How to Build a Sustainable Ecommerce Brand: Rob Abrahams at Virgin StartUp Changemakers

At our latest Changemakers event at Virgin HQ, we were joined by Rob Abrahams, CEO and Co-founder of COAT Paints, a brand reimagining the paint industry for the modern, digital world.

With a background in brand and growth marketing, Rob set out to challenge a category that had remained largely unchanged for decades. His goal was not just to sell paint, but to build a business that was more thoughtful, sustainable and genuinely better for customers.

Rethinking a Traditional Industry

Paint is not an industry most people expect to be disrupted. It's functional, often confusing, and historically driven by legacy players.

Rob and his co-founder saw an opportunity to do things differently.

COAT was built as a digital-first brand, designed to simplify the entire experience. From choosing colours to ordering and delivery, every touchpoint was rethought to remove friction and make the process feel more intuitive.

At the same time, sustainability was built into the core of the business. This was not an add-on or a marketing message, but a fundamental part of how the company operates and makes decisions.

In fact, Rob pushes the concept of sustainability further with COAT paints. He spoke about how the planet has gone beyond the point of 'sustaining' what we do already. From now on, brands need to do better, contributing positively and actively leaving the world a better place than they found it.

Building With Intention From Day One

A key theme throughout Rob’s conversation was intentionality.

Rather than chasing rapid growth at any cost, COAT has focused on building something that lasts. That means making deliberate decisions about product, brand and customer experience.

It also means accepting that doing things properly can take longer.

For Rob, building a business is not just about speed. It is about creating something that people trust, return to and recommend.

That mindset has shaped everything from how the brand communicates to how the team operates internally.

Brand as a Competitive Advantage

With fifteen years of experience in marketing, Rob understands the power of brand.

In a category where many products feel interchangeable, COAT has differentiated itself through design, tone of voice and customer experience.

The brand is clear, confident and consistent. It simplifies complexity and speaks to customers in a way that feels human and accessible.

This focus on brand has helped COAT stand out in a crowded market and build strong customer loyalty.

The Reality of Building and Scaling

While COAT has achieved significant growth, including being recognised in The Sunday Times 100 Fastest Growth Companies in the UK, Rob was open about the challenges behind that progress.

Building a business in a traditional industry requires resilience. There are operational hurdles, supply chain considerations and constant decisions about where to focus time and resources.

Growth is not always linear, and there are moments where founders have to navigate uncertainty and make difficult calls.

What matters is staying grounded in your original vision while adapting to what the business needs as it evolves.

Final Thoughts: What Founders Can Learn

Rob’s journey is a reminder that building a successful business is not just about identifying an opportunity, but about how you choose to pursue it.

Key takeaways for founders:

• Focus on solving real customer problems, especially in overlooked industries

• Build your brand as early as possible and use it to differentiate

• Embed sustainability and values into your business from the start

• Be intentional about growth and avoid chasing short-term wins

• Stay resilient and adaptable as your business evolves

Building something meaningful takes time, but it creates a foundation for long-term success.

Join Our Founder Community

If you're building a business and want to connect with other founders, access support and attend startup events in London, join the Virgin StartUp Community.

You'll gain access to practical advice, funding support and a network of founders navigating similar challenges.

Join the community to stay updated on upcoming Changemaker events and take the next step in your startup journey.

Written by Nina Evangeli, Virgin StartUp