Quality with perspective

Core material from Portugal, manufactured in Germany: Willi Wiggle is bringing a breath of fresh air to dog accessories and focusing on cork – a vegan, renewable material that is not only environmentally friendly, but also hypoallergenic and water-repellent. PET worldwide spoke with founder and managing director Yvonne Kuch.

Starting a start-up in difficult economic times across Europe is a bold move...

Starting a business in challenging economic times is certainly courageous – especially when you come from the world of large corporations. When my dog Willi moved in, I began to take a closer look at dog accessories. I quickly noticed how few truly sustainable and material-honest products were available.

My professional background in materials purchasing had sharpened my eye for this. I realised that there was a lot of room for improvement. Initial material tests and prototypes led to the development of an online shop, which grew steadily. At some point, a conscious decision had to be made: Willi Wiggle should be more than just a side project. Today, we are a small team with a growing structure – with a clear commitment to calm, healthy and long-term growth.

Focusing on cork as a material means working across borders in Europe. Where do you source the material and how did you come up with the idea?

Using cork as a material means working across borders in Europe. We source the cork for Willi Wiggle exclusively from Portugal, the centre of European cork production and processing. There, the material is harvested under strictly protected conditions and processed with a high level of craftsmanship.

I came across cork because of a functional requirement. I was looking for a natural material that could withstand contact with water and was also hygienic. One of the decisive factors was the natural fatty substance suberin in the cork bark, which prevents moisture from penetrating deep into the material. Allergies also played an important role, as dust and allergens hardly adhere to the surface – a clear advantage over traditional textiles.

Cork is by no means a niche product, but is firmly established in various industries, including the automotive industry, aviation, and interior design and furniture. The collaboration with Portugal brings great advantages in terms of quality and material expertise, but it is also challenging. Cork is not a cheap material, and the manufacturing process is complex and time-consuming. This decision was made deliberately – in favour of quality and European added value.

What is so special about cork? And why does it work so well for pet products?

The special feature of cork lies in its combination of durability and suitability for everyday use. The material is lightweight, dimensionally stable, water-repellent and easy to care for. Dust, dirt and odours hardly stick to the surface, which makes cork particularly hygienic and compatible.

This is a major advantage for pet products in particular – especially for those with sensitive skin or in households with allergy sufferers. Products retain their quality even with intensive use and do not need to be replaced constantly. This durability makes cork one of the most sensible materials in the pet sector.

What’s Willi Wiggle’s strategy?

Willi Wiggle’s strategic orientation is clearly European. The aim is to build a brand that is consciously developed and produced in Germany – with transparent supply chains and high quality standards. Growth is not understood as rapid scaling, but as a controlled, healthy process. Willi Wiggle aims to be a reliable quality brand with a long-term perspective.