The Foggy Dog
The Foggy Dog is a U.S. direct-to-consumer e-commerce brand selling premium, handcrafted dog accessories — collars, leashes, bandanas, toys, beds, and personalized items — primarily to dog owners who treat their pets as family, supplemented by the Active by TFD sub-brand for hands-free walking.
- Company typePrivate
- Founded2017
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Foggy Dog does
The Foggy Dog, LLC is a U.S.-based, founder-owned direct-to-consumer e-commerce brand that designs and sells premium dog accessories through a Shopify-powered storefront at thefoggydog.com. Its catalog spans collars, leashes, harnesses, bandanas, ID tags, collar charms, bow ties and lady bows, interactive and squeaky toys, beds and blankets, plus a 2025 sub-brand called Active by TFD that targets hands-free, performance-oriented walking with flex collars, hands-free leashes, convertible crossbody bags, and waste bag holders. Differentiators include 100% cotton fabric exteriors with nylon webbing cores, zinc alloy and brass hardware, artist-designed prints, custom embroidery and engraving services, and a social mission of donating one pound of dog food to rescue shelters per order.
The company operates a one-time purchase pricing model with no subscription requirement, priced from $12 for charms to $145 for premium walk sets, with most core accessories in the $20-$60 range and bundle discounts of 10-20% driving higher average order value; a V.I.Pup Perks rewards program underpins retention. Products are primarily handcrafted in the USA with fair wages and are marketed through Instagram, TikTok, Facebook, email/SMS, a Brand Ambassador program, user-generated content campaigns, and limited-edition collaborations with OLIPOP, Printfresh, ChappyWrap, and Meri Meri. The company has no disclosed institutional funding and no enterprise or wholesale channel, making it a fully organic, capital-light DTC operation with revenue concentrated in U.S. consumer sales.
The Foggy Dog firmographics
Firmographics- Name
- The Foggy Dog
- Legal name
- The Foggy Dog, LLC
- Website
- https://thefoggydog.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Foggy Dog is a U.S. direct-to-consumer e-commerce brand selling premium, handcrafted dog accessories — collars, leashes, bandanas, toys, beds, and personalized items — primarily to dog owners who treat their pets as family, supplemented by the Active by TFD sub-brand for hands-free walking.
- Ownership category
- akta.pro rank
The Foggy Dog industry classification
Industry- Product category
- Pet Accessories
- NAICS
- Pet and Pet Supplies Retailers (459910)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)
- akta.pro secondary industries
- Pet Bedding, Crates & Carriers Retail (CRALAHAF), Pet Toys, Training & Enrichment Products Distribution (CRAOAKAE)
Keywords
Where The Foggy Dog is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
The Foggy Dog business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales: The Foggy Dog generates revenue through direct-to-consumer e-commerce sales of premium dog accessories. Products include collars, leashes, bandanas, bows, toys, beds, and complementary accessories sold at price points ranging from $12 to over $100 for bundled sets. The business operates on a one-time purchase model with no subscription requirement, though the company offers a V.I.Pup Perks rewards program to encourage repeat purchases.
- Bundle and Save Sets: Pre-configured and customizable product bundles (collar + leash + waste bag holder walk sets, collar + bow sets, toy sets) that offer incremental revenue through value bundling and drive higher average order values through perceived savings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories including charms, ID tags, and individual bow ties |
| Unit Pricing | Pay-as-you-go | Core collar, bandana, and accessory products |
| Unit Pricing | Pay-as-you-go | Leashes and hands-free walking accessories |
| Unit Pricing | Pay-as-you-go | Pre-built walk sets and bundles offering best value |
| Unit Pricing | Pay-as-you-go | Premium collaboration and limited-edition products |
| Unit Pricing | Pay-as-you-go | Personalization add-on services |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
The Foggy Dog product offering
Product offeringCore offering
The Foggy Dog designs, manufactures (handcrafted in the USA), and sells premium, fashion-forward dog accessories directly to consumers through its Shopify e-commerce site. The portfolio spans collars, bandanas, leashes (including hands-free), harnesses, ID tags, collar charms, bow ties and lady bows, interactive toys, beds and blankets, and lifestyle accessories, plus the Active by TFD sub-brand for active dog walking. Most products support custom embroidery/engraving personalization, and many are sold as bundle walk sets. Every order includes a donation of one pound of dog food to rescue shelters.
