• Wall Street Journal, Thursday, August 26, 2010 10:55 AM

Sarah E. Needleman reports on the growth of companies that create customized goods -- from mattresses to pet foods to toilet paper --for customers who are not only discerning but also tight-fisted. The made-to-order goods may cost more than mass-produced products but they are generally cheaper than luxury goods because of the efficiencies of the Internet and low start-up costs. Lack of inventory is another advantage. "We don't have to make anything in advance," points out Nick LaCava, co-founder of a design-your-own-chocolate-bar business called Chocomize.com.

Young people, accustomed to customized ring tones and the like, are the main buyers. "It's almost a base expectation that a product should be tailored to one's personality," says Avery Pack, founder of RepublicBike.com.

An online directory of custom home-furnishings businesses, CustomMade.com has more than 1,000 businesses listed that are expected to earn a combined $20 million from consumers who find them there.

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