Paws, play, and perseverance: How DOOG became a global brand
“There’s nothing quite like the thrill of spotting a dog kitted out in DOOG gear in another city or country—we always do a little dance when that happens!” – Jessica Knight cofounder DOOG.
When Jessica Knight and her husband Jamie set out to solve a simple dog-walking problem, they had no idea they were about to launch a global brand. What started with a messy walk in the park quickly turned into DOOG, a pet accessories powerhouse. Their journey from a small idea to award-winning success is packed with lessons every aspiring entrepreneur can learn from—innovation, perseverance, and a passion for turning challenges into opportunities.
The birth of DOOG: a ‘ruff’ start
Like many great ideas, DOOG was born out of necessity. Jessica recalls a chaotic day in the park that sparked the brand’s inception: “One afternoon, Jamie and I had one of those ‘oh no’ moments. Our dog did her business, and we realised our only poop bag was riddled with a hole. Jamie dropped the pram, his sunglasses fell into the mess, and it all went downhill from there—quite literally.”
This less-than-ideal dog-walking experience led to an innovative solution. “We thought, wouldn’t it be great to have a sleek, stylish dog-walking belt that could hold all the essentials—poop bags, hand wipes, and a secure spot for your valuables? When we couldn’t find anything like it, we decided to create it ourselves.” The DOOG Walkie Belt was born, and it sold out in weeks.
A family affair
Running DOOG has always been a family venture for Jessica and Jamie. The couple developed a hands-on approach that kept them closely involved in every aspect of the business. “Jamie focuses on operations while I handle product development and creative,” Jessica explains. “It’s been a perfect partnership, and being a family business allows us to stay true to our values.”
Their complementary skills have driven DOOG’s rapid growth. “We’ve always been agile,” says Jessica. “From designing our first Walkie Belt to expanding the product line with running belts, collars, leads, and now our award-winning travel range, we’ve always adapted to meet the needs of dog owners.”
Learning the ropes: the highs and lows
Despite DOOG’s success, the journey hasn’t been without challenges. Breaking into the competitive US market took longer than expected and proved to be a steep learning curve. “The landscape was completely different over there,” Jessica admits. “We leaned heavily on Austrade to fund our entry into US trade shows and slowly built relationships with retailers.”
Jessica says perseverance was vital: “The early days were tough, but we always knew that if we kept innovating, we’d get there. Perseverance and the willingness to adapt were key to our growth.”
DOOG’s perseverance paid off, and the brand now boasts a thriving presence in the US with a dedicated sales team in New York. “Building the US market took longer than expected, but once we got the ball rolling, we found success,” she says.
Innovating for success
Innovation is at the heart of DOOG’s continued growth. From hands-free leads to dog car seats designed for calmer travel, every product is born out of the real-world needs of dog owners. “We want our products to solve problems,” Jessica explains. “Our award-winning Neotech Harness, for instance, features reflective materials for safer walks and a handle for extra control when you need it.”
This commitment to innovation has kept DOOG ahead of the curve in a competitive market. Their Neotech Control Harness recently won the prestigious Harness of the Year Award at the 2024 Pet Innovation Awards. “It was an incredible honour,” says Jessica. “It validates all the hard work we’ve put into making sure our products are not only functional but also stylish and safe.”
Staying close to your vision
For Jessica, one of the keys to DOOG’s success has been staying true to its values. Operating from their base on Sydney’s Northern Beaches, every DOOG product is designed and tested with durability and style in mind. “The beach lifestyle is a huge influence on our designs,” she says. “Our gear is built to withstand the elements—saltwater, sand, and sun—because we know dog owners want products that can keep up with their outdoor adventures.”
This hands-on approach extends to product testing, with every new design rigorously put through its paces by friends and family dogs. “We’re proud that every product we create reflects the active, healthy lifestyle we lead here,” Jessica adds.
Managing the balance between family and business
Running a family business can be both rewarding and challenging, and for Jessica, communication is critical. “It’s definitely a balancing act, but we’ve always been passionate about DOOG, so it doesn’t always feel like work. We set boundaries and carve out time for ourselves and our family. It’s all about playing to each other’s strengths.”
Jessica’s advice for other entrepreneurs considering a family business? “Enjoy the journey, and make sure to communicate. It’s incredibly rewarding to build something together.”
What’s next for DOOG?
With DOOG now available in over 5000 stores worldwide, including a recent expansion into Mexico and Europe, the future looks bright. “We’ve got some exciting new products in the pipeline, especially in the travel and safety space,” says Jessica. “Expanding into new markets and continuing to innovate will always be at the core of what we do
For Jessica and Jamie Knight, building DOOG has been more than just about creating a business—it’s about improving the lives of dog owners and their furry companions worldwide. With each new product, they’ve shown that innovation, persistence, and a genuine passion for what they do can transform even the simplest ideas into global success. As they continue to grow, one thing’s sure: whether on the Northern Beaches or halfway across the world, DOOG will keep dogs and their owners moving, adventuring, and living life to the fullest.
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