Studio Proud

What Studio Proud does

Studio Proud is a privately held Dutch direct-to-consumer e-commerce brand headquartered in 's-Hertogenbosch that designs, sources, and sells fashion-forward dog accessories, natural pet care products, and branded dog food under multiple life-stage sub-brands (Proud & Free, Proud Puppy, Proud to Be, Proud & Naughty, Proud of You, Proudelicious, Everyday Proud, Proud Petit). The company operates on a WordPress/WooCommerce storefront and historically lists 398+ SKUs spanning collars, harnesses, leashes, hands-free cityline leashes, bandanas, bow ties, dog beds, car seats, slow feeders, anti-tick bands, dispensers, gemstone pendants, snacks, water bottles, and dog toys, with optional embroidery personalization and made-to-measure production. A proprietary 9-step dog food recommendation quiz, developed with veterinarians and nutrition specialists, guides customers toward subscription purchases with weekly-to-12-week cadence and 10% subscription discount plus 20% accessory cross-discount. Beyond e-commerce, Studio Proud runs a B2B wholesale program for Dutch retailers, a physical My Proud Studio dog grooming salon in Den Bosch offering doodle grooming courses at €120-€325, and a by-appointment showroom at its headquarters at Rietveldenweg 49. The business is structured as a Dutch commanditaire vennootschap (cv), remains bootstrapped under founder-owner Lizzy Hofmans, and serves primarily style-conscious Dutch dog owners and doodle-owning households with a multi-channel, lifestyle-brand positioning.

Name

Studio Proud

Legal name

Studio Proud cv.

Website

https://studioproud.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Studio Proud is a Dutch D2C e-commerce brand selling fashion-forward dog accessories, multi-life-stage branded dog food, natural pet care products, and dog grooming services/courses to style-conscious pet owners across the Netherlands, complemented by B2B wholesale and a Den Bosch grooming salon.

Ownership category

akta.pro rank

Product category

Pet Accessories and Supplies

NAICS

Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (812910), Dog and Cat Food Manufacturing (311111), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Leather & Leather Products (3100)

akta.pro primary industry

Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)

Keywords

• Dog accessories
• Pet products
• Dog food
• Pet grooming services
• Personalized pet goods

Headquarters

HQ city

Den Bosch

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. E-commerce Product Sales: Primary revenue stream from selling dog accessories (collars, harnesses, leashes, bandanas, bow ties, dog beds, dispensers, anti-tick bands) and dog food products directly through the Studio Proud online store. Products are available for one-time purchase or through subscription plans with discounts.
2. Dog Food Subscriptions: Recurring revenue from dog food subscription plans offering 10% discount. Subscription frequency options range from weekly to every 12 weeks delivery. Subscribers also receive 20% discount on accessories. Product lines include Proud & Free, Proud & Naughty, Proud of You, Proud Puppy, and Proud to Be.
3. Doodle Grooming Courses and Services: Revenue from grooming education services including brush courses (€120), clip courses (€205), and all-in courses (€325). These are private workshop sessions where dog owners learn to groom their doodle dogs at home. Additional revenue from the My Proud Studio grooming salon in Den Bosch.
4. B2B Wholesale: Wholesale revenue stream for retailers interested in becoming official sales points for Studio Proud products. The company recruits resellers through their B2B wholesale page.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Studio Proud designs, develops, and sells its own line of fashionable dog accessories (collars, harnesses, leashes, bow ties, bandanas, dog beds, car crates), natural dog care products, and a multi-line range of dry dog food under sub-brands such as Proud & Free, Proud Puppy, Proud to Be, and Proud & Naughty. The company also operates a physical dog grooming salon and teaches Doodle grooming workshops in Den Bosch, Netherlands, and offers product personalization and a dog food recommendation quiz.

Product overview

Studio Proud is a Dutch e-commerce company offering a comprehensive range of dog accessories, dog food, and grooming services. The core product portfolio includes dog collars, harnesses, leashes, and the "Handsfree" cityline hands-free leash system, complemented by fashion accessories (bow ties, bandanas), dog beds (donut beds, fur fleece beds), car seats, tick prevention bands, natural grooming products (shampoos, conditioners, detangler sprays), slow feeders, poop bag dispensers, and gemstone pendants. The dog food range spans multiple sub-brands: Proud & Free (grain-free adult), Proud Puppy (puppy), Proud & Naughty (high-protein for active dogs), Proud to Be (senior/weight management), Proud of You (standard adult), Proudelicious (standard adult crunchy), Everyday Proud (everyday grain-free), and Proud Petit (mini breeds), available in various proteins (chicken, lamb, salmon, duck, beef, venison) and formulations (pressed, crunchy, grain-free). Services include a 9-step dog food recommendation quiz, professional grooming salon in Den Bosch, and Doodle grooming courses. The company also offers product personalization (name embroidery) and made-to-measure products. Founded in 2018, the company operates primarily online with 398 products across 34 shop pages.

