We grew up in local pet shops.
Now we're fighting for them.
Furlana was founded by DJ & Laura, two lifelong animal lovers who spent their childhoods wandering the aisles of small neighborhood pet shops — the kind of places where the owner knew your dog's name, the aisles smelled like cedar bedding, and the whole experience felt personal, warm, and homegrown.
Those shops were more than stores.
They were part of the neighborhood.
Part of our childhood.
Part of our lives.
But over the years, we watched something sad happen:
Small, independent pet shops quietly began to disappear.
Not because they didn't care.
Not because they didn't try.
But because big-box chains and online giants took over customer attention, leaving local shops forgotten between visits.
We missed the feeling of walking into a pet shop run by people who truly loved animals
... and not by a corporation.
We missed the connection, the knowledge, the sense of community.
So we decided to do something about it.
Furlana helps independent pet shops compete with big retailers and unlock new revenue without extra work.
Our platform helps shops stay visible, stay connected, and stay profitable — with no tech burden and no extra labor.
This is more than a product.
It's a movement.
A return to community.
A return to local.
A return to the small pet shops that made our childhoods brighter.
Meet the Team
The passionate people building the future of independent pet retail
DJ
Co-Founder & CEO
DJ's passion for local pet shops started in childhood, spending weekends helping at his uncle's pet store. After a decade in tech startups, he saw an opportunity to combine his love for animals with his expertise in scaling businesses. DJ leads Furlana's mission to empower independent pet retailers with the tools they need to thrive in the digital age.
Laura
Co-Founder & COO
Laura grew up surrounded by animals — her family ran a beloved neighborhood pet shop for over 25 years. She witnessed firsthand the challenges small shops face competing with big-box retailers. With her background in retail operations and supply chain management, Laura ensures Furlana delivers real value to every partner shop.
Neat
Co-Founder & CTO
Neat is the technical mastermind behind Furlana's AI-powered platform. With expertise in machine learning and full-stack development, he built the infrastructure that generates stunning pet portraits and powers our seamless merchant experience. Neat believes technology should make life easier for small business owners, not harder.
Dr. Sarah Mitchell
Veterinary Advisor
Dr. Mitchell brings 15+ years of veterinary experience to Furlana's advisory board. She's passionate about pet wellness education and ensures our newsletter content provides genuine value to pet parents. Dr. Mitchell helps us maintain the highest standards for pet health information across all our partner communications.
Our Values
Local First
We believe the soul of pet retail lives in independent shops. Every decision we make prioritizes their success.
Passion for Pets
We're pet lovers first. Our team includes dog parents, cat enthusiasts, and everything in between.
Community Driven
We're building more than a platform — we're creating a network of shops supporting each other.
Innovation with Purpose
We use AI and technology not for hype, but to solve real problems for real shop owners.
We're building the system that brings them back.
And we're inviting the whole pet industry to help.