The Lounging Hound - Sale Brochure

The Brand

Established in 2015 from a kitchen table observed by curious rescue greyhounds, The Lounging Hound is a brand borne of a passion for happy hounds and a love of beautiful interiors.

Our range is designed and manufactured in the UK, where we combine quality workmanship and attention to detail with luxurious, practical and sustainable fabrics.

Focusing on comfort, durability and classic design, our products are practical, sustainable and always stylish. Thoughtfully made, to be enjoyed by lounging hounds and their owners!

Created with love, made to last.

Founder, The Lounging Hound

The Opportunity

Today, 27% of UK adults have a dog, with an estimated population of 10.2 million pet dogs. The UK spends £15.6 billion per year on dog ownership. Spending on the pet sector is set to increase 8% YOY over the next decade.

The opportunity is to acquire the brand and business The Lounging Hound Ltd. An established premium pet brand, manufacturing in the UK, with a focus on quality and sustainability, and demonstrating solid growth.

In addition to own website sales, the brand has well established retail and marketplace partnerships in place, with scope to increase exposure online and in-store, both in the UK and overseas territories.

The brand is well positioned in the marketplace, with a loyal, repeat customer base, a high value contact database and an engaged social media audience.

Highlights

BRAND -

The Lounging Hound was established in 2016 and is well known and respected within the pet marketplace

POSITIONING -

The Lounging Hound has positioned itself as a luxury brand at the top end of the pet marketplace, justifying a higher price bracket and improved margin.

SUSTAINABILITY -

The Lounging Hound has developed its value of 'sustainability', acting upon the growing importance of this space.

IMAGERY -

The Lounging Hound is known in the pet sector for its stylish and aspirational imagery. Our high value library of image assets is integral to the positioning and the success of the brand.

WEBSITE -

In 2022, The Lounging Hound invested in a brand new, market leading website, beautifully showcasing our products and elevating the brand

PRODUCT RANGE -

The Lounging Hound has developed a product range which resonates with consumers. Featuring cross-seasonal products for the home, outdoors and travelling, and focusing on 'collections', we offer customers multiple reasons to make a purchase.

SOFA TOPPERS -

The Lounging Hound designed and brought to market our Sofa Toppers in 2016. An 'essential' product for protecting expensive furniture and popular across all demographics. This innovative design continues to be our success story as we continue to win market share in this category.

Financials

YEAR TURNOVER £

2019 90,000

2020 115,000 2021 185,000 2022 200,000

CARRY FORWARD LOSSES: £75,000

Since 2017, the business has built up trading losses in the amount of £75,000. These can be set against future profit thereby reducing Corporation Tax liability.

Assets

MADE UP STOCK

£15,000 of made up stock including Sofa Toppers, Boot Toppers and Wool Throws.

RAW MATERIALS

£20,000 of raw material stock including fabrics, fibre and trimmings.

MACHINERY

£5,000 Industrial Bartack Sewing Machine used in the production of Sofa Toppers and Bolster Beds.

Brand Values

SUSTAINABILITY

We are committed to reducing the environmental impact of fabric production and product manufacture We produce high quality, long-lasting products on a 'just in time' production basis, to reduce energy consumption and eliminate waste.

Our designs are created in the heart of the Chilterns and both manufactured and distributed from Derbyshire thereby reducing our carbon footprint.

ECOLOGY

We use natural fibres in our products –including wool, cotton, linen and viscose. Our pure wools, cottons and cotton velvets are manufactured in the UK We also use recycled wool, produced in Italy.

We continually strive to increase the amount of natural, sustainable and organic fabrics used in our range and to reduce the amount of energy and water used during fabric production.

TRANSPARENCY

We work hard to ensure our supply chain is both ethical and sustainable, protecting the environment and the rights of workers both in the UK and internationally.

We prioritise partnering with UK businesses, who have confidence in their supply chain and hold similar values to ourselves

We practise our values. We don't overproduce. We use eco-friendly and recycled fabrics in our ranges, we recycle fabric waste rather than adding to landfill and any surplus stock is donated to charities

Sofa Toppers - Our USP

SOFA TOPPER - INFORMATION

Available in four fabrics

Available in six shades per fabric Available in three sizes and bespoke

SOFA TOPPER - FINANCIALS

Sofa Topper sales are 1.5 per 2 sales

RRP: £185.00 - £240.00

Cost of product: £40 00

Cost of sale: £12 00

In 2016, The Lounging Hound designed and brought to market the Sofa Topper product.

Sofa Toppers have proven to be hugely popular with the discerning dog owning customer. The Lounging Hound brand has become synonymous with Sofa Toppers in the UK market

We have competitive advantage with this product and are ranked highest with Google

Product Range

SOFA TOPPERS

Designed to protect your sofa from pet fur, muddy paws and sharp claws, so you can relax in comfort and style. Sofa Toppers are available in a range of fabrics, colours and sizes

BED ROLLS

Bed Rolls are super comfy and a favourite for using around your home, garden, car and as sleepover beds for weekends and holidays. Just roll them up and off you go !

