In 2013 leather collars with breakaway buckles simply didn't exist, and so we had to design one from scratch! It took over six months, multiple iterations and material testing to finalise our leather safety collar design. Over the last twelve years we have refined our original design as a result of extensive customer (and kitty) feedback to create the Cheshire & Wain products of today.
Hello! We're Cheshire & Wain
Meet Mr Peter Wells or Percy for short. "He's the silver-spotted British Shorthair that inspired the start of Cheshire & Wain back in 2013. When I began shopping for the necessary cat product paraphernalia to welcome baby Percy into his new home, I found I was often disappointed by the quality and aesthetic of what was available. My main frustration was trying to find high quality, leather cat collars which are also safe for a cat to wear. All the leather collars that I came across had elastic instead of the vet recommended breakaway catch - I wanted to change that!"
In 2013 leather collars with breakaway buckles simply didn't exist, and so we had to design one from scratch! It took over six months, multiple iterations and material testing to finalise our leather safety collar design. Over the last thirteen years we have refined our original design as a result of extensive customer (and kitty) feedback to create the Cheshire & Wain products of today.
In 2019 we welcomed a new addition to our cat family, Miss Penelope Agatha Wells.
She keeps me on my toes with her boundless energy and joyful curiosity. She joins Percy as an official Cheshire & Wain model and co-chief of product testing and approval. My own cats as well as our fabulous kitty customers remain a constant source of inspiration: their love, intelligence and mystic spirit know no bounds.
Our History
From 2013 to the present day...
2013
Cheshire & Wain is born!
- Cheshire & Wain welcome Percy, our Cat Executive Officer (CEO) and muse, with a dramatic entrance. Son of ‘Grand Imperial Champion Shimmarclaw Moontyger’ and ‘Bonnie Sheer Indulgence’.
- Unimpressed by the standard, often unsafe collars available at the time, Percy demands a bespoke creation.
- Percy organises the company’s first collaboration with Made By Swimmer, overseeing the launch of our embroidered catnip toys - making playtime as stylish as it is fun.
2014
Colours and Characters
- Cheshire & Wain becomes a Prince’s Trust supported business marking a significant milestone in our early journey.
- We launch our Colour-Pop Collection a classic range of cat collars made from vibrant Italian leather that cats (and their pawrents) love.
- Percy has the brilliant idea of making a caviar-inspired cat collar packaged in a novelty tin, which is now an iconic hallmark of the brand.
2015
Expansion and Recognition
- Cheshire & Wain gets stocked in Fenwicks, adding a touch of feline elegance to the 'Brilliantly British' department store. We also go international with a new stockist in France - Hariet et Rosie in Nantes.
- We host a pop-up at the Prince’s Trust ‘Tomorrow’s Store’ near Liverpool Street, London, marking our foray into immersive retail experiences.
- Cheshire & Wain gets featured in Elle Decoration as one of the best online pet shops. Percy demands a higher wage!
- Percy is featured by the iconic Cats of Instagram - with the very picture that inspired our logo, Percy as a gorgeous kitten.
2016
Personalised Pet Prowess!
- Percy muses about a Wonderland-themed collar collection featuring iconic characters from his favourite tales.
- We pop up at the Prince’s Trust Tomorrow’s Store for the second time and showcases the Wonderland collection on a series of waving cats (Maneki Neko) painted to look like grinning Cheshire Cats. The pop-up is featured in Time Out magazine.
- Percy launches a collar personalisation service, allowing pet owners to add a unique touch to their feline companion's accessories. A service which makes our collars extra special to this day.
2017
High-Profile Collaborations
- Percy collaborates with brilliant artist, Annabel Pearl on a series of cat breed prints with gold embellishments and we launch a bespoke cat portrait service
- We collaboration with one of the most famous cats in the world (and their daily musings), Choupette’s Diary, bridging the gap between high style and feline charm - Because every walk is a catwalk.
