Our Story

We grew up in local pet shops.
Now we are fighting for them.

Shop owner chatting with customers at the counter — Trusted owner at the counter

Happy Tails Pet Shop storefront — Independent style

Main street storefront with a going-out-of-business sign — Main street storefront

Neighborhood pet shop that has been a local landmark for decades — Neighborhood landmark

Fur-Ever Goods shop covered in closing sale signs — Store closing sale

The Pet Shop storefront after closing for good — Closed out sale

We grew up in pet stores like yours.

The kind where the owner knew your dog's name. Where the aisles smelled like cedar bedding. Where everything felt personal, warm, and homegrown

Those shops weren't just stores. They were part of the neighborhood. Part of our childhood. Part of our lives.

Then they started disappearing

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.

So we decided to do something about it.

We missed the connection. The knowledge. The sense of community.

Furlana was built to help independent pet shops stay visible, stay relevant, and thrive in a world that's changing fast.

We grew up in pet stores like yours.

The kind where the owner knew your dog's name. Where the aisles smelled like cedar bedding. Where everything felt personal, warm, and homegrown

Those shops weren't just stores. They were part of the neighborhood. Part of our childhood. Part of our lives.

Then they started disappearing

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.

So we decided to do something about it.

We missed the connection. The knowledge. The sense of community.

Furlana was built to help independent pet shops stay visible, stay relevant, and thrive in a world that's changing fast.

It’s time to bring back pet shops

Back into neighborhoods.
Back into daily routines.
Back into the lives of the people they serve.

A happy dog relaxing on a beanbag surrounded by house plants

Meet The Team

The passionate people building the future of independent pet retail.

DJ Ferro

Co-Founder & CEO

DJ grew up helping at his uncle's pet shop. Today, he leads Furlana to support independent pet retailers.

Laura

Co-Founder & COO

Laura grew up in her family's pet shop. Now she helps Furlana support local pet retailers.

Neat

Co-Founder & CTO

Neat builds Furlana's AI platform, creating tools that help pet shops work smarter.

Dr. Sarah Mitchell

Veterinary Advisor

Brings veterinary expertise to Furlana, helping ensure trusted pet health guidance for pet parents.

We grew up in local pet shops. Now we are fighting for them.

We grew up in pet stores like yours.

Then they started disappearing

So we decided to do something about it.

We grew up in pet stores like yours.

Then they started disappearing

So we decided to do something about it.

It’s time to bring back pet shops

Meet The Team

DJ Ferro

Laura

Neat

Dr. Sarah Mitchell

Start shaping the future of pet retail today.

We grew up in local pet shops.
Now we are fighting for them.