Susan Lanci Designs

Luxury Pet Accessoriessusanlancidesigns.com

Susan Lanci Designs is a family-owned, Southern California-based e-commerce company that designs and handcrafts luxury collars, harnesses, leashes, beds, and accessories for dogs and cats using Ultrasuede® fabric and genuine Swarovski crystals, sold directly to pet owners and through wholesale dealers.

Company typePrivate
Founded-
HeadquartersSan Marcos, United States
Headcount1–10
GTM typeB2C
OfferingHardware or Manufacturing

What Susan Lanci Designs does

Susan Lanci Designs is a family-owned luxury pet accessory company headquartered in San Marcos, California, with handcrafted manufacturing operations in a Southern California warehouse. The company designs, produces, and sells premium accessories for dogs and cats, with a portfolio of approximately 861 SKUs spanning collars, harnesses (Step In, Tinkie, and Step N Go varieties), leashes, carriers, cuddle cups, beds, blankets, hair bows, coats, and dresses. Core products are constructed from Ultrasuede® fabric, a premium plant-based synthetic material selected for durability, stain resistance, machine washability, and all-weather flexibility, and are embellished with genuine Swarovski crystals applied through proprietary techniques under an official Swarovski partnership. Production is made-to-order with a 4-8 business day lead time, enabling per-piece quality inspection and a Design Your Own customization program at a $9.99 personalization fee.

The company operates a direct-to-consumer go-to-market through a Shopify-powered e-commerce website at susanlancidesigns.com, complemented by a wholesale dealer portal at sldwholesale.com for retail distribution. Pricing is positioned at the premium end of the pet accessory market: collars range from $28 to $96, harnesses from $50 to $186, dog beds up to $170, and hair bows from $14 to $52, with no subscription component. Customer segments include small dog owners seeking luxury accessories, cat owners, show/event participants, and members of the Dog Park Rewards loyalty program (1 point per $1 spent). The business is privately held, has no disclosed external funding or institutional investors, and employs 1-10 people. Customer testimonials indicate retention periods of 10-18 years and average ratings of 4.85-4.9 stars across major product lines, with 652+ verified reviews supporting a Judge.me Diamond-level reputation.

Susan Lanci Designs firmographics

Firmographics

Name: Susan Lanci Designs
Legal name: Susan Lanci Designs
Website: https://susanlancidesigns.com
Company type: Private
Operating status: Operating
Headcount range: 1–10 employees
Short description: Susan Lanci Designs is a family-owned, Southern California-based e-commerce company that designs and handcrafts luxury collars, harnesses, leashes, beds, and accessories for dogs and cats using Ultrasuede® fabric and genuine Swarovski crystals, sold directly to pet owners and through wholesale dealers.
Ownership category
akta.pro rank

Susan Lanci Designs industry classification

Industry

Product category: Luxury Pet Accessories
NAICS: Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)
SIC: Retail-Apparel & Accessory Stores (5600)
akta.pro primary industry: Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)

Keywords

Luxury pet accessories
Handcrafted dog collars
Pet harnesses
Premium pet apparel
Pet carriers and beds

Where Susan Lanci Designs is headquartered

Location

Headquarters

HQ city: San Marcos
HQ country: United States
HQ region: North America

Offices1 record

Markets served

Susan Lanci Designs business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

Direct E-commerce Sales: Direct-to-consumer online sales through their Shopify e-commerce platform. Customers purchase individual luxury pet accessories (collars, harnesses, leashes, beds, carriers, bows) at stated price points. One-time purchase model with no subscription component.
Wholesale/Dealer Distribution: B2B wholesale distribution through dedicated dealer portal (sldwholesale.com) enabling retail stores to stock Susan Lanci Designs products.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Hair Bows - Entry level accessories
Unit Pricing	Pay-as-you-go	Dog Collars - Core product category
Unit Pricing	Pay-as-you-go	Harnesses - Premium product category
Unit Pricing	Pay-as-you-go	Dog Beds - Home comfort products
Unit Pricing	Pay-as-you-go	Custom/Bespoke Products

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Susan Lanci Designs product offering

Product offering

Core offering

Susan Lanci Designs handcrafts luxury pet accessories — including collars, harnesses, leashes, beds, cuddle cups, carriers, hair bows, coats, and dresses — made-to-order in their Southern California warehouse. Products are constructed from premium Ultrasuede® fabric and embellished with genuine Swarovski crystals. The company sells direct-to-consumer via susanlancidesigns.com (Shopify) and distributes wholesale through a dealer portal.

