Meet the Dog Startups Taking Over the Marketplace at Our Sydney & Melbourne Festivals! 2025
One of the most vibrant and exciting spaces at the Dog Lovers Festival is the Marketplace. It’s where small businesses, creators, innovators, designers and dog lovers come together under one roof, each bringing their own take on what it means to care for, celebrate and spoil our dogs.
Walking through the Marketplace feels like stepping into a living community of passionate dog people. On one side you’ll find cutting-edge tech designed to make pet care smarter and easier. Turn a corner and suddenly you’re surrounded by the smell of freshly baked treats. Look again and you’re in a lane of handmade accessories, travel essentials or dog-inspired art.
It’s a place built for discovery, and here are some of the standout brands and categories that defined this year’s experience.
Tech & Smart Pet Gear
Pet technology continues to evolve, and the Marketplace always gives dog parents a glimpse of what’s next. Brands like Trending MedTech introduced innovative animal-health solutions designed to support long-term wellbeing. Alongside this, Breed Buddies brought a very different type of innovation — an online matching platform designed to help responsible dog breeders connect with compatible partners to produce healthy, well-matched litters. It’s a modern, streamlined approach to supporting ethical breeding practices through technology.
Any walk through the Marketplace quickly proves one thing: dogs have excellent taste. The treats section was filled with small-batch makers offering everything from baked biscuits to gourmet cakes and carefully crafted meals.
Brands such as Happy Hound Treat Co., Pet Cake Creations, Maison Hunny and Daya Pet Food Co. became instant favourites, thanks to their focus on quality ingredients and flavour combinations that get even the fussiest dogs excited.
As you move deeper into the Marketplace, the energy shifts into pure play. Enrichment has become a major priority for dog parents, and this part of the Festival showcased just how creative and thoughtful the category has become. From puzzle toys and slow-feeding solutions to chew-friendly designs and sensory stimulation, the focus was on keeping dogs mentally sharp, physically active and happily engaged throughout the day. Several brands brought their own take on interactive enrichment and play, offering products that support curiosity, problem-solving and healthy behaviour in dogs of all ages.
For those who love to express their dog’s personality, the Marketplace offered a thoughtful mix of design-led accessories and handmade creations.
Duke & Daisee brought modern apparel and accessories, Hug Love Product showcased thoughtful handmade pieces, and Tiny Paw Couture continued to elevate pet fashion with a boutique approach. These brands represent the craftsmanship and care that define so many small pet businesses in Australia.
Dogs who love adventure had a lot to explore this year. The travel category has grown significantly, offering solutions that make outings safer, more practical and more comfortable.
Thule presented premium pet travel options, Tavo Pets stood out with smart carriers, Happup focused on mobility and support, Piomotto Pets brought modern carrier designs, and Whifti Walks offered clever walking accessories that make everyday outings easier.
Beyond food, gear and accessories, the Marketplace is also home to a creative corner filled with artists who turn dogs into art.
Pinot Petcasso offered custom portraits, Layer Laboratory showcased abstract and modern interpretations, Tinka & Co. blended design with pet lifestyle, and Arthaux delivered refined pieces perfect for dog-themed home décor. It’s a space where creativity meets canine devotion, and every piece tells a story.
These categories are only a snapshot of what the Marketplace offered this year. With dozens of Australian small businesses — each driven by passion, originality and a deep love for dogs — it remains one of the most memorable parts of the Festival.
If you visited the Festival, you probably met some of these incredible founders in person. If not, now’s your chance to explore their world online.
Check out their websites
Follow them on socials
Treat your dog to something special
Support Australian small businesses
And keep an eye out — you’ll find even more brilliant new dog brands at next year’s Dog Lovers Festival! Explore the full line-up of 2025 exhibitors: Melbourne Exhibitors
