From Music to Mutts: David Brown's Journey to Founding By Teddy, the Premium Dog Lifestyle Brand
Clayton sits down with David Brown, the CEO and founder of By Teddy, a premium dog lifestyle brand. David shares his entrepreneurial journey, from starting a clothing business at 15 to launching an alcohol-free cocktail brand and eventually transitioning into the pet industry. He discusses the saturated market of dog accessories and how By Teddy aims to fill a gap by offering products that resonate with modern dog owners seeking elevated, stylish options for their pets. The conversation delves into the challenges and strategies of entering retail, including their recent partnership with Pets Corner and their approach to independent stores across Europe. KEY TAKEAWAYS Market Opportunity: The pet accessory market is saturated, but there is a growing demand for premium, lifestyle-oriented products among younger dog owners, particularly those who view their pets as part of their family and lifestyle. Brand Positioning: By Teddy positions itself as a high-end dog lifestyle brand, focusing on quality, design, and functionality. The brand aims to meet the elevated expectations of modern dog owners who seek products that reflect their personal style and values. Retail Strategy: The brand prioritizes retail and independent trade over direct-to-consumer (DTC) sales. This approach allows customers to physically experience the products, which is crucial for high-value items, and helps build relationships with retailers who can effectively communicate the brand's value. Product Development: All products are manufactured overseas, primarily in China, where quality and cost-effectiveness are prioritized. The brand emphasizes attention to detail in design, using high-quality materials and custom hardware to differentiate its offerings. BEST MOMENTS "It's a massive commitment to make, because if I'm going to spend, let's say, 50 quid on a collar, I need to see it first." - Clayton "I think there's this kind of like new wave of people coming into the dog world, new dog owners, who have a very, very different relationship to or perception to dog ownership." - David "Trying to convey that effectively, D to C, is really difficult. If you can actually see it physically in the store, you can feel the quality of it." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors
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