Roni and Ken Di Lullo’s journey into the world of pet accessories began with a simple observation at a dog park in San Jose, California. Their border collie, Midknight, was having trouble seeing during a game of fetch. The couple noticed Midknight squinting in the sunlight, prompting them to take action to help their furry friend.
With a stroke of creativity, Roni retrofitted sports goggles to fit Midknight. Not only did this innovation improve the dog’s performance, but it also caught the attention of fellow dog park visitors. The novelty of a dog sporting goggles sparked interest, leading Roni to create a website featuring photos of Midknight in his eyewear.
Unexpectedly, requests from other dog owners started pouring in, pushing Roni into a venture she had never anticipated. Initially a software developer, she found herself customizing sports goggles for dogs on a DIY basis to meet the growing demand. As the popularity of “Doggles” soared, Roni realized the need for a more sustainable production approach.
Consulting with eyewear manufacturers proved challenging as existing designs did not cater to the unique dimensions of dogs’ facial structures. However, a breakthrough came when a company in Taiwan agreed to create custom goggles specifically tailored for dogs. This collaboration led to the debut of Doggles, featuring a wide nose bridge and deep lens cup to ensure a comfortable fit.
The early 2000s marked a turning point for Doggles as they gained widespread exposure through media features on platforms like DailyCandy and CNN. A significant milestone was reached when PetSmart agreed to stock Doggles in its stores, propelling the brand further into the pet accessory market.
Today, Doggles offers two main models – Originalz and ILS – with interchangeable lenses designed to accommodate various dog breeds. The goggles boast shatterproof, anti-fog lenses that shield dogs’ eyes from harmful UV rays. Adjustable head and chin straps ensure a secure fit, catering to dogs of all sizes.
Aside from retail giants like PetSmart and Petco, Doggles are also available on popular online platforms such as Amazon and Target, as well as in numerous pet boutiques across the country. The brand’s product range extends beyond goggles to include pet toys, clothing, and other accessories.
While Doggles initially gained attention for their novelty and aesthetic appeal, their utility goes beyond mere fashion statements. Collaborations with veterinary ophthalmologists have highlighted the protective benefits of Doggles for dogs recovering from eye procedures. The brand even offers prescription lenses for dogs post-cataract surgery, underscoring their practical application in safeguarding canine eye health.
Notably, Doggles have found a place in the gear of service animals, including those serving in the U.S. military. More than just a fashion accessory, Doggles play a crucial role in protecting these working dogs’ eyes during missions and operations, emphasizing their functional significance beyond mere aesthetics.
The success of Doggles is evident in their revenue growth, reaching an impressive $3 million in 2012. However, with this expansion comes the challenge of balancing growth opportunities while preserving the small-business ethos that has defined the brand’s identity.
As Doggles continues to innovate and introduce new products, Roni Di Lullo faces the perennial challenge of coordinating canine models for photo shoots to showcase the latest designs. This task, though seemingly whimsical, underscores the brand’s commitment to engaging dog owners through both style and functionality in the ever-evolving pet accessory market.
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