We have all been there―not knowing where to hang your jacket whether you are commuting, traveling, staying in a hotel room or attending a meeting. Usually we end up hanging them over chairs or we just hold them.
This ‘frustration’ of not having anywhere suitable to hang his jacket when on the go was reason enough for Luke Dutton to come up with a solution. This is how COAT was born.
“I first had the idea for COAT as a product about three years ago,” he explains.
“The business is only new, having launched COAT late last year. The business simply evolved after working through the product development phase.”
COAT is a portable garment hook that is compact, stylish and extremely versatile. It has been created to travel wherever you go and enables you to safely stow your garment.
“COAT is a truly unique product. There are many hooks that utilise suction, however, none that are designed to be portable. We had as much regard for COAT’s design for when it isn’t in use, to when it is. When ‘in use’ COAT had to be robust to do its job, however, when not, we were conscious of ensuring it was small and lightweight for maximum portability.”
Dutton says it was important for the design to get an Innovation Patent for COAT, validating the item to be unlike any other product on the market.
“As simple as COAT’s design is, there were many refinements during product development. A key challenge we overcame progressively was designing COAT to be robust and durable yet lightweight and compact.
“I was extremely conscious of COAT not being cumbersome when not in use, similarly COAT had to be strong and of sufficient size to be durable and versatile. A lot of time was spent on each component part considering functionality, additionally which combination of materials performed best.”
Dubbed the gift you give the person that has everything, COAT was launched to retail at Life Instyle Melbourne and Dutton says the feedback has been overwhelmingly positive.
“We left Life Instyle with new clients placing orders and a huge amount of qualified interest. Retailers’ feedback focused on how well made COAT is plus how well executed the packaging is. That feedback was very satisfying as we’ve put a lot of effort in to all aspects to ensure COAT is viewed as a premium product at an affordable price point.
“While we are predominately stocked in gift and homewares stores, we will soon be targeting fashion retailers as well. COAT is the ideal ‘add on’ to a suit or jacket purchase. It is essentially a ‘care item’ for garments as much as it is designed to provide convenience and comfort.”
By Marion Gerritsen
