Scruffs Store Training Pack_2018

Store Training Pack

Index 

Scruffs ® - The Brand 

Scruffs ® - The Brand 

Scruffs - The Brand 02 

Product Overview 04 

ArmourDillo - Anti-Chew / (Memory) 06 

Memory Series - Orthopaedic 08 

Expedition - Water Resistant 10 

Self Cooling 12 

Insect Shield ® 14 

Thermal - Self Heating 16 

Eco - 100% Recycled 20 

Fashion Collections 22 

Chester, Highland, Siesta, Snuggle Blanket 22 

Balmoral, Regent, Grizzly Bear Bed, Siberian 24 

Signature, Winter Wonderland, Wilton, Windsor 26 

Noodle Mat, Aristo Cat, TeePee, Paw 28 

POS Ordering 30 

POS Display Shippers 32 

Our Digital World 34 

Advertising 35 

Consumer Support 35 

Founded in 2005, Scruffs ® is now firmly established as one of Europe’s leading 

brands of luxury pet bedding and accessories. With distribution in over 40 countries 

throughout Europe, The Americas and Australasia, Scruffs ® has steadily expanded its 

reach and continues to add more markets to its portfolio each and every year. 

Based in Manchester, England, Scruffs ® (for dogs) and Tramps ® (for cats) focus on 

producing premium bedding for pets. Combining a huge variety of high-end fabrics 

more commonly found in home furnishings with a colour palette that reflects the most 

current global Home Textile and Fashion trends, Scruffs ® pet beds seamlessly fit into 

any modern home decor. 

Innovation is a key platform of the Scruffs ® philosophy. From self-heating fabrics 

to orthopaedic memory foam fills, from 100% recycled bedding made from plastic 

bottles to self-cooling gels, Scruffs ® has a comprehensive and diverse range that 

ticks every box, for every dog and cat. 

Since its inception, the Scruffs ® brand has been built on a reputation of unmatched 

consistency and quality control. With our own team based at our factories in the 

Far East, we are proud that our returns rate in 2016 was approximately 1 in 11,000 

worldwide. Each year we continue to strive for excellence in every part of our design, 

production, and quality control. 

With over 24,000sqm of warehouse, 4000sqm of office space and 300sqm of 

showrooms in our European hub in Manchester, our team is perfectly positioned 

to bring you the best of British design and fashions whilst ensuring that Scruffs ® 

continues to do what it does best: making products that improve the lives of pets 

and owners worldwide. 

02 

www.petslovescruffs.com 

www.petslovescruffs.com 03

Product Overview 

Product Overview 

ArmourDillo Memory Expedition Self Cooling Insect Shield ® Thermal Eco Scruffs ® Fashion 

Covered in ballistic 1680D 

material, these beds are 

extremely resistant to 

scratching and chewing. 

Orthopaedic pet beds, filled 

with crumb memory foam. 

A must have for senior dogs. 

100% water resistant pet 

bedding with a durable cover. 

Great all-purpose utility beds. 

An effective solution to help 

pets manage the heat during 

summer months. 

The ultimate protection 

against Mosquitoes, Fleas, 

Flies, Ticks and Ants. 

Self heated, thermal bedding 

and accessories for dogs that 

require additional warmth. 

These 100% recycled pet 

beds are the ideal choice for 

eco-conscious pet owners. 

An extensive range of pet 

bedding, following current 

design trends. 

FUNCTIONAL 

FUNCTIONAL 

FASHION 

04 



ArmourDillo 

The Scruffs ® ArmourDillo bed is part of our memory series of orthopaedic pet beds. 

These beds feature a dense foam core, with an orthopaedic memory foam topper. 

This memory foam topper moulds to the shape of the dog’s body, achieving a greater 

level of comfort and support. 

An egg-crate memory foam topper allows more movement & flexibility of the ArmourDillo’s ballistic cover, for 

improved comfort. This near-impregnable 1680 Denier ballistic material maximises the beds resilience against 

scratching and chewing. The material is backed with a 100% waterproof laminate, making the bed ideal for use 

outdoors or in kennels. 

Products : 

Technology : 

Resilient 1680 denier Oxford cover 

Double-stitched reinforced seams 

Customer Benefits : 

3 Suitable for both outdoor and indoor 

use 

3 A hard-wearing utility bed 

3 Resilient 1680 denier Oxford cover 

3 Double stitched reinforced seams 

3 Waterproof bonded membrane 

3 Dense foam core with orthopaedic 

memory foam topper 

3 Hidden Velcro opening 

3 Machine washable cover (30°) 

POS : 

Store Benefits : 

3 Large product cards and packaging, 

clearly explaining the benefits of 

Scruffs ® ArmourDillo 

3 Advertising, digital media exposure 

and in-store promotion support 

3 POS Shelving bay (pictured), 

complete with header cards, shelf 

edges and wobblers (see p30-p31). 

