Everything you need to know about Crufts
As the UK's leading herbal pet care experts, we're excited to return to the NEC Birmingham for Crufts 2026. From our first stand in 1973 to proudly supporting dogs at Crufts in our 53rd year, learn more about where our journey began and our exclusive show offer & freebies!
Why we love Crufts (And you will too!)
With over 20,000 dogs competing and 150,000 fellow dog lovers in attendance, the atmosphere is electric. It’s a true celebration of the bond between humans and dogs.
- The main arena: From the speed of Flyball and Agility to the precision of Heelwork to Music.
- Discover dogs: A chance to meet 200+ breeds and find out which one fits your lifestyle.
- The shopping: Over 500 stands (including ours!) offering the very best in dog health, food, toys, and accessories.
- Connecting with our customers:There is nothing we love more than stepping out from behind our desks and meeting you (and your dogs!) in person. Crufts is our favourite opportunity to hear your stories, celebrate your successes, and connect with fellow pet-passionate brands.
Crufts: Over 130 years in the making
Did you know Crufts began back in 1891? Founded in London by Charles Cruft, it has evolved into a world-renowned championship that unites the global dog community. As the world’s largest dog show, it celebrates over 13 decades of canine achievement—and with Dorwest attending since 1973, we’ve been there to witness decades of those iconic moments firsthand.
- Dedicated fans: Over 50% of visitors spend more than four hours exploring the five massive halls.
- National reach: Nearly 40% of visitors travel over two hours to be there, we think the exclusive show offers make the trip worth it!
- The next generation: While the majority of attendees are aged 45-64, the 18-24 age group is the fastest-growing part of the Crufts family.
- True dog lovers: 83% of visitors are dog owners themselves, making it the perfect place to share herbal health tips and advice.
Our Crufts story through the years
For over 5 decades, our Dorwest stand has been a staple of the Crufts experience. We first set up shop at the Olympia Exhibition Centre in Kensington, London in 1973, before moving to Earls Court in 1989 and while the venues have changed, our mission hasn't: providing world-class herbal support for the dogs you love!
Here’s a look back at how our team, our show stand, and our herbal range have evolved over the decades. What began with the passion of Mary and Tony Boughton on the show circuit continues today through the third generation, led by their daughter and our Managing Director, Jo Boughton-White.
Crufts 1989
Photo of Tony on the trade stand at Crufts in 1989, whilst it was being held at Earls Court, London
Crufts 1992
1992 marked a new era for our Crufts stand! Crufts moved to the NEC Birmingham in 1991 so here we are with a fresh look for the new location.
Crufts 1994
Mary celebrating following the successful launch of Keeper's Mix and also winning best trade stand at Crufts!
Crufts 2023
Fast-forward to our current Managing Director Jo Boughton-White, where we celebrated our 50th year at Crufts in March 2023!
Crufts 2025
Last year we celebrated the launch of Probiotic Plus at Crufts 2025. It was the perfect stage to introduce a must-have supplement for digestive health to our customers.
