Reselling at a high price? The truth behind pricing, craftsmanship, and running an assistance dog webshop.

“Reselling at a high price?” – The real story behind my webshop

I see it pop up regularly: comments about “reselling at a high price” or that something “just comes from Ali or Temu”.

Honestly? I sometimes get tired of that. Not because anyone isn't allowed to have an opinion — that is allowed — but because it often doesn't do justice to how things are done here.

So here it is: how it really is.

This is not a “quick resale”

My webshop now features more than 160 products. The majority of these have been developed, adapted, or further developed by me.

That means: testing, adjusting, combining, trying again. Investing time, energy, and materials before anything even goes online.

👉 This is not “buying in and pushing through”. This is building.

Not everything is the same — and that is intentional

· Superhero Assistance Dog® (own brand)

· Other (service products)

· Superheroes in Second Chance

Own brand

Everything under my own brand is handmade or adapted, combined, or further developed by me. My work, my vision, and my practical experience are incorporated into it.

Other

Products under 'Other' are intentionally service products. Sometimes slightly modified, sometimes not.

But these products are also in stock, cost money, and entail risk.

Superheroes in Second Chance

These are second-chance products: items with a minor imperfection or products that have already been used. Transparency is central to this.

Where do my products come from?

I don't buy from one fixed place. I look for where something is suitable, of good quality, and can be made usable.

This can be done through suppliers, importers, producers, or opportunities that arise.

Sometimes I even use products that are not intended for dogs and adapt them for assistance dog teams.

👉 It is not about where something comes from, but about what I do with it.

No dropshipping

· Products are in stock here

· Are purchased by me

· Are processed and sent by me

That means upfront investment, risk, and responsibility.

What you often don't see

Purchasing & Stock

· Purchasing inventory = financial risk

• Products that don't sell

• Incorrectly purchased products

· Specially purchased products that are not taken delivery of

Processing & craftsmanship

· Adapt and combine

· Sewing, printing, engraving

· Finish

• Test products and errors

Development & testing

Many products do not come into existence all at once.

I test, try, and adjust. Sometimes multiple times before something really works well.

For example: a wheelchair line went through multiple versions and systems before the right solution was found.

💡 That means that time and materials go into it that are never sold.

👉 What you see is the end result — not the road to get there.

Packaging & shipping

· Shipping boxes, bags and tape

· Filling material

· Thank you cards

· Returns

• Failed or damaged shipments

Payments & systems

• Transaction fees per payment

· Percentage per order

· Subscription fees payment providers

• Webshop costs

· Apps and tools

Marketing & visibility

· Social media (time!)

· Create content

· Canva and other tools

· Advertisements (if used)

Equipment & workplace

• Machinery and maintenance

· Consumables

• Workspace and storage (higher living costs)

Time & invisible work

• Product development

· Tests

Administration

Customer Service

• Contribute ideas and provide support

Entrepreneurial risk

• Customers who do not pay

· Leniency and solutions

• Errors you solve yourself

• Investments that yield nothing yet

Brand & development

· Designs and ideas

· Brand building

· Trademark registration (BOIP)

The reality

💡 A product is never just “purchase + profit”. It is the sum of everything needed to get it to you.

About prices

I am working with a limited budget and am still in the build-up phase.

That means investing, developing, and growing.

If you convert it to an hourly wage, it is low at the moment.

But that does not mean the work is worthless.

👉 I am building something. And that takes time.

Finally

“Reselling at a high price” is an easy conclusion, but it is not correct.

What is happening here is developing, adapting, combining, and building — at risk.

👉 If you only look at the purchase price, you miss the biggest part of the story.