FURminator is “Brand of The Year” Global Winner

To many pet parents and professional groomers around the world, the FURminator® brand is synonymous with "deshedding". The brand takes pride in its pioneering status as the first tool created in 2003 to efficiently and comfortably remove a pet's loose undercoat. Since then, the original FURminator deShedding Tool has grown to become the most beloved solution on the market for dealing with excess pet hair around the home.

FURminator's reputation stands strong today and there is no better testament to this than global awards recognition given to the brand. On 21 June 2017, at the Hofburg Palace in Vienna, FURminator brand received the honorable "Brand of the Year" global award at the World Branding Awards Animalis Edition. FURminator is proudly the only brand in the Grooming Products - Shedding Control category to be selected for this year's Global Tier Award.

Uniquely, winners are judged through three streams: brand valuation based on analysis by the in-house research department, public voting on an online platform and consumer market research in the form of one-on-one telephone interviews. Out of the three streams, consumer-based judging consist a total of 70% of the final score.

"Over 60,000 pet and animal lovers from around the world voted for more than 800 brands from 35 countries. Winning brands have had to work hard to stand out from the tough competition," said Peter Pek, Chief Executive of the Forum.


The strong consumer recognition from this award is proof of FURminator's credentials as the leading professional brand in the "Deshedding" category - thanks to our best-selling original FURminator deShedding Tool. The original deshedder in the category is designed with a unique, superior quality stainless steel edge to reduce loose hair from shedding by up to 90%* because it safely and efficiently reaches through your pet's topcoat to remove the loose undercoat hair without cutting or damaging the topcoat.

Initiated by the non-profit organisation World Branding Forum, the World Branding Awards has been annually presented to brands in a broad range of sectors since 2014. The awards program recognises and celebrates some of the best global brands for their work and achievements. Past global winners include Apple, Coca-Cola, Guinness, HSBC, Louis Vuitton, McDonald's, Mercedez-Benz... etc.

To find out more about FURminator's global award, visit https://awards.brandingforum.org/brands/furminator/


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