We’re thrilled to announce CLUTCH Glue’s partnership with Commission Factory to expand their digital presence and drive new opportunities through affiliate marketing. In this Q&A, sisters Lucy and Annabel Hay, the founders of CLUTCH Glue, share insights into their journey, their experience on Shark Tank Australia, and what lies ahead for this innovative brand.
1. Can you give us a brief overview of CLUTCH Glue, your inspiration behind the brand, and how does it stand out from competitors?
Annabel: "After too many wardrobe malfunctions due to fashion tape being so unreliable, I knew I needed to find a better solution! And after one embarrassing yet fateful night at Chinese Laundry, I asked myself, wouldn’t it be so much easier if I could just glue myself into my clothes? Surprised to find a gap in the market, I decided to do it myself, and set about a 4 year journey to develop and patent a sweat resistant, water soluble, hypoallergenic, vegan and 100% sustainable formula that won’t seep through your clothes, is seriously strong and compatible with all fabrics!"
"CLUTCH is a first of its kind, globally patented formula that can be used for just about anything - bike shorts riding up? Sockettes falling into your shoe? Necklace clasps not staying at the back of your neck? Bra straps always falling? Strapless dresses never staying up? Gaping seems not safe for work? Have a dropped hem that you need a quick fix for? The uses are endless. CLUTCH is also hypoallergenic and suitable for sensitive skin, and won’t take your fake tan with it upon removal! Reliable, super strong, and a product you don’t need until you do - don’t be caught without it."
2. What significant event or opportunity did you encounter that led to significant growth for CLUTCH Glue?
Annabel: "We launched in December 2022 and 3 months later CLUTCH Glue became a viral TikTok sensation racking up over 8.9 million views. This catapulted years of our hard work into the For You pages of countless people across the world, apparently resonating with the fact that CLUTCH was finally the answer fashion tape couldn’t give them."
Blending direct-to-consumer and brick-and-mortar sales, CLUTCH Glue sold out its initial 5,000-unit order within four months and went on to reach 25,000 sales in its first year. CLUTCH officially launched in all Priceline stores across Australia on 21 December 2023 and secured its place as the store's third best-selling product within the first week.
Annabel: "CLUTCH also launches in CVS stores across the USA on the 26th October, and select Woolworths stores across Australia on the 13th of November. When we first pitched our product to these retailers, we actually had to guess the beauty buyers' email addresses to reach them… yes, really! Going on Shark Tank was such a life goal of mine since I was in Year 10 and my business studies teacher showed us the scrub daddy episode. I was obsessed with the show from then and I remember thinking at the time, One Day, I know I’ll be on that show!"
3. Who is your target audience, and do you plan to expand your reach to new customers?
Lucy: "CLUTCH Glue is for anyone who has or is currently struggling with fashion tape. No one should be unable to wear the clothes they love because these solutions don’t work!"
"From everyday consumers who need quick, easy wardrobe fixes, whether for the office, formal events, or casual outfits, to stylists and fashion professionals who require on-the-go garment adjustments, ensuring flawless looks at events, photoshoots etc. CLUTCH offers a convenient solution to feeling comfortable in your clothes."
"We’re looking to expand this audience into activewear and sportswear to show off just how many uses CLUTCH has. We also offer our product both online and instore, with our omnichannel strategy being able to grow our overall reach, awareness and ultimately broaden our customer demographics significantly."
4. By recently adding the affiliate channel to your digital strategy, how do you plan on having it build to your digital growth further?
Lucy: "We’re still very fresh to the platform, but affiliate marketing is an exciting new avenue that we’re keen to tap into. Partnering with Commission Factory allows us to unlock a wide network of affiliates who can authentically promote our brand to a wider audience. The advanced platform and reporting tools have also been a real eye-opener for analysing performance in real-time, optimising campaigns, and making data-driven decisions."
