This is us. And Fie.
Bjaf our way
We're Frederik and Marie, and Fie is the dog who got us into all of this. She still tests everything (along with medical labs) before you ever see it. We're a small operation in the middle of Denmark, here's how Bjaf came to be.
Chapter 1
Started with a Dog Store
We sent out leashes, toys, tools, name tags, and much more to over 100.000 Danish customers. But driving to work in the morning, things felt off.
We were the #2 dog store in Denmark
Most dog owners in Denmark knew us. Not bad, honestly. But 3,000 products later, it hit us that more choice wasn't helping. People just had more questions.
3.000 Products just made customers confused
We stopped being proud of it. Too much of it was overpriced, and all of it turned dog care into a maze.
Then Fie showed us the way
We started making the few products us and fie actually needed to solve our daily grooming. Turns out our customers wanted the same thing. Now it's simple for all of us.
Chapter 2
So we started making products for Fie
Eventually, the ones we were selling stopped being good enough for Fie. So we started making our own products, and began with the things she needed and built out from there. Starting with the success of The Trimmer, the expansion began.
Chapter 3
Now we look after the whole dog
The coat, the skin, the paws, the teeth, and the parts you can't see, like calm nerves and a settled stomach. Grooming and washing for how your dog looks. Supplements and calming support for how your dog feels. One brand, instead of five.
Paws & teeth
Paw cleaner and balm, dental care powder that goes on food, and the trimmer we started with.
Outside & inside
Hip and joint, calming support and a settled stomach. Set with a vet and lab-tested per batch.
Coat & skin
Shampoo, conditioner, detangle spray, and no-rinse washing for the days there's no time.