Our Story

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

The owner who knew you
Shop owner chatting with customers at the counter
The counter we shared stories
Happy Tails Pet Shop storefront
Closing after 60 years
Main street storefront with a going-out-of-business sign
The last “mall” pet shop
Neighborhood pet shop that has been a local landmark for decades
The heart of the neighborhood
Fur-Ever Goods shop covered in closing sale signs
The store that felt like family
The Pet Shop storefront after closing for good

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 at Furlana

DJ Ferro

Co-Founder

DJ Ferro is a creative producer and studio co-founder whose life is joyfully shaped by dogs and family. He and his wife share their home in the Philadelphia suburbs with their daughter Skye, and “the boys,” Max (an entirely unhinged black pug who transforms into a barking hyena at the at the mere honk of a horn), Ozzy (a perpetually grinning white pug who delivers howls of happiness to friendly strangers), and Theo (a stoic Miami street dog who lives for chasing squirrels and high-energy fetching). Weekends mean dog park adventures and hikes at favorite spots like Skunk Hollow, always with the boys in tow. Their love for dogs inspires everything they do and keeps life filled with laughter, muddy paws, and plenty of treats.

Laura Benoit, Co-Founder at Furlana

Laura Benoit

Co-Founder

Laura Benoit is a driven senior marketing leader with years of experience launching brands and products in the pharmaceutical world. She shares her home in the Philadelphia suburbs with her husband DJ, their daughter Skye, a 19-year-old animation student at SCAD, and their three unforgettable dogs: Max, an excitable black pug; Ozzy, a perpetually grinning white pug; and Theo, a rescue mix of Pitty, Boxer, and (believe it or not) Shih Tzu, affectionately known as “the boys.” Together they fill their weekends with laughter at the dog park, adventurous hikes at Skunk Hollow, and endless games of fetch. Her days are proof that every great launch, whether in business or at the dog park, starts with a little joy, a lot of heart, and the perfect pack.

Neat, Co-Founder at Furlana

Neat

Co-Founder

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

Nick Laganelli, Veterinary Advisor at Furlana

Nick Laganelli

Veterinary Advisor

Nick is a graduate of the University of Pennsylvania’s School of Veterinary Medicine with a strong commitment to evidence-based care. He stays at the forefront of emerging research and treatment advancements to ensure the highest standard of care for patients. Nick believes pet owners should feel informed and confident in their decisions, and is driven to make complex medical information accessible and transparent for every family.

Start shaping the future of pet retail today.

Join the Pilot ProgramTalk to Our Team