For thirty years, under our former name, Aussie Pet Mobile, we have been a pioneer in the mobile pet grooming industry. During this period, the relationship between people and their pets has grown to become even more meaningful, and owners now expect care and services that reflect that bond.
The industry’s growth mirrors this shift, with the Global Pet Grooming Services Market projected to rise from 7.34 billion dollars in 2025 to 11.62 billion dollars by 2031. As expectations evolve and a pet’s well-being has become a central part of the grooming conversation, our original identity as Aussie Pet Mobile no longer represented the depth of expertise and purpose that defines our brand today.
Bark & Mane is the result of that evolution and the team’s commitment to leading the next chapter of mobile pet care. It reflects a stronger expression of who we are, the standards we have built over the last three decades, and the direction the category is moving. With that foundation in place, the story is more than a name change.
A Brand That Reflects Who We Are Today
One of the earliest indicators that we had outgrown our original identity as Aussie Pet Mobile was recognizing how much our business and the mobile pet grooming industry had evolved. As the leader in mobile pet grooming, we saw an opportunity to better align our brand with our purpose and strengthen our differentiation by emphasizing what truly sets us apart: 30 years of experience, being among the largest networks of certified mobile pet groomers in the country, and an unwavering commitment to safety, trust, and pet well-being.
Our refreshed identity represents our promise to helping pets look their best, feel their best, and live happier lives. We’re able to tell a richer story about the trust, expertise, compassion, and care that have always been at the heart of our business, while appealing to both customers and prospective franchise owners.
Built Around Values That Define the Experience
From the beginning, we approached the rebrand as a business transformation rather than a design update. We created the new identity to more clearly express the values that have always defined our brand: compassion, expertise, trust, safety, and a deep commitment to pet well-being.
Our new tagline, Be Clean. Be Well. Be Loved., embodies that philosophy. It reflects our belief that grooming is more than appearance—it contributes to a pet’s comfort, confidence, and overall well-being. Bark & Mane allows us to tell that story in a way that is more emotionally resonant and relevant to today’s pet owners who see their pets as family members. Furthermore, our commitment to pet safety remains our highest priority. We continue to invest heavily in training, education, and operational excellence.
The visual identity, messaging, digital experience, and franchise support systems were all developed to ensure the brand promise aligns with the actual experience pets and their families receive.
A Stronger Platform for Franchise Growth
For franchisees, the rebrand is an investment in the future of the business. Bark & Mane provides a stronger and more relevant platform for customer engagement while building upon the trust and credibility established over three decades of leadership. Supported by updated marketing resources, stronger digital capabilities, improved search visibility, and a clearer story centered on expertise and pet well-being, this identity helps franchisees attract new customers, strengthen loyalty among existing pet parents, and increase awareness in their local markets.
Most importantly, it reinforces our unwavering commitment to innovation, growth, and scalability, giving owners confidence that they are backed by a brand that is honoring its legacy while evolving to meet the needs of future customers. Today’s entrepreneurs are looking for brands with a clear purpose, strong unit economics, and long-term growth potential, and our new identity allows us to communicate those strengths more effectively.
Positioned for the Future of Pet Care
Internally, the rebrand created greater alignment around our purpose and values. It reinforced a culture centered on compassion, expertise, and continuous improvement, and it reflected a broader shift within Home Franchise Concepts toward brands that evolve alongside changing consumer expectations while staying grounded in their core strengths.
Looking ahead, Bark & Mane is positioned to lead the next era of mobile pet grooming services. Consumer expectations will continue to develop, and pet parents will increasingly seek trusted partners who can enhance every aspect of their pet’s everyday life. Our new identity gives us the credibility and flexibility to meet those expectations while continuing to reimagine services, technology, marketing, and the customer experience. Most importantly, it builds upon thirty years of leadership while creating a foundation for the future.