Is Liquiproof Still in Business? (2026 Update)
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Look for Liquiproof on AmazonFull story →Caner Veli proved his waterproof coating worked by dousing a suit in red wine live in front of the panel, a memorable bit of theatre for a footwear and clothing protection product.
The company is still trading, and its retail footprint has grown considerably since.
How The Equity Moved
Veli originally floated £100,000 for a mere 5 percent stake, but the split shifted once negotiations got underway, and the deal that closed handed Touker Suleyman half the company for that same £100,000.
Suleyman's ownership of shirtmaker Hawes and Curtis and fashion label Ghost meant the brand landed a backer already wired into UK clothing and footwear retail.
From Demonstration To Distribution
The wine demonstration worked because it proved the product on camera rather than asking the panel to take a claim on faith, and a protection product for shoes and clothing needs little further explanation to a buyer who already understands the value.
In the years since, the brand has been stocked wholesale in more than 200 UK retail locations, including Office, Urban Outfitters, Birkenstock and Lock and Co Hatters.
Today
The brand sells direct through its own site alongside its wholesale network, giving it two working channels rather than dependence on a single retail account.
There is little meaningful Amazon presence, with physical retail partners and the direct site carrying the weight, fitting for a premium item aimed at specialist and fashion buyers.