Frenky Lewis: natural pet grooming for the pet store

June 30 2026
3 min reading time

Frenky Lewis: natuurlijke vachtverzorging voor de dierenspeciaalzaak

The demand for natural grooming products for dogs is growing strongly. Consumers are increasingly aware of ingredients, sustainability, and their pet's well-being. While a standard shampoo used to suffice, the modern dog owner is increasingly opting for mild, transparent, and specific grooming products.

For pet specialty stores, this offers opportunities to differentiate themselves with a product range that meets this need. As a wholesaler, Warmako sees that the Frenky Lewis brand responds well to this, with a wide range of premium grooming products that fit within this development.

From simple wash to total care

Whereas dogs used to be primarily washed when absolutely necessary, there is now a shift towards regular maintenance of coat and skin. This includes freshening up after a walk, reducing odors, or treating specific coat problems.

At the same time, we see that grooming is increasingly approached as a more luxurious care moment, where scent and experience also play an important role. Products such as the Anti Smell Spray, the Car & Pillow Spray, and the dog perfume respond well to this and align with the daily lives of dog owners:

Fresh dog after a walk in rain or mud
Odor-free bed, couch, or car
Quick solution without a full wash
A pleasant, fresh scent that contributes to the overall grooming experience

These types of products increase usage moments and respond to consumers' need for comfort, convenience, and a fresh-smelling living environment.

The convenience of waterless washing

Not every dog enjoys being washed, and washing too often is not good for dogs with sensitive skin. In addition, dog owners sometimes simply lack the time. Solutions such as dry shampoo make it possible to quickly clean and refresh the coat without water.

Ideal for dogs who don't like to be washed
Perfect between washes
Low threshold for consumers to regularly groom the coat

Attention to sensitive skin and specific needs

More and more dog owners notice that their dog benefits from targeted coat care. Consider:

Sensitive skin that needs milder products,
Tear stains around eyes and snout,
And tangles in long-haired or curly coats.

By using products that specifically address these issues, grooming can become more pleasant for the dog and easier for the owner. The Frenky Lewis range offers various solutions, such as a perfume-free line and products aimed at detangling and coat improvement.

For pet specialty stores, this means there is room for advice and specialization on the shop floor.

Transparent brand with a clear vision

What stands out in consumer behavior is the growing interest in ingredients and product safety. Dog owners increasingly want to understand what they are using and more often avoid products with aggressive or unclear compositions.

Frenky Lewis responds to this with a clear and conscious approach. The Dutch brand, founded in 2023, is based on the principle that dog grooming can and should be safer and more transparent, especially in a market where regulations are limited.

This is reflected in the product range:

Natural and biodegradable ingredients
Vegan formulas without unnecessary additives
Transparent communication about composition
Development in collaboration with professional groomers

In addition, Frenky Lewis focuses on broader responsibility, with attention to sustainable production and support for animal welfare initiatives.

This combination of product quality, transparency, and brand vision makes it easier for pet specialty stores to tell an honest and clear story to the customer and aligns well with what modern consumers expect.

The Frenky Lewis range can be easily ordered via the Warmako webshop or through your regular representative.