As more people decide to have pets over kids and the pet product market grows, Friday’s Dog Holdings Inc. (TSX.V:FRDY) aims to stand out by offering high-quality products not offered by any other pet care brands.
After three years of R&D, the company specialized in pet care and started selling its pet products last April sold primarily through Direct-To-Customer channels such as Amazon and its website. Its products range from treats, shampoos and conditioners, grooming and care products as well as dog lifestyle accessories.
In 2020, the pet care product market reached $103.6 billion in the United States and 41 per cent went to the dog product segment according to the American Pet Products Association. The Research and Markets firm also found that dog food sales grew by 159 per cent during Covid.
According to Fortune Business Insights, the CAGR of the pet care industry will grow 5.6 per cent from 2021-2028.
Photo via Friday’s Dog
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Friday’s Dog has spent over two years doing research & development to perfect its blend of naturally-occurring ingredients to optimize a dog’s coat, skin and fur. The company uses ingredients such as camellia oil, marshmallow root and moringa oil.
The pet product company wants to innovate the industry by providing products with high-quality ingredients to its customers. For the moment, the dog products are only sold in the U.S. but the company has plans to expand internationally.
The early-stage consumer packaged goods company is run by a team of experts –who are also pet lovers– from different backgrounds including its in-house veterinarian Lisa Newell who gives the green light for safety as new products are rolled out. The company is also supported by professional groomer Lucie Greco.
“Based on what the groomers and our retailers who are testing our product tell us, there is nothing like ours that has the same scent profiles, same efficacy, the ability to actually clean the dog and keep them clean, smelling fresher,” COO Chelsea Rusche said in an interview with Mugglehead.
“We really want Friday’s dog to be an authentic and genuine brand. Everything that we produce has a lot of thought. It has veterinarian approval, it has dog approval or tail wagging guarantee of our products,” Rusche added.
“It’s a pretty sincere pledge we make. And we really do want to be a brand that dog owners can trust and feel good about.”
Friday’s Dog is also a charity partner with the Best Friends Animal Society which is a non-profit organization that operates one of the largest U.S.-based sanctuaries for homeless animals and provides adoption, spay/neuter and educational services.
Friday’s Dog is a charity partner with the Best Friends Animal Society which is a non-profit organization that operates one of the largest U.S.-based sanctuaries for homeless animals. Photo by Friday’s Dog
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People choosing pets over kids makes the market grow
Friday’s Dog is led by CEO Jeremy Ross who is a venture capitalist with over 25 years of experience in capital markets and specializes in capital raising for private and public companies.
“The human aspect of the industry is now getting involved in the pet care space. Everyone’s opting out of having a family and dogs are the new family kids,” Ross said.
“We’re just launching but the company’s ambitions are quite big and I think eventually we’d like to be America’s top trusted dog brand for all your dog care.”
Ross said the company is embarking on something bigger than only products and is aiming to offer pet grooming services as well as offering a unique experience to not only the dog but the owner as well.
Photo via Friday’s Dog
