How this pet gear startup became an Amazon Bestseller

It started with a simple idea—why should pet gear be boring? What followed was anything but ordinary. Bold designs, a cult-like following, and a brand that turned wagging tails into booming sales.

Here’s how they made it happen:

The pet brand that cashed in on furparents 🐾
The secret behind furparents’ favorite obsession 🐶
4 tips to dominate your niche 📈

SCRATCHING THE SURFACE

For Gloria, founder of Footnanny, it all started with the scent of eucalyptus and the soothing touch of her mother’s homemade foot Lucy & Co. started as a passion project by dog parents who wanted more than basic collars and leashes. The brand was built on one mission: combine high-quality, functional pet gear with stylish designs that help pets (and their hoomans) express themselves. 🐶

But they didn’t just join the booming pet industry—they carved out a niche. Here’s what set them apart early on:

Waterproof puffer jackets—warmth and comfort, rain or shine
Reversible harnesses—twice the style, one easy swap
Bold prints & vibrant colors—because why should humans have all the fun?

✨ Pets deserve style too

What began as a small venture in Minnesota quickly grew into a global brand, now available on Amazon. They’ve become a go-to for pet parents searching for trendy, high-quality gear.

And their success is no fluke. Lucy & Co. scaled by leveraging:

Amazon’s Small Business Empowerment Program
Strategic social media campaigns
A user-generated content (UGC) strategy that built a loyal community

Now a global brand, Lucy & Co. isn’t just keeping up with the booming pet industry—they’re leading the pack. 🐾

DIVING DEEPER

**Lucy & Co. made furparents obsessed—and it paid off**

Most pet parents stick to the basics: food, a leash, maybe a toy or two. But a reversible raincoat? A puffer vest? Not exactly on the checklist… until Lucy & Co. made dog apparel a must-have.

Their secret? They sold belonging—an adventure-loving, picture-perfect lifestyle that pet parents wanted to be part of.

🔥 Turning “cute” into “can’t-live-without”

The pet gear brand made dog apparel essential by focusing on three things:

Practical + stylish: Weatherproof jackets, everyday harnesses, and stylish gear that worked as well as they looked.
Community-first marketing: They turned happy customers into their best salespeople, using UGC to drive a 5x ROI in 30 days.
Lifestyle branding: More than products—they were selling the adventure dog aesthetic—one that pet parents had to be part of. If your pup wasn’t wearing Lucy & Co., were you even in the club?

📈 Scaling up with Amazon

Once they built a devoted following, Lucy & Co. supercharged growth with Amazon’s Small Business Empowerment Program:

Prime visibility. Featured in Amazon’s small business storefronts and curated collections.
Smart ad strategies. Reaching pet parents actively searching for premium gear.
Seamless global expansion. Leveraging FBA to scale internationally while keeping the focus on innovation.

As the pet industry boomed—fueled by billions in consumer spending—Lucy & Co. was already ahead of the curve, building a scalable system to meet demand.

SUCCESS BLUEPRINT

4 tips to sell and scale in a niche market

Let’s be real—most furparents don’t wake up thinking, I need to buy my dog a reversible raincoat today. But Lucy & Co. changed that. If they can turn dog apparel into a global fashion trend, your brand can scale, too.

Here’s how to replicate their strategy:

Turn customers into your best marketers. Encourage customers to share photos and videos of your product in action. Authentic content builds trust and drives conversions. 🤝
- Example: Lucy & Co.’s UGC program drove a 5x ROI in just 30 days.
- Tip: Make it rewarding for customers to share their experiences.
Leverage Amazon’s Small Business Empowerment boost. The program can put your brand in front of the right customers. More visibility = more sales. ✨
- Example: Lucy & Co. tapped into these programs to expand their global reach.
- Tip: Apply for programs and promotions designed for small businesses.
Run a cross-channel sales machine. Social media creates demand—Amazon converts it. Use organic content to build hype, then drive traffic to your Amazon listings with ads. 📱
- Example: Lucy & Co.’s cross-channel strategy turned discovery into global sales.
- Tip: Create campaigns that move customers from discovery to purchase quickly.
Make products that solve AND sell. A great product isn’t just stylish—it solves a real problem. Functionality + good design = repeat customers. 🛍️
- Example: Lucy & Co.’s reversible, waterproof gear solves pain points while offering unique designs.
- Tip: Find the unique angle that makes your product a “must-have.”

With the right mix of community, smart marketing, and Amazon’s growth tools, your brand can scale just like they did. So the question isn’t if you can do it—it’s when you’ll start. ⏳