In the world of eCommerce, hitting £1 million in sales is a monumental milestone – especially when it’s achieved within just a few months of launching. That’s exactly what The Muzzle Movement has accomplished.

Since its official launch in May 2023, the company has not only reached this impressive sales figure on Shopify but also sparked a movement aimed at transforming how society views dog muzzles.

The Vision Behind The Muzzle Movement

Clara Hewson, a lifelong dog lover, had spent over seven years working in dog rescue, often with dogs that required muzzles for safety. However, Clara noticed a significant barrier: many people were hesitant to use muzzles due to the negative stigma associated with them. Muzzles were often seen as a sign of aggression or danger, rather than a responsible choice for safety.

Determined to change this perception, Clara launched The Muzzle Movement with a mission to spread positivity around dog muzzles.

“After working in rescue for over 7 years, alongside dogs that often needed muzzles to keep themselves and others safe, we began to realise that many people were reluctant to utilise muzzles due to the fear of being judged, because muzzles are often wrongly stigmatised!”

With this mission at its core, The Muzzle Movement isn’t just about selling products -it’s about creating a community where muzzled dogs and their guardians are celebrated. Clara and her dog, Tolly, set out to build a brand that would connect dog lovers through shared experiences, support, and a shared commitment to safety and positivity.

From Kickstarter to £1 Million in Shopify Sales

The Muzzle Movement’s journey began on Kickstarter, where Clara’s vision resonated deeply with a community of dog lovers who understood the importance of her mission. The campaign was a success, securing the funding needed to bring her products to life. This early support laid the foundation for what was to come.

In May 2023, The Muzzle Movement officially launched its Shopify store, and the response was nothing short of phenomenal. in August 2024, the brand hit £1 million in sales – a testament to the power of Clara’s vision and the demand for products that combine functionality with a positive message.

The success of The Muzzle Movement can be attributed to a few key factors:

• Community-Driven Growth: Clara’s focus on building a community of like-minded dog lovers has been central to the brand’s success. From the very beginning, The Muzzle Movement has fostered a sense of belonging among its customers, who share stories, tips, and encouragement with one another.
• Product Innovation: The Muzzle Movement continues to innovate, creating new sizes and designs for different breeds and needs. Clara and her team of 11 are dedicated to expanding their product line, with plans for collars, leads, and apparel on the horizon.
• Breaking the Stigma: By actively working to change the narrative around muzzles, The Muzzle Movement has tapped into an underserved market. Their products aren’t just functional – they’re symbols of a larger movement to promote responsible dog ownership without shame or judgment.

Building a Brand That Resonates

Clara’s approach to The Muzzle Movement is a blueprint for how passion, community, and purpose can drive incredible success in eCommerce. By staying true to her mission and building a brand that resonates deeply with her audience, she has achieved what many startups only dream of.

“The Muzzle Movement is a small start-up business with just me and Tolly on a mission to spread muzzle positivity as far and wide as possible! We want muzzled dogs and their guardians to be celebrated!” Clara said. This ethos has clearly struck a chord, as the brand’s rapid growth shows no signs of slowing down.

Looking Ahead

As The Muzzle Movement continues to expand its product offerings, Clara remains focused on her original mission. With new products like collars, leads, and apparel now available, the brand is poised to continue its upward trajectory, bringing even more dog lovers into its positive, supportive community.

The success of The Muzzle Movement is a powerful reminder that when you combine a strong mission with quality products and a passionate community, incredible things can happen. Clara and her team have not only reached a significant financial milestone, but they’ve also made a lasting impact on the lives of countless dogs and their guardians.

We are proud to have been a part of Clara’s journey, helping to amplify her message and bring her vision to life through strategic eCommerce and digital marketing support. Here’s to breaking stigmas, building communities, and celebrating every success along the way.