Product overview

Susan Lanci Designs is a family-owned luxury pet accessory company offering an extensive portfolio of handcrafted dog and cat products made to order in their Southern California warehouse. The product lineup centers on premium collars, harnesses (Step In, Tinkie, and Step N Go varieties), leashes, carriers, beds, cuddle cups, blankets, hair bows, coats, and dresses—all constructed from Ultrasuede fabric with Swarovski Giltmore crystal embellishments. The portfolio is organized into themed sub-brands including Bowtique (bow-centric designs), Fine Crystals (heavy crystal pieces), Glitzerati (glitter fabric), Animal Prints (cheetah/leopard/zebra), Floral (spring patterns), Stardust (sparkle themes), and Little Tuff Guy (male dog collection). A Design Your Own custom program allows customers to personalize products with color choices and crystal additions. The company positions itself as the intersection of luxury fashion and pet couture, emphasizing quality materials (European crystals, Ultrasuede), handcrafted craftsmanship, and made-to-order production.

Differentiator

Problem solved

Functional benefit

Products and services

Dog Collars

Quantifiable outcome

Products maintain quality and appearance for 10+ years of regular use
+1 more outcomes

Companies that use Susan Lanci Designs

Customer profile

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Susan Lanci Designs technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

Susan Lanci Designs partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

SwarovskicoreStrategic or Co-development PartnerOfficial partners with Swarovski. The company is trained to crystallize products to perfection using genuine Swarovski crystal elements. All crystal products use Swarovski's innovative lead-free formula crystals with proprietary cuts and coatings that maintain brilliance and shine through decades of use.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Susan Lanci Designs competitors and assessment

Company assessment

Direct peers

Maxbone: Direct-to-consumer luxury pet accessories brand targeting style-conscious pet owners across collars, leashes, harnesses, beds and carriers—overlapping premium-price positioning, boutique product breadth, and small-dog focus.
Mia Cara: Luxury European pet accessories brand combining crystal embellishments and premium textiles for collars, harnesses, and apparel—closest comparable on materials, Swarovski-style crystals, and couture positioning.
Goldpaw Series: US manufacturer of decorative and fashion dog harnesses and collars; overlaps with Susan Lanci's Step In, Tinkie, and Step N Go harness categories and price points.
Up Country Inc. Long-established US maker of decorated dog collars, leashes, and harnesses sold via DTC and wholesale to boutiques; same handcrafted, embellished-collar category with comparable mid-to-premium pricing.

Broad incumbents

PetSmart: Largest US brick-and-mortar pet retailer with growing online channel and house brands spanning collars, beds, and apparel; sets the broad competitive floor on price and selection.
Chewy: Mass-market online pet retailer and the dominant DTC channel for pet supplies; competes on convenience, delivery speed, and price across adjacent accessory categories, even if not at the luxury tier.

Emerging players

P.L.A.Y. (Pet Lifestyle and You): Premium DTC pet brand focused on designer dog beds and lifestyle accessories; competes in the cuddle-cup/bed category with similar style-forward positioning and boutique distribution.
Blueberry Pet: Online-first pet apparel and accessories brand with broad SKU catalog of collars, harnesses, and seasonal clothing; overlaps on product type but operates at lower price points with faster lead times.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Susan Lanci Designs financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Susan Lanci Designs leadership team

Management profile

Number of profiles

Profiles1 record

Susan Lanci Designs funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Susan Lanci Designs M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Susan Lanci Designs

What does Susan Lanci Designs do?

Is Susan Lanci Designs a public or private company?

Susan Lanci Designs is a private company. It is classified as family owned and is currently operating.

When was Susan Lanci Designs founded?

Susan Lanci Designs was founded in -1. It employs 1 to 10 people.

Where is Susan Lanci Designs based?

Susan Lanci Designs is headquartered in San Marcos, United States, in the North America region.

How does Susan Lanci Designs make money?

Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Dealer Distribution.

Who are Susan Lanci Designs's main competitors?

Direct peers on record are Maxbone, Mia Cara, Goldpaw Series and Up Country Inc.. Broad incumbents are PetSmart and Chewy. Emerging players are P.L.A.Y. (Pet Lifestyle and You) and Blueberry Pet.

Does Susan Lanci Designs have an API?

No public API is recorded for Susan Lanci Designs.

What industry is Susan Lanci Designs in?

Susan Lanci Designs's product category is Luxury Pet Accessories. Its primary akta.pro industry code is CRALAHAM, Pet Apparel & Accessories Retail (Leashes, Collars, Clothing). Its NAICS code is 45991 and its SIC code is 5600.