Non-stop dogwear wins the GlobalPETS Forum Award 2026

Non-stop dogwear has been in the harness market for 18 years, producing highly adaptable products to improve dog mobility. Last year, the Brøttum-headquartered company invested in technology to launch functional accessories and expand its operations beyond Europe. 

The combination of both innovation and commercial scalability helped it win the GlobalPETS Forum Award 2026 at a ceremony held in Istanbul on 21 January, during the celebration of the 26th edition.

The business has been recognized for product quality, strong consumer love, smart and creative market innovation and its broader impact on the industry. 

“It’s a great pleasure winning this prize. I wanted the whole company to be here together with me because this is a team effort,” Chief Operating Officer Fredrik Skjøldt says.

Serving the needs of performance dogs 

Headquartered in Brøttum, about 170km from Oslo, the manufacturer was founded in 2008 by Kristoffer Grøtan Olsen, Tonje Wahl Evensen, Sebastian Plur Nilssen and Fredrik Skjøldt to serve the specific needs of performance dogs.

Skjøldt showed the audience a video of how dogs are integrated in every step of the operation, from early tests in the office to outside sports and activities with employees. 

“We believe that active dogs are happy dogs, so we want to help create a world where every dog can be active and have fun. That is our vision and what we are working for,” he adds.

Launches and expansion

Non-stop dogwear’s accessories are designed to be durable, ergonomic and provide comfort and performance for dogs. Their main clients include athletes and their sport dogs, participants in competitions such as skiing, trekking and running, as well as security forces and rescue teams.

One of their biggest launches last year was a “compact, ultralight and reliable” dog rescue sling in partnership with Norwegian Rescue Dogs, the company says. It targets the transportation of injured or exhausted animals. 

The manufacturer also put on the market a full-body wind and waterproof raincoat, using the same technology to allow mobility; a drying coat; and a cooling vest designed to maintain body temperature during warmer weather.

Skjøldt says that commercial sales have increased as consumers become more conscious of pet well-being and quality. “The longer durability of the products is also part of a sustainability effort because it uses better materials and improves circularity,” he explains.

Exports

In 2020, 30% of the products were exported. 5 years later, this figure jumped to 77%, where it is available in 108 countries. 

According to Skjøldt, the company expanded into emerging markets over the past 2 years, particularly Asia and South America, and has already seen good results in countries like China, Colombia and Brazil. Although purchasing power is smaller in these areas, the number of consumers and their pet populations make them attractive. 

“We invested in 2024 and part of 2025 to reshape the firm from being a European company to a worldwide player. So even though we had some sales outside Europe, in 2024 we put up warehouse and management companies in both the US and then in Asia,” the COO tells GlobalPETS. 

The company’s focus for 2026 is to build a distribution network to strengthen its presence in these regions.