- Percy enters into correspondence with Lord Palmerston, Chief Mouser at the Foreign Office. The two discuss hospitality, hunting, and their favourite supper.
2018
Upscale Ventures
- Cheshire & Wain makes its mark at The Conran shop, aligning the brand with upscale retail spaces. They love The Beluga Collar but want five more colours. Caspian Gold, Royal Blue, Keta Orange, Tsar Burgundy and Persian Yellow are born.
- Our first photoshoot with legendary pet photographer Rachel Oates launches the Ice Cream collar collection - a range of pretty pastel collars made from Italian leather.
- Percy launches the Caviar collection, joining The Beluga Collar, which is named after his favourite naughty treat. Rachel Oates captures his decadence on camera. Conran showcases six of the new collars and also stocks a collection of embroidered toys.
2019
Family and Heritage
- Penelope Agatha Wells, niece to Percy, joins the company as the Cat Marketing Officer (CMO).
- Penelope introduces her first collection (Muted Heritage) blending traditional leatherwork with a contemporary aesthetic. Percy pretends not to like it, wishing it had been his idea.
- We host a winter pop-up shop on Hackney Road in East London, collaborating with doggy lifestyle brand Fetch & Follow (now Kintails).
2020
Prestigious Placement and Resilience
- Cheshire & Wain products appear on the shelves of Selfridges and Harrods.
- The global pandemic shuts physical stores, but online sales continue.
- Our online store closes for a month while we deal with the increase in demand caused by lockdown. We launch a fancy new website.
- We launch a series of colourful, museum-quality art prints by Louis Wain
- After 3 years of research, development and testing, we launch our new signature breakaway safety catch - designed in-house and made in England. This clip is now used on all our collars.
- We relocate to a beautiful studio in Hackney, East London and move collar production in-house.
2021
Artistic Ventures and Trademarks
- Percy sweet-talks some lawyers, and Cheshire & Wain becomes a registered trademark.
- In anticipation of the upcoming biopic, The Electric Life of Louis Wain, we pay homage to the iconic artist with a Louis Wain collar collection.
- Percy and Penelope create a viral cat-vertising campaign, featuring the duo wearing the latest collars in a series of GIF stickers. The internet explodes (the sticker collection now has 39 million views).
- Cat Cloud is launched, a bed for the softest, snuggliest, and cosiest catnaps.
- We also launch the Lumino Lux collection, retro-reflective collars for adventurous outdoor kitties.
- C&W launches cat-themed Christmas card in collaboration with Annabel `Pearl and Yes! Paper Goods.
2022
Cinematic Celebrations and Innovations
- C&W aligns with Studiocanal to promote the film, The Electric Life of Louis Wain, celebrating the legendary artist's life with Benedict Cumberbatch and Claire Foy.
- C&W hosts a series of interviews with renowned cat actor Felix and animal trainer Charlotte Wilde.
- Cheshire & Wain welcomes new physical stockist, iconic luxury department store Fortnum & Mason. Penelope insists on visiting for high tea.
- Percy and Penelope partner with furniture design studio, Lozi for the Lozi x Cheshire & Wain Round Haus launch.
- Penelope launches the Chief Mouser Training Kit, offering a playful and interactive experience for fledgling hunters.
- Percy manages the launch of our fanciest range yet - the Rococo collection that blends sophistication with playfulness. Penelope unleashes her inner Marie Antoinette, dons a wig and mewls, “Let them Eat Catnip!
- After 10 months of extensive research and development and no less than 25 purr-fecting samples - C&W releases a range of super-lightweight reflective AirTag cases - helping cat owners follow their kitty’s midnight adventures.
2023
Artistry and Recognition
- C&W collaborates with ceramicist and artist Kate Welton on a koi carp water bowl and hand-painted food dishes - bringing a clean and creative style to the world of cat crockery.
- C&W is announced as the best British Feline Lifestyle brand 2023 in the Lux Life Pet Products and Services awards.