Product overview
The Foggy Dog is an e-commerce pet products company offering a unified portfolio of dog accessories and apparel. The core offerings include dog collars, bandanas, leashes, harnesses, ID tags, collar charms, bows (bow ties and lady bows), and dog toys (interactive snuffle toys, bounce toys, squeaky toys), complemented by dog beds and blankets. The company operates sub-brands including Active by TFD for active lifestyle products (flex collars, hands-free leashes, crossbody bags, waste bag holders) and seasonal collections (Halloween, Birthday). A key differentiator is the personalization service offering custom embroidery on most products. Products are bundled into Walk Sets for savings, and the company runs a V.I.Pup Perks loyalty program. The company also features brand collaborations including OLIPOP × TFD, Printfresh × TFD, and ChappyWrap × TFD. Most products are handcrafted in the USA with fair wages, using natural fabrics and recycled materials where possible. Every order includes a donation of one pound of food to rescue shelters across America.
Differentiator
Problem solved
Functional benefit
Brands
- Active by TFD: A sub-brand product line featuring hands-free leashes, flex collars, crossbody bags, and waste bag holders designed for active dog owners who want hands-free convenience during walks and outdoor activities.
Products and services
- Dog Collars Bestselling dog collars featuring luxe hardware, exclusive prints, and optional custom engraving. Made with 100% cotton fabric exterior, nylon webbing interior, zinc alloy hardware, and brass D-ring. Targeted at pet owners seeking premium, stylish everyday collars.
- Dog Bandanas Premium bandanas in triangle-tie shape (no folding needed) with unique artist prints and optional custom embroidery. Made with 100% cotton and hot pink merrow hem. For pet parents wanting fashionable wear.
- Leashes Luxe rope leashes finished with marine-grade materials for durability and style at the dog park. Includes standard and hands-free options. For everyday dog walking use.
- Harnesses Dog harnesses in various prints and styles designed for comfort and control during walks. For pet owners seeking an alternative to collar-only walking.
- ID Tags Pet identification tags in various shapes (bone, circle, heart, flower) made from nickel-free stainless steel with gold plating. Engraved in the USA with customizable front text and optional back contact info. For pet safety and identification.
- Collar Charms
Companies that use The Foggy Dog
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
The Foggy Dog technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
The Foggy Dog partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- OLIPOPcoreLimited-edition collaboration featuring dog accessories inspired by OLIPOP soda flavors. Includes bandanas, collars, and interactive toys in Cream Soda, Crisp Apple, Strawberry Vanilla, and Classic Grape themes. Products marketed as collectible limited editions.
- PrintfreshminorArtist collaboration featuring Printfresh-designed prints on dog accessories. Part of ongoing artist collaboration program to bring exclusive patterns to pet products.
- ChappyWrapminorCollaboration with ChappyWrap for dog blanket products, bringing ChappyWrap's signature patterns to The Foggy Dog's pet bedding and blanket offerings.
- Meri MeriminorBirthday collection features Meri Meri felt and garland products for dog birthday celebrations. Non-pet product line carried alongside The Foggy Dog's own birthday collection items.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
The Foggy Dog competitors and assessment
Company assessmentDirect peers
- Wild One: Premium DTC pet accessories brand offering collars, leashes, harnesses, and toys through a direct-to-consumer Shopify storefront. Wild One is the closest direct competitor to The Foggy Dog in terms of target customer (design-conscious pet parents), price point, and product mix.
