This S’porean started a biz making personalised pet supplies while in uni, now it’s 5 Y/O

For most people, the final semester of university is a time of reflection and chaos. Folks would usually be scrambling to look for either an internship placement or a new job posting as a buffer before graduation.

But Shirley didn’t do any of these. Instead, she knew she didn’t want to work in a corporate setting filled with routine tasks, so she chose to look inwards.

“I wanted a career that allowed me to have flexible and creative working styles.”

And it was while exploring her options that she built her own brand of stylish pet supplies, which eventually turned into her first professional career.

This is the story of The Sleek Hound.

Furry friends built a furry dream

Being a pet parent to a Japanese Spitz named Sushi and a Maine Coon called Charles, it’s no secret that Shirley likes pets. So much so that she always harboured a dream of having a pet-related business.

While looking into the market, she stumbled upon BioThane, a polyester webbing that’s best known for its durability, versatility, and waterproof-ness. 

Intrigued, Shirley ordered some and worked on creating her own dog collar for Sushi. Although a little different compared to leatherworking, a craft that she’s more familiar with, Shirley was determined to make it work.

It took a lot of tries and R&D, but she eventually learnt the trick to cleanly punch holes in the centre. And with that came the idea to commercialise the collars.

After 18 months of meticulous preparation, material sourcing, and webstore building, The Sleek Hound was officially launched. Initially offering only two items in six colours in 2019, the brand has expanded to 58 items in 45 colour variants.

But what makes it so different from regular pet collars and leashes?

Putting the sleek in “The Sleek Hound”

At first glance, you’d probably assume the brand is selling wholesale pet supplies. However, The Sleek Hound actually creates all its products in-house and prides itself on being personalised and aesthetically pleasing pet accessories.

You’ll find that every product is fully customisable and tailored to the exact needs of the pets. Whether that be in size, colour, length, or even hardware finish. You can also decorate each product with colourful loops and sliders to add more character.

In a way, it’s these extra details that differentiates The Sleek Hound’s products from the usual ones you find in stores.

“The brand has the word ‘sleek’ [in it] because that is the foundation of all our products,” Shirley explained.

Besides that, its BioThane material also plays a role in the brand’s success. Unlike leather and nylon leashes that can get damaged more easily, BioThane is more resistant to wear and tear. 

It’s also non-porous which reduces the risk of it being a breeding ground for bacteria. This is an important factor when you consider that leashes and collars can get easily dirty from dust, dirt, and rain during walks.

Customisable to your pet’s needs

“Over the years, I’ve received numerous requests reflecting the endless variations and personal preferences of our customers,” the founder shared. 

One common request they’ve received is for longer leash lengths, as many customers want their dogs to have more freedom to explore during walks. Some of these customisations have become regular products in the brand’s catalogue. 

“Additionally, we welcome requests for completely new products that we haven’t previously offered. If it’s feasible with our existing supplies, we strive to bring our customers’ dream items to life.”

Sharing with us, Shirley explained that the brand first started off with a focus on dogs only. This is because it’s less common to see cats taking a walk outdoors.

One of its bestsellers is the Cruiser Multi-way Leash ($84), an original design that’s registered and protected under the Intellectual Property Office of Singapore. A hands-free leash, it can be worn in nine ways as a crossbody, on your waist, or even to take more than one dog on a walk.

But with the market shifting over time, they’ve also begun offering products for cats and even humans. 

Expanding beyond just pet products

Made using the same BioThane material, The Sleek Hound’s catalogue includes phone slings that double as a mini bag, lanyards, water bottle holders, camera slings, and even Pochette AirTag Holders.

The latter is a popular option for their cat-based customers, who like to know the whereabouts of their feline companions. 

“We [also] incorporated some luxury leather bag strap designs into our phone sling and lanyards for the extra premium look that many customers adore,” she told us. 

All that said, the brand’s core focus remains the pets. Shirley even credited Sushi and Charles as being the driving force behind The Sleek Hound, the furry friends that inspired her dive into pet husbandry.

Dictionary time: Pet husbandry is defined as the day-to-day care of companion animals. This includes lifestyle, such living environment and activity, diet choice and practices, and veterinary care.

“We consistently bear in mind the original purpose behind The Sleek Hound’s inception—to craft products that, in my conviction, stand as the optimal choices for my pets.”

As such, the brand refrains from offering designs that compromise on function and quality for the sake of aesthetic appeal. To Shirley and her team, there needs to be equal balance between comfort and functionality along with attractiveness.

Taking it slow and steady

Despite having no previous business experience, Shirley has managed to grow her first venture at a steady pace.

It’s been about five years since The Sleek Hound was founded and the brand has expanded beyond just an online store. At present, there are five brick-and-mortar retailers in Singapore and one online retailer in Indonesia carrying her products. 

The young founder declined to comment on figures regarding the business, but shared that 30% of their customers are repeat buyers. Their clientele includes international customers from countries like China, Switzerland, Australia, Hong Kong, and the US.

“We [also] have a customer who has purchased over 110 items from us and spent over $8,000,” she said. “They have two very pampered dogs.”

Eventually, the goal is to establish The Sleek Hound’s own office and retail concept, providing a space where customers and their pets can engage with their products.

But at the moment, Shirley isn’t in any rush to expand the brand. She’s working to further enhance the product range by developing new original designs that serve both humans and pets, all the while maintaining what the brand is best known for.

Featured Image Credit: The Sleek Hound