Share Facebook Telegram Linkedin

Interview with founder and CEO of COLLAR Company

23.12.2021
Updated 04.02.2022
Interview with founder and CEO of COLLAR Company

Main points

    Have you ever met the crises of such a scale before?


    For 25 years COLLAR Company has survived five crises: in 1998, 2004, 2008, 2014 years and now. Turning back and analyzing what we did then I can say that we have always seen the crisis as a possibility appearing in dangerous and unstable situation. When the crisis came, we started to work several times faster. We have always searched for the point of fear, for the main risk, followed it and founded the growth point.

    For example: in 2008, when the currency exchange rate shifted dramatically, we made a decision to choose a new way. Before that time COLLAR Company had worked in different directions: from importing different brands to distributing them and making our own. After the analysis we understood that we should develop our own manufacture and create our own products. We were afraid of that decision — the imported part was around 45% of our assortment. But we made it just before the beginning of the crisis. At first, we lost 40%, but the next year the income of COLLAR Company became 30% bigger. Now it was because of our own products. We created the “Innovations only” concept and it allowed us to develop much faster. The devaluation of local currency allowed the manufacturers to have a higher ground than importers.

    During the 2014 crisis we decided to work more on exporting goods. We were afraid to lose the internal market because of lowering the average income of the customers. We were afraid to lose money, because opening the new market always means huge expenses: attending expos, opening new offices, marketing campaigns. But it was our way. Due to this decision we survived through crisis period. We got more foreign currency and grew our total income.


    Which resources help COLLAR Company to cope with crisis?


    The main pillar during the crisis is the team. The first thing a CEO should do is to bring together their team, possibly even turn on the “emergency mode” to urge employees to think outside the box and make non-standard decisions.

    Our first fear was that leaving people work as they did before the crisis while our income is plummeting will bring us to catastrophe. So we chose another, more effective way. We revised the functions of each department and focused the staff on the tasks that were useful for COLLAR Company right here and now.

    My personal talks to the employees and clear tasks have inspired people. The team mobilized and started to think differently. The employees took the responsibility they haven’t taken before and started to brainstorm their own anti-crisis ideas. For example, the learning department started the “COLLAR Help” project of counseling for the employees during the overwhelming anxiety. The corporate culture department initiated the competition in which the employees offered their own ideas of surviving the crisis. Not only CEO steps forward and takes the lead, but the staff also. The team is even more united and motivated now.


    How does your Сompany adjusts to the crisis?


    The first anti-crisis decision was taking non-standard orders to keep our personnel busy. In April, we made 200 000 of medical masks. That order helped Ukrainian hospitals and let us save the employees.

    Another important step was an April launch of WAUDOG Design DC Comics dog accessories with a “Superheroes save the world” motto. COLLAR Company have signed a contract with Warner Bros. and became the first company on the market to produce pet accessories with Superman, Batman, Joker and other DC Comics characters. These products became loved and wanted in many countries all over the world, and WAUDOG Design DC Comics series skyrocketed.

    Generally, our main answer to the crisis is a fast launch of the products. We have learned to do that in two or three days, while before it was up to six months. We have launched more than 200 product SKUs during the quarantine period.


    How COLLAR Company helps its partners during the crisis?


    The main problem for Ukrainian pet business was the possibility of pet shop closing. To prevent that COLLAR Company and other market operators united and started a “They want to eat, too!” campaign. The President of Ukraine and the government have received our urges to let pet industry work and pet shops, veterinary clinics and drug stores have been reopened, so the pet goods distributors and manufacturers continued working.

    In addition to such major actions we concentrated on helping our clients directly. We offered them the flexible terms of partnership, launched the unique marketing offers and discounts, influencing their sales during the crisis period. We also launched the new WAUDOG accessories that generate interest of the customers in our clients’ shops.

    The quality of communications has also changed. Each contact now starts from us asking how the client’s business is going. We also now put more attention to the personal speaking and support.

    The COLLAR Company services have become even more client-oriented and grew in size. For example, we now make twice as much webinars for our clients, once in two weeks. We discuss different topics that are useful now: the work of a pet store during the quarantine, online presence and so on.

    For 1,5 months of the quarantine we have launched twenty times more marketing offers for our clients than usually.


    How the quarantine impacted the process of design and manufacturing?