PILLOW BEDS

Pillow Beds are made from luxury velvets, cottons and wools and deep filled for comfort. Durable and washable, our Beds are made to last a lifetime whilst looking and feeling great

BOLSTER BEDS

Bolster Beds are designed to give your dog warmth and comfort and your home style and luxury. Available in cotton velvet or eco-cotton check, these beds are perfect for day-dreaming

Product Range

BOOT TOPPERS

Our luxury range of Boot Protectors will ensure your dog travels in comfort and style Boot Toppers are warm, waterproof and washable. Available in a range of styles and sizes.

WOOL THROWS

Our Pure Wool Throws are woven on the coast of Ireland from the finest quality wool, to produce the softest Throws. Available in Merino, Cashmere, Alpaca and Lambswool

SUMMER RANGE

Our Summer Range is made up of Bolster Beds, Pillow Beds, Travel Rolls and Boot Toppers. Made from cool cotton in floral fabrics, so you can bring the sunshine into your home

BESPOKE SERVICE

We offer a Bespoke Service across our product range. Ideal for those corners of homes and pieces of furniture that dogs love but standard dog beds are never the right size for

Retail Partners

NEXT Retail

The Lounging Hound were selected as a brand partner by NEXT in order to "refresh and refine" their pet offering

Joules

The Lounging Hound were chosen by Joules as one of the very first partners to join their new "Friends of Joules" initiative

Mountain Warehouse FY!

The Lounging Hound were one of the first partner pet brands selected to showcase on the Mountain Warehouse website.

The Lounging Hound were invited to partner with FY!, the website and app showcasing home and living products around the world.

Retail Partners

Etsy

The Lounging Houd sells into the US and UK markets through the Etsy marketplace

Chelsea Dogs

The Lounging Hound has partnered with Chelsea Dogs since 2017

The Stylish Dog Company Lords & Labradors

The Lounging Hound has partnered with The Stylish Dog Company since 2017.

The Lounging Hound has partnered with Lords and Labradors since 2020.

Social Media

The Lounging Hound has an engaged audience of social media users both on Instagram and Facebook. During 2022, we posted daily and developed our community of followers interested in dogs, homes, culture, food, lifestyle, travel, wellness and sustainable living.

The Lounging Hound has built up a highly engaged and transactional email audience. Trust and loyalty have been developed through discounts and information and value has been added with insights into health and wellbeing, culture and lifestyle. With over 10,000 contacts in our email database, we are able to add significant value to our sales proposition through our email marketing.

Website

The Lounging Hound website was redeveloped in 2022 enabling us to take advantage of the latest in web design and technology. The new site positions the brand firmly at the luxury end of the pet market. Built on a Bespoke Wordpress platform, with a luxe look and feel, the new site is fast, user friendly and transactional.

Product Imagery

The Lounging Hound owns a valuable image bank of over 10,000 high quality product images in a variety of sizes and formats. Our collection of images have been produced by professional pet and product photographer Kerry Jordan of Fur and Fables and curated over several years

Product Reviews

The Lounging Hound products are regularly reviewed in the UK Press both paper and online, bringing the brand publicity and credibility In 2022, we received an Independent Newspaper 'Indy Best' "Best Dog Beds for 2022" award, selected for our innovative and stylish best-selling Sofa Topper product.

Indy Best - Best Dog Beds for 2022

Best for your sofa – The Lounging Hound classic wool sofa topper

Ideal Home Magazine

Genius Problem Solvers - The Lounging Hound Velvet Sofa Topper

The Sunday Times Home

Best Gifts for Pets & Owners - The Lounging Hound Travel Bed Roll

"This wool topper looks less like a dog bed and more like a stylish piece of soft furnishing. It’s a great purchase if you have animals who sleep on the furniture as it protects the material from dirt and damage caused by sharp claws, muddy paws and shedding fur." Independent 'IndyBest' March, 2022

“Anyone with a dog knows that the battle to keep them off the sofa is one you’ll lose. You can, however, save your seat from lasting damage with a Sofa Topper from The Lounging Hound…..” Ideal Home Magazine’s “Genius Problem Solvers” - March, 2020

“The new Travel Roll in wipe clean velvet is perfect for car and cottage. Available in three fabrics in different colours and three sizes". The Sunday Times Christmas Edit - The best Gifts for pets and their owners. Dec, 2018

Press Coverage

The Lounging Hound is proud to have been featured in over 100 premium publications including Country Life, The Sunday Times, Town & Country, The English Home, Beautifully British, Coast and Ideal Home Magazine Our high quality imagery and stylish products are combined with the PR services of 'Chadwick PR'

Customer Reviews

The Lounging Hound customer reviews are consistently excellent, demonstrating the brand is outperforming customer expectations and comparable brands when measured on quality, style, practicality and performance.

I really LOVE this Sofa Topper. I’m amazed that something that looks so nice is able to handle two big wet dogs! So much nicer than any sofa protector I’ve come across in the past. Thank you for your wonderful product. Really great work.

Beautiful but totally practical! No more muddy paws or dog hair on the sofa cushions and the topper itself repels any moisture or dirt, a quick wipe with a damp cloth and it looks as good as new. A brilliantly simple idea and I want one for every sofa in the house!

I needed a new dog bed as our previous one had been destroyed by our puppy. Love the colour and fabric of this bed. It’s really, really durable and easy to keen clean. Has loads of filling in as well so the dog spends a lot of time on it! So far really impressed.