As CEO, Rob Abrahams draws on his sales and marketing experience with brands such as BMW Group and carwow to drive COAT’s vision and fast‑paced growth. His entrepreneurial focus on building emotionally resonant brands underpins COAT’s ambition to become a household name.
Rob Green brings deep paint and coatings expertise, having led EMEAI Product Management for the world’s largest paint company and previously held roles at 3M and Honeywell. He oversees Product, Operations and Customer Experience at COAT, shaping a direct, premium and sustainable experience rooted in strong technical and supply‑chain insight.
Together, they pair strong brand insight with deep industry expertise to drive COAT’s continued growth.
Highlights
It was the first idea that genuinely made sense for both of their skill sets, coming together through a bit of serendipity at the right time.
They don’t see themselves as selling paint; people are looking for a feeling, inspiration and a lifestyle, not just a tin on a shelf.
Sustainability mattered from the very start, especially because it was missing in the industry, and they wanted to build it into the foundations and bring others along.
Challenges arrive constantly, and resilience has become essential — they simply get on with it.
Luxury has shifted from being status‑led to being democratic, humble and sustainable, and that’s the space they aim to operate in.