Cleverlulu was born from a simple belief my wife Valerie and I share: our pets deserve the very best. What started as a passion project in 2019 has grown into a curated destination for premium pet products that combine quality, innovation, and style.
The Beginning
It all started in our small apartment in Amsterdam, where I was searching for the perfect orthopedic bed for our aging rescue dog Blazer. After weeks of disappointment with mass-market options that fell apart within months, I realized there had to be a better way. We began sourcing directly from premium U.S. manufacturers who shared our commitment to durability, quality and design.
What began as a personal quest quickly turned into something bigger. Friends and fellow pet parents started asking where they could find the same quality products. Valerie encouraged me to turn this into something more meaningful. By late 2019, we officially launched Cleverlulu (retail store) with a carefully curated collection of orthopedic beds and smart pet feeders.
A Turning Point: The Rescue That Changed Everything
In early 2020, during a holiday in Costa Rica we visited a local animal shelter to drop off some donated beds, I witnessed something that would forever change the direction of Cleverlulu. The shelter was overcrowded, underfunded, and struggling to provide even basic comfort for the animals in their care. Dogs slept on cold concrete floors. Cats huddled together for warmth in makeshift cardboard boxes.
That night, I couldn't stop thinking about Blazer our own rescue dog who now slept on a premium orthopedic bed and the hundreds of animals still waiting for their chance at a loving home. The contrast was heartbreaking. I talked to my wife about it for hours. We both knew Cleverlulu had to do more than just sell pet products; we had to give back to the animals who needed it most.
From Rescue to Rescue: Our Mission Takes Shape
By spring 2020, we launched our "From Rescue to Rescue" initiative. The concept was simple but powerful: for every premium product sold, we would donate essential supplies—orthopedic beds, smart feeders, and other pet comfort products—to animal shelters and rescue organizations across south/central US & Europe.
We started small, partnering with two shelters in Spain. Our first donation included premium pet comfort products. The response was overwhelming. Shelter staff sent us photos of dogs finally sleeping comfortably, and we knew we were onto something meaningful.
As Cleverlulu grew, so did our giving. By the end of 2020, we had partnered with 15 shelters. In 2021, that number doubled. Today, we work with rescue organizations across multiple countries, and we've donated hundreds pet products to animals in need.
Why It Matters
Every purchase you make at Cleverlulu directly supports our From Rescue to Rescue program. We believe that all animals, whether they're living in a loving home or waiting in a shelter deserve comfort, dignity, and care. Your choice to shop with us means a security dog gets a warm bed, a shelter cat receives comfort, or an anxious pup gets the care they need.
We're not just selling products; we're building a community of pet lovers who believe in making a difference. Together, we're creating a world where every pet, regardless of their circumstances, experiences the comfort and love they deserve.
Our Commitment Today
Today, we continue to curate only the finest premium pet products from trusted U.S. suppliers. We prioritize fast shipping (1-5 days to most U.S. addresses), exceptional quality, and products that stand the test of time. Our editorial photography and lifestyle imagery reflect the aspirational, luxurious experience we want every pet and pet parent to enjoy.
But beyond the products, our hearts remain with the mission that started in that shelter in 2020. Every order, every customer, every wagging tail—it all contributes to our From Rescue to Rescue program.
Thank you for being part of our story. Thank you for choosing premium quality. And most importantly, thank you for helping us give back to the animals who are still waiting for their forever homes.
From our family to yours—and from rescue to rescue.
— Eugéne & Valerie
