The Danish Nordic Pet Care Group is one of the largest companies in the Nordic countries specializing in pet food, treats, and related products. The group includes Best Friend Group, Vital Petfood Group, and the sales organization Best Sales. In Finland, the best-known brands are Best Friend, which markets treats for dogs and cats, and Hurtta, which sells dog clothing and harnesses. Berggren has served as the group’s comprehensive IP partner for about 20 years.
The Finnish headquarters of Best Friend Group is located in the heart of Savo, in Kuopio. Even in the office yard, you might meet your first canine friend — and inside, there are likely to be several more furry companions.
“I didn’t have a dog of my own before. When I started working here, it probably took a week or two before a puppy had already been picked out for me. I was sitting across from Hurtta’s Brand Manager, who happens to be excellent with both people and dogs. My first dog was a lovely therapy dog, a Chihuahua. Now I have a Havanese at home,” recalls Marjut Miettinen, Business Director of Hurtta, smiling.
Marjut Miettinen, Business Director of Hurtta
Before joining Best Friend Group and Hurtta, Miettinen had a long career in the clothing industry. She started as Hurtta’s Export Manager in 2007 and later became the company’s Business Director.
“Best Friend Group is a brand house, meaning we don’t have our own factory. We source products from other operators. Our products cater to dogs, cats, rodents, and fish — but dogs and cats are the main focus. Hurtta products are manufactured in China, but all design and material selections are made here in Finland,” Miettinen explains.
Responsibly manufactured products for outdoor adventures in all weather conditions
Responsibility is at the core of operations for Best Friend Group, Hurtta, and the entire Nordic Pet Care Group. Together with customers and partners, they actively seek innovative solutions to reduce their environmental pawprint. For Hurtta, responsibility starts from the well-being of the dog — a principle visible in all product design. Hurtta is especially known for its durable, high-quality outdoor wear and harnesses for dogs.
“Hurtta’s design philosophy is very similar to that of children’s clothing — the purpose and use cases are the same. We aim to create comfortable, functional dog clothing. We don’t make princess dresses or costumes. Our products are for outdoor activities, movement, and doing good together,” Miettinen sums up.
Trademarks provide international protection for brands
Best Friend products are mainly distributed through grocery stores, while Hurtta products are sold in specialty shops. Hurtta’s online store is also a rapidly growing sales channel, especially internationally. Hurtta is a well-known and respected brand worldwide, with demand across Europe, the United States, and the Far East.
“For example, there’s a ‘Hurtta Addicts’ Facebook group in North America, where people trade Hurtta products, share recommendations, and give each other tips,” Miettinen says with delight.
Both Hurtta and Best Friend Group hold several international trademarks, and brand protection has been a strong focus. Berggren has long been the group’s partner in all matters related to intellectual property rights — a collaboration that has lasted for around two decades.
“Trademarks are one of the cornerstones of brand building and sales. They must be protected not only in the country of manufacture but also in the countries where products are sold. This prevents copying, misuse, and similar products from entering the market. Best Friend’s trademarks have always been protected in the Nordic countries, while for Hurtta, we’ve also applied for protection outside Europe. Together with Berggren, we’ve built the necessary structure and strategy,” Miettinen explains.
Domain monitoring exposed a cunningly copied webstore and phishing attempt
Trademarks are not the only focus of the collaboration. Berggren has also supported Best Friend Group and Hurtta with design protections, domain monitoring, and contract matters. For Hurtta, domain monitoring plays a particularly critical role. The jointly developed domain strategy supports Hurtta’s international growth and ensures that key web domains remain under Hurtta’s control.
“It’s important to us that we hold the necessary domains — though we don’t need to grab them all. Our principle has been to own domains that combine the Hurtta name with the country code in every market where we operate — for example, hurtta.fi, hurtta.se, hurtta.de, and so on,” says Miettinen.
“The domain watch has been absolutely fantastic! Through it, we caught a direct copy of our webstore — a phishing site that was so skillfully done you wouldn’t recognize it at first glance. Only after digging deeper and checking product details could you spot small spelling mistakes and other clues. Berggren handled the case and got the fake site shut down. We would never have detected it ourselves.”
In practice, domain watch is a global domain monitoring solution through which Berggren continuously tracks new findings. Whenever a potential infringement is detected, Berggren informs Miettinen, who then checks whether the site belongs to a Hurtta partner or if it’s a copy or scam attempt. “The process is very clear and quick,” Miettinen praises.
Turning a complex issue into a clear agreement
In contractual matters, Berggren has supported Hurtta in situations where a domain opened by another party needed to be transferred to Hurtta, but the other company could continue operating as a Hurtta web retailer.
“We’ve had cases where we wanted the company to keep running the online store as long as they maintained it well. Sometimes it’s been difficult for the other party to understand that they can continue their operations and only the domain ownership changes. Berggren has been able to draft clear and fair agreements for such cases — easy to understand for both sides. We wouldn’t have been able to create such agreements ourselves,” says Miettinen.
“I’m always amazed at how quickly they respond”
One of Berggren’s major strengths, according to Miettinen, is its broad international expertise and strong networks. Whatever the situation, the right expert is found quickly.
“Our cooperation is extremely smooth and fast. I’m always amazed at how quickly they reply and how efficiently the right expert is brought in. We have a dedicated contact person for domain matters, and overall, our main contact is Paula Sailas. Whenever we’re unsure whom to ask, we message Paula, and she immediately brings the right person into the conversation. We’ve been very satisfied and feel we’re in good hands,” Miettinen describes.
One tool that makes daily work easier is Berggren’s Greip® solution, designed for IP management. It automatically sends reminders about upcoming deadlines — so nothing important gets overlooked.
“Berggren’s strengths are proactivity, smooth collaboration, and the ability to put themselves in our position. In every situation, they give expert recommendations on the best way to proceed — including what’s smart to pursue and what’s not. They don’t just sell services; they think about how things look from a brand owner’s perspective and do what the brand truly needs. For a company, the brand is its most valuable asset — and it’s essential to keep it well protected,” Miettinen concludes.
