A London-based pet treat and accessory company offering British-made treats, toys and chews for both cats and dogs is launching a wholesale operation to allow pet retailers to stock its products.
Wuf Wuf and its cat counterpart Mymeow were started in 2018 initially as a subscription box service by a group of business entrepreneurs and pet owners from Turkey who moved to the UK following successful careers in advertising and marketing.
One of the directors, Umut Ihlan, had already set up one of the first award-winning digital marketing agencies in the EU, working on international brands such as Turkish Airlines, Opera and Ulker. In 2017 he set up HavHav, the biggest subscription service in Turkey.
Inspired by the success of HavHav, Umut and his colleagues decided to set up Wuf Wuf and Mymeow in the UK. Since launching, the company has acquired over 15,000 regular subscribers to its boxes which are packed with quality treats and toys.
Umut said: “Our pets need some fun beyond their basic needs. To make them happy we make monthly themed boxes with premium toys and treats and we tailor the boxes to each pet depending on their size, age, breed and allergies.
“As a pet parent myself when I looked at the ingredients of the dog and cat treats on the market I was shocked. They weren’t good at all. Same for the quality of toys so in order to make our pets healthy, I decided to make my own treats and toys. Then I started to do the same thing for my friends’ pets and as a result, Wuf Wuf and Mymeow were born.”
The company recently exhibited at PATS Telford for the first time and encountered a lot of interest from retailers. It is now the number one pet subscription box based in the U.K.
The company has created over 50 cat and dog products in two years. It is currently selling over 50,000 pet products a month with a strong monthly retention of 87% with its subscribers. In 2022 Wuf Wuf won the Subscription Business of the Year at the Pet Innovation Awards.
All the toys are designed and produced in the UK or in Europe, making them sustainable and are made to encourage healthy play. The treats are made from quality human grade ingredients which are dehydrated to produce natural treats that are grain, sugar and rawhide free.
The business is data driven which means it is able to monitor customer feedback from the thousands of items sent out every day. This allows the company to match the requirements of each pet breed, age and preference. As part of the business model it also donates to All Dogs Matters every month to rescue a dog.
With the wholesale arm of the business, Wuf Wuf hopes to expand its operation even further. From 2020 to 2021 the growth rate was 300% year on year and the company hopes to continue that trend going forward by selling into the trade and continuing to design and produce more toys and treats month by month.
Umut added: “We want to make Wuf Wuf a global pet brand, focusing on making the best possible products for our four-legged friends in order to ensure that they’re happy and healthy. Whilst 90% of our customers are in the U.K. we’re currently in 30 countries.
For further information visit: www.wufwuf.co.uk
If you are interested in becoming a stockist or to find out more you can visit the showroom, which is located at 9 Brewers Lane, Richmond, London TW9 1HH.
Tel: 020 8133 4272
Email B2B: sales@wufwufB2B.com
B2C: wuf@wufwuf.co.uk
