FURminator launches ‘new and improved’ product range

FURminator, the total pet grooming brand, has announced its relaunch which includes a new and enhanced range of products and improved packaging.

As 76% of owners claim to prefer grooming their pets at home versus using professional services, the new range aims to further support pet owners’ grooming needs with a “simple” four step grooming regime.

The FURminator Ultimate Hair Reduction System supports daily, weekly and monthly grooming and features:

  • For daily use the Adjustable deMatter Tool with a FURextender Button allowing owners to adjust the edges to work on all coat types and lengths, Grooming Rake, Dual Grooming Brush and Curry Comb help to maintain a strong and healthy coat for pets.
  • For weekly use, the FURminator Undercoat deShedding Tool, which can reduce shedding up to 99% (when used for 10-20 minutes per week), has been developed by professional groomers and retains existing popular features such as the FURejector button, ergonomic handle and stainless-steel edge, together with improved benefits for pets. The introduction of the Skin Guard and Curved edge allows the tool to gently glide through a pet’s coat, conforming to its natural shape for maximum comfort. The Edge Guard feature also protects the tool’s teeth securely when it’s being stored.
  • For monthly use, the new Bathing Brush makes aims to make bathing easier with its built-in shampoo and conditioner dispenser and release button for one handed use. It bristles loosen hair to allow the shampoo and conditioner to reach pet’s skin.
  • As needed, the Hair Collection Tool with reusable roller is great for removing embedded pet hair from clothing, furniture and fabrics.

The new system is also expected to increase category presence in store and creates cross-selling opportunities to further drive sales. To support the announcement and introduce the range to consumers, the brand is also launching an integrated marketing campaign incorporating online, print, POS and PR.

Gemma Serdet, brand manager at FURminator, said: “We understand how important it is to nurture the bond between pets and parents on a regular basis and that means helping owners to feel confident and comfortable when it comes to grooming.

“The new FURminator Ultimate Hair Reduction System is a convenient system consisting of four easy to follow steps – Groom, deShed, Bathe, Discard – all offered under one trusted brand. Offering unique, innovative new tools for every step, coupled with modern and premium packaging which enhances brand recognition while providing owners with reassurance that they are getting high quality value for their money. The new brand identity also creates a strong in-store presence which will help drive sales and recruit new users.”

The new FURminator Undercoat deShedding tools are tailored to suit the needs of different pets, breed sizes and hair lengths and is available in:

Dog – Xtra Small, Small, Medium, Large and Xtra Large
Cat – Small, Medium/Large
Small animal – One size
Equine – One size

The new relaunch will be available from June onwards at selected retailers. RRP will start from £26.50.

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