Snoozzzeee Dog has a very simple vision: to be the best-known and most widely respected name for pet bedding. The product range aims to fulfill the needs of a modern lifestyle with a clear emphasis on quality and design.

Started six years ago Snoozzzeee Dog has expanded rapidly and is now represented in 17 countries from the United States to Europe.

Attitude of the consumer

The new owner, Paul Foden, took over control at the end of 2002 and put the customer at the heart of the product strategy. Through customer focus groups he discovered that it was women who were the key decision-makers and treated the bed as part of their interior décor scheme. They have clear buyer values and demand excellent wash-ability and durability as well as pet comfort.

The product range was overhauled and every component examined to ensure that it would meet the customer's needs. The resulting improvements now allow them to offer an industry-leading two-year guarantee and all the bedding is washable at 40℃.

The product range

The customer requirements have been grouped into three themes:

1.      the kitchen

2.      the sitting room

3.      travel.

The kitchen is typically the dog's home and where it will eat. For this environment therefore they offers co-ordinating food mats and bowls to match with the bedding ranges. The signature range is Relax, which features the eponymous Snoozzzeee Dog cartoon in repose.

More offbeat and fun for the summer is the Brighton Rock range. In vibrant candy stripes, these beds capture the spirit of summer and the range is complemented by a matching bowl and food mat.

The sitting room or bedroom is much more the owner's space, so here there are more sophisticated fabrics and colours. Top of the range is a gorgeous leather cushion bed in a rich chestnut brown. The range also features a faux suede box bed in 'latte' and 'mocca' – perfect for our modern cafe society!

Many dogs travel with their owners and therefore they have developed a travel kit for the itinerant hound. Packaged in usefully sized holdall, the kit contains a towel, sun shields, two bowls, a pooper scooper and waste bags –everything that a dog needs for a trip and plenty of space for favourite toys and food. There is also lovely quilted car blanket, which can double-up as a picnic rug.

And let's not forget Snoozzzeee Cat. Their feline friends are now more numerous than dogs and although the overall spend on cat bedding is lower, it is still an important marker. Snoozzzeee Cat is available in a variety of shapes and sizes for favourite resting places around the home.

Future

Looking to the future Snoozzzeee Dog is committed to developing more innovative products. You can expect to see an orthopaedic bed and heat cushion for arthritic or recovering animals available soon and, of course, more fashionable beds.

For further information:

Email: info@snoozzzeeedog.com

PETS International Magazine No. 6 - September 2004