- In summer 2023 Cheshire & Wain relocates to Dorset, establishing our new headquarters in Bridport on the scenic south coast of England. Penelope demands crystal chandeliers and velvet curtains. The staff reluctantly agree, realising that any argument is like herding cats.
2024
Stepping into Catland...
- Alongside new and improved White Rabbit and Jabberwocky collars, Percy and Penelope launch the Wonderland collection with 3 brand new colours, Jam Tart Red, Mock Turtle Green and Flamingo Pink. They also launch 2 accompanying new gems charms, Onyx Black and Pink Ruby.
- Kathryn Hughes becomes our resident cat historian, writing insightful articles on the history and enduring charm of our beloved felines.
2025
New Levels of Luxury
- Burleigh at Cheshire & Wain collection goes live featuring a water bowl, food bowl and food dish all in Burleigh's iconic regal peacock pattern.
- Cheshire & Wain products feature in award-winning designer Elisabeth Wright-McCalla's Whiskers and Wildflowers balcony garden at The RHS Hampton Court Garden Festival. Among them is a sneak peak of our brand new Bobbin Scratching Post.
- Gold Label collection coming soon!
Our cat community
Over the years we have got to know so many wonderful cats and cat lovers from all over the world. Our discerning kitty clientele is what keeps us striving to be one paw ahead of the curve when it comes to designing the very best products for your cat. I know you will feel the same as I do, that when it comes to our beloved pets we have a responsibility to give them love, home comforts and protection at every stage of their life.
Top Meowdel
Marmalade
"Meet Marmalade - “Marms” is always a poser, and her gentle sweet nature is captured in her looks. She has been wearing her Cheshire and Wain jewellery since 2022. Born in Palm Springs California, this Cali girl moved to London as a kitten where she found the brand. Now 3.5 years old she’s recently (with her humans) moved to New York City where she still loves to pose in the window with the city behind her." - Marmalade's owner, Christina.
Alba
I’m Alba. I am a British Shorthair.
Some might think that we are lazy and mellow but you would be mistaken! I love zooming around and playing fetch with my spiral toy.
I am obsessed with valerian and the organic valerian cat cloud toy from Cheshire and Wain is my favourite wrestling toy.
If I am not playing, you will find me asking for my favourite treat, chicken puree from Applaws or the cheese flavoured Dreamies.
I love snoozing on my favourite chair or if I get too warm, the bathroom sink.
Poppy
"Before I adopted Poppy, she lived on the streets. This caused a lot of anxiety about exploring outside and at the beginning unknown sounds in the house. Even though she was timid, I could see the spark of curiosity in her eyes. She would look up at me and it was as if she was asking “is this okay mom?”. After three years she’s grown so much in confidence and is comfortable to walk around outside with me by her side. She reminds me to take it slow and to stop and appreciate what is around us." - Poppy's owner, Arianna.
Tia
"Tia is the sweetest Bengal, she is very playful and affectionate . Loves to snuggle in her blankie, play with her humans and of course flaunt her beautiful collar and accessories!" - Tia's owner, Ana-Maria.
Luna
"She has a whole fancy collection of Cheshire and Wain collars (the only ones she wears!), she’s a beautiful tortie/tabby rescue kitty who has the most adorable face and personality! She is a wonderful companion and caregiver (I just had surgery yesterday and she has barely left my side, sitting on me using her kitty healing powers), and she loves when I make her homemade snacks. She’s the best little rescue and I’m so thankful to have her." - Luna Belle's owner, Kia.
Penelope
In 2019 we welcomed a new addition to our cat family, Miss Penelope Agatha Wells.
She keeps me on my toes with her boundless energy and joyful curiosity. She joins Percy as an official Cheshire & Wain model and co-chief of product testing and approval. My own cats as well as our fabulous kitty customers remain a constant source of inspiration: their love, intelligence and mystic spirit know no bounds.
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