This summer marks two years since we set up our first 2&4 stall in a London market at the Islington Square—and it’s been a wonderful journey since! 🎉🐾
In a time when most shopping happens through screens, we’ve found real joy in face-to-face moments. As one of a growing number of emerging pet brands in the UK, we’ve learned the most by being on the ground—talking to dog lovers, fitting jumpsuits, and seeing firsthand which colours and cuts make tails wag and owners laugh.
From Chiswick Flower Market to Islington Square, The Big Woof at King’s Cross Coal Drops Yard and Covent Garden, our time at dog-themed markets in London has helped shape the boutique. Every stall, every weekend, has been a chance to test, gather feedback, and build a loyal community who value style, quality, and thoughtful designs.
These early years have made it clear: for stylish dog brands, there’s no better way to grow than through real conversations 💬🐕. As we look ahead, we’re hoping to join more pet festivals and pet friendly events across the UK 🇬🇧—meeting even more of you along the way!
Why We Love Pop-Ups &
Why They Matter for Independent Pet Brands
For us—and for many other independent pet brands in the UK—pop-up markets have been more than just a sales channel. They’ve been where our ideas are tested, products are refined, and real relationships begin.
There’s no substitute for watching a dog try on a new harness, or seeing someone light up when they find the perfect whippet coat. At markets, we’ve learned what details customers really care about, what colours speak to them, and which designs combine beauty and function in just the right way.
As a brand focused on design-conscious pet accessories, that kind of instant feedback has been invaluable. It’s helped us improve everything from sizing for UK breeds to product styling, and it’s strengthened the trust we’re building within the local community. People know we’re not just selling online—they’ve met us in person, asked questions, and seen our pieces up close.
Many now-established names in the UK pet world—like Wild One and Fetch & Follow—began with the same approach: being present, listening closely, and growing thoughtfully. For 2&4, these pop-ups continue to be at the heart of how we evolve—one conversation (and one curious sniff) at a time.
Our Favourite Markets So Far🎪🐶
King’s Cross – The Big Woof
A true celebration of all things canine, The Big Woof at King’s Cross Coal Drops Yard is where energy runs high and tails never stop wagging. We’ve met hundreds of pet owners here, from city commuters with sleek Italian greyhounds to local families discovering our brand for the first time.
With so many dog lovers in one place, it’s the perfect setting to showcase seasonal apparel and lifestyle gifts. Our stand has drawn in everything from compliments to detailed sizing feedback, making it one of our most insightful events to date.
We’re excited to announce—we’ll be back at The Big Woof this September 2025 📅. Come say hello (and bring your dog’s favourite treat tester).
Islington Square Market
Tucked into the calm buzz of North London, Islington Square Market is a weekend haven of boutiques 🛍️, coffee stops ☕, and design-savvy shoppers. Many of our visitors here are locals—popping by after a pilates class or browsing after brunch 🥐.
It’s a quieter space, but no less valuable. What we loved most? The thoughtful questions and strong interest in our more considered pieces, like the iCANDOR pet carriers. Several shoppers even returned in the afternoon with their pets in tow, ready for a proper try-on.
For boutique pet brands, Islington offers a moment to slow down, connect, and truly explain what sets your products apart.
Chiswick Flower Market
Every first Sunday of the month, Chiswick Flower Market turns leafy west London into a colourful parade of blooms 🌸🌼, bread, and beautifully dressed dogs. It’s where we’ve met families strolling with spaniels, couples hunting for gift for dog lovers, and plenty of curious pups poking their noses into baskets of socks.
The floral backdrop aligns perfectly with our seasonal collections, making this market a natural fit for 2&4 Pets. It’s also where we see strong crossover with gifting—a lovely way to introduce our “for pet lovers” range to new audiences.
Covent Garden – Christmas Pop-Up
In the run-up to Christmas🎄, Covent Garden becomes a magnet for festive shoppers and tourists alike. Our pop-up here drew in a beautifully diverse crowd—from Londoners seeking last-minute gifts to overseas visitors looking for stylish Christmas pet presents to take home 🎄🎁.
With twinkling lights overhead and mulled wine in hand, many people discovered us while shopping for that perfect gift for a pet parent—something thoughtful, unique, and beautifully made. It reminded us how universal the love for pets really is ❤️.
Where Should We Go Next? 🤔
As we look ahead, we’re dreaming of new spaces, new faces, and new markets to bring the 2&4 Pets experience to life. Our next confirmed stop is ✨ Duke of York Square Chelsea’s King’s Road ✨ this October—a location that perfectly mirrors our love for thoughtful design, elegant simplicity, and a well-dressed dog on a well-trodden pavement.
But we’re also keeping an eye on the bigger picture. There’s a whole world of pet lifestyle festivals in the UK we’d love to explore—and many we admire from afar. Imagine 2&4 Pets among the picnic blankets and playful pups at DogFest London, or sharing our seasonal collections with thousands at Crufts, where heritage meets innovation in the pet world.
We’re also drawn to spaces that blur the line between pet and lifestyle—events like London Craft Week and Top Drawer London, where aesthetic meets function. These gatherings offer a chance to connect not just with dog owners, but with stylists, buyers, and design enthusiasts seeking beautiful, useful things. And of course, we’re dreaming of a festive debut at the Spirit of Christmas Fair—the ultimate destination for gifting done right.
So we’re asking📢:
Where should we pop up next?
Is there a local dog event you love?
A market you think we’d fit right into?
We’re building our 2025 event calendar now, and we’d love to hear from you! 👉Drop us a DM on Instagram @twoandfour_pets, leave a comment, or email us at hello@twoandfourpets.com. We’re all ears—and paws! 👂🐾
Final Note – Tail Wags & Market Bags
We carry the wonderful market moments with us—along with the stories, suggestions, and unexpected joys you’ve shared with us at every pop-up. Whether you left with a new carrier, a gift for a friend, or just a compliment that made our day, thank you!
2&4 Pets was never just about products. It’s about people and pets 👫🐶. It’s about thoughtful design, mutual trust, and the everyday rituals that bring us closer to our pets.
We’re so grateful to everyone who’s stopped by our stand, tried something on, said hello—or simply paused for a moment of curiosity. We hope to see many more of you soon, in every season of the year!
Until the next market,
Hollie, Fion & Emma 👩🧑👱♀️
Founders of 2&4 Pets
