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Meet Austin Eudaly of Tom & Sheri’s “Iron in a Bottle” in Greenville Avenue

Today we’d like to introduce you to Austin Eudaly.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
When I was going off to college at Oklahoma State in 2002, my mom, Sheri, introduced me to a version of a home-made wrinkle releaser spray she used knowing that I would never touch an iron. I had used a version of this spray for many years since then. In the summer of 2017, I was on an extended trip with some buddies and they kept stealing my wrinkle spray asking me where they could buy it. I thought to myself there may be a business opportunity there. When I returned, I started looking into the laundry product space. I decided there may be room for a natural wrinkle releaser spray for clothing. I spent six months researching bottle options, numerous sprayers, testing scents and teamed up with a chemist to develop the plant-based formula.

In June of 2018, we introduced the wrinkle magic to the world ordering 3,000 bottles. If it didn’t sell, I figured at least I’d have a lifetime supply of wrinkle releaser. I named it Tom & Sheri’s “Iron in a Bottle” after my parents who have always been my inspiration and support. Our official launch party was at a laundro-may in Old East Dallas. People were literally still doing their laundry during the party. We sold out of our first 3,000 bottles in the first eight weeks. To date, we have sold over 30,000 bottles across 50 states and three countries and are now carried in over 40+ retail stores. We are excited to be featured live on QVC in Feb. 14 from 8pm to 10pm. I’ve got a date with “At Home with David” for Valentines Day. Turns out, there are other people out there who dislike ironing as much as we do!

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Startups are never easy. A struggle early on was trying to find a chemist that would return my cold call. Our biggest hurdle to date has been a problem we had with a manufacturer. You can either get bummed out when trouble comes, or you can focus on what’s ahead and figure a way around it. In our first batch of direct to consumer mailings, we had a bunch of bottles bust in the mail. It’s never fun to get an email from a customer saying they got the package but all the liquid had spilled out on the journey! We have been fortunate to troubleshoot all these problems and get things running smoothly. Heather Wilson, who heads our operations, has been vital to solving issues like these.

Tom & Sheri’s “Iron in a Bottle” – what should we know? What do you guys do best? What sets you apart from the competition?
Tom & Sheri’s Iron in a Bottle is a natural wrinkle releaser spray for clothing. We are family owned and inspired and everything is manufactured here in the Dallas area. We specialize in helping customers get wrinkles out of clothes, without sacrificing precious time. Perfect for the modern, uber busy human.

In life, wrinkled clothes happen. We believe ironing is from the Dark Ages, no one has time for it. It’s also a hazard to be around.

We are most proud that we are able to save customers time and help them look and feel their best. The other wrinkle releaser sprays out there tend to use harsh chemicals. We use a plant-based formula that’s safe for clothes, skin and better for the environment. We also give a portion of proceeds back to various North Texas charities. The Wrinkle Revolution is here.

What is “success” or “successful” for you?
Success can be measured in several ways but I get most excited when we hear about customers using the product and saying how much they love it and that it really works. Ultimately, the more satisfied customers we have, the more successful I see the company. If we have millions of satisfied customers around the globe that use the product regularly, we will be a success. If we can also give back to charitable causes in significant ways, that will be a huge success.


  • 32 oz Standard Bottle – $27.95
  • 16 oz Staple Bottle – $17.95
  • 3 oz Travel Bottle – $6.95
  • 16 oz + 3 oz Combo Pack – $22.95
  • 3 oz Pack of 4 – $22.95

Contact Info:

Image Credit:
Ruben Jones, Will Graham

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