US – The petcare brand Pagerie describes itself as the first ‘luxury fashion house for pets’, offering minimally designed accessories that shun cutesy aesthetics.
Recognising petcare as a traditionally untapped sector of the luxury space, Pagerie is positioning its items in a similar vein to high-quality equestrian equipment. Its first collection, The Sahara, includes a leather dog collar, leash and harness, which are all treated in the same tannery as Hermès Birkin Bags. Retaining a luxurious style, each hand-made piece is created in a sandy-coloured, full grain French leather and marine-grade stainless steel.
‘Other pet accessories tend to be too sporty, masculine or cover the pet's entire body,’ explains founder Mandy Madden Kelley. ‘What I was looking for was something more sensual. I wanted to create designs that highlight the gracefulness and elegance that pets have.’
As we identified in our High-end Pets Market, Millennials in particular are willing to pay a premium for petcare – providing opportunity for brands to offer more luxurious pet products.