For most people, the last semester of university is a time of reflection and excitement. People usually scramble to find either an internship placement or a new job posting as a buffer before graduation.
But Shirley did none of this. Instead, he knew he didn’t want to work in a corporate setting full of routines, so he chose to look inward.
“I want a career that allows me to have flexible and creative working styles.”
And while exploring her options she built her own brand of stylish pet supplies, which eventually became her first professional career.
This is the story of The Sleek Hound.
Furry friends form a furry dream
As a pet parent to a Japanese Spitz named Sushi and a Maine Coon named Charles, it’s no secret that Shirley loves pets. So she always harbored the dream of having a pet-related business.
While looking at the market, he stumbled upon BioThane, a polyester webbing best known for its durability, versatility, and waterproof-ness.
Intrigued, Shirley ordered some and got to work making her own dog collar for Sushi. Although a bit different compared to leatherworking, a craft she was more familiar with, Shirley was determined to make it work.
It took a lot of testing and R&D, but eventually he learned the trick to cleanly hole the center. And there came the idea to commercialize the collars.
After 18 months of thorough preparation, material sourcing, and webstore development, The Sleek Hound has officially launched. Initially offering only two items in six colors in 2019, the brand expanded to 58 items in 45 color variants.
But what makes it different from regular pet collars and leashes?
Putting the sleek on “The Sleek Hound”
At first glance, you’d probably assume the brand sells wholesale pet supplies. However, The Sleek Hound actually manufactures all of its products in-house and prides itself on personalized and aesthetically pleasing pet accessories.
You will find that each product is fully customizable and tailored to the pets exact needs. Whether that’s in size, color, length, or even hardware finish. You can also decorate each product with colorful loops and sliders to add more character.
In a way, these extra details are what differentiate The Sleek Hound products from the ones you usually find in stores.
“The brand has the word ‘sleek’ [in it] because that’s the foundation of all our products,” explains Shirley.
Apart from that, its BioThane material also plays a role in the brand’s success. Unlike leather and nylon leashes that break more easily, BioThane is more resistant to wear and tear.
It is 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 easily get dirty from dust, dirt, and rain while walking.
Customizable to your pet’s needs
“Over the years, I have received many requests that reflect the endless variations and personal preferences of our customers,” shared the founder.
A common request they receive is for a longer leash, as many customers want their dogs to have more freedom to explore while walking. Some of these customizations have become regular products in the brand’s catalog.
“Additionally, we welcome requests for completely new products that we have never offered. If this is feasible with our current supplies, we strive to bring our customers’ dream items to life.”
Sharing with us, Shirley explained that the brand first started with a focus on dogs only. This is because it is less common to see cats walking outside.
One of its best sellers is the Cruiser Multi-way Leash ($84), an original design registered and protected under the Intellectual Property Office of Singapore. A hands-free leash, it can be worn nine ways as a crossbody, around your waist, or even to walk more than one dog.
But as the market changed over time, they also started offering products for cats and even people.
Expanding beyond pet products
Made with the same BioThane material, The Sleek Hound’s catalog 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 want to know the whereabouts of their feline companions.
“We [also] incorporated some luxury leather bag strap designs into our phone slings and lanyards for a super premium look that many customers love,” he told us.
All that said, the main focus of the brand remains pets. Shirley even credits Sushi and Charles as the driving force behind The Sleek Hound, the furry friend who inspired her to dive into pet care.
Dictionary time: Pet care is defined as the day-to-day care of companion animals. This includes lifestyle, such as living environment and activity, diet choice and practices, and veterinary care.
Source: Scholarly Community Encyclopedia
“We’ve always kept in mind the original purpose behind starting The Sleek Hound—to create products that, I believe, serve as the best choices for my pets.”
As such, the brand avoids offering designs that compromise function and quality for the sake of aesthetic appeal. For Shirley and her team, there had to be an equal balance between comfort and functionality along with attractiveness.
Take it slow and steady
Despite having no previous business experience, Shirley was able 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 an online store. Currently, there are five brick-and-mortar retailers in Singapore and one online retailer in Indonesia that carry his products.
The young founder declined to comment on business figures, but shared that 30% of their customers are repeat buyers. Their clients include international customers from countries such as China, Switzerland, Australia, Hong Kong, and the US.
“We [also] have a customer who bought more than 110 items from us and spent more than $8,000,” he 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 for now, Shirley is in no rush to expand the brand. He works to further enhance the product range by developing new original designs that serve both humans and pets, while maintaining what the brand is best known for.
- Learn more about The Sleek Hound here.
- Read other articles we wrote about Malaysian startups here.
Featured Image Credit: The Sleek Hound