    The main concept of COLLAR Company is development of the innovative products. Our product start here from the very idea and concept and go up to the point of launching them to the market. This principle is difficult to apply but much more efficient and strategically important. That’s why we made a decision not to slow down the work of our department of development, but to make it faster instead. For month and a half we have launched several times more products than in any other time, more than 200 SKUs. We created the anti-crisis products for the local market — stylish printed masks, hand sanitizers and protective screens for pet shop workers and veterinarians. The new releases were implemented in a lightning-fast pace: two-three days instead of half of a year. It shows the speed we react to the market challenges.

    We have revised our manufacturing plans. The main fear and risk was to invest into the new products, in their creation and promotion. We have chosen the category that demands minimum or no investment. The raw materials could be found in the country or bought with a postponed payment. We have found a solution for every issue met during the quarantine.


    Do you have your personal example of inspirational solutions?


    I do. It shows very well how to fall a thousand times and rise a thousand times and one time more. Ten years ago we had a dream to build a stadium for our native city. We had neither money nor the experience, but we understood the importance of it. For the last forty years there was not a single new sport object in Chernihiv.
    For five years me and my brother have travelled the world. We saw more than a hundred stadiums. We just came, knocked and said: “Hi, we’re from Ukraine, we want to build a stadium. Could you please tell how to do that and show us yours?” We were surprised, but people opened the doors and showed us everything. We chose the small stadiums, similar to the concept we dreamt of and met the full understanding.

    We persuaded the city to give us land. The stadium project was outstanding: there was nothing similar in Ukraine that time. In 2017, we have finished the first building and realized that it was the only (except the central one) stadium in Chernihiv region with lights, showers and a full-sized field. After a year we opened a sport school for kids, now it has more than 160 students. Our third dream is a professional football team, and we have already sent documents to register it.

    It doesn’t matter if you have money, experience, knowledge and team. The main things to have are the dream, the goal and the desire to make it come true.

    Chernihiv-Arena stadium

    What is your personal approach to coping with crisis?


    In COLLAR Company there are three simple steps for me personally:
    The first one is to answer the question: “Do I really want it?” I have to make the priorities for myself. It works both in business and in life. The next step is the question: “What is the biggest fear between me and my goal?” You define that point that needs your attention the most. The third step is to make a first move towards your fear. When you make it everything becomes clearer and you start seeing the possibilities.

    I also read a lot, adapting the book ideas to our Company and implementing them. I’d recommend “The Goal” by Eliyahu M. Goldratt for anyone who is a manufacturer.

    Yuriy Sinitsa and his dog Lilu

    What lessons may pet business learn from COVID-19 crisis?


    The first and main lesson is to be ready to react on the market changes fast. The demand may change instantly, so one needs to be ready to launch the new products the people need fast.
    The manufacturers have to be flexible and make decisions taking into consideration the interests of their clients. The crisis on the market is crisis for everyone: manufacturers, distributors and pet shop owners.

    In general the crisis has shown that the pet shops are important for the society, as much as grocery stores. We need to understand this and always be ready to produce and deliver our goods fully and in time. To achieve this the company needs to have well-regulated processes: from the raw materials supply to end product logistics and do its best to save the team and the key employees. The crisis will end, sooner or later, and the companies that managed to save the motivated and gathered team will grow the fastest.


    COLLAR Company works in premium segment, the constant innovations are also a defining trait of that market. How do you plan your further development? Will you consider manufacturing the economy segment goods?


    COLLAR Company makes products for the whole market. Let’s take dog accessories for example:

    • The economy segment are TM Dog Extreme and Collar trademarks.
    • The middle segment are TM WAUDOG Classic, Eco, Nylon, Waterproof.
    • The premium segment are TM WAUDOG Soft, Design and EVOLUTOR. The toys, aquaristic products and wooden cat litter have similar grades.

    We always try to create the optimal price/quality ratio. Of course, we understand that the market is changing and will work on lowering the product prices, but only if it is possible without losing the quality and functionality.


    How will your market segment change because of the coronavirus crisis?


    I think that the pet product market will continue moving towards pet humanization. These are the products that show and strengthen the emotional bond between pet and parent. The unique accessories, custom collar designs that are appealing for humans, Family look and so on. The market will move from mass production to personalized products and working with individual preferences.

    I’m glad to hear that the quantity of adopted homeless pets has increased dramatically during the quarantine period in Britain and the USA. The people want to be happier and caring about their pets gives them that happiness. The pet products market gladly helps them.

