A married couple based in Clapham have launched an online pet shop where all profits and donations go towards rescuing dogs.
Giuseppe and Kim Bloom-Mangione, both 35, are the founders of muthapuppa, which sells sustainable products to meet all of your dogs needs, such as treats, chews and toys.
The profits will fund the development of their own rescue and rehoming centres, providing long term help during the dog welfare crisis in the UK.
Giuseppe said: “muthapuppa gives us a platform to start rescuing dogs and that is the most important thing for us.
“We won’t stop until we’ve rescued them all.”
Their suppliers have also pledged to donate a proportion of their time, sales or profits to pressing social causes.
Giuseppe said the rate of dogs being abandoned or handed into rescue and rehoming centres is alarming.
This is due to factors including puppy farms and backyard breeding, new dog owners being unable to cope with behavioural issues and the cost of living crisis, claimed Giuseppe.
More than 75% of the centres in the UK have seen a rise in dogs being brought forward for rehoming, according to a study published by Direct Line Pet Insurance.
The increasing pressure has led to one in four rehoming centres turning dogs away.
Giuseppe hopes the development of their own centres will take the demand off those that remain.
Whilst they’re generating funding for the centres, they’re helping dogs in need right now by supporting existing UK rescue and rehoming centres.
This includes 1% of profits and donations going to each of the following charities: Blue Cross, All Dogs Matter and Battersea Dogs homes.
Giuseppe always wanted to start his own purpose-driven business, however practical and financial barriers prevented him from doing so.
After becoming increasingly frustrated with the corporate world and wanting to make a positive change, Giuseppe said the business plan for muthapuppa came together organically.
He said: “When it comes to work, I’m a big believer in doing something you care passionately about.
“For us, that passion is unequivocally dogs.”
The couple are rarely seen without their two dogs, Alfred Winston, a seven-year-old Cavoodle, and Bear Cub, a five-year-old Pomapoo adopted from the Blue Cross in 2018.
Giuseppe has a background in building and running businesses, and Kim has events marketing experience.
Using their knowledge and learning new skills, they designed and built everything for muthapuppa themselves.
They’re keen to pass on what they’ve learnt to others starting their own social enterprise.
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