Furry Family delivers quality for four-legged friends
In a few years, Furry Family has gone from an ambitious startup to being Sweden's leading subscription service for high-quality dog food. Today there are close to 10,000 active customer subscriptions and Askås has delivered an e-commerce platform since the beginning.
– We are super satisfied with what we have managed to build together with Askås and the position we have reached in the market, says August Gori, co-founder and sales manager at Furry Family.
Things are going well for Furry Family at the moment. Since the launch in 2019, the business has grown on all fronts. There are 13 employees in the company. 10,000 active subscribers buy the company's dog food for their pets. In 2021, the turnover landed at just under 20 million and this year sales manager August Gori and his colleagues aim to double the turnover. .
– It has been an incredible journey in this short time. Today, we are Sweden's leading subscription service in this segment and we have succeeded in building fantastic relationships with our customers, says August Gori.
For conscious customers
The basic business idea with Furry Family is to benefit from an increased awareness of quality, of the country of manufacture and how a product has been produced.– Many people think more and more about what we ourselves consume. When it comes to dog food, this trend hasn't really set in yet and we saw that there was a void and a need we could fill.
The first step was to develop the dog food itself and the work leading up to a finished product was thorough to say the least. Almost all competing feeds on the market were investigated and this survey showed that 95 percent of all products were imported from abroad. In the process, Furry Family involved veterinarians, nutritional experts and test panels to really have a basis for developing an optimal product.
– We totally geeked out and thus found out what was missing. Based on this, we started to build the brand and we produced a feed we ourselves wanted to serve to our pets. A Swedish-made feed, free of additives and where every ingredient is food grade.
"Askås is an important partner"
In addition to dog food, Furry Family today also sells poo bags, dog treats and products for fur care. At furryfamily.se, customers are met by a personal touch and a pleasant mix of products, informative blog posts and user-generated content.– We want to deliver a complete experience and added value beyond the actual products we sell. As a customer with us, you get access to our veterinarian, you get newsletters with relevant tips and we have built a community where we have, among other things, 35,000 followers on Instagram, says August Gori.
The collaboration with Askås as a supplier and partner has since the beginning built on a great deal of mutual trust and ongoing development work of the subscription function and the site as such.
– Askås is and has been a super important partner for us. You are always available and we feel very secure that the site is always working. It is of course incredibly important to have an e-commerce supplier we can trust when we have to develop new products and services, says August Gori.
The plan includes completely new products, dental care for example. The company also has aggressive plans to enter the service market and start delivering a range of services for dog owners.
– We are constantly working on finding new opportunities and meeting different types of needs that our customers have. It is the relationships with our customers that really build our company value and we want to become a One stop shop with a complete range, says August Gori.
To be continued and Askås wishes good luck in the future.
Top image: Furry Family's founders, Edward Ernstberger and August Gori.
"It's nice that we got the trust from the start on this expansive journey. Furry Family are innovative and they constantly want to move forward. As a supplier, it's inspiring to work with such a customer."
Peter Dovlind, seller Askås
