The company’s entire cruelty free range of conditioning shampoos and body mists are now the premium dog grooming brand stocked in Pets At Home stores nationwide.

Claire Gavin, Head of Innovation at Pets at Home, said: "I've been speaking with Mark and Jo for a while now and am delighted that, following all the development work that has resulted in the fabulous HOWND brand, we have been able to list the range in our stores.

"We're excited by the performance of the body mists in particular. At Pets at Home we love to work with forward thinking, innovative suppliers like Jo and Mark who have strong beliefs and values. Not only does the ethically produced HOWND range of cruelty free conditioning shampoos and body mists look and smell lovely, their Leaping Bunny certification gives an important and real point of difference that our customers and their dogs love."

This deal with the country’s largest retail chain will help create the necessary capital for HOWND to fund new product development, advancing their ambition of creating ethical products across a variety of pet applications.

“We’re exceptionally pleased to see our conditioning shampoos and body mists positioned in a prime location at Pets At Home. It’s a fantastic way for us to introduce the HOWND brand to thousands of UK dog lovers, and is an important growth milestone,” explains Jo Amit, co-founder of HOWND. 

“As one of only a select few dog grooming brands to be certified by Cruelty Free International, being in Pets At Home gives us a unique opportunity to lead the UK pet industry by example. In order to become certified by the Cruelty Free International Leaping Bunny programme, companies are required to open their supply chain to monitoring and meet external audit requirements."

HOWND’s range of 250ml conditioning shampoos consists of five products (RRP £9): Playful Pup Conditioning Shampoo, Keep Calm Conditioning Shampoo, Got An Itch? Conditioning Shampoo, Yup You Stink! Conditioning Shampoo, and Golden Oldies Conditioning Shampoo.

In addition, the company’s range of 250ml body mists consists of five products (RRP £9): Playful Pup Body Mist, Keep Calm Body Mist, Got An Itch? Body Mist, Yup You Stink! Body Mist, and Golden Oldies Body Mist.