    Interview with founder and CEO COLLAR Company Yuriy Sinitsa for https://zooinform.ru/business/

    Rate this article

    Events

    Previous slide
    Next slide
    Documentary Film «From collar to COLLAR Company»

    19.08.2024
    Robot Dog by Unitree Now has Traits of a Real Dog

    Now, any Unitree Go robot can be registered in the…

    21.06.2024
    WAUDOG Fun collection grows bigger

    05.06.2024
    WAUDOG LED flashlight user manual

    03.06.2024
    Expectations went beyond and above at Interzoo 2024

    COLLAR Company, a renowned Ukrainian manufacturer of innovative pet supplies,…

    28.05.2024
    WAUDOG Nylon expanded its collection

    03.05.2024
    WAUDOG Nylon Mono: Elevating Pet Accessories to Impress Discerning Pet Parents

    Украинский производитель COLLAR Company представил свою новейшую серию аксессуаров для…

    15.03.2024
    The WAUDOG Dog and Cat Fountain

    02.02.2024
    Four-legged active lifestyle: how Ukrainian pet brands created a product for energetic dogs

    02.02.2024
    WAUDOG Waterproof anatomical H-harnesses added to collection

    19.01.2024
    COLLAR Company - 28 Years

    03.01.2024
    WAUDOG Treats: A Tasty Way to Care for Your Pets

    04.12.2023
    Dog Puller World Championship 2023 in Poland

    29.11.2023
    WAUDOG Nylon Recycled — successful combination of innovations and eco trends

    29.11.2023
    SuperZoo 2023: Special offers and releasing novelties

    28.11.2023
    WAUDOG R-leash with waste bag container

    28.11.2023
    TOP 7 myths about pet products every pet store owner should know

    27.11.2023
    PetExpo 2023: unique offers and novelties

    27.11.2023
    Pet industry: boosting sales with WAUDOG Nylon pet accessorie

    24.11.2023
    Hot eco trends in the pet business 2023

    Read more about 2023 hot eco trends in the pet…

    09.06.2023
    How to open your own pet store?

    Find out in our article how to make a pet…

    26.05.2023
    Zoomark International 2023: COLLAR Company welcomes visitors with Special Expo offers

    Visiting us at the show, you will receive a “Show…

    12.05.2023
    Spring clothes for dogs: what do customers choose in the warm season?

    What do customers choose in the warm season

    25.04.2023
    Trilateral agreement to reconstruct kindergartens № 4 and № 72 in Chernihiv

    Peace Winds Japan and the COLLAR Company, have raised funds…

    21.04.2023
    Toys for large breed dogs and their owners: Flyber, WAUDOG Fun, PitchDog

    Read more about different types of toys for large-breed dogs.

