February 25th, 2009 Los Angeles, CA- One of the original spa lines for dogs, Happytails Canine Spa Line is turning five in April.  During this time the company has increased its product offering from six to over 30 SKUs, has upgraded its office and warehouse space three times and has grown from two to four employees; while three dogs work on a volunteer basis.

The company, which manufactures a line of problem-solving spa, grooming & wellness products will be marking the occasion with, what else, the launch of a new collection of products focusing on ear health,  as well as special customer promotions and an anniversary party in its Los Angeles offices.

 “When we started the company in mid-2004 there was a renaissance in the pet industry,” said co-founder Lorna Paxton. “We didn’t know it at the time but we were part of a new generation of high-end manufacturers and designers entering the market place.”

Paxton has noticed many changes in five years. “When we first started it was about the novelty of it all, about hip and trendy products for dogs. Then the food recall happened, and the emphasis on natural and eco-friendly became even stronger. In these last five years the bar for the entire industry has been raised,” she said.  “Today, hip and healthy dog products are no longer novel, they are expected!”

Both Paxton and her business partner Kevin Fisher were uniquely qualified to launch happytails. Paxton had worked almost a decade at a human skincare company in product development and marketing while Fisher was the creative director for various nutrition and supplement companies. “I always knew I wanted to do my own thing but I didn’t know what,” Paxton remembers. “In my previous job I had been developing products for men, women, babies,  all members  of the family when it dawned on me, what about dogs? But instead of giving this idea to my boss I thought, I can do this!”

A trip to the hip and trendy Montana Avenue in Santa Monica confirmed Paxton’s inclination to start a canine spa line. “I was in a boutique when a woman with a pug walked into the store. The store owner who was on the phone said to the person on the other end ‘I have to go, I have a pug fitting’  When I heard this, back in 2003, I knew I was onto something!”

When hapytails started there were just a couple of niche spa lines in the industry, but today Paxton says she has lost count of how many new ‘spa’ lines have entered the space.  “We really try to differentiate ourselves with brand image and the quality and functionality of our products,” Fisher says. “A couple of years ago we really started to emphasize the amazing effectiveness of our formulas.   They solve problems that dog owners face like bad breath, gas, tear stains and separation anxiety.”

Happytails has also responded to the ‘green’ movement. Last year, they switched their bottles to PCR (post consumer resin) and started printing their labels on fiberstone which is a tree free paper that doesn’t use paper or water to produce. “Five years ago these materials weren’t even available, or at least not available to us. Today the technologies to manufacture these eco-friendly materials are more readily available, but of course they aren’t cheap.”

So what’s in store for happytails? These days we have to work a lot harder” says Fisher. “But I do think that the companies who survive the downturn in the economy will be stronger for their experience. We’re looking forward to taking the company to the next level and seeing what the future holds.”Los Angeles-based happytails creates eco-friendly spa, grooming and wellness products for the modern dog. They use the finest (“better than human quality”) ingredients to solve the toughest problems that dogs face, like itchy skin, tear stains and bad breath. Happytails is sold and recommended by veterinarians around the world for one simple reason- they work, naturally!

The products can be ordered at HappytailsSpa.com or by calling 1-866-HAPPY-20.  

###