HOUSE DOGGE

What HOUSE DOGGE does

House Dogge is a privately held, founder-owned direct-to-consumer brand founded in 2017 by Angela Medlin in Portland, Oregon. The company designs, develops, and sells a small-batch, eco-conscious product portfolio spanning Dog Goods (toys, apparel, walking accessories, beds including The Mellow Mat, and feeding accessories), People Goods (human apparel, letterpressed greeting cards, books), and Home Goods (wool storage, biodegradable wipes). The brand explicitly targets eco-conscious dog owners and broader sustainability-minded consumers, emphasizing non-toxic, chemical-free materials — OEKO-TEX Standard 100 certified wool and CPSIA child-safe leather — and using upcycled cotton, bamboo, and vegetable-tanned leather, with over 90% of products manufactured in the United States and the remainder sourced from a trusted European supplier. The company's technology footprint is deliberately minimal and centered on a Shopify storefront, Stripe/PayPal/Square payment processing, Google Analytics, and remarketing via Google Ads, Facebook, and Pinterest, with no proprietary AI or data-asset layer identified; the only differentiated technology claim is d2w-enabled biodegradable packaging. House Dogge monetizes primarily through DTC e-commerce at housedogge.com, supported by a limited wholesale channel and a dropship arrangement with West Elm. Marketing is driven by earned media, most notably the 2020 Oprah's Favorite Things feature, plus founder-led storytelling and a cause-marketing partnership with The Northwest Dog Project nonprofit.

Name

HOUSE DOGGE

Legal name

House Dogge LLC

Website

https://housedogge.com

Company type

Private

Founded year

2017

Operating status

Operating

Ownership category

akta.pro rank

Product category

Sustainable Pet Products

NAICS

Pet and Pet Supplies Retailers (459910)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Pet Supplies Inventory-led Online Retailers (CRAFADAH)

akta.pro secondary industries

Pet Toys & Enrichment Retail (CRALAHAE), Pet Bedding, Crates & Carriers Retail (CRALAHAF), Pet Grooming Supplies Retail (At-home) (CRALAHAG)

Keywords

• Sustainable pet products
• Eco-friendly dog goods
• Pet lifestyle brand
• Small batch manufacturing
• Natural dog accessories

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through housedogge.com Shopify store. Products sold directly to consumers including dog goods (toys, apparel, walking accessories, beds, feeding accessories), people goods (apparel, greeting cards, books, gift cards), and home goods (storage, cleaning products).
2. Wholesale: Limited wholesale partners. They were looking to open up more wholesale opportunities in 2021. Products sold to retailers at wholesale pricing.
3. West Elm Dropship: Only dropship arrangement is with West Elm, where products are fulfilled directly to West Elm customers.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

House Dogge designs, develops, and sells small-batch, eco-conscious physical products for dogs, their owners, and the home, including dog toys, dog apparel, walking accessories, beds, and feeding accessories, alongside matching human apparel, letterpressed greeting cards, books, wool home storage, and biodegradable cleaning wipes. The portfolio is sold primarily direct-to-consumer through a Shopify-hosted online store at housedogge.com, with limited wholesale partnerships and a dropship arrangement that fulfills select products to West Elm customers. The brand also offers gift cards and product customization services for personalized pet items.

Product overview

House Dogge is a small batch, eco-conscious pet brand offering a unified product portfolio centered around sustainable products for dogs, their owners, and homes. The core offering spans Dog Goods (Toys, Apparel, Walking accessories, Beds such as The Mellow Mat, and Feeding accessories), People Goods (Human Apparel, Greeting Cards, Books), and Home Goods (Storage including the Wool Pooch Pouch, and Cleaning products like Biodegradable Wubbi Wipes). The brand also offers Gift Cards and Customization services for personalized products. Products are sold direct-to-consumer through their Shopify-hosted e-commerce platform, with limited wholesale partnerships and dropship services for West Elm. The company was founded in 2017 by Angela Medlin and gained significant visibility through Oprah's Favorite Things 2020 recognition.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog Toys Natural and eco-friendly toys for dogs, made from sustainable materials including upcycled cotton and vegetable-tanned leather, sold to eco-conscious dog owners through the House Dogge direct-to-consumer storefront.
• Dog Apparel Eco-conscious clothing for dogs, including hoodies and tees, designed with comfort and sustainability in mind and sold to dog owners through housedogge.com.
• Dog Walking Accessories Dog walking accessories, including leashes and related items, designed for everyday dog outings and sold through the House Dogge online store.
• The Mellow Mat (Dog Bed) A standalone dog bed offering comfort and relaxation, designed with eco-friendly materials as part of the House Dogge dog goods catalog.
• Dog Feeding Accessories (Pet Pantry Dog Bowl Set) Dog feeding accessories, including food and water bowls, sold to dog owners through the House Dogge storefront.
• Human Apparel Apparel for humans, including hoodies, designed to coordinate with House Dogge dog apparel for matched pet-owner styling and sold through housedogge.com.
• Letterpressed Blank Greeting Cards Letterpressed blank greeting cards sold to human consumers as part of the House Dogge people goods collection.
• Dogs and Chairs Designer Pairs Book A book featuring designer pairs of dogs and chairs, sold as part of the House Dogge people and home goods collections.
• Wool Pooch Pouch A wool storage product in the home goods collection, designed for pet-related storage needs and sold through housedogge.com.
• Biodegradable Wubbi Wipes Eco-friendly biodegradable pet wipes for pet cleaning, packaged using d2w intelligent packaging technology, sold to eco-conscious pet owners.
• Gift Card Digital gift cards available for purchase through housedogge.com, allowing customers to give the gift of House Dogge products.
• Product Customization Service A customization service allowing customers to personalize House Dogge products with special names, marks, colors, or modifications tailored for individual pets, ordered through housedogge.com.

