The business was started in Seattle, WA in 2006 by two college friends, Abbie and Stephanie, when a 3-year old schnauzer came into their life.

Just like many other first time pet owners, they witnessed the hardships and frustration faced by dogs healing - without a comfortable recovery collar; pets travel carrier are old fashioned and non-functional. Most products for pet aren't good enough. The market lacks of pet products that are comfortable, functional and fashionable.

Stephanie and Abbie decided to start a brand specialize in health care, grooming tools and functional day-to-day accessories for dogs, cats and small animals. And then they came up with the design for first series of flexible recovery collars and started to extend to different style of recovery collars and sell it on Amazon.

The team soon to grow bigger and emerge the aspiration to become the ultimate high quality pet specialty store for pet owners and their pets. They strive to maintain the highest standard of customer satisfaction and product safety. So they hand-pick, test, and scrutinise all of the Alfie products for quality and value.