- Maxbone: Premium DTC pet lifestyle brand selling collars, leashes, apparel, beds, and accessories with a similar design-led, giftable positioning to The Foggy Dog. Both brands target affluent, design-conscious pet parents through online and selective retail channels.
- Fable: Premium DTC pet brand offering collars, harnesses, bowls, and beds with a strong emphasis on modern design, durability, and personalization. Fable competes directly with The Foggy Dog in the design-conscious, premium-priced pet accessories segment.
- Project Blu: Premium DTC pet accessories brand focused on collars, leads, harnesses, and matching human-pet apparel. Project Blu shares The Foggy Dog's premium materials positioning and direct-to-consumer e-commerce model.
- P.L.A.Y. (Pet Lifestyle and You): Premium pet lifestyle brand selling beds, toys, and accessories through DTC e-commerce and retail partners. Comparable to The Foggy Dog on premium positioning and product breadth across soft goods categories.
- Blueberry Pet: Online-first pet accessories retailer with a broad catalog of collars, harnesses, leashes, and apparel at mid-premium price points. Blueberry Pet overlaps with The Foggy Dog across the core collar/leash/walk-set category with a larger assortment and broader price ladder.
- Harry Barker: Premium pet lifestyle brand offering collars, leashes, beds, and apparel with strong design and quality positioning. Harry Barker is a long-standing comparable to The Foggy Dog in the premium, design-forward dog accessories category.
Broad incumbents
- BarkBox / Bark: Public DTC pet brand (NYSE: BARK) operating BarkBox subscriptions and the broader Bark e-commerce store for toys, treats, and accessories. While broader in assortment and subscription-led, Bark competes for the same premium dog owner customer and discretionary accessory dollar.
- Chewy: Largest US online pet retailer (NYSE: CHWY) selling pet food, supplies, accessories, and pharmacy across virtually every category. Chewy is the dominant competitive threat on price, assortment depth, and convenience for basic dog accessories.
- Petco: National omni-channel pet retailer with physical stores, e-commerce, and veterinary services. Petco competes with The Foggy Dog across premium accessories and increasingly offers exclusive boutique-style brands that overlap with the premium positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Foggy Dog social profiles
Digital presenceThe Foggy Dog financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Foggy Dog leadership team
Management profileNumber of profiles
The Foggy Dog funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Foggy Dog M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Foggy Dog
What does The Foggy Dog do?
The Foggy Dog designs, manufactures (handcrafted in the USA), and sells premium, fashion-forward dog accessories directly to consumers through its Shopify e-commerce site. The portfolio spans collars, bandanas, leashes (including hands-free), harnesses, ID tags, collar charms, bow ties and lady bows, interactive toys, beds and blankets, and lifestyle accessories, plus the Active by TFD sub-brand for active dog walking. Most products support custom embroidery/engraving personalization, and many are sold as bundle walk sets. Every order includes a donation of one pound of dog food to rescue shelters.
Is The Foggy Dog a public or private company?
The Foggy Dog is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Foggy Dog founded?
The Foggy Dog was founded in 2017. It employs 11 to 50 people.
Where is The Foggy Dog based?
The Foggy Dog is headquartered in San Francisco, United States, in the North America region.
How does The Foggy Dog make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are bundle and Save Sets.
Who are The Foggy Dog's main competitors?
Direct peers on record are Wild One, Maxbone, Fable, Project Blu, P.L.A.Y. (Pet Lifestyle and You), Blueberry Pet and Harry Barker. Broad incumbents are BarkBox / Bark, Chewy and Petco.
Does The Foggy Dog have an API?
No public API is recorded for The Foggy Dog.
What industry is The Foggy Dog in?
The Foggy Dog's product category is Pet Accessories. Its primary akta.pro industry code is CRALAHAM, Pet Apparel & Accessories Retail (Leashes, Collars, Clothing), with a secondary code of CRALAHAF, Pet Bedding, Crates & Carriers Retail. Its NAICS code is 459910 and its SIC code is 5600.