DogDry aims to clean up in the canine play space

It was International Dog Day last week and Waterford-based entrepreneur and South East BIC client Frances O’Reilly launched Dogdry, a new pet accessory.

Frances O'Reilly with pet dog, Luna, wearing a DogDry. Photo: Patrick Browne

Former head of innovation at Kelloggs and former innovation marketing manager at Diageo, Ms O’Reilly has made the leap into the global pet care market which is worth almost €200bn per year and growing annually at a rate of 4.9pc.

The performance coat has a waterproof top layer and is aimed at outdoor dogs who like nothing better than to dive into a river or sea surf and return home wet.

Dogs are the number one pet animal in the world and a 2019 overview of the 85 million households in Europe owning at least one pet showed the €20bn pet products sector was made up of €8.7bn in accessories and €11bn in services.

One in four households in Ireland has a pet dog and Frances says that every €10 spent on accessories and food is equivalent to an average of €5.4m spend.
DogDry won €50,000 investment from Enterprise Ireland under the Competitive Start Fund in 2021 and the company’s ambition is to build a strong export business to some of the 5.6 million pet dog owning households in the UK, the 6.4 million in Germany and the 4.8 million in France.
“Quantitative research has demonstrated a large opportunity so we will stay as focused as a collie on a ball for the next few years and build a successful domestic and export business, headquartered in Waterford,” says Ms O’Reilly.

The entrepreneur makes no secret of keeping her eye on the lucrative US market which commands 61pc value share of the sector’s global market and where 36 million households have dogs. The most popular breed in the US for the past 15 years is Labrador, a breed that likes to get wet.

Ms O’Reilly says: “Dogs need the freedom to express normal dog behaviour but we restrict them with fashionable clothes and keep them indoors with ‘clean’ toys. Outdoor play can be wet and dirty, making a mess. We want to create a world where the dogs we love have opportunities to roll and sniff and splash about where cleaning up afterwards isn’t a problem.”

Last week she brought her product to the Dublin Horse Show where the reaction was very positive and Luna proved the ideal house model, first taking a swim on nearby Sandymount beach to prove the drying power of the performance coat with the drying power of five towels.

Designed in Ireland by Sharon Maxwell, the coats are available from the website DogDry.com in five sizes – for terriers through to Bernese Mountain dogs – and all sizes cost €79.

Source: Independent.ie

 

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