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We have been creating El Perro since 2010. It all began with the need for truly sturdy, comfortable and functional accessories for our own dogs — ones you can trust on an everyday walk, during training, sport and shared adventures. From the very beginning we have focused on durability, safety, good materials and the ability to match a product to a particular dog.
We make every El Perro product by hand. Every piece of webbing is cut, heat-sealed, eyeleted and riveted by hand, and the sewing at the machines is done by people — members of our family. We are not a factory and we do not run assembly-line production. Every collar, leash and harness passes through our hands, which means we can pay attention to the details and take responsibility for the quality of what reaches you and your dogs.
Today we make accessories for dogs of all breeds, sizes and temperaments, but the principle has stayed the same as it was at the start: we make products that we would use with our own dogs without a moment's hesitation.
Because at El Perro — quality is no accident.
The El Perro story
It all started with a single leash
The El Perro story began in 2010. Not with a business plan, a ready-made collection or an idea for a big brand. It began with our own dogs and a very specific need.
At the time, finding truly sturdy accessories for strong, active dogs was not easy. This was especially clear with breeds such as the American Pit Bull Terrier. The products on offer often fell short of expectations in terms of strength, functionality or comfort. Experience with our own dogs, as well as with the pet industry, made that gap in the market easy to see.
In March 2010 the first leash was made.
It was made purely for our own use. There was no plan to sell it, build a collection around it or start a brand. It simply had to be strong and comfortable, and meet the requirements that the products available back then did not.
Before long, however, it started catching the eye of other dog owners. People began asking whether we could make another one. Then another. It turned out that the problem we had originally wanted to solve just for ourselves affected far more people. It was the interest in that very first leash that gave us the push to keep going.
That is how the idea of El Perro began to take shape.
2010 — from an idea to the first orders
In June 2010 the concept of the El Perro brand was born. The next step was the search for materials and suppliers able to meet our requirements for durability and quality.
The aim was never to create the cheapest possible product. The accessories had to be ready for heavy use and give dog owners a sense of security.
In August 2010 the company was officially registered, and production and sales began. The first orders reached El Perro through Facebook, among other channels.
That same autumn, the first El Perro online shop was launched.
The brand was only a few months old, and interest in its products was already quickly reaching beyond Poland.
2011 — El Perro sets off into Europe
In spring 2011 El Perro products reached their first foreign markets — the United Kingdom and the Netherlands.
In June the brand made its debut at a trade fair abroad, in Italy. It was the start of regular trips to trade fairs, competitions and dog events. These meetings allowed us not only to present our products but, above all, to talk to the people who use them, learn about new needs, observe different ways of working with dogs and build relationships with distributors.
Just a month later El Perro also began selling in Spain and Portugal.
In its early days the brand was closely linked with large, strong dogs. Over time, though, it became clear that owners of every breed need durable, well-made and well-fitting accessories. So at the end of 2011 the first collection designed for small dogs was created.
2012–2013 — sport, new markets and ever more experience
In spring 2012 El Perro appeared at dog sports fairs and competitions in Hungary. The trip led to a partnership with a distributor and the signing of a long-term agreement.
That summer the brand also entered the Czech market.
From the start, however, El Perro's growth was never only about reaching new countries. Gaining knowledge and improving the products themselves mattered just as much.
In 2013 we began working with a canine behaviour school in Germany. It helped us understand dogs' needs and behaviour even better, and then put that knowledge to use in designing ever more functional accessories. During the same period, El Perro's international distribution network was growing as well.
2014–2016 — more orders, bigger production
Growing interest in our products meant one thing: we needed more production capacity.
In 2014 we decided to upgrade our machinery and move production to larger premises.
The following years brought a further expansion of the range and the development of new collections. El Perro continued to appear regularly at trade fairs and dog sports events, so our products could be put to the test against the needs of people who actually used them every day.
Because that kind of feedback was — and still is — the most valuable to us.
