Sugru

Sugru, developed by the London-based company FormFormForm Ltd., operates in the consumer adhesives and DIY market, offering a patented, mouldable glue. The company’s business model centers on the direct-to-consumer sale of its product through its website, supplemented by retail partnerships with major stores like B&Q in the UK and Target in the US. Revenue is generated from the sales of this core product to a global customer base of home users, DIY enthusiasts, and creative individuals.

The company's genesis dates back to 2003 when its founder, Jane Ní Dhulchaointigh, was a product design student at the Royal College of Art in London. Growing up on a farm in Ireland instilled in her a resourcefulness and a desire to fix things rather than discard them. This mindset, coupled with her formal studies in sculpture and design, led her to experiment with materials, ultimately mixing silicone sealants with wood dust to create an early, bouncy prototype. This accidental discovery sparked the idea for a versatile, mouldable material that could empower people to repair and customize their belongings. The name "Sugru" itself is derived from the Irish word for "play," "súgradh," reflecting the product's accessible and creative nature.

The journey from concept to market was a lengthy one. After graduating in 2004, Ní Dhulchaointigh founded FormFormForm in 2005 with co-founders Roger Ashby and James Carrigan. The team, which included two retired silicone scientists, spent the next several years and 8,000 lab hours perfecting the formula. After securing early grants and investment, the company officially launched Sugru in December 2009, selling its first 1,000 packs in just six hours following a positive review on a tech blog. A significant milestone occurred in 2010 when TIME Magazine named Sugru one of the 50 best inventions of the year. Facing financial difficulties and challenges in scaling retail operations, FormFormForm was acquired by the German adhesives giant tesa SE in May 2018. This strategic acquisition provided Sugru with the resources and infrastructure to accelerate its development while allowing the brand to maintain its operational independence.

Sugru's flagship product is a multi-purpose, mouldable glue that starts with a texture similar to play-dough. Once removed from its airtight packaging, users have 30 minutes to mould and apply it to a wide variety of materials, including aluminum, steel, ceramics, glass, and certain plastics. Exposed to air, it cures at room temperature over 24 hours, transforming into a durable, flexible, and waterproof silicone rubber. This cured material is thermally insulating, withstanding temperatures from -50°C to 180°C, making it suitable for applications ranging from repairing hiking boots to protecting electronic cables and creating custom grips for tools. Its unique selling point lies in this combination of mouldability, strong adhesion, and durable, rubber-like final form, positioning it as a versatile solution for fixing, modifying, and improving everyday objects. Keywords: mouldable glue, silicone rubber, product design, consumer adhesives, DIY market, fixing, repairing, modifying, Jane Ní Dhulchaointigh, FormFormForm, tesa SE, self-setting rubber, patented technology, creative repair, waterproof adhesive, flexible glue, home improvement, gadget repair, upcycling, sustainable living