Differentiator

Problem solved

Functional benefit

Brands

• My Proud Studio: Grooming salon operated by Studio Proud offering dog grooming services and doodle trim courses.

Products and services

• Dog Collars (Halsbanden) Stylish dog collars in own-design prints (leopard, snake, denim, teddy fabric, etc.) with optional personalization with the dog's name. Sold to individual dog owners via the online store and to retailers via wholesale.
• Dog Harnesses (Harnassen) Dog harnesses in sizes XXS to L with chest straps for comfort during daily walks, available in multiple Studio Proud prints.
• Dog Leashes (Hondenriemen) Dog leashes in various prints and materials (camouflage, denim, snake print, teddy fabric).
• Handsfree Cityline Leashes Hands-free dog leashes designed for comfortable daily walking, available in multiple Studio Proud designs (leopard, cheetah, teddy, camouflage).
• Bow Ties and Bandanas Fashion accessories to complement dog outfits, including bow ties (€12.95) and bandanas (€19.95) in materials such as satin.
• Dog Beds (Hondenkussens) Dog beds including Donut beds (€23.95-€49.95) and Fur fleece beds (€98.95-€108.95), available in multiple colors.
• Dog Car Seats (Automanden) Collapsible dog car seats in sizes Medium, Large and XL, in colors beige, black and light grey; priced €93.95-€142.95.
• Anti-Tick Bands (Anti-tekenband) Tick prevention bands for dogs, available in designs Frejus, Collioure, La Rochelle and Saint-Paul de Vence at €22.95 each.
• Natural Dog Care Range 100% natural dog grooming products produced in Italy, including detangler spray (€18.50), anti-parasitic shampoo (€19.95), no-itch spray (€18.50), nourishing shampoo (€19.95), conditioner (€19.95), ear wash (€9.50), eye wash (€10.50) and paw balm (€17.95).
• Poop Bag Dispensers Dog poop bag dispensers in snake print, leopard, denim and teddy fabric designs at €22.95 each.
• Slowfeeders Slow-feeding dog bowls in fish, daisy, rainbow and rose patterns at €21.95 each.
• Dog Tags (Penningen) Identification tags and name tags for dog collars.
• Dog Chains (Hondenketting) Dog chains as an alternative to traditional collars.
• Gemstone Pendants (Edelstenen) Natural gemstone dog collar pendants including Amazonite and Amethyst in various shapes (€19.99-€27.99).
• Dog Snacks (Hondensnacks) Dog snacks sold as part of the Studio Proud product assortment.
• Dog Water Bottles (Waterflessen) Water bottles for dogs as part of the accessory assortment.
• Dog Toys (Speelgoed) Dog toys as part of the Studio Proud product assortment.
• Studio Proud Dry Dog Food Range Own-brand dry dog food spanning life-stage and activity sub-brands: Proud & Free (grain-free adult), Proud Puppy (puppies 3-4 weeks to 6 months), Proud to Be (seniors and weight management, including Delicate Sensitive Sensation hypoallergenic), Proud & Naughty (high-protein for active dogs), Proud of You (standard adult pressed kibble), Proudelicious (adult crunchy kibble), Everyday Proud (everyday grain-free crunchy) and Proud Petit (small breeds). Available in chicken, lamb, salmon, duck, beef, venison and vegetarian, in 200g, 4KG, 10KG, 15KG and 20KG sizes, priced €10.00-€105.00, with subscription options offering 10% discount.
• Design Your Own / Personalized Products Custom personalization and made-to-measure dog products, including collars and harnesses embroidered with the dog's name using various thread colors and fonts (+€7.50 per item; rainbow thread +€2.50). Lead time approximately 7 working days.
• Doodle Grooming Courses Private in-person grooming workshops taught by founder Lizzy Hofmans, with three tiers: Brush course €120, Clip course €205, and All-In course €325. Targeted at doodle breed owners who want to learn to groom their own dog at home.
• My Proud Studio Dog Grooming Salon (Den Bosch) Professional dog grooming salon located at Rietveldenweg 49, 5222 AP 's-Hertogenbosch, using only 100% natural products produced in Italy. Operated under the My Proud Studio sub-brand.
• Dogmom / Doglovers Collection Own-design collection of bags and shoppers for dog owners, including the Dogmom shopper priced €29.85-€45.95.

Quantifiable outcome

• 10% discount on dog food with subscription
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves11 records

Expansion highlights6 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Studio Proud