PAWTALKS WITH MAISON FURRÉAL

What was the inspiration behind Maison FurRéal?

The inspiration behind launching FurReal came from a very personal place. As an urban pet owner, I found that most retractable leashes on the market were purely functional—more like basic tools than thoughtfully designed products. They all looked and felt the same, with very little consideration for modern lifestyles.

There were so many moments during daily walks where I felt my needs weren’t being met—whether it was dealing with freezing hands in winter, needing a quick phone charge, or wanting a truly hands-free experience while grabbing coffee or picking up after my dog. On top of that, I was always searching for something that looked more stylish and aligned with my lifestyle.

That’s when I realized there was a real gap in the market. I wanted to create a product that not only solved those pain points but also felt premium, functional, and fashion-forward. That’s how FurReal was born—a brand that reimagines the leash as more than just a tool, but as an everyday essential for modern pet owners.

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

What really sets FurReal apart is that we’re not just making another leash—we’re rethinking what a leash can be. Most of what you find on the market today is purely functional. They work, but they’re kind of basic and all look the same. As a pet owner living in the city, I wanted something that actually fits into my everyday life.

So we built FurReal with features that solve real pain points—like a built-in power bank for when your phone dies on a walk, a hand warmer for cold winter mornings, and a hands-free design so you can text, carry coffee, or pick up after your dog without juggling everything. And on top of that, we wanted it to look good—something stylish and modern that you’d actually feel proud to carry.

Our edge really comes from that mix of innovation, lifestyle-focused design, and quality. We’re not trying to be just another pet product—we want to be the brand that makes pet gear smarter, sleeker, and more in tune with real life.

Describe the ingredients you look for in the products you use.

At FurReal, we’re really intentional about the materials and components we choose—everything has to serve a purpose. We use high-grade ABS for durability, soft-touch materials for a more comfortable grip, and premium electronics to support features like our built-in 4800mAh power bank. That power bank alone is strong enough to handle emergency phone charges, and integrating it into such a compact design—without compromising weight or balance—actually took us over two years from concept to manufacturing.

We also focus on textures, finishes, and overall feel, because we believe pet gear should be both functional and beautiful. Everything we use is about creating a premium experience that fits into the lifestyle of modern pet owners.

"One of the biggest challenges we faced was bringing together design, technology, and real-life functionality into one compact product—without compromising on quality. On paper, it sounds simple: a leash with a power bank and hand warmer. But in reality, integrating those features in a way that’s safe, lightweight, and stylish took years of development."

Walk us through your development process — from ideation to the product we see on the shelf.

Reinventing something as familiar as a leash was definitely not easy—it took a lot of trial and error, and a ton of persistence. Frederik and I spent months in the factory, deep in the testing rooms, surrounded by prototypes. We were hands-on with every stage, rejecting countless components that didn’t meet our standards. We weren’t willing to compromise on quality, even if it meant starting over again and again.

It wasn’t just about making something that worked—it had to be comfortable, safe, and genuinely useful for pet owners. We put a lot of energy into getting the heating and charging features just right, and tested every little detail to make sure it could hold up in real-life situations.

What we thought would be a smooth transition from design to production ended up taking almost another 10 months. But thankfully, we had some amazing suppliers along the way who really believed in the vision and helped us hit the level of quality we were aiming for. It was a long journey, but we’re proud of where it led us.

What are some things you take into consideration during the creation of new products?

When we create new products at FurReal, we always start by asking: How can we make life easier, more comfortable, and more stylish for modern pet owners? Every detail matters.

We focus on keeping the design lightweight so it doesn’t feel bulky during long walks, and we obsess over grip—how it feels in your hand, how secure it is even when your dog suddenly pulls. A sleek, minimal aesthetic is also key for us—it has to look and feel like something you’d actually want to carry.

But beyond looks, functionality is non-negotiable. For example, our 4800mAh power bank is strong enough to last 6–8 hours, which means real peace of mind when you’re out and about. We also built in a 2-level temperature control, so you can adjust the hand warmer depending on how cold it is.

It’s really about blending style with smart, practical features—everything we design has to earn its place in your everyday routine.

Other than Maison FurRéal, what is something you are passionate about?

Outside of work, I’m passionate about a few things that really fuel me—starting with animals, of course. I love spending time with pets, and that connection definitely inspires a lot of what I do at FurReal. I also love being outdoors—sunshine, biking around the city, or just getting fresh air is my favorite kind of reset.