    07.04.2023
    The Quietest Aquarium Compressor in the World aPump USB that Works from a Powerbank

    The quietest aquarium compressor in the world aPump USB that…

    30.03.2023
    Global Pet Expo 2023: COLLAR welcomes visitors

    COLLAR Company will also be participating in the Global Pet…

    16.03.2023
    COLLAR Company will participate in the ExpoZoo 2023

    COLLAR Company will participate in the ExpoZoo exhibition 2023 in…

    07.03.2023
    Trendy glowing dog collar – an exciting novelty for safe walks

    A glowing dog collar is not a fantasy. Especially, when…

    10.02.2023
    Wholesale pet beds with removable elements – a bright novelty in your assortment!

    Read more about pet beds with removable elements – a…

    27.01.2023
    WAUDOG Classic collection expands with new pet accessories

    The COLLAR Company unveils new products within the WAUDOG Classic…

    19.01.2023
    Military Collection to show contribution of dogs to the common victory of Ukraine

    The COLLAR Company introduces a new “Military” collection of pet…

    13.01.2023
    LIKER Ball: 5 dog toys for indoor activities

    Read our article about 5 amazing dog toys for indoor…

    23.12.2022
    The COLLAR Company's Challenges and Achievements in 2022

    How the Company coped with all challenges and what achieved…

    16.12.2022
    Silicone travel water and food bowls for dogs and cats in the new WAUDOG Silicone series

    Discover silicone travel water and food bowls for dogs and…

    09.12.2022
    Beauty matters. 3 stylish, innovative aquarium lights by AquaLighter

    Read about 3 innovative AquaLighter LED lights, which design is…

    18.11.2022
    WAUDOG Fun glow-in-the-dark ball

    To make pets happier, the COLLAR Company released a splendid…

    11.11.2022
    WAUDOG like Patron: The Pet Collection «HERRRO»

    We present a new collection from the legendary Ukrainian dog…

    03.11.2022
    3 best pet carriers, that you should offer your customers

    Learn more about advising pet carriers for your customers in…

    14.10.2022
    Exclusive collection Colors of Freedom to support Ukraine

    The COLLAR Company is extremely happy to announce the release…

    03.10.2022
    Get ready for cold weather: what dog clothes will be in demand in Autumn/Winter 2022

    Get ready for cold weather: what dog clothes will be…

    23.09.2022
    WAUDOG Smart ID app Reunites Lost Pets with their Parents

    The COLLAR Company announces the release of the new mobile…

    16.09.2022
    WAUDOG Smart ID app Reunites Lost Pets with their Parents

    16.09.2022
    The COLLAR Company Presents the New GiGwi Toys Collection

    The COLLAR Company Presents the New GiGwi Toys Collection

    09.09.2022
    TOP 3 innovative pet products for your customers

    TOP 3 innovative pet products for your customers

    01.09.2022
    United24 Media about the COLLAR Company

    United24 Media about the COLLAR Company

    23.08.2022
    Dennerle LED lamps for Aquariums passed ECM Certification

    LED lamps for aquariums of trade mark Dennerle, Germany, that…

    09.08.2022
    A brand-new collection of Dog Toys WAUDOG Fun

    A brand-new collection of Dog Toys WAUDOG Fun

    03.08.2022
    Reflective Drawstrings for WAUDOG Smart ID Pet Tags

    WAUDOG’s collection of dog toys grows larger

    03.08.2022
    Be confident and sell confidence: pet products with a lifetime warranty from the manufacturer COLLAR Company

    Be confident and sell confidence: pet products with a lifetime…

    21.07.2022
    WAUDOG Harnesses:  what types of harness for dogs are better to order for pet store?

    What WAUDOG types of harness for dogs are better to…

    08.07.2022
    SuperDog and SuperCat pet food — new heroes to make your pets happy and healthy

    COLLAR Company is driven by a commitment to continuous improvement…

    01.07.2022
    What to sell in the summer: TOP-5 popular summer pet products in a pet store during the hot season

    How can a pet store avoid a negative balance and…

    27.06.2022
    WAUDOG pet beds with removable pillows

    WAUDOG is happy to present its new pet product in…

    22.06.2022
    AiryVest coat with velcro straps

    AiryVest brand presents its new bright coat for dogs with…

    22.06.2022
    Officially-licensed Rick and Morty collection

    Officially-licensed Rick and Morty collection

    22.06.2022
    COLLAR Company presents its patriotic Bravery Collection

    COLLAR Company presents it's new Bravery Collection

    22.06.2022
    How Pets Patrol Feeds and Rescues Pets in Ukraine

    Pets Patrol, a charity project aiming to help pets affected…

    17.06.2022
    COLLAR Company at Interzoo 2022 in Nuremberg

    At the Interzoo exhibition in Nuremberg, where it were 1,300…

    08.06.2022
    Surpassed expectations at Interzoo 2022

    COLLAR Company, the pet product manufacturer from Ukraine, visited Interzoo…

    06.06.2022
    COLLAR Company will participate in Interzoo 2022

    COLLAR Company will participate in Interzoo exhibition in Nuremberg, Germany…

    23.05.2022
    Collar Company has started charity project for pets in Ukraine

    To provide help for pets during wartime, the Ukrainian Collar…

    19.05.2022
    “Pets Patrol” in Chernihiv

    We introduce a new social project from COLLAR Company, supported…

    04.05.2022
    From cooperation with NASA to unexploded ordnance on site. How the Chernihiv pet products manufacturer COLLAR Company works during the war

    The war did not pass by the company COLLAR. Several…

    02.05.2022
    COLLAR Company has analyzed the Most Popular WAUDOG Designs in 2021

    COLLAR Company has analyzed the Most Popular WAUDOG Designs in…

    15.02.2022
    COLLAR Company’s social projects in 2021

    26 years, 78 countries, 5 external offices and a team…

    31.01.2022
    COLLAR Company Successfully Passed Certification ISO 9001

    On December, 2021, COLLAR Company successfully passed certification ISO 9001:2015.…

    06.01.2022
    Pet parent profile unveiled by COLLAR

    GlobalPETS wrote about COLLAR Company customer analysis: what are the…

    30.12.2021
    European level stadium in Chernihiv

    European level stadium in Chernihiv

    28.12.2021
    COLLAR Company: A home for every pet

    COLLAR Company: A home for every pet

    28.12.2021
    The Canistherapy: a friendship therapy

    Since 2011, together with the Chernihiv Center "Vidrodzhennya", canister therapy…

