For Immediate Release

Saving Handbags Of The Future

She heard the phone ringing in her handbag. The Pussycat Dolls “Don’tcha” ringtone was getting louder. Out came an umbrella, an eyelash curler, a camera, a book – everything but the vibrating phone - as her hand dove deeper into the bottomless pit that is her handbag.

What woman hasn’t experienced this in a world where the roomy tote bag has overtaken the minimalist clutch as an everyday essential.

Fortunately, this precious possession has been saved by a new invention by Brisbane girl Jen Nicoll, the Hookit Bagmate.

Jennifer realised the need for a well-researched product to house and protect handbags and other carry accessories in restaurants, pubs and hotels where socialising held priority over keeping a watchful eye on a precious handbag.

Queue the superhero music and enter the Hookit Bagmate undertable bag holder, a practical way to store handbags in public places safely, securely and conveniently.

It is a permanently installed hook that is positioned under tables and bars or on surfaces such as doors, walls or backs of chairs.

Jennifer sees installation of the Bagmate holder as an opportunity for businesses to gain advantage over their competitors, something Hogs Breath Cafe restaurants has cottoned on to.

Hog’s Breath have installed the Bagmate in their cafe at Cleveland and the feedback so far has been very positive, according to Hog’s Breath Cafe’s Development Manager, Peter Josefski.

“Handbags are the main users but nappy bags have also been very popular allowing for the pram to be moved away from the table,” Peter said.

“In all, we are very happy with the product and the comment from both staff and guests and I am very confident that HOOKIT will be a very popular product in all of our stores across Australia and New Zealand,” he said.

Women hold handbags in high esteem where to some a handbag holds sentimental value – an antique passed down generations – and to others it is a sign of their hard work and investment. To most though a handbag is their life.

The thought of losing such a sacred possession seems catastrophic so why do handbags end up on the ground to get scuffed, dirty or stolen?

A few years ago Jen found herself in a London pub with nowhere to put her bag except on the sticky, beer stained floor. As she was travelling alone, security was an issue at all levels and she was driven to find a solution.

“Women can spend thousands of dollars on handbags and shouldn’t have to banish their hard earned money and showcase designer talent to the floor,” Jennifer said.

Up until now there has been no practical way to store handbags in public places safely, securely and conveniently.

“I realised someone needed to protect the expensive leather of well-presented, hard-working ladies,” Jennifer said.

The Bagmate holds handbags above the ground and away from dirty floors, wandering thieves and prevents tripping staff and wasting space on small tables.

“Acting in the interest of the customer reflects well on a business and people will return to a place where they know they and their most prized possessions will be looked after,” Jennifer said.

“Installing the Bagmate will help contribute more to a guest’s experience with your business and take a good level of customer service to an exceptional one,” she said.

The Bagmate has been industrially designed with the highest quality materials to ensure even the heaviest handbag is held safely above the ground.

Designed with local business and the customer in mind the hook is an attractive looking, ergonomically correct, easy to install and commercially durable product.

- Ends -

For more information:      
Jen Nicoll
Phone: 0414 561 697
Intnational Phone: +61 4 14561697
Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it.