Natural Care for Dogs, Born in Northland
When Erica Wells’ dog, Buster, developed a grass allergy, she drew on her experience with gentle, plant-based ingredients from her skincare range to find a solution for his itchy, inflamed paws.
Holistic Hound product range.
Co-founder Erica Wells.
A SENSITIVE CHALLENGE
Living on 12 acres made managing his sensitivities a challenge – especially when he loved nothing more than rolling through the grass.
“I wanted something that would soothe his skin without aggravating his hotspots or allergies,” says Erica. “I was already using effective, natural ingredients in my skincare range, so I applied the same approach to finding a gentle solution for Buster.”
That small act of care became the seed of Holistic Hound – a Northland-made range of natural dog grooming products designed to nurture canine health and let dogs be dogs.
Erica reached out to business partner Suzanne Hall after seeing a promotion for a skincare cluster she was leading, and the partnership for Holistic Hound naturally took shape. “Erica came to me for advice, and I could see straight away how much potential the concept had,” says Suzanne. “When the Mahinga Innovation Centre was being developed, I showed her around the site before it even opened. It’s a lovely full-circle story – from friendship to business partnership.”
WORLD CLASS MANUFACTURING FACILITIES
Packaging some of the Holistic Hound range in the labs at Mahinga Innovation Centre.
Working from the Mahinga Innovation Centre’s laboratory facilities in Kaikohe has been key to the brand’s success. The pair have been able to operate to good manufacturing practice standards – something not required for pet care, but vital for building consumer and export confidence.
Co-founder Suzanne Hall.
“The Mahinga labs give small businesses access to a world-class manufacturing environment right here in Northland,” says Suzanne. “It means we can stay local, maintain quality, and produce small, high-end runs without the huge costs or risks of outsourcing. That flexibility is what allows innovation to thrive.”
WHAT'S NEXT FOR HOLISTIC HOUND?
Holistic Hound products are now sold online and through a growing network of stockists – from vet clinics and pet stores to health shops and gift retailers. With international interest already emerging, Erica and Suzanne are now exploring export opportunities. “We’re proud to be developing a premium, sustainable brand made in Northland,” says Erica. “The laboratory spaces at Mahinga Innovation Centre have helped make that possible.”