CORONAVIRUS

Forward Merch's T-shirt venture in Dover fits well for Seacoast businesses

Karen Dandurant
The Harvey's Bakery team shows off their shirts in Dover. In front are William Speltz and Anne O'Donnell. In back are Susan O'Donnell, Karen Speltz and Pam Simpson.

DOVER — A city company came up with an original idea to help local businesses, and its own employees, during the coronavirus pandemic.

Forward Merch LLC, located on Venture Drive, works mainly to create T-shirts and other merchandise for bands and entertainment venues, including Broadway shows. Mae Roche, client manager, said when the coronavirus started affecting local businesses, including its own, the company decided to find a way to help.

“We had to shut down when all the venues we work for closed,” said Roche. “We brainstormed and came up with what we thought could be a great idea.”

The idea was to approach local businesses in the Seacoast area and offer to make T-shirts for them to sell.

“The shirts display the business’ logo,” said Roche. “Each town will have shirts in their school colors. So, think Green Wave, green and white for Dover, Red Raiders for Rochester, and Clipper maroon for Portsmouth.”

Forty-five businesses signed on. Roche said the T-shirts are promoted by the individual business and sell for $19.

“We have sold over 700 shirts so far,” said Roche. “That means we have given $7,000 back to the community. Each shirt sold means $10 back to the business. The other $9 comes to us and is helping us put our employees back to work. It’s a win for everyone.”

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Karen Speltz, one of the family owners of Harvey’s Bakery in Dover saw the promotion on Facebook, in one of the Dover town groups.

“I saw that a few business owners were already doing this,” said Speltz. “I emailed Mae and she sent me info. I had to create a logo, so I got my college kids to help. We sent it off to her and she sent me back a proof. We loved it and went for it.”

Speltz shared her shirt design on Facebook. She said the result was great.

“Customers bought them,” she said. “People on my page from as far away as New York bought them. My family in Michigan bought shirts. They have adult and kids’ sizes for the shirts, and they are nice, good quality T-shirts.”

Paul Cote and Stephanie Gladys own Fat Dog Kitchen in Dover, so their shirts are also green and white for the Dover Green Wave.

“Someone from the Dover Economic Development department told us about the project,” said Cote. “We figured – why not try it? It was simple and it ended up helping us pay a few bills. Things are tough for businesses right now.”

Fat Dog Kitchen is a small breakfast and brunch establishment. Cote said the eatery normally seats about 25 people, when they can let people in to eat. Currently they are providing takeout services

“We sold about 50 shirts so far,” said Cote. “We simply put it on our Facebook page. We will definitely use Forward Merch again. I want to get some T-shirts and hoodies made up. I have used other people in the past but because of this great idea; I would never think of using anyone else now.”

Jen Bigda, owner of Beauty on the Run in the Dover, said Roche reached out to her after she was forced to temporarily close her salon.

“After she told me about it, I sent over my logo,” said Bigda. “She did the mockup and all I had to do was share it on social media. Within a week, I had made $180 for my business. It paid my electric bill.”

Bigda said she loves walking around town and seeing people wearing shirts with her logo and the logos of her other favorite businesses.

“It brings awareness to the businesses,” she said. “It is an amazing way for them to help other business owners. This is 500 times better than I ever thought it would be. I thank Forward Merch for doing this for our community.”

Wendy Carr and Irving Williams, members of the Forward Merch LLC production team, getting ready to print shirts while wearing the required face masks to keep safe.