Welsh entrepreneur launches dog brand after losing pet

An Abergavenny father and former Royal Navy serviceman has announced the launch of his new dog brand, in memory of his cocker-spaniel Monty who died during a storm in 2024.

Monty’s XI’ offers various dog walking accessories based on classic 90s football kits that blend vintage colourways with modern materials, combining 31-year-old Ed Woolcott’s love for dogs and sport.

The company got its start with support from the Start Up Loans programme’s ex-forces partner, X-Forces Enterprise, which awarded Woolcott £20,000 in July last year. Woolcott said he was attracted to the Start Up Loans programme due to its government support and focus on ex-forces entrepreneurs, adding that he intends to benefit from its free mentoring as his business grows.

Monty’s XI’s first collection features collars, harnesses, leads and poo bag holders, available in five retro-inspired designs inspired by colour schemes associated with Arsenal, Chelsea, Manchester United, Newcastle United and Liverpool. 

Woolcott said he created the brand to fill a gap in the market after realising many dog accessories were aimed at women, as well as to celebrate the “loyalty and passion” people feel for their dogs – emotions he said resemble the dedication football fans have to their teams.

A portion of each sale will be donated to the Blue Cross, an animal charity serving support animals that helped Woolcott via its pet bereavement helpline after Monty’s death.

The new founder is balancing his new business with taking care of his 20-month-old daughter and new cocker spaniel Paddy with his wife Meg, who is due to have another baby in the spring.

Woolcott said: “Anyone who’s loved a dog will understand the hole Monty left behind. Suddenly there was no pitter-patter of paws, no one greeting us at the door, no hopeful eyes when the cheese came out of the fridge. Creating Monty’s XI became a way to turn that grief into something positive – something that keeps his name alive. 

“Monty’s XI started as a pet project, but I hope it grows into something that brings joy to dog owners who spend hundreds of hours walking, just like we did with Monty.”

He added: “Without the loan, this business simply wouldn’t exist. My wife and I have a toddler, another baby on the way, and a puppy, so draining our savings just wasn’t an option. The loan meant we could spread the cost over time and still protect our family financially. It’s been a lifesaver.”

Jessica Phillips-Harris, senior manager for Wales at the British Business Bank, said: “Monty’s XI is a powerful example of how entrepreneurship can turn personal loss into something meaningful and positive. 

“Through the Start Up Loans programme – and the dedicated specialist support we offer to entrepreneurs from the Armed Forces community – we’re able to help people like Ed turn an idea into a viable business, even while balancing full-time work and family life. We’re proud to have supported Ed on his journey.”