"Alongside our existing digital strategy, this additional revenue stream will enable us to boost brand awareness and implement a full-funnel approach. Ultimately, we’re focused on building long-term, sustainable growth for the brand in a cost-effective way – being able to grow and scale accordingly."
5. Congratulations on your recent success with Shark Tank AU! How did it feel to pitch your product on the show, and what was the most surprising moment during the experience?
Annabel: "As much as I was overprepared, I still went in with 0 expectations and I felt really relaxed and present in the moment! I was blown away by the set design team and the incredible job they did constructing the set. I vividly remember the entire day but one moment that makes me laugh was when one of the camera men asked me to 'look nervous' which took a few goes to get right because I wasn’t nervous at all! I’ve always been a good talker and presenter, and talking about CLUTCH is my favourite and easiest thing to talk about!"
"I put myself through hell and back to be overprepared, I wanted to make sure the Sharks, and everyone watching the show, knew to take me seriously. My sister Lucy (CMO) along with our marketing guru consultant (shoutout Alex Watts from Poem), put on a mock Shark Tank pitch night, which required us inviting all our friends to the Poem office, and inviting 5 ‘sharks’ (also all formidable entrepreneurs themselves) to watch the pitch, ask shark like questions, and give feedback. I did my 2.5 minute pitch, then did the 45-minute Q&A with the ‘sharks’ in which the brief was to absolutely ROAST me…. and that they did! But it was the best way to prepare for the tank which gave me all the confidence and answers to any question under the sun that could possibly be asked. Honestly that mock night was harder than the actual episode!"
"The only thing I sort of cringe at was the fact I was wearing the worlds most uncomfortable shoes and when I went to meet the sharks after my pitch was done, I was embarrassingly hobbling over to them. The first thing I said to Davie Foggarty when I met him was 'my feet hurt!' hahaha"
6. What advice would you give to aspiring entrepreneurs looking to make their mark in a competitive market?
Annabel: "Just start! 80% solution always! Don’t try and get it perfect, you’ll figure so much out as you go along. Have an end goal, but break the process down into tiny bite sized pieces and just ride the wave of the journey! And even if it doesn't work out, you’d rather die trying (this is what my dad said to me when I told him my delusional idea of inventing a glue!) You’ve got one life, put your education and resources to use. Also what’s the worst that can happen? Someone says No?"
7. What’s next for CLUTCH Glue? Are there any new products or expansions on the horizon?
Annabel: "For starters - make myself a full time employee! But I want CLUTCH to be available in every 7/11 store, in every major supermarket and pharmacy. I cannot wait to release more products, I’ve been cooking up a storm in the lab and have some incredible first of their kind products that will rock everyone's world! Goodbye single use waste, hello sustainable AND reliable products."
About CLUTCH Glue
CLUTCH Glue is your go-to solution for effortlessly maintaining a flawless look. Designed for both professional and everyday use, CLUTCH Glue’s liquid adhesive offers exceptional strength, versatility, and effortless application and removal, compared to the more traditional tape options. It's water-soluble, skin-friendly, and easily washes off, making it a must-have in any wardrobe. Plus, the product is vegan, cruelty-free, and made from recycled materials, so it not only helps you look your best but also supports a sustainable lifestyle.
For more information about CLUTCH Glue and its affiliate program with Commission Factory, please click here: https://dashboard.commissionfactory.com/Merchant/90377/Settings/SignupPage/
You can catch CLUTCH Glue’s journey on Shark Tank Australia available now on Channels 10 and 10Play.
About Commission Factory
Commission Factory is a leading affiliate marketing network, offering tailored digital growth solutions for brands looking to scale through performance-based affiliate partnerships. Leveraging advanced technology, a market-leading advertiser database and extensive network of publishers, Commission Factory helps businesses like CLUTCH Glue expand their digital reach and drive results across all key performance metrics.
Connect with the Commission Factory team to learn more about how we help brands and partners build and grow their affiliate marketing strategies.