Doggy Armour

Doggy Armour, armoured dog coats against attacks

Doggy Armour is a British company specialising in protective dog coats, designed to reduce the risk of injury during an attack. The firm presents itself as the first of its kind to develop this type of armoured garment and claims that its products are made with bite-resistant materials, while also aiming to be breathable and comfortable. The company states that its coats are manufactured both locally and abroad, selecting production partners to maintain quality and price.

Origin and history

The project was founded by Brad and Rachel with the aim of protecting their dog Tilly, in response to the rise in dog attacks. They developed a protective coat using stab-resistant materials to provide a layer of protection during an attack. In 2023, the Watson family took over the business after their own dog, Tinker, was attacked. Since then, the company has maintained the same stated purpose: to offer the toughest, most advanced protection possible.

Catalogue and collections

The shop organises its range into several lines. The Classics collection brings together professionally manufactured coats in standard sizes at a more affordable price. The Advanced Protection Collection incorporates additional protection around the neck and throat, one of the most vulnerable areas of a dog. The Made to order line is individually handmade in the Brentwood workshop and requires careful review of the size guide before placing an order.

• Advanced Protection Collection – armoured bite-resistant dog coat, £135.00.
• Champagne Protective Dog Coat – armoured bite-resistant dog coat, £95.00.
• Large - Red Quilted – protective dog coat – armoured bite-resistant dog coat, £100.00.
• Made to Order Collection – armoured bite-resistant dog coat, £115.00.

The site also indicated a sample sale promotion and the option to split payment into three interest-free instalments of £36.66 with Klarna.

Strength tests

To support the effectiveness of its garments, the company carried out a test with Looney, a 47 kg Belgian Malinois trained to bite and hold with full force. They fitted one of their standard coats onto a bite sleeve and let the animal act according to its training, with the stated aim of checking that teeth do not penetrate the dog's skin.

Shipping, lead times and returns

Coats from the Made to order line are dispatched within one week; all other models are shipped within 24 hours. Shipping is free within the United Kingdom, while international orders calculate the cost based on the destination and the items. The company states that its goal is total customer satisfaction and offers to handle any issue by email. Custom-made orders cannot be returned.

Industry context

The firm bases its proposition on the rise in dog attacks. It cites data from the Office for National Statistics (ONS) according to which dog attack deaths in England and Wales nearly tripled in a single year, rising from 6 in 2022 to 16 in 2023. According to its presentation, many customers come to it after their dogs have been attacked.

Locations and premises

Main location: Ingrave Enterprise Centre, 8 Brentwood Road, Brentwood, Essex CM13 3QH · Phone: 01277 715021

Registered Company Address: 376 London Road, Hadleigh, Benfleet, Essex, England SS7 2DA