Small Business Stories - Fab Dog Inc.

Alex Fees: I’m Alex Fees for Small Business Television, sbtv.com. We are on location in Baltimore at the 2009 Pet Industry Spring Trade Show. It is brought to you by HH Backer Associates, publishers of Pet Age Magazine. What is Fab dog? Michael Becher: Fab Dog is a luxury pet brand. Alex Fees: Safe to say it’s a lifestyle. Michael Becher: It is a lifestyle, everything we do is a lifestyle. Let me give you an example. Alex Fees: Please do. Michael Becher: But the key thing Fab dog does is we’d like to lifestyle our products. So, we take all the dogs that wear our products and we take a lot of lifestyle shots so we took a picture of the dog into New York subway raincoat. We took a picture of a dog down at the beach. We took a picture of a dog in a skateboard park. We have a dog playing in the grass so everything about Fab dog is all about lifestyle. Everything about, everything we try and do is lifestyle, everything comes upon from what humans do and we love our pet so we take what we love and we look at it and we love our pets so we try to translate what humans love into what our pets would love because — Alex Fees: Okay so give me a tour here, show me some of your favorite products. Michael Becher: Sure. Well, we came out with some brand new toys here and these are called our bad dog toys. Alex Fees: Bad dog. Michael Becher: Exactly. And what we do now is now when you look out in the world, what’s everybody doing? They’re texting. So, what is every dog need for the little texting toy. So, we have the OMG so they can walk around with that in their mouth. We got to WTF, the XOXO, and LOL. And then including in the bad dog toys, we have my dog and I live in New York City so my dog walks the streets of New York and she picks everything up, what does she pick up? Cigarette butts. So, instead of doing a healthy alternative, we did a little no smoking cigarette. We also translated that to the pack of cigarettes or so we call them digarettes. You know, just as something safe for them to play with. Alex Fees: Michael, we got behind you here. Michael Becher: Well, here we also had the same thing as we talk about life style, is my dog always use to go into our hamper and raid it. And what did he take out, he took out my wife’s bra and my wife’s panties. So, what do we do, we made a healthy alternative. We made a bra with a squeaker at the top. Hours of pure fun. Alex Fees: So now, your dog has his own bra? Michael Becher: Now, my do has his own bra to play with. We choose squeakers and we also did it with a pair ladies panties and a pair of men’s underwear. We only have one squeaker down the men’s underwear. Alex Fees: Come on. Michael Becher: We try it. And then we also look around and we look out as my dog also went and ate my wife’s hogs so what did we make a pair of hogs. Alex Fees: Let’s go back there, show me around. Michael Becher: Sure. Well, just to give you an idea, one thing we did is we also again looking at lifestyle we started the first fraternity for pets. It’s called DOG. Delta, Omega, Gamma the dog house, a trademark line by Fab dog where now there is a complete fraternity line for every dog. Delta. Omega, Gamma, the first fraternity for pets. Alex Fees: DOG. Michael Becher: Exactly. And then we took it and we have Delta, Omega, Gamma party, toga party at the doghouse, rush party at the doghouse and we also have crash dance party at the doghouse. Alex Fees: Tell me about those necklaces and bracelets behind you there. Michael Becher: Well, this is for the real Shishi dog and what we did is we develop a line as Swarovski Crystal Colors for the real blinked out dog when they have that special occasion and they really got to be sparkle here. Alex Fees: Swarovski Crystal. Michael Becher: Swarovski. Alex Fees: What is that? Michael Becher: It is a very high in crystal out of Europe. Alex Fees: So, how much is something like this go for? Michael Becher: This would retail for a $150.00. This is whatever your dog needs. Alex Fees: This is not for the casual pet owner. Michael Becher: This is not for the causal pet owner. If we want to look at stuff for the casual pet owner, we have developed the really fun line of products for that. We have developed some of our embroidery lines of luscious and color for the casual pet owner where we did a full line of crab embroideries, a full line of alligators, cherries, girly—Rasta and our new leaf embroidery colors back with Rasta. Alex Fees: Wow. So, how much of this go for? Michael Becher: This would retail for $32.00 and the best part about it is there are acrylic base in Ireland so the dog can go in the ocean, go in a pond, go in the water. You could wash them in the dishwasher, wash them in the washing machine, I’ll come out just like brand them. Alex Fees: Michael where do sbtv.com viewers go to get more information about Fab dog. Michael Becher: They can find us online at www.fabdog.com. Alex Fees: Fabdog.com. Michael Becher: So, you can life style your dog. Alex Fees: All right good deal sir, thank you very much. Michael Becher: Thank you very much.