Meet Nicolas Nemeth

We had the good fortune of connecting with Nicolas Nemeth and we’ve shared our conversation below.

Hi Nicolas, we’d love to hear more about how you thought about starting your own business?
Starting Bonne et Filou was akin to preparing an elaborate French pastry for the first time—a complex yet deeply rewarding endeavor. Before venturing into this journey, my career in investment banking offered a sharp eye for untapped market opportunities and the acumen to know when to take a leap. In 2018, while there was a burgeoning interest in pet products, the segment for genuinely high-end, luxury pet treats was nearly non-existent. Seeing this gap sparked a vision in me: Why not blend my love for pets with my penchant for luxury and create something truly unique?

Bonne et Filou was inspired by the lavish lifestyles of the dogs of French King Louis XIV, Bonne and Filou, who lived in the Palace of Versailles. They slept in satin sheets, wore diamond collars and even had their own personal chef. Our mission is to provide the same caliber of luxury for our own pooches

Our furry friends, much like us, deserve indulgences that delight their senses and offer more than just nourishment—they deserve a taste of luxury, a bite of celebration. With Bonne et Filou, it wasn’t just about filling a gap in the market; it was about introducing a lifestyle, an elevation in pet care that mirrors the gourmet experiences we cherish ourselves. The concept was to infuse everyday pet products with the same quality and sophistication that would appeal to discerning pet owners who see their pets as family and want to provide an extension of their lifestyle to them.

This idea was to bring a touch of ‘joie de vivre’ to the pet industry—creating products that not only serve practical purposes but also celebrate the joy pets bring into our lives. Who better to appreciate the finesse of a well-crafted treat than our pampered pooches? It’s about the experience as much as the product itself. By leveraging my background, I aimed to craft a brand narrative that resonated with pet owners looking for products that reflect their tastes and values.

Thus, the decision to start Bonne et Filou was driven by a blend of passion and market insight. It was about making a strategic entry at a time when the luxury pet market was ripe for development, about channeling my affection for animals into a brand that stands for quality and elegance. After all, the best ventures often come from a place of genuine passion and a desire to make a difference, not just in the market but in the lives of our customers and their beloved pets. In doing so, Bonne et Filou isn’t just a company; it’s a testament to the joy and luxury that pets can and should enjoy.

Nico is a true Parisian – his favorite desserts are French macarons, which he buys whenever he gets a chance. When he adopted his first puppy, Filou (named after King Louis XIV’s beloved dog), it became a constant battle to keep her out of his delicious macarons treats!

Nico wanted to share the joy these delicious treats bring with Filou, but he knew sugary treats weren’t good for her. So, he got to work in his kitchen to create a dog-friendly macaron recipe Filou would love; and with that, the idea for Bonne et Filou was born.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Bonne et Filou emerged from a unique intersection of passion for pets and a discerning eye for luxury, missing in the pet treat market. As the first brand in the U.S. to offer French-inspired, high-end “lifestyle” pet products, our aim has always been to introduce a level of sophistication and quality unparalleled in the pet industry. Our standout feature is our dedication to crafting dog macarons with as much care and high-quality ingredients as those made for humans, which sets us distinctively apart from other offerings.

Building this brand wasn’t without its challenges. Transitioning from a successful career in investment banking into launching a niche pet product company required not only a shift in industry but also a deep understanding of a very specific customer base. We cater primarily to the top 30% of American consumers—those who see their pets not just as animals but as integral family members deserving of the same luxury and quality they would expect for themselves. This demographic appreciates and understands the value of investing in high-quality products for their pets.

One of our initial challenges has been accurately identifying and reaching this specific customer group. Those not within this demographic often find our products extravagant; we’ve faced skepticism from people accustomed to buying economical, lower-quality pet treats. This was a significant hurdle as we had to strategically place our products in the market, ensuring they reached potential customers who could appreciate and afford them.

Another big challenge was the assumption that pet owners would want to buy luxurious treats on a daily basis. However, it became clear that our exceptionally unique packaging and product quality positioned us more effectively as a special-occasion treat. Recognizing this, we strategically shifted a portion of our offering to cater specifically to special occasions, transforming our products into the perfect gifts for holidays and birthdays. This pivot was further validated by overwhelming press coverage from prestigious outlets like Oprah, Cosmopolitan, Marie Claire, and Vogue, which hailed our products as top choices for pet gifts.

