Today, 68% of cat owners and 81% of dog owners in Europe chose to regularly groom their pets at home4. Thanks to FURflex – the latest innovation in pet grooming from FURminator – multiple pet households can now purchase one comprehensive grooming tool that will suit the individual needs of all pets.

With a broad range of interchangeable heads and a curved, stainless steel edge that follows the contour of the body, the FURflex tool will suit the grooming needs of all cats and dogs.

Retailers can now confidently recommend a tool that provides maximum comfort, enjoyment and a reduction in shedding of up to 90%, with the interchangeable attachments encouraging repeat visits to store and perfect for dual species households.

The range features innovative technology to help make grooming as easy and effective as possible. FURmLock technology lets owners easily swap heads, from the de-Shedding tool to grooming brush to comb depending on their pet’s breed, size and hair length.

The de-shedding tools gently remove loose hair from the undercoat for a smoother, healthier coat, and the innovative Fur Collector heads help collect the loose hair for quick and easy disposal.

As well as guaranteeing a marked reduction in shedding, regular grooming can strengthen the bond between owner and pet, and the brushing motion can also stimulate natural oil production and lead to a shinier coat and healthier skin. 

It’s also imperative for cat owners to incorporate this into their pet care routine, as up to two thirds of the hair that cats shed can get ingested during self-grooming which can result in hair balls that cause future health problems. In providing grooming advice and recommendations, retailers can become valued advisors and help encourage loyal custom.

Giuliano Buccino, Head of Marketing at Spectrum Pet Brands (UK & Ireland), said: “With pet ownership continuing to grow in popularity3 and many owners opting for multiple pets, launching a new interchangeable grooming tool felt like a natural product development.

“At FURminator, we not only have the pet in mind but the pet owner too, and thanks to the flexibility offered by FURflex, they can now groom efficiently and effectively no matter what their situation or lifestyle.”

FURminator will be supporting the FURflex launch with a disruptive marketing campaign focussing on ‘Shedlings’, which creates a comedic connection between pet parents and their shedding woes.

The “pesky clumps of clingy pet hair” are Shedling characters within the new campaign and are designed to highlight how pet hair can take over a pet lover’s life.

The campaign will launch via in-store displays, online videos and within print media and through the brand’s website to drive consumer awareness and help attract shoppers into stores. 

The FURflex System is available from mid-November with an RRP starting from £34.99 and interchangeable heads available from £9.995.

For more information visit the FURminator website at www.furminator.net