I’m also really into Pilates—it helps me stay grounded and focused. And I have a deep love for fashion and design. Creating beautiful, thoughtful products—whether it’s through FurReal or just in my own space—is something that brings me a lot of joy.

What is one major lesson you learned about running a business?

One major lesson I’ve learned is that building a great product is just the beginning—what really keeps a business going is how well you listen, adapt, and keep showing up. No matter how solid your plans are, things rarely go exactly as expected. Whether it’s supply chain issues, unexpected feedback, or shifting markets, you have to stay flexible without losing sight of your core values.

I’ve also learned that persistence matters more than perfection. There were times we had to go back to the drawing board when things didn’t work out, but each challenge taught us something that made the product—and the brand—better in the long run.

What are some challenges you have overcome with Maison FurRéal?

One of the biggest challenges we faced was bringing together design, technology, and real-life functionality into one compact product—without compromising on quality. On paper, it sounds simple: a leash with a power bank and hand warmer. But in reality, integrating those features in a way that’s safe, lightweight, and stylish took years of development.

We went through countless prototypes, rejected thousands of components, and spent a lot of time on the factory floor troubleshooting things firsthand. It wasn’t just about making it work—it had to work well, and consistently.

Another challenge was introducing something so different into a very traditional product category. People are used to leashes looking and working a certain way, so there was an educational curve—helping consumers and even retailers understand the added value and how it fits into their lifestyle.

But honestly, those challenges pushed us to be better. They forced us to innovate, stay focused, and never settle for “good enough.” And looking back, I think those tough moments are exactly what shaped FurReal into the brand it is today.

What would you say is your most effective marketing channel?

Right now, our most effective marketing channel has been trade shows and in-person events. Being able to let people touch the product, feel the grip, test the hand warmer—it’s a game changer. Once they experience it, they instantly understand the value. That’s been huge for building early traction and connecting with retailers and distributors who are looking for something different in the market.

That said, we’ve definitely seen a shift over time. In the beginning, we relied a lot on social media—especially Instagram—for building brand awareness and engaging with our community. It’s still important for us, especially when it comes to storytelling and lifestyle content. But as we grow, we’re investing more into influencer collaborations and content creators who can authentically show the product in use. That’s where we see long-term potential for DTC.

So I’d say it’s evolving—we’re leaning into what works best for different stages of the brand journey and adapting as we grow.

"Our edge really comes from that mix of innovation, lifestyle-focused design, and quality. We’re not trying to be just another pet product—we want to be the brand that makes pet gear smarter, sleeker, and more in tune with real life."

Give us the backstory of your brand’s name.

Our brand name is Maison FurReal. We chose “Maison” because it reflects our European DNA and our vision of building a design-led, lifestyle-focused brand—like a fashion or tech house, but for modern pet essentials.

“FurReal” is a play on words that goes beyond just pets. To us, it means love for real—real quality, real functionality, and real thought behind every detail. It’s about creating products that truly serve the needs of pet owners, without compromising on style or performance.

Together, Maison FurReal captures who we are: a brand that blends innovation, everyday luxury, and heartfelt care—for both pets and their people.

What would you like to see for Maison FurRéal's future?

For FurReal’s future, we’ll stay rooted in the pet category—but our vision is much bigger than just making leashes. We want to continue reimagining what everyday pet essentials can be, starting with the leash. It’s such a familiar item, but we believe it has so much untapped potential to be smarter, more stylish, and more aligned with modern lifestyles.

We also see exciting opportunities for brand collaborations—especially with companies that share our values in design, wellness, and urban living. And of course, global expansion is a big part of our roadmap. We want FurReal to become a go-to name for pet parents around the world who are looking for premium, thoughtful alternatives to the ordinary.

At the heart of it all, we’ll keep designing products that make pet ownership feel more joyful, elevated, and beautifully seamless.

What do you think is the most prominent concern in the pet industry?

One of the most prominent concerns in the pet industry right now is the gap between innovation and real user experience. There are so many products flooding the market, but not all of them are truly designed with the pet and the owner in mind. A lot of items are either too gimmicky or too basic—missing the sweet spot of functionality, safety, and thoughtful design.

Another big concern is sustainability and quality. With the rise of fast, low-cost production, there’s a real risk of poor-quality products that don’t last—or worse, that aren't safe for pets. Consumers are becoming more conscious, and I think the industry needs to respond with better transparency, longer-lasting materials, and more responsibility in design and manufacturing.

At FurReal, we’re trying to address those concerns by creating products that are not only smart and stylish but also built to last and solve real-life problems.