A NORTH Yorkshire firm which sells products for pampered and preening pooches on the internet is bidding for the Evening Press New Business of the Year title.

Mango Mutt, of Millbrook House, Wayside Avenue, Harrogate was created by Sarah Manby and inspired by Murphy, her three-and-a-half-year old black Labrador, who seems to walk with a puppy-like spring in his step whenever he sports his designer collar.

Sarah, 35, set out to find something different for Murphy to wear on his walks, and discovered wonderful collars made out of non-itchy hemp which was 100 per cent natural, biodegradable, hypoallergenic and machine washable

"I began to think that if I liked something that was funky and different as well as environmentally considerate too, then I was sure that more dog owners out there would be looking for similar great products," she said. Having had a background in sales and marketing in the tourism business, she told herself, "Manby, go for it," and the name Mango Mutt was derived from that exhortation.

The result was that visitors to www.mangomutt.co.uk, can buy a range of stylish collars and matching leads, with fancy designer names such as Astrid, Dietrich, Fat Moe and Garcia.

Also in stock are Royal comfy beds, fit for any king of the canines (complete with crown motif), Mystical Blissful blankets, an array of chewable stuffed toys, chewy bones and ropes and a doggie cake mix so that in only 20 minutes owners can bake their hounds a celebration nosh consisting of fresh garlic, onion, carrot and liver.

Having put in place the logistics for delivery - a flat rate of £3.50 plus VAT for all goods below £45. There is free shipping for any value above that - the next task was to publicise the website.

The venture received huge attention at the North Yorkshire Show, near Northallerton on June 20 and Sarah intends having a stand at this Saturday's Ripley Show.

Updated: 12:11 Friday, August 13, 2004