The news that Hong Kong’s subway operator MTR has opened its doors to dogs and cats on weekends may have raised eyebrows among commuters already packed shoulder-to-shoulder in its crowded carriages.
But for many, the move is long overdue. The city’s pampered pets are its fastest-growing demographic and already outnumber children up to 14 years old, according to industry reports.
From spa treatments and pedicures to massages and daycare, the pet economy is booming, as consumers spend more on coddling their furry family members.
With an eye on this burgeoning market, Hong Kong SME Furri Tail is hoping its pet fashion and food products will resonate with the city's many pet owners.
Ethics, climate inspiration
The inspiration for the business came from founder Carlos Tsang’s own experience as a pet lover and certified dog trainer.
Mr Tsang noted that mainstream pet foods such as kibble are highly processed, often cooked at high temperatures which destroy nutrients, and contain fillers and preservatives to maintain their shelf life.
Even ‘premium’ imports often ignore pets’ unique conditions. In his view, the pet food market lacks truly healthy and tailored options.
Seeing a gap in the market, Mr Tsang, together with partners, including a veterinary surgeon and fashion designer, launched Furri Tail and Furri Foods with the aim to provide a holistic solution for pets and their owners in Hong Kong and beyond starting with a focus on pet food and fashion.
Grounded in the principles of sustainability and wellness, its Furri Foods products provide human-grade meals and treats clinically designed to support functional needs, like weight management and allergy relief.
Meanwhile, its Furri Tail fashion line features leashes, collars and pouches hand-stitched using premium leather and custom designed with engraved names.
Positioned as the only Hong Kong pet business using sustainable and ethical sourcing gives Furri Tail a distinct first-mover advantage, according to Mr Tsang.
Expansion plans
Furri Tail were eager to increase brand awareness, broaden distribution channels and expand their market presence locally, in the US, Mainland China, ASEAN and beyond.
Step in the Transformation Sandbox (T-box) programme run by the Hong Kong Trade Development Council since 2020, which provides comprehensive tailor-made support to enable SMEs to transform and upgrade.
The SME joined T-box in January last year.
“Participation in HKTDC’s Transformation Sandbox programme has been invaluable in helping us grow and enter overseas markets,” said Mr Tsang.
To support their expansion ambitions and enable them to better understand their target markets, we facilitated advisory sessions with our branch offices, from Tokyo, Seoul and Singapore to Dubai, Frankfurt and New York.
Furri Tail were keen to grow their presence in the vast ASEAN market, including Thailand.
A T-box networking event at the Thai Consulate, among T-box’s over 120 supporting partners, in September last year enabled the SME to obtain much-needed information on the latest developments, policies and opportunities in the Kingdom.
“We appreciated T-box’s invitation to the event which was a valuable opportunity to explore opportunities and discuss collaboration in the dynamic pet industry in Thailand.”
The following month, the HKTDC helped Furri Tail prepare for Pet Fair South East Asia in Bangkok, a prime opportunity to showcase their pet fashion and lifestyle products and forge meaningful connections.
We also referred them to our Design Gallery (DG) outlet at the Hong Kong Convention and Exhibition Centre and online store as a consigner since May last year. Mr Tsang says the experience has provided valuable exposure to local and global markets.
Facilitating connections with another T-box member Gui Ling Yuan Fang led to the soft launch of an herbal teas for pets. The company is now working on refining the product for a wider market later this year.
We also connected them with the Federation of Hong Kong Industries for an IP advisory consultation which led the company to register its brand.
Future ambitions
In the long run, the business aims to become a comprehensive pet lifestyle brand – extending beyond nutrition and wellness to encompass lifestyle and travel.
Upcoming launches include flavoured nutrient water for pets, leather tags for social occasions and a wearable pet carrier styled like a baby backpack.
Mr Tsang believes pet owners will increasingly demand products and services that are equivalent to human-grade quality.
He predicts tailored nutrition based on genetic profiling is not far away, as are smart pet collars that monitor stress and hydration levels, in addition to GPS tracking.
At the same time, eco-conscious consumers will demand greater transparency around supply chains, sourcing practices and labour conditions.
To meet these expectations, Furri Tail will first have to navigate entrenched price sensitivity, supply chain challenges and adapting its products to local preferences.
The path ahead may be challenging, but Mr Tsang is optimistic the market is ready for a change.
And as any pet owner will say: no one deserves it more than man’s best friend.