    28.12.2021
    “Chernihiv-Arena”: stadium built by COLLAR Company

    “Chernigiv-Arena”: stadium built by COLLAR Company

    28.12.2021
    The COLLAR Company participated in GlobalPETS Forum

    On January, 23-25 in Amsterdam (Netherlands) the COLLAR Company participated…

    24.12.2021
    Yurij Sinitsa, the COLLAR Company owner, became the winner of PET ICON Awards

    Yuri Sinitsa, the COLLAR Company owner, became the winner of…

    23.12.2021
    COLLAR Company continues developing the partnership with NASA

    We are glad to announce that the collaboration with NASA…

    23.12.2021
    COLLAR Company celebrated Take Your Dog To Work Day

    Take Your Dog To Work Day is a special day…

    22.12.2021
    MAKING PETS HAPPY: COLLAR Company social initiatives

    In 2020 COLLAR Company launched several socially responsible initiatives to…

    22.12.2021
    2.5 times more effective  LEAN manufacturing tools on in the COLLAR Company production lines

    How the Ukrainian manufacturer of pet products managed to optimize…

    22.12.2021
    COLLAR Company equipped all WAUDOG collars with QR pet tags

    The smart tags became part of WAUDOG Design, WAUDOG Nylon,…

    20.12.2021
    COLLAR Company and ТМ GIGWI became partners

    Collar Company announces the beginning of the partnership with GIGWI.

    20.12.2021
    COLLAR Company wins CIPS Innovation Award-2021

    WAUDOG Re-cotton accessories got the prestigious China International Pet Show…

    16.12.2021
    СOLLAR COMPANY is the first Ukrainian expo member at Pet South America 2021

    The expo season continues! COLLAR Company has showcased its new…

    02.12.2021
    COLLAR Company to participate in Interzoo digital

    From June 1 to June 4, 2021, the COLLAR company…

    23.11.2021
    COLLAR Company won “Product of the Year 2020|2021”

    The WAUDOG ring-shaped retractable leash has won the “Products of…

    14.11.2021
    The national team of Hungary became the World Champions of Dog Puller-2021

    On October 16-17, the Dog Puller World Championship took place…

    17.10.2021
    The Dog Puller Championship will take place in a new format

    The President of the Dog Puller Federation, Varvara Petrenko, confirmed…

    10.09.2021
    Ten years of PULLER: the interview with fitness tool’s developers

    In 2021, PULLER, a dog fitness tool, celebrates its tenth…

    04.08.2021
    The Dog Puller World Championship 2021 will be held in new format

    The DPWC 2021 will be held in a whole new…

    01.08.2021
    WAUDOG pet products impressed US visitors of the exhibition

    WAUDOG pet products impressed US visitors of the exhibition COLLAR…

    27.03.2021
    The Union of Ukrainian Entrepreneurs delegation visited COLLAR Company

    The Founder and CEO, Yuri Sinitsa, met the guests and…

    18.03.2021
    WAUDOG Waterproof — winner of TOP FOR DOG 2020!

    The WAUDOG Waterproof accessories have been recognized as the best…

    23.12.2020
    COLLAR Company continues to help homeless animals in 2020

    The year 2020 has become an active social project year…

    21.12.2020
    COLLAR Company at Global Pet Expo 2020

    On 26-28 of February 2020 the biggest annual pet products…

    29.02.2020
    The EU Ambassador in Ukraine visited COLLAR Company

    The EU Ambassador in Ukraine visited COLLAR Company. On the…

    26.02.2020
    COLLAR and Ferplast embark on collaboration

    Ferplast has included the Puller training toy of the Ukrainian…

    07.01.2020
    COLLAR Company at China International Pet Show

    On 20-23 of November in Shanghai, China, China International Pet…

    24.11.2019
    The COLLAR Company at Zoomark - the biggest European pet expo!

    The COLLAR Company participated at Zoomark - the biggest European…

    09.05.2019
    COLLAR Company team took part in CIPS 2018

    COLLAR Company team took part in CIPS 2018!

    30.09.2018
    COLLAR Company at Global Pet Expo 2018

    Global Pet Expo (GPE) is the main exhibition in pet…

    24.03.2018
    The COLLAR Company meets friends!

    The representatives of the Animalis/Crazy Paws — the exclusive distributor…

    24.12.2017
    COLLAR Company is a headliner of modern trends on the Global Pet Expo!

    COLLAR Company is a headliner of modern trends on the…

    23.03.2017
    AiryVest dog jacket won the Industry Recognition Award 2016

    AiryVest dog jacket won the Industry Recognition Award 2016.

    23.12.2016
    Top For Dog 2016: PULLER is the best!

    PULLER dog training tool by COLLAR Company won the 1st place…

    22.11.2016
    Become a partner