Meet The Founder - Tom Sadler

Fur King started in Sydney, Australia in February 2018 — not as a brand idea, but out of frustration.

That month, I brought home a chocolate Labrador named Wilfred. Like most dog owners, I wanted to do things properly. So I went looking for a high-quality dog bed that would actually last.

I couldn’t find one.

Every bed I tried flattened within months. Wilfred went from sleeping comfortably to basically lying on the floor. It felt wrong — and it felt like I was being sold the same average product over and over again, just wrapped in different branding.

That frustration is what started Fur King.

One product done properly

From the beginning, I had one rule:
I’d rather make one product properly than ten average ones.

To me, “done properly” meant a genuinely high-quality bed. One with real memory foam. One with a removable, washable cover. One that didn’t collapse after a few months and actually supported a large dog long term.

That idea became the Fur King Ortho Dog Bed.

Growing with purpose

After launching the bed, customers started asking for other everyday products — especially grooming tools that were quieter, easier to use, and didn’t feel cheap or disposable.

So we expanded carefully.

First into grooming, with the Fur King Clippers and Nail Grinder.
Then in 2024, into mobility with our first pet stroller.

The rule never changed.

Our founding principle

If a product is shit, we don’t launch it.

Every Fur King product has to earn its place. No rushed releases. No trend chasing. No padding the range for the sake of it.

All beds and grooming tools were tested by my chocolate Labrador, Wilfred.
He was a bit too big for stroller testing — so that job went to my mother-in-law’s dog.

What Fur King stands for

When someone buys from Fur King, I want them to feel like they’ve bought a premium product that will last.

Not something they’ll replace next year.
Not something that looks good online but fails in real life.

Just well-made products for dogs, built properly from the start.

—
Tom Sadler, Founder, Fur King