Meet the client: Josephine Rode Bager, co-founder of Marleybones

In our popular ‘Meet the Client’ interview series, we share the stories behind the businesses we support. In this edition, we caught up with Josephine Rode Bager, co-founder of Marleybones, a fast-growing brand bringing fresh, nutritious meals to dogs across the UK.

What does your business do?

‘Marleybones is the fresh dog dining brand making mealtimes easy and nutritious. We offer gently cooked Pantry Fresh® meals, vet-developed supplement chews, and superfood treats - all designed to deliver quality without the prep. With our unique shelf-stable format, you can feed your dog fresh food without the freezer.’

What inspired you to start your business?

‘Marleybones was born from my own frustration trying to feed my dog, Marley. He was a fussy eater with digestive issues, and nothing on the market felt quite right. Fresh and raw diets came with freezer logistics and a lot of hassle, while traditional kibble and cans didn’t offer the nutritional quality I was looking for. I realised I wasn’t alone - over 50% of pet parents report issues with fussiness and digestion,’ says Josephine. ‘Together with my co-founder Mikala, we saw a gap in the market between fresh quality and shelf-stable convenience. That’s when we developed Pantry Fresh® - a new way to feed fresh dog food, without compromise. Naming the business after Marley felt natural. He was the reason we started, and he continues to be our Chief Eating Officer (CEO) today.’

How has the business grown?

‘We launched Marleybones as a direct-to-consumer brand, delivering our Pantry Fresh® meals through flexible, personalised subscriptions,’ Josephine explains. ‘This gave us a direct line to our customers - allowing us to build trust, refine our messaging, and respond quickly to real feedback. As demand grew, we expanded beyond DTC and launched in retail, starting with a nationwide rollout in Waitrose. This marked a pivotal moment, putting Marleybones on shelves and making it even easier for pet parents to discover us without committing to a subscription.’

‘Today, we’re feeding thousands of dogs across the UK every month. Our hybrid model - combining online and retail - has helped us scale efficiently while staying close to our customers. Whether it’s a fussy puppy, a health-conscious dog parent, or a busy household looking for better nutrition without the hassle, Marleybones is now the go-to choice for fresh, convenient dog food.’

What challenges has the business faced along the way?

‘One of our biggest challenges has been scaling while maintaining the quality and integrity of our products. We prioritise UK-grown produce, and as demand increases, ensuring consistent supply without compromising our standards requires strong, reliable supplier partnerships,’ explains Josephine. ‘We’ve also found that consumer education is just as important as product development. While more pet parents are looking for healthier, fresher options, many are still unaware of the nutritional and environmental downsides of traditional pet food.’

‘Scaling for us isn’t just about growth in volume - it’s about helping drive a shift in mindset and building long-term trust through transparency and education.

What advice would you give to other founders?

‘The best way to learn is by doing, listening to your customers and adapting fast. Strategy is important, but execution is what drives growth. Focus on execution over perfection and surround yourself with people who take ownership and move things forward. Lead in a way that feels authentic to you.’

‘There’s no single formula for being a founder - what matters is staying clear on your vision and making decisions that align with it. As someone Danish, I try to bring a bit of hygge into the chaos - finding calm moments helps create the headspace to lead well and think clearly.’

What made you choose to work with us?

‘With my own personal background in law, I knew we needed a legal partner who could offer both deep expertise and commercial practicality - especially in a fast-moving startup environment. Harper James stood out for their startup-friendly model. They’ve been a great fit, offering top-tier legal support without the rigidity or cost of a traditional firm. Their approach is flexible, responsive, and tailored to how modern businesses operate.’

How does Harper James support you?

‘Harper James supported us through our first VC-backed seed round, helping navigate investor negotiations and handling key documentation to ensure the process was smooth, compliant and founder-friendly.’

‘They’ve also helped shape our intellectual property strategy - registering our new logo in the UK as part of our rebrand, advising on international trade mark protection, and supporting us in enforcing our rights in intellectual property infringement cases. In addition, they’ve provided guidance on employment matters as our team has grown. Their fast, practical, and commercially focused advice has made them a trusted partner as we scale.’

What do the next 12 months look like for your business?

‘The next year is all about growth. We’re expanding our retail presence, investing in high-performing digital marketing channels, and launching new content formats - particularly around education, nutrition, and dog behaviour. We’re also working on product innovations and personalisation features to improve the subscription experience. With demand growing, we’re excited to build on our momentum and make Marleybones the go-to choice for modern pet parents.’