Every brand has a story. In the New Starter Zone at the Pet & Aquatics Trade Show 2026 (PATS) will be The Paws Lab. A London-based premium pet care brand, they are focused on simplifying daily hygiene through science-led essentials. Founded by pet parents Daniel Fernandez and Andre Goon, the brand aims to bridge the gap between professional grooming and at-home maintenance with products that are gentle enough for daily use.
We recently sat down with Co-Founder Ander Goon to get more insights into the brand’s founding and strategic vision:
1. How did your business transition from a concept to a reality, and how long did that journey take?
The Paws Lab was born from a mix of personal experience and long-term family expertise. After welcoming our dog, Gordi, into our lives, we became much more aware of how important simple, everyday hygiene and care is for pets at home — and how limited the options were for products that felt both effective and gentle enough for regular use.
At the same time, the brand is built on much deeper foundations. Through our family background, we had access to over a decade of development and expertise in advanced hygiene formulations in Asia. The Paws Lab became the opportunity to bring that knowledge into the pet space and introduce a more modern approach to daily pet hygiene and care in the UK. So while the brand itself officially launched in April 2025, the thinking behind it had been years in the making.
2. What was the single biggest hurdle your brand faced during its early stages?
One of the biggest hurdles in the early days was building trust as a new brand in a very competitive market. When you introduce something different, people naturally want proof - not just of the product itself, but of the brand behind it.
At the same time, a key challenge was educating customers on the importance of regular, at-home maintenance. Pet care is often associated with grooming appointments, but what happens in between is just as important. Shifting that mindset takes time, especially when daily care hasn’t traditionally been part of the routine.
This meant we had to build credibility step by step — through product performance, customer feedback, retail conversations, and word of mouth — while also helping customers understand where our products fit into their everyday lives. Early growth was about showing that The Paws Lab was not just a new idea, but a brand with real purpose and products that genuinely support simple, daily care routines.
3. Growth brings new goals. What is the primary challenge your business is navigating today?
Right now, our focus is building awareness while growing the brand in the right places. That means expanding through retail partners, groomers, and online direct-to-consumer, while continuing to introduce more pet owners to The Paws Lab.
For us, growth is not just about being seen in more places, it’s about helping more people discover that daily pet hygiene and care can be simple, effective, and easy to build into everyday life.
4. Which success story or aspect of your brand are you most proud of so far?
There have been a few defining moments for us so far. Launching with Mutneys - a UK-based, award-winning manufacturer and supplier of dog grooming equipment and products - was a particularly important one, as it gave us early credibility within the grooming and trade space.
Another milestone we’re proud of is growing into more than 20 retail locations across London within our first year. For a young brand, that has been incredibly encouraging. But above all, what means the most is hearing from repeat customers who tell us that our products have become part of their everyday routine, because that is exactly what The Paws Lab was created for.
5. Where does your team look for fresh inspiration and new ideas?
A lot of our inspiration comes from real everyday life, from our own routine with Gordi, but also from listening closely to what pet owners actually struggle with.
We are always asking ourselves how we can make daily hygiene and care feel easier, gentler, and more realistic for modern pet parents. Our ideas tend to come from practical needs rather than trends, because we want every product to earn its place in a real routine.
6. How did you first discover PATS and why is being part of this specific community important for your brand?
We first became aware of PATS through the pet trade community and by following the key events that bring the industry together. As a growing brand, it quickly stood out as an important place to be. Being part of PATS matters to us because it connects us directly with the people shaping the customer experience every day, from retailers to groomers and industry professionals. It’s a valuable opportunity to build visibility, strengthen relationships, and meet partners who share our vision for modern pet hygiene and care.
7. What can visitors expect when they visit your stand? Are there any exciting new launches or specific partnerships you’re looking to build?
Visitors can expect a clean, modern presentation of The Paws Lab, with a strong focus on how our products fit into simple, everyday hygiene and care routines for pets. We’ll be showcasing the full range and sharing more about what makes the brand different — from our gentle approach to daily care to the innovation behind our formulas. We’re especially looking forward to meeting retailers, groomers, and distributors who are looking for something fresh, effective, and easy for customers to understand and use.
8. Looking beyond this show, how do you see your brand evolving over the next 18 months?
Over the next 18 months, we want to continue building The Paws Lab into a trusted name in daily pet hygiene and care. Our aim is to become a go-to brand for pet owners who want simple, effective products they can confidently use at home as part of their everyday routine.
We also see the brand continuing to grow through new product development, wider trade partnerships, and a stronger community around the values that matter most to us: gentle care, modern routines, and making life easier for both pets and their people.
