Australia’s Pupnaps grows into $1m a month dog bed business

Two Adelaide mates started a business based on their love of dogs. Now, it is pulling in more than $1m a month, while solving a major issue for pooches.

Two close mates from Adelaide have created a multimillion-dollar business while addressing one of the biggest issues facing dogs in Australian households – separation anxiety.

In early 2019, carpenter Jye de Zylva noticed his kelpie would be significantly stressed – or even missing – when he would return home each day from a job site.

Mr de Zylva teamed up with good mate and entrepreneur, Davie Fogarty, to create a line of innovative dog beds aimed at curbing anxiety and stress in their pooches.

The 26-year-olds founded Pupnaps, a dog bed company inspired by a unique circular design.

The international success of one of Fogarty’s own brands, Calming Blankets – a line of weighted blankets designed to assist adults and children with troubled sleep or sensory conditions – also influenced Pupnaps.

“The first design we settled on was one that kind of emulates a dog curling up in their mother’s womb,” Mr de Zylva told NCA NewsWire.

“It’s a really common way for dogs to sleep and it gives them comfort.”

Pupnaps beds. Picture: supplied by Pupnaps

The company offers four different dog beds and regularly surpasses $1 million in monthly sales courtesy of moving up to 4000 beds a week.

“It took us probably six to seven months and we did our first million-dollar month, which was really exciting in terms of the success and what it meant,” Mr de Zylva said.

“It was something that I didn't really expect in my wildest dreams; coming from being a chippie only six or eight months before that.

“It’s incredible to be able to look back where we started and how quickly we’ve grown.”

Pupnaps’ line includes its original dog calming bed, as well as an orthopaedic memory foam bed, an orthopaedic floor rug and a calming furniture couch.

Pupnaps founders Jye de Zylva (left), a former carpenter, and business partner Davie Fogarty. Picture: supplied

Pupnaps’ orthopaedic memory foam bed. Picture: supplied Pupnaps

Mr de Zylva believes Pupnaps’ success was helped by an online sales boom during Covid-19 but more importantly that the business addressed a common household problem for dog owners.

The RSPCA notes dogs are prone to anxiety due to their nature as highly social animals who generally prefer to live in groups.

It is estimated 40 per cent of dogs will experience anxiety at some point in their life while 25 per cent suffer from separation anxiety.

Dogs can become anxious when separated from their human family and behavioural responses can include toileting in the house, destructiveness, excessive barking, digging or pacing and attempting to escape.

Since launching the brand, Mr de Zylva receives countless emails from customers reporting a significant change in their dog’s behaviour, including reduced anxiety and improved sleep patterns.

“Anxiety can really impact a dog’s quality of life, not to mention the guilt and fear that owners have whenever they need to leave their pets alone,” Mr de Zylva said.

“It’s really rewarding to create a product that has been successful but also one that is helping dogs and their owners to live better lives.”

Pupnaps is eyeing a launch into the UK market.