Quantifiable outcome

• Over 90% of products made in the USA
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• West ElmminorChannel Partner/ Reseller/ DistributorWest Elm is currently the only dropship partner for House Dogge. Products are fulfilled directly to West Elm customers through this arrangement.
• The Northwest Dog ProjectcoreOthersFor each purchase, a percentage of sales is donated to The Northwest Dog Project. Their mission is to rescue, re-home, and enhance the lives of neglected, abused, and homeless dogs while advocating for responsible pet ownership. They welcome medically challenged dogs and provide sanctuary to senior dogs.
• FAAS Design CollabminorStrategic or Co-development PartnerFounder Angela Medlin founded FAAS Design Collab which provides professional development to under represented creatives desiring to enter the product creation industry.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Earth Rated: Earth Rated is a Canadian pet products company specializing in compostable and eco-friendly dog poop bags, wipes, and other consumables. Its overlap with House Dogge's biodegradable Wubbi Wipes and sustainability messaging makes it a direct peer in the eco-friendly pet consumables space.
• Wild One: Wild One is a DTC-first, design-led pet brand offering modern dog beds, toys, and walking accessories. It targets the same premium, urban, design-conscious dog owner as House Dogge and has raised venture capital to scale, making it a comparable direct competitor.
• Molly Mutt: Molly Mutt makes eco-friendly, machine-washable dog bed covers and small-batch pet bedding with sustainability credentials. It directly competes with House Dogge's Mellow Mat in the sustainable dog bed niche.
• West Paw Design: West Paw Design is a Bozeman, Montana-based pet brand known for durable, eco-friendly dog toys (e.g., the Zogoflex line) and beds. Like House Dogge, it sells sustainable, US-made pet goods direct-to-consumer and through specialty pet retailers, competing directly in non-toxic, made-in-USA dog toys and accessories.
• P.L.A.Y. (Pet Lifestyle And You): P.L.A.Y. designs and sells eco-conscious pet beds, toys, and accessories using sustainable materials such as recycled fill and organic cotton. It mirrors House Dogge's positioning around non-toxic, design-forward pet goods sold through DTC and specialty channels.
• Project Blu: Project Blu makes eco-friendly dog beds and accessories from recycled plastic bottles. It competes with House Dogge's Mellow Mat and other bed products on the same sustainability and design attributes for premium dog owners.

Emerging players

• Found My Animal: Found My Animal is a Brooklyn-based, small-batch pet accessories brand offering leashes, collars, and apparel with a similar maker ethos and sustainability positioning to House Dogge's walking accessories and apparel lines.

Broad incumbents

• Chewy: Chewy is the dominant US online pet retailer carrying premium and eco-friendly dog toys, beds, apparel, and feeding products. It represents the broad incumbent against which House Dogge's DTC-only model must compete for category share and brand awareness.
• BarkBox / Bark: Bark (BarkBox) is a much larger subscription-driven pet brand with toys, food, and broader retail operations. While not a sustainability pure-play, it competes for share of premium dog-owner wallet and represents the kind of scaled DTC pet brand House Dogge could aspire to.

Others

• West Elm: West Elm (Williams-Sonoma) is both a current customer/dropship partner and a category peer for the home goods portion of House Dogge's range, particularly storage, cleaning, and home textiles marketed through its own eco-conscious product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/housedogge

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 HOUSE DOGGE