How Dogman Is Preparing for the Future with Delogue

What does it take to stay relevant when you’ve been in the market for decades?
For Dogman, the answer lies in respecting experience - while being willing to rethink the way you work.

Founded in 1965, Dogman is a Swedish company built around pet products, driven by a clear commitment to offering good products for families’ best friends: their beloved pets. What began as a wholesale business has grown steadily over time. Today, Dogman operates across Sweden, Finland, Norway and Spain, with a strong presence in wholesale, retail, and e-commerce.

That long history brings deep know-how and a solid reputation, but it also brings complexity.

When growth changes the game

As Dogman expanded into a full retail chain alongside e-commerce, the demands on product development, coordination, and internal alignment increased. Processes that once worked well enough became harder to scale, and familiar tools started to show their limits.

For years, Dogman relied on spreadsheets, emails, and checklists. While practical, these tools also created silos. Information lived in different places, workflows varied across teams, and gaining a clear overview became increasingly difficult as the organization grew.

Creating one way of working

With the implementation of Delogue, Dogman began a gradual shift away from fragmented tools toward a more unified setup. Instead of information being spread across files and inboxes, product data is now gathered in one shared platform.

This shift has helped establish a common way of working across departments. Rather than multiple approaches depending on team or role, Delogue has become a shared reference point - supporting alignment, consistency, and clearer collaboration internally.

Overview brings confidence

One of the most tangible changes for Dogman has been visibility. With Delogue, the team now has a clear overview of assortments and ongoing projects, something they previously lacked.

This overview has also changed how Dogman works with seasons and deadlines. Planning has become more structured, timelines clearer, and collaboration across departments smoother. With everyone working from the same data, alignment happens more naturally and decisions can be made with greater confidence.

Preparing for what’s next

Looking ahead, Dogman sees Delogue as a key part of their future setup. The next step is to bring suppliers into the platform, extending collaboration beyond internal teams and ensuring that product information flows seamlessly throughout the value chain.

At the same time, increasing demands around legislation and product tracking make structure more important than ever. Transparency, traceability, and documentation are no longer optional - they are essential.

Built on experience, ready for the future

For Dogman, implementing Delogue hasn’t been about replacing experience - it’s been about supporting it. By creating clearer processes, better collaboration, and a shared overview, the company has built a stronger foundation for the years ahead.

Rooted in history. Structured for what comes next.