Dazy Dog set out to create stylish yet supportive dog beds. Afterpay helped its customers access them.
When Sydney couple Andy and Aaron Nolan noticed their nine-year-old bulldog Bonnie struggling with arthritis, the couple went looking for a dog bed that combined orthopaedic support with good design. What they found instead was a gap in the market.
So they launched Dazy Dog, which offers stylish, supportive dog beds – and six years later the business has sold 60,000 beds and opened a store in Sydney.
A key driver of Dazy Dog’s growth? Payment flexibility. By offering Afterpay, Dazy Dog has made its premium products more accessible – unlocking $1.2million in customer spend in the past year alone.
“The numbers speak for themselves,” says Nolan. “We would have left significant revenue on the table without it.”
But for Nolan, the value goes beyond sales. “Afterpay gives customers the confidence to invest in quality, which means they’re happier with their purchase, they come back and they tell their friends about our products.”
About Dazy Dog
It was during the pandemic that the Nolans set out to find a more supportive bed for their beloved bulldog. “Everything was either cheap and ugly or expensive and inaccessible,” recalls Nolan. “I knew there had to be a better way – a bed that offered premium orthopaedic support but designed like something you’d actually want in your home.”
So, they built it themselves. Partnering with Aaron’s schoolfriend Brad Irwin, the trio created Dazy Dog, a brand that combines veterinary-grade support with a design-led aesthetic to offer beds in an array of fashion-forward colours and fabrics.
Today, the business has a store in Sydney, several warehouses, and plans to launch in the UK.
Democratising dog products
The trio were determined to create products that felt elevated. “We never cut corners on materials or design because it would have been cheaper,” says Nolan. As a result, Dazy Dog beds sit at a premium price point. “That’s what it takes to make something genuinely high-quality.”
That’s where Afterpay plays a critical role. “Without Afterpay someone might go buy something cheaper that doesn’t actually support their dog properly – and because they don’t last as long, end up costing more in the long-run.”
With Afterpay, customers don’t have to compromise. “They don’t have to settle. They can get what their dog genuinely needs, pay it off comfortably and never look back. Afterpay democratises access to quality.”
Bigger (dog) baskets
Afterpay is especially popular for higher-value purchases, including bundles and multi-product orders. For example, says Nolan, “when someone is kitting out a new puppy with a bed, spare covers and accessories.”
That flexibility translates to bigger sales, says Nolan.
“The average Afterpay order with us is $300+, which is higher than our blended average,” says Nolan. “That tells you that [Afterpay] genuinely unlocks bigger purchase decisions. People are choosing the premium option, the bigger bundle, the add-on item because the payment structure supports it.”
Converting customers, one canine lover at a time
Offering Afterpay also reduces friction at checkout.
“When someone gets to the checkout with a $280 bed in their cart and sees they can pay a little today and spread the payment over a few weeks, that hesitation just disappears,” says Nolan.
“Before Afterpay some of those customers would have closed the tab and come back later or never. Now, they complete the purchase. It’s a conversion tool as much as a payment tool.”
A trust-building tool
For newer brands, that impact is even more pronounced.
“Afterpay gives first-time buyers the confidence to commit to a $250-$300 purchase from a brand they didn’t yet have a relationship with,” says Nolan. “That trust-building was invaluable. Without it, some of those customers would simply have gone elsewhere.”
Discovery, built in
In the past year, Afterpay customers have spent $1.2 million with Dazy Dog. “That’s not a fringe payment method,” says Nolan. “It’s a core part of how our customers choose to shop with us.”
Beyond payments, Afterpay also drives discovery, he adds.
“There’s a whole segment of customers who specifically look for Afterpay at checkout. If you don’t have it, you’ve lost them before they’ve even considered your product,” he says. “Customers [also] find Dazy Dog through the Afterpay app and platform who might never have found us otherwise.”
For Nolan, the takeaway is clear. “Just do it. The numbers made the decision easy for us. Afterpay isn’t just a convenience, it’s a competitive advantage., The question isn’t whether you can afford to offer it. It’s whether you can afford not to.”
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