Active Creatures targets canine customers

Internet Retailing

1st May 2017

Online clothing retailer Active Creatures has formed an unusual new partnership with national pet retailer, My Pet Warehouse, to launch an Autumn/Winter collection for dogs.

Once focused solely on women’s sportswear, the three-year-old startup has broadened its luxury sportswear collection to creatures on two and four feet after noticing a trend among its customers.

“The move to embrace women and their pet pooches was inspired by customers,” said Cameron Townsend, co-founder and director of Active Creatures.

“When customers were tagging us on social media posts we often noticed a dog in the background of their photos. Seeing the role dogs were playing in our customers’ lives – as best friend and furbaby – we decided it was time to start designing for our customers’ besties too.”

Philip Bartholomew, CEO and founder of My Pet Warehouse agreed.

“The relationship many women have with their dog is hugely important. When I first saw Cameron and Melody’s concept a year ago, I was impressed with their vision and the connection they were showcasing between women and their dogs. These dog jackets are completely aligned with the Active Creatures brand.”

According to Townsend, the canine collection was inspired by designer trends seen on runways.

“The new Autumn/Winter collection of dog jackets were inspired by international ready to wear fashion, encompassing the latest fabrics and trims – think vinyl, city puffa and tweed, coupled with warm knits and neck snoods.

“We’re fully committed to Active Creatures being a brand for Woman & Pooch. We’re excited by the move into this broader market segment and future collections are already in development.”