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What’s in a name? Quite a lot, as Karen and Steve Hewitt found in 2009 when they started a firm that sold clothes featuring characters from children’s TV series like Thomas the Tank Engine.
The first company name they came up with, Rascal Rags, was a turn-off for potential suppliers. “I’d call them up and they’d say immediately they weren’t interested [in supplying us] and hang up,” recalled Steve.
In 2010, though, the couple spent $19,000 buying the domain name Character.com from an American businessman— and it transformed their fortunes.
“I called the same suppliers and said, ‘It’s Steve here from Character.com, we’re an online retailer,’ and they’d go, ‘Character.com — what a great domain name.’ That’s how much difference it made to getting
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