Leading On Luxury
Featuring world-renowned names, Ribble Valley-based Swoof is forging a reputation for luxurious pet products
When former marketing manager Lauren Grime and her husband got their first dog, a beautiful Spaniel called Willow, they began to realise just how important a pet is to family life.
Former Clitheroe Royal Grammar School student Lauren, who worked in telecoms, recalls: “My husband has always had dogs but until we got Willow, I didn’t realise just how quickly she would become a massively loved member of our family.”
Searching on the internet to find pet products, Lauren soon discovered there were very few luxury items for dogs that matched the aesthetics of a beautiful home, so she set about creating her own collection – and Swoof was born.
“I wanted products that were kind to pets but that looked great too, but there didn’t seem to be a website where I could find everything that I wanted in one place,” she explains. “It took a while to research, but I eventually put together a collection.”
In July 2021 Swoof was launched and within six months the fledgling business had taken off and Lauren was able to reinvest in marketing: “We have featured in various magazines including Tatler and Vogue and we recently got a surprise mention on ITV’s This Morning which was a big pinch me moment! We now have over 4,000 customers across eight countries and over 25 per cent of our customers are those returning to the site to buy additional products, which is great as it shows they are really happy with their experience. The happiness of our customers is very important to us so we put a really big focus on customer service.”
With 100 plus Trust Pilot reviews, Lauren is passionate about her carefully curated collection that includes collars, toys and grooming items: “The brands we have chosen are all of the same high calibre and fit our brand’s ethos which promises high quality whilst being aesthetically beautiful.”
The website describes Swoof as: ‘A UK-based luxury doggy department store housing some of the world’s most exclusive pet brands as well as some independent pet boutiques.’
Swoof features international names that have become synonymous with innovation and quality and include Lambwolf Collective, The Foggy Dog, Maxbone, Furlou and Nooee Pet.
Many of the brands are US-based: “There are a few suppliers based in the UK and Europe but mostly they are from America, where the dog culture is huge – it’s such a big part of their life over there. We wanted to give our customers the opportunity to easily shop these items in the UK.”
For Lauren it was important that shoppers could find everything in one place, from stylish collars, food bowls, leads and accessories – all equally beautiful: “Many pet accessories are simply practical but I wanted things that looked good too,” says Lauren, who sought out smaller independent companies rather than large corporate manufacturers.
“The suppliers are all long-established and their products are tried and tested. I thought it was important to support the independents and as it turns out, the majority of our suppliers are small companies founded by women, who have got massive followings worldwide.”
All Swoof’s grooming products are organic and gentle on the skin, and include calming massage oil, argan and amber shampoo, paw butter and a rose and hibiscus odour eliminator candle from Fox + Hound.
Hands-free and braided rope leads, harnesses and accessories come in soft pastel palettes of peach and sage green while toys range from squeaky bones to ultra-soft, but durable, knitted and knotted items that can hide treats: “They’re ‘enrichment toys’ and they are perfect for energetic dogs as they keep them occupied and interested for ages. When I am working from home and need to take a phone call or Zoom, the hidden treat toy is a godsend!
“One of our best sellers is the hands-free lead, which is life changing for our busy customers,” says Lauren, who has a 10-month-old daughter. “If you’re juggling pushing a pram, holding a coffee and walking the dog, they make balancing it all so much easier.”
With her 10-year background in marketing, Lauren has been able to design everything – from the website to Swoof’s logo and luxurious packaging: “Each product is shipped and presented as a ‘gift’ wrapped in lovely eco-friendly, recyclable tissue paper and boxes.
“I want shoppers to be 100 per cent happy with our products and I think it’s important for them to enjoy the whole Swoof experience.”
hello@swoof.co.uk
swoof.co.uk
