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.

Wilfred still tests all of our products and you will see him throughout the website in product photography, though he's too big to test the pet strollers!

Tom Sadler - Founder of Fur King