Customers can start with a basic coat and from numerous options available, tailor it to their needs. As a customer clicks on the item they want from the option list, say retro-reflective tape for the sleeves, it will appear instantly on the coat, in the correct position.

‘Up to now ordering a bespoke coat meant a more lengthy dialogue with the customer either by email or phone,’ said SeaSafe MD Jeremy Dale. ‘In briefing the web designers I gave them the challenge of achieving a 'Build-a-Coat' feature so customers can see exactly how their coat would look before they ordered it.’

SeaSafe’s new site is at www.seasafe.co.uk