Furry Land

Furry Land was founded in Las Vegas in 2017 around a mobile grooming model that sends a fully equipped van to the customer's driveway. The company was acquired by Phoenix Franchise Brands in April 2021. Phoenix Franchise Brands was founded in 2004 by Greg Longe and his wife Maria Longe, who serves as President. Under Gregory Longe as CEO, Furry Land was reincorporated in Delaware in 2021 and began franchising at scale in 2022. The system grew from 35 locations at acquisition to 71 franchised U.S. locations across 30 states in the 2025 Franchise Disclosure Document. Its documented footprint runs from Maine to Oregon, with 34 franchises concentrated across the South. Corporate headquarters are at 19500 Victor Pkwy., Suite 400, Livonia, Michigan 48152. This independent analysis uses publicly filed documents, industry research, and franchise disclosure data and is not a sponsored profile. The model responds to younger and wealthier pet owners who spend heavily on grooming and increasingly prefer home appointments over crowded salons.

The American Pet Products Association reports more than $10 billion in annual U.S. spending on pet services. Globally, one estimate values the pet services market at USD 45.58 billion in 2025 and projects USD 75.08 billion by 2034, representing a compound annual growth rate of 5.77% from 2026 to 2034. Another estimate places the 2024 global market at USD 60.08 billion and forecasts USD 125.77 billion by 2033 at an 8.58% CAGR. The broader Pet Care and Service Market is projected to reach USD 350.01 billion by 2035 at a 5.88% CAGR from 2025. North America held 38.46% of global pet services in 2024 and 34.63% in 2025. The United States recorded 89.7 million pet dogs and 73.8 million pet cats in 2024. Dogs accounted for 45.38% of pet services spending by animal type in 2024. Mobile pet care was valued at approximately USD 0.77 billion in 2025. Furry Land targets millennials and Gen X households, while remote and hybrid work supports daytime appointments and rising urban pet density supports mobile routes in suburban areas. Mobile grooming remains fragmented, with no national operator holding more than low single digit market share.

The initial franchise fee ranges from $65,000 to $190,000. Some FDD filings cite $62,500 to $185,000, while others state a flat $65,000 entry fee, depending on territory size and configuration. The most commonly cited total initial investment is $137,002 to $309,702. One source gives a broader range of $25,000 to $570,200 for larger territories and multiple vehicles. Listed component costs include the initial grooming vehicle and upfit at $11,000 to $40,000, technology and office equipment at $1,500 to $5,000, initial local advertising at $6,000 to $9,000, insurance at $3,500 to $4,500, professional fees at $1,500 to $2,500, licenses and bonds at $500 to $1,000, out of pocket training expenses at $3,000 to $4,700, and a Mogo platform fee of $477 for the first three months. Working capital for the first three months is estimated at $35,000 to $40,000. Ongoing charges include a 6% royalty on gross sales and an advertising fund contribution of $2,000 per month plus 1% of gross sales. Local advertising for the first three months requires another $9,000 to $12,000. Phoenix Franchise Brands has relationships with third party financing sources that may be used for the franchise fee, startup costs, equipment, inventory, accounts receivable, and payroll. Compared with a full service salon, the mobile format avoids commercial lease build outs and other real estate expenses.

Each unit operates from a mobile grooming van with a self contained grooming suite. A single certified groomer can handle multiple appointments within an exclusive territory without a retail location. Early units are often operated by the franchisee or with limited staff, while the model can expand to multiple vans. Initial training totals 57 hours, including 17 hours of classroom instruction on operations, customer acquisition, and systems management, followed by 40 hours of practical training in grooming techniques and van operations. Support includes a toll free line, online franchisee intranet, proprietary software, newsletters, formal meetings and conventions, field operations guidance, grand opening assistance, and security and safety procedures. Marketing resources include advertising templates, regional advertising coordination, SEO and website development, social media strategy, email programs, and loyalty program and app support. No other Furry Land unit may operate in the assigned territory, which is defined using radius, population size, or zip codes. The FDD describes suitable areas as high income suburbs with single family homes, median household incomes above $75,000, and large millennial and Gen X pet owner populations. Locations near veterinary clinics, pet retail stores, and upscale retail centers may support customer discovery and referrals.

Independent sources using 2025 FDD data report different benchmarks. The difference between $850,267 and the figure near $1.6 million may reflect newer units compared with established multi van operators in mature territories. Buyers should contact the franchisor and speak with franchisees listed in the FDD about territory type, van count, and operating tenure. The $35,000 to $40,000 launch working capital estimate provides a reference for operating runway.

Phoenix Franchise Brands acquired Furry Land in April 2021 when the system had 35 locations. By December 2022, it had 72 total units, including 71 franchised and 1 corporate owned location. The 2025 FDD lists 71 franchised locations across 30 U.S. states, while another source cites 200 U.S. franchises based on 2025 FDD data, pointing to expansion between disclosure cycles. Furry Land launched service in the Mobile Pensacola region in April 2024, extending its reach in Southern markets where 34 franchises are already concentrated. The brand's operating advantages include Phoenix Franchise Brands' multi brand infrastructure, the proprietary Mogo platform, marketing systems covering SEO, a loyalty app, and regional advertising, and exclusive territories that limit competition among Furry Land units. The van format also avoids a lease, build out, and dependence on customer foot traffic. Its model fits the broader shift toward at home and on demand services.

Prior grooming experience is not required because the 57 hour training program is intended to prepare operators without that background. Franchisees should be comfortable with customer service, route based daily work, scheduling, customer communication, and local marketing. Furry Land focuses on high income suburban areas with median household incomes above $75,000 and high pet ownership density, making territory selection a significant investment decision. Phoenix Franchise Brands' multi brand structure may provide a path toward multi unit ownership within Furry Land, although buyers should review the FDD for any development requirements or commitments. Territories span 30 states in the latest FDD, with expansion continuing in markets outside that footprint. A franchise attorney should review the agreement, including its term and renewal provisions, because those terms affect resale value and the investment horizon. Prospective territories should be assessed using household income, pet ownership, population density, and proximity to veterinary clinics, pet stores, and upscale retail centers.

For buyers assessing pet services in 2025 and beyond, Furry Land combines a mobile operating model with a growing national footprint supported by Phoenix Franchise Brands. The global pet services market is valued at USD 45.58 billion in 2025 and is projected to reach USD 75.08 billion by 2034. The Franchise Performance Index score is 65, classified as Strong in the PeerSense database. PeerSense provides independent franchise research that includes SBA lending history, Loan Activity Scores, location maps with Google ratings, FDD financial data, and comparison tools for evaluating Furry Land against other pet care franchise opportunities.