smart systems
And the courage to take risks

From family roots to modern platforms, Alexa has built a business that’s both scalable and sustainable.

🎧 Listen or watch the full episode of The Power Selling Podcast to hear Alexa’s story in her own words and learn more about wholesale opportunities.

Audio: https://www.buzzsprout.com/2180065/episodes/18024693