A husband and wife from South Wales have turned the familiar problem of muddy paws and wet fur into a growing business with support from the British Business Bank.
Barry couple Josienne and Michael Hoover launched Pawfectly Clean Cymru to offer self-service dog wash stations at popular dog-walking locations.
Six months after starting the business, the couple have three stations operating at Caerphilly Mountain, Pontcanna Fields and Clydach Vale Lakes.
More locations are already in the pipeline, with the couple aiming to operate 10 stations across Wales within the next year.
The business has recorded more than 1,000 washes since its first station opened and is projecting turnover of more than £100,000 this year.
Solving a familiar problem
The idea came from a problem Josienne and Michael knew well: returning home after a walk with a wet and muddy dog, followed by the resulting trail of dirt through the house.
They identified a gap in the market for a convenient and affordable way for owners to clean their dogs immediately after a walk, without washing them at home or booking an appointment with a professional groomer.
Their self-service stations allow customers to wash and dry their dogs at the places where they already walk them.
Owners can approach a station, select the service they require and pay using contactless payment. The locations are chosen based on dog-walking footfall and access to the water and electricity required to operate the facilities.
The couple both work full time and wanted to create a service that fitted naturally into people’s dog-walking routines. The model also allows the stations to operate without the pair being present or having to manage appointments.
A growing number of customers are now returning regularly and incorporating the service into their post-walk routines.
Funding supports expansion
Josienne and Michael funded their first installation themselves before securing a Start Up Loan through the British Business Bank.
The funding helped them expand into their second and third locations.
As Pawfectly Clean Cymru had no previous trading history, the couple said the loan provided an important opportunity to grow at a stage when obtaining finance from traditional lenders may have been more difficult.
“When we were looking at funding, we came across the British Business Bank and the process was really straightforward,” said Michael. “The team listened to what we wanted to achieve and took a personal approach to understanding the business.
“The funding meant we could go from having one site to building a network. Without it, we simply wouldn’t have been able to grow the business at the pace we have.”
Potential new locations include sites in Barry and Newport.
The couple have chosen to concentrate on Wales rather than expanding elsewhere, with the aim of creating a recognisable Welsh brand serving dog owners from South Wales to North Wales.
National award recognition
Pawfectly Clean Cymru has also been named as a finalist in the Best Pet Business category at the UK Small Business Awards 2026.
The business is representing South Wales, with the winner due to be announced in October.
Josienne works in education safeguarding, while Michael has a background in finance and sustainability-focused investment.
They have developed the business alongside their full-time jobs and family life. Between them, the couple have four children, three cats and three dogs, including Caesar, a street dog Michael rescued while living in Jordan.
“We loved the idea and knew we would use it ourselves, so we thought other dog owners would too,” said Josienne. “There’s that moment after a walk when you’ve got a soaking wet, muddy dog and you know what’s waiting for you when you get home. We wanted to make that part of dog ownership easier.
“We’ve both put a huge amount of time into getting the business off the ground alongside our jobs, but seeing people use the stations and hearing how much they love them makes it all worthwhile.”
Jessica Phillips-Harris, Director for Wales at the British Business Bank, said: “Pawfectly Clean Cymru shows how a simple idea, based on solving a problem that many people experience every day, can develop into a growing business with the right support.
“Josienne and Michael have shown real ambition in taking their idea from a single site to three locations in just six months, while building strong relationships with the communities and businesses around them.
“Through the Start Up Loans programme, we’re proud to support entrepreneurs across Wales as they turn their ideas into businesses that can grow, create opportunities and contribute to their local economies.”