3 Extensive imagery available to 

download at our media website: 

http://www.scruffsmedia.com 

Season : 

Spring Summer Autumn Winter 

Waterproof bonded membrane 

Dense foam core with orthopedic 

memory foam topper 

Mattresses 

Hidden Velcro opening 

Large POS Product Card 

Informative Shelf Wobbler 

06 



Memory - Orthopaedic 

The Scruffs ® Memory collection of orthopaedic pet beds has been designed 

predominantly for larger breeds or pets that require more support for their joints, 

back or body. The beds are filled with crumb memory foam, these dense particles 

mould to the dogs shape, achieving an ultimate level of support. 

There is a good selection of orthopaedic memory foam beds within the Scruffs ® range. These beds have an 

additional waterproof inner liner or have a waterproof outer cover to protect the memory foam filling. The outer 

covers are removable for washing, Customers may purchase additional covers from www.petslovescruffs.com 


3 Recommended for older dogs and 

larger breeds 

3 Dense orthopaedic memory foam 

fill provides an exceptional level of 

support 

3 Inner waterproof liner protects the 

memory foam fill 

3 Replacement covers can be 

purchased separately 

3 Machine Washable outer cover (30°) 




Scruffs ® othopaedic memory beds 









Season : 


Products : 

Related Products : 

POS : 

Hilton Mattresses Chateau Mattresses Chateau Box Beds Expedition Pillow Beds 

ArmourDillo Mattresses 


08 



Expedition - Water Resistant 

The Scruffs ® Expedition collection of pet bedding is the ideal durable solution for 

dogs that enjoy outdoor pursuits such as beach walking and muddy forest trails. 

Each bed in this range is produced using a heavy-duty Oxford fabric, providing a 

robust, durable cover. The reverse side of the fabric is coated with a 100% water 

resistant backing to prevent the ingress of water. 

The Expedition collection consists of box beds (with a hollow-fibre filling), crate mats (with a dense foam fill) 

and a pillow bed, which is also part of our orthopaedic memory bed collection. Related products include the 

Scruffs ® ArmourDillo which shares the same water resistant attributes at the Expedition collection. 


3 100% water resistant cover 

3 Suitable for both outdoor and 

indoor use 

3 Heavy-duty Oxford cover for 

improved durability 

3 Machine Washable outer cover 

(30°) 










Season : 


Products : 

Related Products : 

POS : 

Expedition Box Beds Expedition Crate Mats Expedition Pillow Beds 

ArmourDillo Mattresses 


10 



Self Cooling 

The Scruffs ® Cool Dog Mat & Cool Dog Bed with integrated Mat are designed 

to provide relief for your pet. Filled with a non-toxic gel the self-cooling mat will 

be typically 5-10 degrees cooler than room temperature. When in use, the mat 

will maintain its cooling properties for approximately 1hr depending upon the 

environment. 

To reset the mats & beds cooling properties simply leave unused for 1hr, there is no need to freeze or refrigerate. The Scruffs ® 

Cool Mat can be used alone, with an existing pet bed or in a pet carrier. 

Cool Mats are available in four sizes, including x-large, the Scruffs Cool Mat is great for dogs that like to sprawl. 

Cool Beds are available in three sizes (Medium, Large and X-Large). 


3 Self-Cooling 

3 Non-toxic gel. 

3 No fridge/freezer required 


3 POS Icons available for in-store and 

web use 

3 FSDU (pictured), complete with 

mop tray 

3 Access to full product and lifestyle 

image library 

Season : 


Products : POS : 

Cool Mats 

Cool Beds 

In Lay Card 


12 



Insect Shield ® 

Scruffs ® have partnered with Insect Shield ® to develop a collection of pet bedding 

and accessories, using Insect Shield ® built-in insect protection. The active ingredient 

is odourless and invisible, effectively protecting dogs against: 

Mosquitoes, Fleas, Ticks, Flies & Ants. 

The active ingredient in Insect Shield ® called Permethrin, is a synthetic variant of an insect-repellent substance that occurs 

naturally in certain crystanthemum plants. The Permethrin is so tightly bonded to the fabric fibres that it retains effectiveness 

through the life of the product. This is well beyond the life of most performance fabric finishes. This technology is used by more 

than 50 brands worldwide across various industries. Scruffs ® incorporated the Insect Shield ® built-in protection to develop a 

collection of pet bedding and accessories. These products feature light-weight fabrics which are designed for use in the summer 

months. The collection consists of two styles of pet beds, crate mats and pet blankets; as well as dog vests, snoods and 

bandanas. 