A product can look great on the design table, but only a walk, a training session, a competition or months of everyday use will show whether it has really been well thought through.
2017–2018 — a difficult time and a new chapter
A company's history is not made up of successes alone.
The second half of 2017 was a more difficult period for El Perro. Falling turnover was a sign that the brand needed change and a new direction.
On 19 February 2018 El Perro passed into the hands of Justyna and Jacek Nowik.
From that moment a new chapter in the brand's history began — El Perro became a family business. A new vision for growth brought more orders, which in turn called for further expansion of our production facilities.
The family character of the company has stayed with us to this day.
There is no anonymous production line behind El Perro products. There are people. Every piece of webbing is prepared by hand: cut, heat-sealed, eyeleted and riveted. The machines, too, are operated by members of our family.
As the brand grew, new machines, materials and possibilities came along, but we never swapped making our products by hand for mass, assembly-line production.
2018–2019 — El Perro gets recognised
Later that year, in November 2018, we won the main prize in the TOP FOR DOG awards for our JUICY STRIPS 4 cm collar.
A year later another El Perro product received a distinction in the same awards. This time it was the SAFE GRIP 4 cm collar.
For a family brand these were important moments. Not only because of the award itself, but above all because they confirmed that the direction we had chosen made sense: our own production, good materials, functional solutions and constant product improvement.
2020 — ten years since the first shop
The internet has been part of El Perro practically from the very beginning. The first online shop was launched back in autumn 2010.
Ten years later, in summer 2020, its next version went live.
A great deal changed over that decade — both at El Perro itself and in the way customers bought products for their dogs. The range was much bigger, the personalisation options ever wider, and the shop had to grow along with the brand.
At the same time, we increasingly thought of El Perro not just as a maker of collars, harnesses and leashes, but as a brand built around a dog's many different needs.
2022 — El Perro Supplements is born
The next big step came in January 2022, when we began working with a canine nutrition technician.
In February work started on a completely new product category, and in August the El Perro Supplements line was launched.
After more than a decade of El Perro being associated mainly with walking and sports accessories, this was an important step for us.
At the same time, the idea behind it stayed familiar.
We did not want to launch a product just because we could. We wanted to create another category that met the real needs of dogs and their owners.
2023 — developing more parts of El Perro
2023 brought more launches.
In June dog life jackets joined our range.
In August the El Perro Snacks line appeared, expanding the brand into dog treats.
In the autumn we once again significantly extended our range for small breeds, introducing new collections tailored to their needs.
December of that year brought an important moment for the brand itself — El Perro was granted a protection right for its graphic trade mark by the Polish Patent Office.
2024 — the next stage of change
At the beginning of 2024 work began on the next generation of the El Perro online shop.
After more than a dozen years in business and a steadily growing range, we needed a place that would better show what the brand had become over all those years and make it easier for customers to find the right product for their dog.
But even when the shop, the technology or the number of available products changes, the most important things about El Perro stay the same.
From a single leash to a family brand
We have come a long way since the first leash was made in 2010.
More collars and harnesses followed. The first online shop. The first orders from abroad. Trade fairs in Italy, sporting events, distributors in one country after another, bigger production facilities, new collections and the first awards.
Later, the accessories were joined by further product categories: supplements and treats.
The scale has changed.
What has not changed, though, is the way our accessories are made.
We are not an assembly line. Behind every product there are specific people and specific stages of work. The webbing has to be measured and cut. Its ends have to be properly heat-sealed. The product has to be eyeleted, riveted, stitched and finished. Members of our family sit at the machines, and every finished accessory passes through our hands before it reaches you.
That is why, after all these years, we still have a say in how every product bearing the El Perro name is made.
And perhaps that is exactly what best links today's brand with where it all began.
The first leash was made because someone wanted to make something better for their own dog than the products they could find at the time.
It was never meant to be the start of a company.
And yet the whole story began with it.
Today, more than a dozen years later, we still want to create El Perro by the same principle: to make each product the way we would want it made for our own dog.