Happy 50th Birthday Douglas Company

A feature article by Jacki Ralph

The opportunity to control one's destiny while still having fun is how the toy industry lured Bill and Penny Clarke, along with St. Claire and Mary Smith, into starting their own business in 1956. The wish for independence and a good place to raise children would mark Keene, N.H., as the hometown for Douglas Company for 50 years.

Douglas Co. celebrated its 50th birthday in 2006. They are known in the gift and toy industry for their plush dogs, cats and horses with endearing expressions, unique gestures and irresistible softness. More recently, their line has expanded to feature fun and functional plush décor and accessory items. Sassy Pet Saks™, Little Nugget Sassy Sak Pillows™, Sleepy Cuddlers™ and Lil' Snugglers™ are just a few of the well-known and well-loved products from Douglas Co.

How does a small business in Keene get started and grow to keep the attention of so many all over the world? "It's about having a strong work ethic and total teamwork" according to Scott Clarke, son of Bill and Penny Clarke and current president of Douglas Co.

"The translation from the romance of a small business to the hard work required to make it go is something many people do not understand until they have been there," explained Scott.

When Douglas Co. was established in 1956, it was up to just seven people to make it work. "What that means is that you did whatever was needed to get the job done."

It wasn't until 1982, when Scott joined his parents business, that he understood just how important being raised with an "Old New England work ethic" was. In 1991, he would become the company's president.

"Working together no matter what the task is a comforting memory of life with my Dad," said Scott.

Bill Clarke, Scott's father, was a business owner who laid out patterns and cut plush in the evenings. By day, he wrote a multitude of sincere letters as the sales manager. He was also a manager, who, even through his later years, helped to unload trucks.

Penny Clarke, Scott's mother and a company founder, was a self-taught pattern maker and the mother of three children. She used her art background to become the head of design at Douglas Co. The workroom floor became Scott's childhood playground, while at his mother's feet, as she drew at her drafting table. It was a career that would later have Penny running the factory and drawing designs on the weekend just to keep up. With progress and company growth came inevitable change.

"In the early 80's, we changed the marketing direction from infant products to better gifts and toys," said Scott. "It was the beginning of our later success because we were able to not only sell on price point but also on unique design."

"As a manufacturer, you have to always stay open to the pulse of the market," said Marketing Manager Erika Radich. "Winds shift and sometimes unexpected products soar and become wildly popular while others come to a screeching halt. It is important to be aware of the edge and ride it."

Quality customer relationships is another key to a successful company. Even though Douglas has grown from the small business it started out as in 1956, the way they treat their customers is still on a very personal level. It is important to Douglas Company that their integrity is kept in tact. They have been known to jump through major hoops to make a situation right. When customers visit their trade show booths they often comment on the genuine kindness and levity provided by the Douglas staff.

After 50 years, Douglas Co. is still a family owned business, however, according to Scott the "scope" has changed tremendously.

"Unlike the days when it was only the Clarke's problem to deal with on the day to day; we now have a wonderful management team working together in design, sales, marketing and finance," explained Scott.

Douglas' talented and impassioned design team has a genuine love for animals. In fact, many family dogs spend their days in the design room. Douglas' designers/pet owners house a virtual barnyard of personal pets from dogs to cats, birds, goats, llamas, a donkey, horses, a ferret and still others. They are truly in touch with their pet side. Through their personal relationships with their animals they not only capture the authenticity of the animal they design in plush but also, the personality that goes with it.

"It takes many hands to produce and promote our product," adds Erika. "We are lucky to have so many talented, competent and inspiring people working for Douglas."

It is the team that makes all the engines click at Douglas Co. and the team that will see the ongoing success of Douglas Co. for the next 50 years!