Henry Wag Brand Properties

Elevator Pitch:

Henry Wag exists to improve the health and wellbeing of pets. We do this by providing products which remove the barriers to outdoor activity allowing more exercise and a closer relationship.


Value proposition:

Henry Wag is a product of our own lifestyle. It is designed by Grant Rogers, son of a dairy farmer and product designer, and is a result of active outdoor living with dogs, 3 daughters and all the muddy wet challenges this presents. We share the passion of many dog owners to involve our dog in our daily activities but wish to exclude the dirt and mess that comes with an active outdoor life.

The products we create work effectively to eliminate the “dirty dog effect” from your home or car and offer solutions to the problems experienced with outdoor living and pet travel. Presented in aspirational lifestyle branding, our products appeal not only to rural owners, but also to those for whom a wet dog is one of life’s pleasures.


Customer Pen Picture

Target Customers:

  • Do not regularly visit Pet Stores
  • Busy Lifestyle (Cash rich, time poor)
  • Destination shoppers
  • Adopters of Trends
  • Lovers of the outdoors
  • Responsible attitude to Pet Care
  • Humanised relationship with pets
  • Premium Brand consumers


Awards and recommendations

  • PetQuip Trade Association 2019 Gold Award: Pet Product of the Year: Noodle Glove Towel and Drying Range
  • Pet and Aquatic Trade Show (PATS) New Product Showcase Winner 2019 Sandown Spring Show: Microfiber Drying Coat
  • BBC TVs “The Customer is Always Right” Show winner S1:E10
  • 2019 GBEA Small Business Entrepreneur of the year South West Winner