Expanding distribution became a priority as sales slowly grew in 2010. Most pet companies advertise in trade magazines and journals, but ThunderWorks bought ads in Southern Living, Reader’s Digest and Good Housekeeping. In January 2011, it began airing short infomercials. QVC, the West Chester, Pa.-based home-shopping network, selected the company to appear on a show, buying inventory like a retailer would. After selling 7,000 ThunderShirts in 12 minutes, the company was invited back 40 times in the next 18 months, Blizzard says.
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It was 2008, and Blizzard, a Triangle developer mired in the worst real-estate market in decades, was looking for his next opportunity. He vetted veterinarians, seeking a solution more refined than his T-shirt-and-tape one. Finding none, he pulled out a sewing machine. Six years later, thousands of pet owners have paid $39.95 for a ThunderShirt. (He won’t disclose the private company’s sales.) The wraps are sold by national retailers, online and at hundreds of pet-specialty stores. “The terrific enthusiasm of the initial dog owners, trainers and veterinarians that tried ThunderShirts built our momentum,” Blizzard says.
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