T-Shirts, Other Products with Dog Theme Find Niche Market in Thailand.

Byline: Supaphan Plengmaneepun

Nov. 9--A love of dogs inspired the launch of a business based on the belief that one should do what one enjoys most.

Sutanant Korapintanont came to that conclusion two years ago when she was looking to start a business. As she liked dogs and had experience as an advertising copywriter, she decided to sell consumer products bearing pictures of dogs.

Products now on sale under her Dogaholic brand include T-shirts, glassware and key rings.

Although almost everyone she spoke to warned her that the business was risky, she went ahead with initial capital of 400,000 baht. To limit costs, she started by designing all the products herself.

Apart from the limited market, she had trouble finding distribution channels for her products as pet stores and animal clinics were not interested.

However, prospects improved when she approached some department stores, including Isetan and Loft. Her products became increasingly popular. Even while being interviewed at one of her outlets, she frequently had to stop to talk with potential customers.