The Manifesto

The pet industry sells to people who love.
DIXY’S selects for people who choose.

What people are starting to notice

A market filled with promises, “natural” "premium" "delicate" claims — where ingredients, structure and real-life function are often observed too little.

Influencers promoting products without always understanding their composition, materials or structure.

Stores that sell everything, because selling becomes the only criterion.

The result is a market that speaks about love, but often creates confusion.

Where all of this began

It started with Dixy.

When she came into my life, I bought what I believed was suitable for her.

Then I started observing.

Some fabrics, such as fleece, caused matting in her coat.

Some shampoos caused itching.

And from there, I began researching.

What I learned

I spent years observing the pet market, studying products, reading formulations and analysing what is commonly offered to dog owners.

Over time, I realised one thing:
people are no longer looking only for choice.
They are looking for someone they can trust.

The criteria

Every product is selected as if it were intended for my own dogs — with attention to ingredients, materials, structure and real-life use.

I do not follow trends.
I choose what makes sense for the dog.

This means making precise choices.

I do not stock shampoos with harsh surfactants, because they can disrupt the skin’s balance and compromise the coat.

I do not stock retractable leads, because they can reduce control during walks and become dangerous.

When selecting harnesses, I prioritise H-shaped models, because they respect the dog’s natural movement without creating pressure on the neck, front legs and shoulders.