Why we exist
We've replaced enough dog beds to know the pattern by heart. Fluffy beds, orthopaedic beds, beds marketed as "chew proof" — different brands, different prices, the same one-piece design. When one part wore out, got damaged or simply started looking tired, the whole bed usually had to go.
Rather than try another dog bed, we started wondering what would happen if dog beds were designed differently from the beginning. That question became InDOGstructible.
Nicky, Coco and Mr Peanut
Nicky and Mr Peanut, Auckland.
Coco and Mr Peanut at home.
Coco on a cafe trip — patience not included with every dog, but she's working on it.
I'm Nicky. I live in Auckland with my two dogs: Mr Peanut, a Pomeranian who just turned 8, and Coco, a Rottweiler about to turn 2. The brand exists because Coco has an impressive talent for destroying dog beds, and Mr Peanut reminds us that comfort still matters just as much as durability. Together they've shaped every decision behind the brand.
What we actually believe
We're not trying to build the world's toughest dog bed. We're trying to build one of the smartest.
Durability is only one part of the solution. A dog bed should also be beautiful enough to leave in your lounge, comfortable enough that your dog genuinely wants to use it, easier to clean, easier to maintain, and honest about what it can and can't do.
No fabric dog bed is completely indestructible. We won't pretend otherwise. We're focused on building something better suited to the realities of living with dogs — mud, hair, mess, chewing and zoomies included.
Who it's for
It's not about the breed. The dogs behind our waitlist range from Rottweilers to Cavoodles to tiny rescues that somehow destroy everything. What their owners have in common is how they live: they treat their dogs as family, they care about how their home looks, and they'd rather pay once for something that lasts than replace a cheap bed every year.
Where we're at
We're a small, founder-run business based in Auckland, New Zealand — not a faceless dropshipping storefront. We're still building: testing materials, confirming final specs with our manufacturer, and learning from every round of feedback before the first production run ships. We'll always tell you what's confirmed and what's still in development — on this page and everywhere else on the site.
Questions? Email hello@indogstructible.co.nz — it's Nicky answering, not a bot.