pamperedpuppy // luxury lifestyles for dogs

House Proud Doggie Digs

Nibbled-on sofa legs, stained carpets and fur-laden upholstery: stylish interiors are often sacrificed when puppies come into our lives. Most of us try not to complain about the damage to our décor. But a clever few look at the challenge of welcoming a new family member as a business opportunity.

That's the story of Sarah and Chris Pierce, the husband and wife team that started DenHaus furnishings (www.hardwoodhideaway.com). When their vivacious redbone coonhound, Amber, came into their Bellevue, Washington home, the couple decided to crate-train the pup. Sarah says, "Amber was a crazy redbone, she loved going after raccoons." To contain her energy, and her body, they needed a large and sturdy doghouse. For a canine of Amber's size, this usually involves a monstrous metal cage or a hideous plastic crate.

Unwilling to skimp on style for any detail in their home, Chris set about designing a one-of-a-kind abode for his dog that would blend with the couple's tastes. "Our home has classic lines and a lot of wood," says Sarah. Using hard wood and a sophisticated mahogany finish, Chris created a comfortable space for Amber that incorporated the pet parents' aesthetics. "It fit perfectly into the style of our home and Amber quickly took to it as her own hideaway," says Sarah.

Sarah (the marketing mastermind behind the business) knew Chris had created something special--she felt compelled to share the invention with the world. Friends who came over to visit the Pierces begged for an identical wooden den for their pups. And the business was born. This first (and best-selling creation) of their high-style dens was dubbed the Hardwood Hideaway. The couple quietly formed their business in 2005 and started shipping Hideaways out of their garage. They recently renamed the company DenHaus to reflect the expanding business.

The original Hideaway hasn't changed much since the first prototype came out. Aside from its eye-pleasing lines, the Hideaway is marketed as the perfect solution for anyone living in small quarters. The multi-functional piece can serve as a nightstand or side table. Beside the bed, a Hideaway can hold your reading material and a lamp while simultaneously giving your dog a cozy spot to sleep. The style is reminiscent of Craftsman furniture and dog-owners can pick from three glossy finishes: natural, mahogany and espresso to match the Hideaway to the other furniture in their homes.

Eager to please their clients, Sarah and Chris are happy to hear customer feedback. Although Chris no longer makes each piece of furniture (the company now outsources to a Malaysian company), the duo still collects and reads emails from all their customers. Case in point: customers suggested a removable front door to make the home feel even more open and inviting. The owners took note and integrated this change into the design. Sarah attests since the company is so small, they can nimbly adapt and evolve their designs as needed. Another example: after numerous requests for an extra large size (dogs weighing in at 150 or more), the company began taking orders for a jumbo-proportioned den suitable for Great Danes, mastiffs, Weimaraners and large Labradors.

In addition to new sizes, DenHaus has expanded their offerings to accommodate changing tastes. The Zen Hideaway is the answer to the prayers of many modern furniture lovers. Many of the Pierce's friends had decked out their homes with clean contemporary furnishings—lots of glass, metal and minimalist details. The DenHaus team felt they needed an alternative to the classic wooden model to serve this parent population. The resulting design is crafted from fiberglass with a cloudy opaque top (made from unbreakable glass). The curved Zen Hideaway is offered in cool, trendy colors, such as a soft sea foam green, a bold red, and of course classic black and classic white.

Sarah & Chris Pierce
Founders of DenHaus

According to Sarah, the idea is that the Zen Hideaway perfectly integrates into the modern home. "This is a piece you want to show off," says Sarah. Now her friends can proudly display their dog furniture alongside an Eames chair or Louis Ghost chair by Philippe Stark.

Recently, DenHaus began producing their own dog beds that fit perfectly within the Hideaways. Made with the same exacting standards as their furniture, the DenHaus beds' neutral fabrics are meant to easily camouflage dirt and oils and work with most interiors. On the horizon, is a plan to bring a lower-priced hideaway to market (current prices range from $399-565 for the doggie dens). DenHaus hopes to release a plastic Hideaway that is well priced and well designed--think Target's Isaac Mizrahi fashion line, but for dogs.

Since they've kept the offerings limited, DenHaus keeps a full stock of their inventory and can drop ship an order very quickly (no need to wait months to fulfill a special order). Now with more than 1000 Hideaways in homes throughout the United States, Sarah says DenHaus is ready to expand their business and increase exposure of their brand (if all goes well in 2008 they will offer shipping to Canada).

At first, Sarah marketed the company in her free time, but eventually she took a leap of faith and began to run the company full time. Sarah reports she's feeling terrific about her decision to leave her corporate job as a director of finance to tend to her doggie business. As for Amber, during most business hours you can find her happily tucked into her Hideaway. Thanks to Amber, DenHaus has insured our furry bundles of love no longer require the aesthetically inclined dog owner to give up a modicum of style.