Our Dog Treats Advent Calendar, in particular, became a bestseller, illustrating our successful navigation of the market’s seasonal nature. We realized the importance of timing our product releases to coincide with special occasions, leading us to develop a range of dog treats boxes with themed dog cookies for each significant event—from Halloween and Valentine’s Day to Birthday celebrations and Pride Month. Each themed box is crafted not only to celebrate but to create memorable moments that pet owners and their beloved companions can share.

Despite these challenges, I am profoundly proud of what Bonne et Filou stands for today. We’ve maintained an unwavering commitment to quality and luxury, creating not just products but a brand experience that enhances the bond between pets and their owners. Our treats (and toys) are a celebration of the joy and love that pets bring into our lives—crafted to allow pet owners to express their affection through premium, thoughtful products.

In terms of distribution, Bonne et Filou has achieved notable success and recognition in the luxury retail space. We are proudly represented in over 500 retail stores (from pet stores, gift stores, bakety, etc to some of the most prestigious department stores in the US such as Neiman Marcus and Saks Fifth Avenue. Additionally, we have carved a niche in the luxury hospitality sector, with our products being sold or given as pet amenities in 5-star hotels like the Baccarat, The Plaza, and Four Seasons, among others. Passengers on private jets on VistaJet can also enjoy our dog macarons as part of the pet offering during their flights. This level of distribution is quite rare in the pet industry and speaks volumes about our brand’s standing and the high-quality DNA we have cultivated.

The lessons learned throughout our journey are invaluable. Key among them has been the importance of staying true to our brand values and vision, especially when faced with market resistance. Listening closely to our customers, being adaptable, and continuously innovating based on their needs have helped us navigate through industry challenges and remain a beloved brand.

What I want the world to know about Bonne et Filou is that our brand was born from a profound love for pets and a passion to enhance their everyday lives with a hint of luxury. We offer much more than just treats; our product range includes toys, accessories, and more, all designed to celebrate and enrich the precious moments owners share with their pets. At Bonne et Filou, we are dedicated to providing pets with the same level of care and indulgence that their owners would wish for themselves. Our commitment to exceptional quality, continuous innovation, and the pure joy that pets bring to our lives is reflected in every item we carefully create. Bonne et Filou represents not just a brand, but a movement toward cherishing and elevating the pet ownership experience.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Jumping right in, I have immense gratitude for several key groups who have played a pivotal role in the journey and success of Bonne et Filou.

Firstly, I must highlight the incredible team behind Bonne et Filou. This group of dedicated individuals has stood by the brand through thick and thin, riding the waves of high and low with unwavering commitment and resilience. Their passion, creativity, and tireless work have not only shaped the quality of our products but have also fostered a nurturing environment that propels our business forward. Each team member’s contribution is invaluable, and I am profoundly thankful for the energy and excellence they bring to our daily operations.

Secondly, our early adopters and loyal customers deserve a monumental shoutout. From the very beginning, these individuals saw potential in Bonne et Filou and embraced our vision of bringing luxury and joy to the pet industry. Their feedback, enthusiasm, and advocacy have been crucial in refining our offerings and expanding our reach. These loyal supporters are not just customers but have become part of the Bonne et Filou family, driving us to innovate and excel continually.

Lastly, I extend my deepest gratitude to our investors who came on board during crucial phases of our growth. Their timely financial support and confidence in our business model came at a moment when the company needed it most. These investors didn’t just provide capital; they brought expertise and guidance that have been instrumental in navigating the challenges of scaling a niche brand. Their involvement ensured that Bonne et Filou could continue to operate and thrive, even in uncertain times.

Each of these groups has had a profound impact on where Bonne et Filou is today. Their efforts, support, mentorship, love, and encouragement have not only contributed to our success but have also enriched the journey beyond measure. I am eternally grateful for their roles in our story and excited for what we will accomplish together in the future.

Website: https://bonneetfilou.com/

Instagram: https://www.instagram.com/bonneetfilou/

Linkedin: https://www.linkedin.com/company/bonneetfilou

Twitter: https://twitter.com/BonneEtFilou

Facebook: https://www.facebook.com/bonneetfilou/

Youtube: https://www.youtube.com/channel/UCwT6_9YSUX4VxsreaeHBq6w

Other: https://www.linkedin.com/company/bonneetfilou 

Image Credits
@gofrenchyourself @ari_styled @travel.with.bindu @pamrodriguez1