Emma Johnson never expected her pet Vizsla Zulu to inspire a business, but that's exactly what happened. The Woodbridge-based entrepreneur has turned her pet's restlessness into a thriving venture helping dog owners across the UK enjoy hassle-free outings with their four-legged friends.
In this week's Small Business Spotlight, we explore the story behind Nestbedz—soon to be rebranded as Zulu Adventure Wear—and the determined founder who brought it to life.
A dogged problem
"I could never get her to settle in a pub, café, or anywhere away from home without either sacrificing my down jacket or letting her sit on my lap," Johnson says of her dog Zulu, who weighs a hefty 22kg. "I noticed other dog owners doing the same, which got me thinking."
The lightbulb moment came during a night of wild camping. Johnson, tired of ruining her expensive down jackets, realised there was a gap in the market for a portable, durable dog bed that could withstand outdoor adventures.
From concept to creation
Developing Nestbedz wasn't a walk in the park. Johnson had to quickly become an expert in performance fabrics while juggling a full-time job at another start-up. "It wasn't easy—far from it!" she admits. The bed needed to be light, packable, durable, cosy, warm, waterproof, and washable – a tall order for any product developer.
Johnson knew she was onto something after creating a prototype and testing it on Zulu.
"Suddenly, I could have a coffee and a conversation without worrying about Zulu chatting over me!" she recalls. But would other dog owners see the value?
A social media post answered that question emphatically. Within 24 hours, Johnson had received 198 inquiries about her innovative dog bed. It was time to move fast.
Overcoming hurdles
The journey from idea to retail product included plenty of challenges. "I had to scrape together enough cash to produce more, design the branding, get some design protection and IP, build a website, and start selling through social media and local shows," Johnson explains.
Her first batch, made in the UK, was a financial setback. "I made a loss on it," she admits. "Raising investment has been tough, especially during these times, and juggling this with my full-time job made things even harder."
Despite the obstacles, Johnson persevered. "I haven't paid myself for two years of hard work, but I've learned so much about business, people, and myself along the way. It's made me more resilient and stronger."
Lessons learned
When asked what advice she'd give herself if starting over, Johnson emphasises the importance of financial planning. "Pay close attention to the financials," she says. "Launching a new product stretched me financially to the limit, and I'd be more mindful of managing costs from the start."
She also stresses the importance of maintaining perspective: "And to not let it stress you too much, it's best just to find the solution without worrying too much!"
A bright future
Now, Johnson is looking ahead with optimism. The company is rebranding as Zulu Adventure Wear, with plans to expand beyond Nestbedz into a full range of adventure products for dogs - and possibly humans too.
"We've just launched The Adventure Collar, which is 100% waterproof, anti-rot, stink-proof, durable, and soft," Johnson says proudly. "The design is inspired by the trees in Tunstall Forest, and they look amazing!"
In ten years, Johnson envisions her brand reaching international markets, potentially through a franchise model. But for now, she's focused on growing her product line and continuing to solve problems for dog owners who love the outdoors.
"Having the chance to get to @dog_fest and hear the feedback from so many about what an amazing idea and product it is, making great sales and coming home to more orders feels like one of the most rewarding things ever," Johnson shared in a recent LinkedIn post.
The bottom line
Emma's story embodies the spirit of entrepreneurship that thrives in our county.
As Johnson puts it, "Amazing how when you surround yourself with the right people and create the right habits, life gets that little bit brighter."
For dog owners looking to make outdoor adventures more comfortable for their furry friends or local businesses interested in stocking this innovative product, visit www.nestbedz.co.uk or email emma@nestbedz.co.uk.
