March, 2006
Feature Article in Bow Times

Gone to the dogs (and cats), and loving it
By Eric Baxter
Staff Writer

Mirror/Eric Baxter photo illustration Rylee models collars at Critter Gear.

Critter Gear of Concord started small. More specifically, it started out about the size of a cocker spaniel puppy named Rylee. In June 2002, Keith Kolapakka and Aaron Letourneau bought Rylee from a pet store, and the diminutive pooch soon became more than a pet, he was a member of the household. As such, Rylee deserved the best, something that was then hard to find among the larger pet stores
in the area.

“A lot of the nylon dog collars sold in stores are just cut, and the ends are burned. This can cause a lot of irritation and roughness on a dogs neck,” said Kolapakka.

Using a little innovation, and a few lessons in sewing from Kolapakka’s mother, Debbie Lehtonen, Kolapakka and Letourneau crafted a softer collar for Rylee. It was also a little more stylish than the mass consumer offerings from the big commercial concerns.

Comments rolled in. Other animal owners they met loved the collar and wanted to know where they could find one. Fate, it seemed, was taking a hand. At that time the men had been looking to start their own business but didn’t know what they wanted to do.

“We did some research into the pet industry, and we found it was booming,” said Kolapakka. “People who own pets today feel they are part of the family and they’re spending more money on them, especially in the bigger cities. Dogs aren’t out in the backyard anymore, they’re living with the family, they go with them everywhere.”

According to the American Pet Products Manufacturing Association more than 60 percent of American households owned a pet, or roughly 69 million homes, up from 56 percent in 1988. Forty-five percent of those households also owned more than two pets. The independent industry trade organization also determined 54 percent of dog owners, and 41 percent of cat owners, purchased holiday gifts for their pets. Between food, medical, boarding, and treats and toys, United States pet owners spent $32.4 million on their pets in 2003, $34.4 million in 2004, and estimated $35.9 million in 2005.

Among the fastest growing sectors of the industry is pet clothing and fashion accessories, which has spurred on such blockbuster events as “Pet Fashion Week – New York,” which pairs top runway talent with pampered cats and dogs modeling the season’s latest fashions, and draws in such names as Paul Mitchell, Harley-Davidson, and Old Navy.

With facts in hand, and the idea for the business in mind, the pair set out to create Critter Gear. In January 2003 the business was born, and they began selling their wares on the Internet, and at craft shows around the area. The small line of dog collars grew to include dog harnesses and soft choke collars, breakaway collars for cats, as well as cat harnesses, and catnip pillows. The foundation webbing is covered with a wide selection of fabrics ranging from funky colors, to whimsical dog bones and fire hydrant patterns.

“We wanted something cool, something fun,” said Kolapakka of the fabric selection. His own favorite is an abstract print with what looks like shooting stars and planets for texture on a dark background.

In the initial months of Critter Gear’s existence, both men were working fulltime jobs and Critter Gear was a nights-and-weekend operation. Kolapakka, a trained graphic designer, handled media relations, marketing material, and built and maintained the Web site. Letourneau, who worked in the health insurance industry, handled the books and financial side of the operation. Both men handled the production line.

“We had to learn how to sew. It was nothing I ever wanted to do. We started out on Singer machines, and now we have huge industrial models,” said Kolapakka.

That first sewing machine still sits in their workroom as a testament to humble beginnings – and as a backup in case one of the larger machines breaks down.

Each one of the company’s offerings is handmade at their home in Concord. Even those first collars started from
rolls of nylon webbing, buckles and hand-selected fabric.

Choosing the material has become one of the more enjoyable parts of the business. In the initial years the pair shopped local fabric stores for artful and colorful fabric.

Today, cloth wholesalers seek them out, and bring by swatches for their review.

Most of their business has grown by word-of-mouth, but they are set to reach out to a wider audience. On the weekend of April 8, the pair will travel to Atlantic City, N.J., to the H.H. Backer Associates trade show, one of the largest pet products trade shows in the country. On the same days they will also show their wares to the local retail market at the Made in NH Expo at the National Guard Armory, in Manchester. A friend will be manning the expo booth.

“We made a commitment to the expo before the Backer event. But we think it’s very important we are still at the expo. We’re a local company, we have roots in New Hampshire, and the people in the state were our first customers. We want to make sure they understand we are committed to them,” said Kolapakka.

January, 2006
Thanks again for another successful year! We would like to thank all of our customers, friends and family for giving us so much support as we head into our third year in business! We had several very successful shows and our feedback has been very positive. CritterGear has plans to expand even more this year with new products, new shows and new businesses carrying the CritterGear product line.

February, 2005
CritterGear announces the launch of their new product lines which include adjustable harnesses for dogs and cats, soft choke collars and many new patterns! We have also added catnip pillows to our site which are filled with the highest quality catnip and no other fillers which your cats will love! Check back often as we will be adding new and exciting patterns and products.