3 Effective protection against 

mosquitos, fleas, ticks, flies & ants 

3 Guaranteed protection for 25 washes 

with only a 2% reduction in the 

products effectiveness 

3 EPA approved, these products are 

safe for use in a family home 

3 Products can be used in conjunction 

with other flea and tick treatments 

3 Machine Washable (30°) 




Insect shield ® 









Season : 


Products : 

Products : 

Mattresses Soft Walled Beds Crate Mats Blankets Doggy Snoods Slip-on Doggy Bandana Breathable Dog Vest 

14 



Thermal - Self Heating 

The Scruffs ® Thermal, Self-Heating Pet Beds are an ideal choice to keep your pet 

warm on those cold winter nights. Each bed contains a foam layer, backed with 

reflective foil. This technology reflects heat back to your pet, keeping them warm. 

This collection includes Mattresses, Box Beds, Mats & Jackets 

along with Cat Loungers and Ring Beds – all beds in the range 

feature the same reflective technology. 



web use 


3 Self-Heating 



3 Foil layer reflecting heat back to pet edges and wobblers 

3 High-density foam filling 

3 Machine Washable at 30° 


image library 

3 Non-slip base 

Season : 


Products : Related Products : 

POS : 

16 

Beds 

Mattresses Mats Thermal Quilted 

Dog Coat 




Thermal - Reflective Technology 

Scruffs ® Thermal Quilted Dog Coat provides warmth to your dog’s muscles on those brisk morning walks. A soft shell exterior 

gives excellent protection against wind and rain, while retaining its breathable qualities. Our reflective technology lining, 

combined with a hollow fibre core, maximises the coats thermal properties. A fleece collar and chest pad provide greater 

comfort, improved fit and allow unrestricted movement. 

Products : 


3 Self-Heating 

3 Foil layer reflecting heat back to pet 

3 High-density foam filling 





web use 



edges and wobblers 


image library 

Season : 


Products : 

Products : 

18 



Eco - 100% Recycled 

The Scruffs ® Eco Collection has a natural colour canvas sidewall with a 

contrasting deep brown super-soft fleece being used over the sleep area; both of 

which are 100% recycled. Recycled plastic bottles provide the PET polymer material, 

reducing the burden on our landfills and natural resources. 

Available in three styles; Mattresses, Donut Beds and Box Bed. 

Sizes from small to large across the three styles. 


3 100% Recycled Cover & Fill 

3 Designed using re-engineered PET 

(polyethylene terephthalate) 





web use 



edges and wobblers 


image library 

Season : 


Products : 

POS : 

Beds 

Mattresses 

Swing Tag 


20 



Chester 

The Scruffs ® Chester collection has been produced using a rich chenille 

fabric to upholster the outer of each bed. Luxurious, super-soft short pile 

plush lines the beds sleep area providing a snug environment for your 

pet. 

The beds are trimmed with faux suede piping and feature patch with an 

embroidered Scruffs ® logo. As with nearly all Scruffs ® beds, the Chester 

collection is machine washable and has a non-slip base. 

Highland 

The Scruffs ® Highland collection has been produced predominantly using 

a rich chenille fabric. The vibrant colours are complemented with a 

distinctive tartan print, combined with faux suede piping and center patch 

with an embroidered Scruffs ® logo. Each bed has a non-slip base and is 

machine washable. 

Siesta 

Snuggle Blanket 

The Scruffs ® Siesta collection is ideal for use during summer months. The 

beds are upholstered in a soft breathable polycotton fabric and finished 

with a self-coloured piping & Scruffs ® leatherette logo. 

Both styles of bed are filled with 100% recycled green-fibre, providing 

unmatched cushioning, resilience and insulation characteristics. All beds 

are machine washable and have a non-slip base. 

The Scruffs ® Snuggle Blanket is a great gift for any dog owner. 

The reversible design provides a soft, plush lining for cold snuggle days 

and a faux suede cover for warmer days. The blanket’s hollow fibre core 

means however you decide to use the blanket your pet will remain 

comfortable. The Snuggle Blanket is machine washable and available in 

three colours: Chocolate, Burgundy & Navy. 

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23

Balmoral 

Scruffs ® Balmoral collection is covered with a distinctive tartan, produced 

from a very durable 600-denier Oxford fabric. This hardwearing fabric is used 

on the outside of the beds for greater support and durability. 

