Gazel is a newly launched Irish design company putting a contemporary spin on traditional ideas. Its focus is on items for the home and its first product is a reinterpretation of the trusty clothes hanger.
Gone is the wiry shape with its sharp angles and tendency to dump clothes on the floor. In its place is a sleek curved design with an integrated handle that lets you hang things up without having to undo the buttons first.
"Gazel is a premium homeware brand focused on objects that inspire an inviting and thoughtful way of living," says Kevin Doherty who co-founded the company with Ronan Murphy.
“Our launch product is the effortless clothes hanger that allows clothes of all sorts to be hung with minimum effort. It does not stretch garments at the neck and it balances perfectly on the rail when clothes are on it and tilts gently to tell you when it’s free.”
Doherty and Murphy met as mature students at the National College of Art & Design (NCAD). Both were studying product design having decided to change careers. Doherty was originally a chemical engineer with experience in the pharmaceuticals and oil industries while Murphy (who is also a talented carpenter) worked in multimedia and film-making.
As part of their course, the partners collaborated on a human-centred design study for Arthritis Ireland and Pfizer. The idea was to take mundane household objects and give them a new twist. The Gazel hanger was the result. Encouraged by the positive reaction to it the partners decided to look into the possibility of creating a spinout company from the NCAD's Origin8 design innovation gateway to commercialise the product.
Enterprise Ireland provided financial support for the venture in the form of a commercialisation grant and the partners have spent the last 18 months developing their product and evaluating market opportunities. Murphy estimates the cost of developing the prototypes and running sample production runs at about €40,000. The hanger, which is being manufactured in Co Clare, was launched in January. It will be sold on line and in retail outlets through a network of agents and distributors. The company is now looking for angel investment in the region of €200,000 to bring the company to its next stage.
“We know that if our products are successful others will try to copy them. But we have protected our designs as far as possible and believe that our best protection lies in building a world-class brand that people will recognise and want,” says Doherty. “Our aim is to create a portfolio of products that marry usability and style with cutting edge design focus. Our second product is a wall hook with a storage compartment that is as much at home in the hallway as it is in the bedroom or bathroom. You can pop everyday paraphernalia into the space, hang clothes or jewelry from the hook, or drape scarves and hats over the top.”
– OLIVE KEOGH
