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DOGPOSE, the start of SPA clothing system for pets

Korean pet goods in excellent design and functions

CEO Kim Byung-hyun of DOGPOSE

The pride of Korean made pet goods

It is predicted that the number of families with less than three members will reach 70% of whole households in Korea by 2035. As many of them live with a pet or two, pets are also expected to function as members of family rather than just cute animals. Numerous pet related businesses such as pet nursery and pet charnel house are proliferating at the moment. CEO Kim Byung-hyun of DOGPOSE worked in a marketing team of a pet fashion company for 10 years. He made DOGPOSE No.1 in the market through online promotion and is currently selling around 2,000 pet related goods including clothes, cushion, house, harness, portable bag, organic T-shirt and pet tent all made by professional Korean pet goods designers and its technology. As the first generation pet specialist and CEO of DOGPOSE, Kim is leading his 30 staff with passion. Kim says "Pet clothes actually require more time and effort than children's clothes. For this reason, the design and production are done only by professional domestic designers. In order to create unique design, the designers bring up ideas every month." Thanks to Kim's SPA clothing system for pets, customers can buy the quality pet goods at reasonable prices. Kim continues "All the materials we use are also Korean made. We are proud of our products and we are exporting them to the US and Europe at the moment and receiving a positive response.“

Unique design, contents and marketing to stay No.1 in the field

Early this year, the Ministry of Agriculture, Food and Rural Affairs gathered 11 pet specialists and launched a task force team to promote the industry. Kim says "It's expected that the pet goods market will grow by 1.5 times on last year. I established DOGPOSE with the idea of a pet design company 5 years ago. For this reason, all of our staff are graphic majored or related majored professionals and we have applied a patent for our unique design patterns." Kim understood that customers wanted good design, price and after care services and brand image while he was running an online shopping mall. So Kim made a cartoon that could easily explain about the products. Kim says "I can say that we have capability to create our own contents. We run a cushion factory in Namyangju and pet clothes factory in Seoul as well as distribution factory, contents research institute (Guri City) and design research institute." The production goes through the process of planning, design and MD's ordering. This enabled DOGPOSE to work as OEM and the company became No.1 in the field with KRW 6 billion sales in 2015 as a result. Kim set his goal to achieve KRW 10 billion this year. Kim also intend to pioneer overseas market by participating in as many global exhibitions as possible. Currently, 1/10 of the sales of DOGPOSE is generated in foreign markets.

Listing DOGPOSE in KOSDAQ within 5 years

Meanwhile, Kim emphasized that the government level support is much needed for the industry to grow. He says "Sewing is regarded as the first industry. But it has potential to grow as the third or IT industry when combined with pet industry through app development. In addition, if major companies work with SMEs through investment and ordering contracts, and the government provides capitals and facilities, we can together pioneer overseas markets. It will also raise national competitiveness at the end." For his part, Kim signed a MOU with related companies such as Coupang with which Kim also provided community services for animal shelters. Currently, Kim is planning to open branches at HomePlus nationwide and to provide products through social commerce, open market, home page and Lottemart. Kim added "We minimized distribution cost and supply quality products in quantity at competitive prices." Kim's biggest ambition, however, is to list DOGPOSE in KOSDAQ within 5 years. He also wants to increase the number of staff by double to back this plan. By the way, DOGPOSE is the only pet company obtaining a venture enterprise confirmation document in Korea. Power Korea supports Kim and DOGPOSE. 


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