About us & our mission

The aim is for commercial success to directly support meaningful improvements in animal welfare, creating a business that generates both financial and social impact.

Our core values:

• Pawprint Progress: We are committed to continually improving our environmental footprint and business practices.
• Fairness for all Furriends: Every decision should improve the lives of dogs and people - from our customers and team members to our manufacturing partners and suppliers.
• Barking Up: Businesses have a voice, and we choose to use ours responsibly. We stand up for animal welfare, ethical business practices, and causes that align with our values, also when they extend beyond dogs.
• No Shit: Safety without compromise always. Our products will always be veterinarian-developed, transparent, tested and never make exaggerated claims.
• Part of the Pack: Whether celebrating your dog's birthday, answering your questions, or supporting you through difficult moments, we aim to make every interaction meaningful.
• Purrposeful innovation: We embrace new technologies and ideas only when they genuinely improve the lives of dogs, their owners, or the way we operate. If it doesn't add real value, we won't adopt it.

Mission

We create functional care for all dogs.

For good and bad dogs.