Loving what you do and having a genuine passion for the business you choose to build is everything. For us, that passion has always been rooted in our love for animals.
It started with Carlos, a stubborn bulldog who refused to cooperate with every harness on the market. What began as one frustrated dog owner’s quest for the perfect fit has evolved into Dog Friendly Co., a global phenomenon that’s sold over 400,000 personalised harnesses and generated more than $20 million in revenue.
The story of Sandra Abade and Luka Maric reads like a masterclass in turning personal frustration into entrepreneurial gold – complete with a garage workspace, hand-written thank you notes, and a celebrity customer list that includes style icon Lewis Hamilton.
The garage days
Back in 2019, Sandra Abade faced a problem that millions of dog owners know all too well. Her bulldog Carlos was impossible to fit properly, and the market offered nothing but uncomfortable, awkward, and frankly unattractive options.
“Nothing on the market felt right, most options lacked comfort, were awkward to put on and simply didn’t look good,” Sandra recalls. “It was clear that something was missing.”
Rather than accept the status quo, Sandra partnered with her brother Luka to solve the problem themselves. What followed were months of research, testing, and countless prototypes as the siblings worked to create something that delivered on every front – comfort, functionality, and style.
The early days were humble but heartfelt. Operating from their family garage, Sandra and Luka packed every order by hand and wrote personal thank you notes to each customer. It was intimate, authentic, and built the foundation for what would become a global brand powered by genuine care.
“What started as a two-person operation in our family garage, packing orders by hand and writing thank you notes to each customer, has since evolved into a global brand,” Sandra explains. The numbers tell the story of that evolution: Dog Friendly Co. now operates warehouses in both Australia and the United States, employs a dedicated team of 20, and serves over 350,000 customers worldwide.
Building beyond the original vision
Success brought new challenges – and new opportunities. As demand grew beyond their wildest expectations, the siblings faced the classic startup dilemma of scaling operations while maintaining quality and brand integrity.
“In the early stages of our journey, inventory management was one of our biggest challenges,” Sandra admits. “As a self-taught team without formal training, systems, or forecasting tools in place, we were learning everything on the fly.”
The learning curve was steep and sometimes painful. They underestimated demand, oversold popular products, and found themselves scrambling to meet customer expectations. But rather than viewing these setbacks as failures, the siblings transformed them into foundational lessons.
“Those early setbacks became some of our most valuable lessons. They taught us the importance of planning ahead, building reliable systems, and investing in the right tools and people,” Sandra reflects.
Today, inventory management sits at the heart of their operation, supported by structured processes and forecasting models that allow them to scale sustainably while avoiding stockouts and reducing waste.
The product range has expanded far beyond those original harnesses. Dog Friendly Co. now offers beds, jumpers, raincoats, toys, and everyday accessories – all designed with the same focus on comfort, function, and style that made their harnesses successful.
The secret sauce
We’re committed to taking the time needed to get things right, testing, refining, and perfecting each design until it meets our standards and serves a real purpose. Even if that process takes a little longer, it’s worth it.
What separates Dog Friendly Co. from countless other pet accessory brands isn’t just their products – it’s their approach to creation and growth. The siblings have built their empire on a foundation of intentional decision-making and genuine passion.
“Staying true to our brand identity is at the heart of everything we do,” Sandra explains. “Our goal has always been simple – to make sure dogs are happier, safer, and more comfortable because their owners choose to shop with us.”
This philosophy influences every aspect of their business, from product development to customer experience. They don’t create products simply for the sake of having something new to sell. Instead, they take time to understand real problems dog owners face and design solutions that are genuinely useful.
“We don’t create products for the sake of having something new. We take the time to understand real problems dog owners face and design solutions that are genuinely useful,” Sandra notes. Every item they launch undergoes careful consideration, rigorous testing, and thoughtful crafting to ensure it reflects their brand values while delivering meaningful value to both dogs and their humans.
This approach has allowed them to reimagine what was once a purely practical, often overlooked category. They’ve transformed utilitarian dog accessories into lifestyle products that owners are proud to display.
“By blending function with style, we’ve reimagined a category that was once purely practical and often overlooked. What was once a dull, utilitarian product is now something people are proud to put on their dogs, a reflection of their lifestyle and personal taste,” Sandra observes.
Innovation meets impact
The success metrics are impressive – $20 million in revenue, 400,000+ harnesses sold, celebrity customers, and global distribution. But for Sandra and Luka, the real measure of success lies in their ability to make a meaningful difference in the lives of dogs and their owners.
Their partnership with Maggie’s Rescue, providing “Adopt Me” harnesses, exemplifies this commitment to social impact. The initiative has notably increased conversations around adoption and enquiries, demonstrating how business success can drive positive change in the community.
The team stays closely connected to evolving trends in design and culture, allowing them to launch limited edition ranges and seasonal collections that feel fresh, modern, and relevant. Each colourway is thoughtfully selected to capture the mood of the moment, ensuring their products perform functionally while aligning with contemporary aesthetics.
For aspiring entrepreneurs watching Dog Friendly Co.’s journey, Sandra offers wisdom earned through experience: passion isn’t just helpful – it’s essential.
“Loving what you do and having a genuine passion for the business you choose to build is everything. For us, that passion has always been rooted in our love for animals. It’s not just a part of our story, it’s the foundation of everything we create.”
This deep connection shines through in their products and is reflected in customer feedback that recognises the thought and care behind every detail. It drives them to go above and beyond, taking the time needed to get things right rather than rushing products to market.
“We’re committed to taking the time needed to get things right, testing, refining, and perfecting each design until it meets our standards and serves a real purpose. Even if that process takes a little longer, it’s worth it. Because when you truly care about what you do, excellence is expected.”
From a Sydney garage to global warehouses, from a stubborn bulldog named Carlos to 350,000+ satisfied customers worldwide, Dog Friendly Co.’s story proves that the best businesses are born from genuine problems and nurtured by authentic passion. In a market where nearly half of Australian households own at least one dog, Sandra and Luka have built more than a business – they’ve created a brand that celebrates the bond between humans and their four-legged family members.
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
