The company was founded in the autumn of 2020 by Kristian and Elin with the business idea of offering functional and sustainable dog accessories in a stylish design. Sales have primarily been conducted through their own web store and at trade fairs. On the review site Trustpilot, the brand has had high customer satisfaction with an average rating of 4.5 out of 5. Consumers have extensively highlighted the design, quality, and durability of the products.
Despite the predominantly positive reviews, some customers have reported difficulties contacting the company during the past year.
Turned Loss into Profit Before Bankruptcy
The bankruptcy occurs after a period in which the company reported a financial recovery. In the annual report for the broken financial year 2024/2025, a total turnover of just over SEK 3.3 million was reported, which was an increase of 35 percent compared to the previous year, and a net profit of approximately SEK 149,000. This represented an improvement compared to the previous financial year, when the company reported a loss and had briefly consumed its share capital.
The board noted in the management report from December 2025 that the company had recovered and intended to continue investing to increase sales. A large part of the revenue increase was attributed to the company taking over the Swedish distribution of the dog food Dr Clauder. Despite the previous turnaround, the company was finally placed in bankruptcy at its own request at the end of September 2026.