Tomorrow is International Dog Day and after an early morning walk with her golden retriever Luna, entrepreneur Frances O’Reilly will be launching DogDry, a new pet accessory.
Ms. O’Reilly, former head of innovation at Kelloggs and former manager of innovation marketing at Diageo, has made the leap into the global petcare market, which is worth almost €200 billion a year and growing at 4.9 percent annually.
The Performance Coat has a waterproof top layer and is aimed at outdoor dogs who love nothing more than to dip into a river or ocean surf and come home wet.
Dogs are the world’s number one pet and a 2019 survey of the 85 million households in Europe who own at least one pet showed that the €20 billion pet products sector accounted for €8.7 billion in accessories and €11 billion in euros in services.
One in four households in Ireland has a dog and Frances says that every €10 spent on supplies and groceries equates to an average of €5.4 million.
DogDry received a €50,000 investment from Enterprise Ireland under the Competitive Start Fund in 2021 and the company’s aim is to create a strong export business for some of the UK’s 5.6 million domestic dog owners, who are 6.4 million in Germany and the 4.8 million in Germany build up France.
“Quantitative research has identified a major opportunity, so over the next few years we will focus like a collie on a ball and build a successful domestic and export business headquartered in Waterford,” says Ms. O’Reilly.
The entrepreneur makes no secret of keeping an eye on the lucrative US market, which accounts for 61 percent of the industry’s global market by value and where 36 million households own dogs. The most popular breed in the US for the last 15 years is Labrador, a breed that likes to get wet.
Ms O’Reilly says: “Dogs need the freedom to express normal canine behavior, but we restrict them with stylish clothing and keep them indoors with ‘clean’ toys. Playing outdoors can be wet, dirty and make a mess. We want to create a world where the dogs we love have a chance to roll, sniff and splash, and where cleaning up afterwards isn’t a problem.”
Last week she took her product to the Dublin Horse Show where the reaction was very positive and Luna proved to be the ideal house model by first going for a swim at 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 on the DogDry.com website in five sizes – for terriers through to Bernese Mountain Dogs – and all sizes cost €79.
https://www.independent.ie/business/irish/dogdry-aims-to-clean-up-in-the-canine-play-space-41935282.html DogDry aims to clean up the dog playground