Paw-fect opportunity for Snuggy at Crufts

A luxury loungewear company adored by celebrities and influencers is barking up a new tree as it takes its specialist dog products to Crufts for the first time as it expands into the pet market.

Snuggy released its popular dog products to mirror its bestselling oversized hooded blanket last year but quickly sold out when paw-rents up and down the country crashed the website trying to get their paws on one.

The firm’s co-founder Jack Griffiths said the dog-sized Snuggy was almost rivalling its best-sellers.

“We sold more than 5,000 dog Snuggies in the lead up to Christmas,” he laughed. “One night we appeared in some of the pet gift guides and our website was completely overloaded. We had to order more stock just to keep up with the demand.

“They do say a dog is a man’s best friend but we never imagined the pooch products would be so popular!”

It’s estimated that 3.2million pets were bought during lockdown meaning nearly 60% of UK households now have one.

“From specialist diets and cosy outfits to personalised food and water bowls, there’s a real opportunity for retailers to expand into the pet market,” added Jack. “And it’s something we’re taking seriously at Snuggy and looking at other ways we can appeal to pet owners.”

The Snuggy team will be at the NEC Birmingham for this year’s Crufts event from 10 – 13 March.

“We’re excited to go to Crufts for the first time this year and see how it goes. It’s new territory for us but something we’re looking forward to exploring.”

The dog Snuggy is priced at £22.99 and comes in grey, pink and navy. The firm also has a special Doggy Gift Box available for £39.99 which includes the dog-sized Snuggy, a matching dog blanket, a chew toy and a treat storage box.

The firm will be offering 30% off all products to Crufts visitors.

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