Fluffy Coat started in front of a camera. We were filming short-form and long-form content about stray dogs being rescued — the first bath after months on the street, the moment the matting comes out of a coat, the first night sleeping warm. The same tools kept showing up in shot: the silicone bath brush, the steam-misting grooming brush, the towel wrap that finally let the dogs settle.

People kept asking where they could get them. So we made it simple: this is the bath shelf you see on screen, available to order to the UK, the US, the EU and Australia.

That's the whole shape of it. Make pet products we'd use on our own dogs, and ship them carefully — wherever you are.