Handmade British Dog Bed Company launches thanks to Council support

Dog Co. was launched in lockdown, bringing together decades of design knowledge and experience in partnership with one of England’s finest and longest-serving dog manufacturers.

The company celebrates everything brilliant about Britain with collections inspired by the landscapes and historical archives. A Discretionary Grant from Cheshire West and Chester Council has been used for marketing the new business, spreading the word through news, views, and videos.

Based in Stretton, Dog Co. offers ethical, sustainable, and stylish dog beds and accessories, handmade in England.  

Founded by interior designer Caroline Bate and inspired by her four-legged family of Miniature Wirehair Daschund, Ottilie Lettuce and Labrador, Hunter, Dog Co. offers affordable and practical dog bed ranges to suit everyday life and is proud to support other British businesses earning it Made in Britain accreditation just four days into the first lockdown.  

Said Caroline: “It’s been a tough year and launching a business in the middle of lockdown wasn’t easy, but it was essential for us to keep moving forwards. The concept for Dog Co. came about from listening to our clients for sister company Hugo & Otto who simply loved our products, but they were too expensive for them. So, we wanted to take all that we had learned and create something still beautiful, but more affordable.”  

It took six months to take Dog Co. from concept to comprehensive plan, remaining true to the British manufacturing techniques and style as well as ensuring a quality product, all the while at an affordable price. The coronavirus pandemic played its part in delaying the launch process as fabric production ceased, R&D was halted for periods and the team grew accustomed to the new-normal way of business.  

During this time, Caroline applied for discretionary business grants in line with the Government guidance and was awarded two allocations of funding. The first allowing Dog Co. to purchase essential equipment for the business and the second to be able to launch and market the products.

Added Caroline: “I spoke to the amazing team at the Council who listened to my case and were able to award me enough to replace my very-ill computer, without which I wouldn’t have been able to run any business at all.  

“After that I checked that I had registered with the right people so that I heard of any further support being offered. In the summer, I put in for a further grant for small business marketing and was awarded this to be able to launch Dog Co.  

“We couldn’t have launched without the support of our friends over coffee and Zoom, alongside the Discretionary Grants from the Council, which allowed us to get other small local businesses involved in beginning our business journey. We are delighted with the reception Dog Co. has received and look forward to working together in a positive year ahead.”  

Councillor Richard Beacham, Cabinet Member for Inclusive Growth, Economy & Regeneration said: “Since October 2020 the Council has made a further 20,018 grant payments to support local businesses with grants totalling £ £39,177,500. The Government defined the criteria for eligible businesses whilst also allowing the Council to provide a Discretionary Grant to local businesses that could have slipped through the net.  

“New restart grants were announced in the budget on 3 March that come into effect from 1 April 2021. Further details will be shared as soon as we have them, in the meantime the current range of Government grants will end on March 31, being replaced by the new Restart Grants and the Additional Restrictions Grant.

“Many congratulations to Caroline who has succeeded in launching a new business in one of the toughest periods we’ve ever experienced. Not only has the business been started but it’s Caroline’s vision to ensure that other small local business will also benefit from the grant, by working with local photographers, videographers, venues, and communications teams. Caroline has also set up a Giving Back Campaign, with a percentage of every sale generated being allocated to a young business start-up or young person.”  

Caroline concluded: “The grant is being allocated to the sustainable marketing of the business, with a principle to involve other small, local businesses wherever possible. This includes, press relations, copywriting, web creation, photography, videography and nationwide events, when they return. Our creative marketing plan is created by another Cheshire small business, the brilliant Gin&Jellytots Marketing and PR. 

“For every sale generated from the activity a percentage is returned to the fund to top up and future-proof the communications campaign. nine per cent goes back, plus a further one per cent to our giving back campaign in which we allocate funds at the end of the financial year to a young business start-up or young person who needs vital funds towards gaining qualifications within the pet industry. We are keen for this to be given to a Cheshire-based young person.  

“It has been a rocky road to where we are now. But what advice would I give to others thinking about starting a business? Be prepared to work hard, but trust your gut and what you believe in. Sometimes it can be easy to lose your way. And, on a practical front, make sure you have a robust business plan, along with budgets and forecasting. I am fortunate enough to have a great support group around me, but I still find it tough at times, so I would advise, if at all possible, do it together with someone, as a team. That way you can bounce off each other, share the stress but also the rewards when they come.”

The vision of Dog Co. is to offer great British design and manufacturing, all the while ensuring that everything they use is sustainably British made or British sourced. Dog Co. is committed to supporting other small British made businesses and is extremely proud to be accredited by Made in Britain. 

To explore the full range that includes Snoozy Pillow Cushion Dog Bed, full dog crate sets, bolster beds and floor cushions visit the website: www.dogco.uk