The sleep area of each bed is lined with a super-soft plush fabric, providing 

a snug, comfy environment for your dog to doze. The beds are trimmed with 

faux leather piping and finished with a Scruffs ® soft-feel logo. 

Regent 

A Scruffs ® Regent faux leather sofa makes the perfect accompaniment 

to your living room. This classic style of sofa is upholstered in black or 

brown faux leather with button detailing and contrasting stitching around 

the sides of the sofa. 

A separate high-density foam cushion is covered with a striped chenille 

fabric and trimmed with faux leather piping to complete the sofa beds 

stylish appearance. 

Grizzly Bear Bed 

Siberian 

“Meet our biggest creation, an enormous paw bed measuring 130cm in 

diameter, large enough for the biggest breeds!” 

If the Grizzly Bear Bed is just too big, don’t worry - our Cub Bear Bed has 

all the same great features. The only difference is the size is more suited 

to smaller paws! 

The Siberian pet beds form one of Scruffs ® premium collections. Each 

bed is upholstered with a luxurious long-haired faux fur, surrounded by 

an antique faux suede with piped edge. An embroidered Scruffs ® 

emblem complete the beds minimalist, luxurious style. 

24 



Signature 

The Scruffs ® Signature Mattress is produced using a faux suede (microfiber) 

top cover with contrasting printed ‘signature’ side wall. The mattress is 

finished with self-coloured piping around the top edge and embroidered 

Scruffs ® logo. 

An integral 100% recycled fibre filling, secured in four places, provides 

greater cushioning characteristics and enhanced durability. A non-slip woven 

twill fabric is used for the bed’s base. The complete bed may be machine 

washed at 30 degrees. 

Winter Wonderland 

The Scruffs ® Winter Wonderland Blanket is a seasonal addition to our 

popular Snuggle range. The blanket has the same features as our 

Snuggle blanket, with the addition of a faux suede cover with subtle 

snow flake pattern, combined with a cream soft plush lining. 

Windsor 

Wilton 

The Scruffs ® Windsor collection is themed around two timeless 

colourways, in keeping with home decor trends. The beds are 

upholstered with a rich tweed outer sidewall, combined with a 

contrasting chenille lining. A faux leather centre patch with 

embroidered Scruffs ® logo and faux leather piping complete the beds 

detailing. Each bed has a non-slip base and is machine washable. 

The Scruffs ® Wilton collection features a quilted outer fabric, stitched in 

a diamond pattern. A luxurious plush fur is used for the lining, providing 

warmth & comfort. The beds are finished with tan piping and a soft-feel 

Scruffs ® logo. 

26 



27

Noodle Dry 

Scruffs ® Noodle Dry Range is extremely absorbent, easily soaking up excess 

moisture, enabling your dogs’ coat to dry quickly after a wet and muddy 

walk. 

Microfibre chenille is used to produce the dry mats’ ‘noodles’. The microfibre 

material is made from millions of textured, ultra fine strands woven together 

to achieve a surface area that is much greater than the actual size of the dry 

mat. This vast surface area gives the dry mat its super-absorbent properties, 

soaking up water just like a sponge, as well as improving airflow, this means 

drying time is greatly reduced. 

Aristo Cat 

Tramps ® AristoCat collection features a striking wide pinstripe material, 

combined with a luxurious long-haired plush lining. Whether your cat likes 

to lounge, snuggle or curlup; the AristoCat collection is just purr-fect! 

TeePee 

Paw 

A stylish addition to the Tramps ® collection, providing comfort, warmth 

and entertainment for your pet. 

Your pet will be happy to rest their paws on this plush faux fur bed. 

With a plump removable centre cushion and back support, Tramps ® 

paw is the ideal place to take a well earned rest. 

28 



29

POS Bay Displays 

POS Bay Displays 

This year, Scruffs ® is pleased to introduce our new dedicated POS schemes, complete 

with fully branded Header Cards, Shelf Edge Strips & Shelf Wobblers for the added 

function beds in the Scruffs ® range. 

560104 - ArmourDillo Header Card 

560105 - Memory Foam Header Card 

560102 - Expedition Header Card 

560100 - Self Cooling Header Card 

This helps to reinforce the USP’s of our functional products in three simple, but 

effective formats. Use the guide below to add these items to your next order. 

560119 - ArmourDillo Shelf Edge Strip 

560120 - Memory Foam Shelf Edge Strip 

560117 - Expedition Shelf Edge Strip 

560099 - Self Cooling Shelf Edge Strip 

Scruffs ® dedicated POS material can be translated into any language suited to your 

market. Please contact a member of our sales team to discuss your requirements 

further. 

