We got tired of the checkout page.
You find a carrier you like. Then the rain cover is extra. The mat is extra. The little tether that stops your dog jumping out when the door opens — also extra. By the time it’s actually usable, you’ve paid half again.
So we built ours the other way round. Everything a trip needs is already in the box, and the price is the price. Same thinking on the grooming side: tools that never need a refill, because nobody should be buying sticky sheets forever.
— Baruel, a small pet-accessories brand with two very patient French bulldogs on staff.