How Hownd Was Born
In 2012, Mark Hirschel and Jo Amit, old family friends and both dog lovers, decided to take the lead in creating gentle and natural grooming products for pets, after noticing that grooming sessions often left their beloved dogs’ skin irritated. The duo, who have been working in the pet product industry already, went into business together, and Hownd was born.
The brand was initially launched as Butch & Bess. After it was somewhat established, Mark and Jo pitched the business to television’s famous Dragon’s Den. Although the meeting didn’t result in direct investment, the feedback from the star investors on the products was positive. The owners remain proud that their products are completely cruelty free and contain no oil-stripping chemicals. Every year their factories and suppliers are fully audited, causing them to be one of the only pet product manufacturers in the world with full accreditation.
After pitching to the dragons and completing further market research, the decision was made to rebrand as HOWND, under a new parent company called Power Pet Brands Ltd, which was created with the idea that the company may introduce extension brands for other pets. HOWND started using URICA when it started supplying Pets at Home stores with their products, in the Autumn of 2015.