560112 

ArmourDillo 

Shelf Wobbler 

560113 

Memory Foam 

Shelf Wobbler 

560110 

Expedition Shelf 

Wobbler 

560098 

Self Cooling 

Shelf Wobbler 

550101 

Self Cooling 

FSDU 

560106 - Insect Shield ® Header Card 

560103 - Eco Header Card 

560124 - Scruffs ® Generic Header Card 

560101 - Thermal Header Card 

560107 - Thermal Jacket Header Card 

560121 - Insect Shield ® Shelf Edge Strip 

560114 

Insect Shield ® 

Shelf Wobbler 

560118 - Eco Shelf Edge Strip 

560111 

Eco Shelf Wobbler 

560126 

Scruffs ® Generic 

Shelf Edge Strip 

560125 

Scruffs ® Generic 

Shelf Wobbler 

560116 - Thermal Shelf Edge Strip 

560108 

Thermal 

Shelf Wobbler 

560122 

Thermal Jacket 

Shelf Edge Strip 

560115 

Thermal Jacket 

Shelf Wobbler 

560123 - Scruffs ® Stockist Window Sticker 

30 



31

POS Display Shippers 

Scruffs ® Display Shippers provide an effective POS display for our lines which are considered to be FMCG. 

Typically, these are our medium (82 x 58cm) sized mattresses, drying mats & pet blankets. Retail staff simply 

remove the front cut-out and top flaps of the shipper, before slotting the header card into place to create an 

effective retail display. 

Eco Mattress Thermal Mattress Wilton Mattress 

Chester Mattress Siberian Mattress Siesta Mattress 

32 

Windsor Mattress Highland Mattress Noodle Dry Mat 

Signature Mattress 

Winter Wonderland & Snuggle Blanket 



33

Our Digital World 

Advertising 

The Scruffs ® social media channels 

are the beating heart of our online 

activity, with Facebook boasting our 

biggest following across any medium. 

The community now has over 40,000 

followers who interact with us daily on 

all things Scruffs ® and beyond. Our 

social media channels are growing at 

a great rate, gaining an extra 500 fans 

per month on average. We are looking 

forward to continuing our growth by 

working hand-in-hand with our retailers 

and distributors through giveaways and 

special offers. 

The Scruffs ® online news blog is the 

first place to find out about new product 

launches, charity events and giveaways 

to keep our consumer base interested 

and interactive. 

Scruffs ® is also present on Instagram & 

Twitter, where we encourage our fans to 

share their weird and wonderful 

product pictures with us on a 

daily basis, using our dedicated 

#ScruffsSnaps tag. 

Scruffs ® also welcome the opportunity 

to work with bloggers and influencers; 

for more information please email: 

pr@petslovescruffs.com. 

The Scruffs ® online news blog is the 

first place to find out about new product 

launches, charity events and giveaways 

to keep our consumer base interested 

and interactive. 

Consumer Support 

Scruffs ® dedicated & knowledgeable 

consumer service team are on-hand to 

deal with any type of issues, feedback 

or general enquiries every weekday from 

9am – 5pm; offering telephone, email 

and social media support and advice 

from our Head Office and International 

Distribution Hub in Manchester. 

Scruffs ® returns rate in 2016 was 1 in 

11000, so on the rare occasion there 

is an issue with a Scruffs ® bed, we aim 

to deal with and resolve all consumer 

returns within a couple of working days. 

Please feel free to pass over our 

Consumer Service’s information: 

Email: 

customerservice@petslovescruffs.com 

Facebook: 

www.facebook.com/petslovescruffs 

Telephone: 

+44 (0) 161 702 5060 

Scruffs ® regularly feature in consumer 

magazines and online media. We often 

have celebrity features & advertorial in 

K9 Magazine, Your Dog, Dogs Monthly 

and Dogs Today. 

All of our customers benefit from an 

extensive advertising campaign 

co-ordinated by our marketing 

department; with monthly coverage in 

trade press, consumer magazines and 

online activity. You’ll receive regular 

newsletters with a round-up of our 

marketing exposure across all medias. 

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Scruffs ® - distributed by RCD Ltd. 

Cornbrook, 2 Brindley Road, Old Trafford, 

Manchester, M16 9HQ, United Kingdom 

Tel: +44 (0)161 702 5060 

Fax: +44 (0)161 799 5843 

E-mail: sales@petslovescruffs.com 

Internet: www.petslovescruffs.com 

facebook.com/petslovescruffs 

twitter.com/petslovescruffs 

instagram.com/petslovescruffs 

Distributor: 

Copyright © 2017 RCD Ltd.

Scruffs Store Training Pack_2018

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