It all started in 2013 as an experiment in humility towards our first Great Dane "Axel". As a puppy, Axel had a rare bone growth defect which affected his growth plates and caused immense pain due to accelerated growth which is similar to repeated bone fractures. He suffered extreme pain and we could not help him with conventional bedding. We decided to search the web and pet/vet shops for a solution but we could not find real quality FOAM dog beds out there, nothing on the market catered for Axel's required comfort levels at this stage of his illness. Every bed we found was filled with a cheap filler material that did not support a fragile body of his size. We decided to build our own SUPER dog bed, and after many iterations, we were impressed with our first full FOAM bed creation. The Axel's Lounger was born and we have adapted the design 3 times since inception. We proceeded to add five exciting products to our range before our planned launch to the public in 2014. This included the first dual-layer memory foam dog bed in South Africa which was mostly reserved for human comfort. From the beginning we set out to deliver DURABLE PET PRODUCTS to direct and indirect channels, our focus is: Pet Enthusiast (The Public) - B2C Retail and Pet shops (Wholesalers) - B2B Online E-Commerce Pet Stores (like www.epetstore.co.za) - B2B With 10 years experience in the foam manufacturing and upholstery industry and a SERIOUS passion for animals and owners alike, we decided to combine our love for our pets with a business that would bring you and your pet great and exciting new homegrown (proudly South African) products that embody quality and companionship. We are avid pet enthusiasts and currently own three beautiful Great Danes which we use as test subjects, these angels are called Obelix, Echo, and Ice. Our Slogan is your Guarantee "Quality for your best Companion!"