Doghouse expands canine couture with £100k funding boost
Doghouse, based in Wiltshire, has received £100,000 from British Business Bank's South West Investment Fund via SWIG Finance. The Doghouse store provides a range of services for dog owners. As part of her offering, business owner Ruth Warren successfully designed her own range of dog coats. The £100,000 loan will help Ruth expand her workshop to meet the increasing demand.
The money from the South West Investment Fund was delivered by fund manager SWIG Finance, which manages the smaller loans element of the £200 million fund across the region, and will go towards expanding the Doghouse workshop in Bradford-on-Avon so it can deal with increasing demand for canine couture.
Ruth opened her first shop in 2017: “I had run a little pet shop for some years, but I felt there was a place in the market for something that was more of an experience,” she said.
As selling quality products that are slightly off the mainstream, such as natural dog foods, Ruth added a dog grooming service and a cafe: “I thought it would be nice to have one, because I love a decent cup of coffee. If it worked, I thought it would be a good concept to roll out.”
Ruth did exactly that, investing in a second location in the desirable Clifton district of Bristol in 2020. Meanwhile, an unexpected area of growth was identified in the tailoring department.
“My friend was making fleecy coats for dachshunds, and it was like Glastonbury tickets: I’d put them on sale, and they would all go within minutes, with a lengthy waiting list,” laughs Ruth. “In the end, I offered to buy the business from her and started making them in the workshop. It just grew and grew.”
Ruth, herself a life-long lover of dachshunds and owner of shop mascot and social media star Maude, attributes her success to the fact that each coat is made to suit an individual breed’s dimensions. The Doghouse design is longer in the body, and with a waterproof panel to keep the tummy dry. The business caters for breeds of all shapes and sizes, offering a complete doggy wardrobe, from t-shirts to jumpers.
The workshop also makes own-brand blankets, collars and leads. The South West Investment Fund loan has enabled operations to move into larger premises, which in turn will facilitate the growth of manufacturing to meet existing demand and even move into wholesale production.
Ruth said: “SWIG was interested and invested in the business: who we were, where we were going with it, holding our hand through the process and helping us to make it happen,” she explained.
SWIG senior business manager Nicola Parker said: “The business offers something a bit different, which is why it has grown so successfully.
“Ruth has continued to widen the Doghouse offering with own-brand products, reflecting her awareness of their marketplace. The funding will not only enable future development of the products, it will also support increasing their online presence, including e-commerce and click-and-collect availability.”
David Tindall, Senior Manager at British Business Bank, said: “Ruth has built an inspiring brand that combines creativity and craftsmanship to firmly establish the business in the pet lifestyle market. The funding from the South West Investment Fund will enable Doghouse to expand its workshop and meet growing demand as it embarks on its next phase of growth, and we're delighted to be supporting the business.”
