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Who are Emerald Struts?

Who are Emerald Struts?

Our Story: The Journey of Emerald Struts

In the midst of uncertainty and global disruption in 2019, a remarkable journey began in a humble bedroom. This is the story of Emerald Struts, a company born from innovation, perseverance, and a drive to make everyday tasks easier for people around the world.

The Beginning

Emerald Struts was founded by George Ottaway, who at the age of 24, found himself facing the challenges of the COVID-19 pandemic. While many were navigating the complexities of lockdowns and social distancing, George saw an opportunity to address a simple yet pervasive problem: the difficulty of opening car boots with ease.

Innovation from Necessity

From his bedroom in Banbury, George began to develop a product that would revolutionise the way people interacted with their car boots. His creation was a set of struts that made opening the boot effortless, a convenience that quickly captured the attention of many. Using the power of social media, George shared his innovative product with the world. The response was overwhelming.

Simplicity and Affordability

One of the key aspects of George’s invention was its simplicity. Despite offering significant benefits, the struts are incredibly easy to install, requiring no special tools or technical expertise. This user-friendly design ensured that anyone could enjoy the convenience of a smoothly operating car boot.

Additionally, George was committed to making the product affordable. By keeping the price reasonable, Emerald Struts achieved widespread appeal, allowing more people to experience the benefits without straining their budgets. This balance of simplicity, functionality, and affordability was a significant factor in the product’s viral success.

Going Viral

As people spent more time at home, the need for practical, time-saving solutions became more apparent. George’s struts went viral on social media platforms, generating immense interest and demand. Orders poured in, and soon, Emerald Struts was selling out months in advance. The company’s success during such a challenging time was a testament to the power of innovation and the importance of meeting consumer needs.

Growth and Expansion

With the initial success, George knew it was time to take Emerald Struts to the next level. What started as a one-person operation quickly grew into a thriving business. The company has sold over 40,000 sets of struts and continues to ship products worldwide, bringing convenience and ease to customers around the globe.

Continuous Innovation

Emerald Struts didn’t stop at the initial product. George and his team continued to innovate, developing coloured springs that added a personalised touch to the struts, catering to individual tastes and preferences. This development not only enhanced the aesthetic appeal but also reinforced the brand’s commitment to offering unique and high-quality products.

To protect these innovations, Emerald Struts holds a registered design protection, ensuring that their unique designs and features remain exclusive to their customers. This step was crucial in maintaining the integrity and originality of the brand.

Team and Operations

Today, Emerald Struts operates from a dedicated work unit in Banbury. As the company expands, it remains committed to maintaining the quality and customer satisfaction that fuelled its early success. Each month, the business grows larger, driven by a passionate team and a loyal customer base. Currently, we have a dedicated team of five members who work tirelessly to ensure the smooth operation and continuous growth of the company.

Looking Ahead

At 28 years old, George Ottaway reflects on the incredible journey of Emerald Struts. From a bedroom startup to a global business, the company’s story is one of resilience, innovation, and the unwavering belief that even the simplest ideas can have a profound impact.

As Emerald Struts continues to grow, we are excited for the future. We are actively developing more models for our most famous automatic boot struts to cater to a wider range of vehicles and customer needs. This expansion will allow even more people to benefit from the convenience and ease that our products provide.

Moreover, we are proud to say that Emerald Struts is the only company that supplies these unique automatic boot struts. Our commitment to innovation, quality, and customer satisfaction sets us apart, and we are dedicated to maintaining this exclusive position in the market.

Thank you for being a part of our journey. Stay tuned for more updates and new products from Emerald Struts as we continue to expand and innovate.


This is the story of Emerald Struts, a testament to what can be achieved with a great idea, hard work, and a bit of social media magic. Thank you for supporting us and joining us on this incredible journey.