CLEVELAND, Ohio -- It was a challenging 12-hour road trip with a 1½-year-old and a 3-year-old that inspired Ellen Velez, co-founder of FlipFort, to create something that would offer young riders a little me time.
FlipFort is like the tents many of us made using a blanket or sheet when we were kids when we wanted to hide out from the world.
Velez and co-founder Sarah Filipovitz designed FlipFort to put kids at ease on long trips -- and to keep them separated when boredom sets in.
The founders of FlipFort: Sarah Filipovitz, left, and Ellen Velez.Photo Courtesy of FlipFort
“On our trip to Cape Cod, I was hoping my kids would sleep most of the day,” Velez said.
“Unfortunately, that was not in their plan. Hoping I could calm them down if I blocked the sunlight out, I grabbed a blanket and tried to tie it to the back headrest behind one child and the front headrest behind the driver’s seat to create a fort.
“It worked, but it kept collapsing because it wasn’t secure.
“It did help by blocking the sunlight and offered a distraction from his brother. For a little while, it stayed attached.”
Some of the FlipFort colors available. While first designed to create a tent fort on a car ride, FlipFort also works well on a stroller.Photo Courtesy of Alex Denver Photography
After returning home, Velez couldn’t stop thinking about all the possibilities of inventing such a product.
She did some extensive research and was surprised to see that no item existed that resembled hers.
Later, she reached out to Filipovitz, a college friend who lives in Hudson.
“I said, what do you think of this idea and if we could make it work?” Velez said.
The FlipFort attaches easily to a stroller.Photo Courtesy of Alex Denver Photography
“She thought about it for a day, called me back and said, ‘I’m in.’
“We started to make drawings. We asked Filipovitz’s mother-in-law, who sews, if she could produce a prototype, and she did,” Velez said.
“We went through about 20 different iterations and worked with Magnet along the way. They helped us out tremendously.”
Magnet is a local non-profit that helps entrepreneurs start new manufacturing businesses. Its primary goal is to keep manufacturing jobs in Ohio.
FlipFort folds into a bag that resembles a purse.Photo Courtesy of FlipFort
Velez and Filipovitz met with Magnet monthly to discuss sourcing and to work through ideas.
The “momtrepreneurs,” a name that stuck, were students together at St. Bonaventure University in western New York. They graduated in 1999.
“After college, I was living in Boston and Velez was living in New Jersey, right outside New York City,” Filipovitz said.
“I ended up coming back here after marriage for my husband’s job. ... Velez grew up in Canton and decided to come back to Ohio to be closer to family when she had kids. She ended up in Shaker Heights.
“It was one of my biggest gifts to have her back in Ohio. So, we’ve been friends for a long time.”
FlipFort is made from a soft cotton blend fabric. The vents and window are all mesh.
The mesh window is covered with the cotton blend fabric and held up by magnets. You can check it out at Www.flipfort.com.
According to Velez, sales and interest in the product have been good, even before the official launch. In some reviews, parents have appreciated how multifunctional FlipFort is and for its easy assembly.
“It grows up with the child,” Velez said. “It’s not one item you buy for your child for six months. Our testing confirmed a child who’s 1 year old can use it as well as a 10-year-old.
“Parents love how it reduces bickering and offers a cozy place to fall asleep, largely on long getaways.
“It may be hard to believe a 10-year-old could be comfortable using this product. My 10-year-old is very tall, but he can still hang out underneath it and is very happy with it.”
In some cases, covering an infant’s head could make for a traumatic moment. According to Filipovitz, it depends on the child.
Since FlipFort is designed using magnets to open and close it, you can fold it up to whatever level works for you and your child.
Leaving an opening can allow the kid to still have some light as they fall asleep.
It was also important that the product has significant airflow, Filipovitz said.
FlipFort is available on the company’s website and on Etsy. They also are working to climb aboard Amazon and some local boutiques.
OK, I’m sure you’re wondering if the moms have been or intend to be on “Shark Tank.”
“That is the first question we always get asked,” Filipovitz said. “It would probably do well.
“Velez and I have strongly thought about it. We would want to have more sales before going in front of the Sharks.
“Having watched the show, we believe the outcome would come down to us not having enough sales at this point. We want to be comfortable going on the hot seat.”