Behind the Scenes at Doggy Beach House: A Dog Store, You’ve Never Seen Before!

The Beginning: From a Phone Call to a Dream Shop

The story of Doggy Beach House starts far away from the Dutch coast. Indy was traveling through Nepal and India when her mother, Jolanda, called with surprising news: “There’s a small shop available in Zandvoort.”

Jolanda, who had worked for years in retail management in both the Netherlands and Austria, saw an opportunity. During a brainstorming call, mother and daughter quickly realized something was missing in Zandvoort: a place entirely dedicated to dogs. After all, the seaside town is full of dogs and their owners.

Within two months, the lease was signed and products were ordered. Their mission was simple but powerful: to create an outing for both dog and owner, where strengthening the bond between them is central. What started as an experiment soon turned into something much bigger: a dog hub unlike anything else in the Netherlands.

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Their slogan sums it up perfectly:
“A dog store, you’ve never seen before!”

And they mean it.

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The Vibe: Where Fun Meets the Beach

Step inside Doggy Beach House, and you’re welcomed by a bright, beachy, and informal atmosphere. It’s not your average pet shop — in fact, you won’t find boring shelves of kibble, flea treatments, or basic supplies here. Instead, everything is about fun and discovery.

Every corner of the shop is designed to make tails wag. There’s a Doggy Bar where pups can pick their own Licky (a cone filled with 100% peanut butter & dog safe cream, topped with toppings as lamb, beef or veggie crumble). There’s a snackbar for dogs with muffins, croissants, popcorn, and even a “frikandellenmuur” filled with dog-safe sausages. The shop is filled with themed tables that change throughout the year — from Formula 1 to movie nights, from spa days to summer holidays.

It’s no wonder many visitors describe it as “a gift shop for dogs”. And judging by the laughter, happy barks, and wagging tails, it’s a gift shop that delivers joy to both pets and their humans.

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Unique Elements: What You’ll Only Find Here

Doggy Beach House is different from any other dog store. Instead of focusing on practical care products, it focuses on fun, food, and unforgettable experiences.

Some highlights include:

• The Doggy Bar – a playful snack station where dogs choose their own toppings.

• Freshly made dog ice creams and artisanal treats.

• Seasonal theme tables that keep the shop surprising.

• The Doggy Guide – a custom-made map highlighting all the best dog-friendly spots in Zandvoort, including cafés, restaurants, and off-leash areas.

For tourists, the Doggy Guide is a lifesaver: it turns Zandvoort into a true dog destination, with local businesses working together to welcome four-legged visitors.

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A Day Behind the Scenes

Running a shop where dogs are the main guests is as fun as it is unpredictable.

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The day begins with setting up: putting out water bowls, restocking the shelves, and refreshing the displays. Then the real work starts — and no two days are the same. Some days are filled with filming videos for social media and creating content with the many dogs who visit. Other days are spent planning new themes, ordering products, or making fresh Lickys.

Throughout the day, the team welcomes every dog with a treat and a smile. From adjusting raincoats and swim vests to fitting anti-tick collars, there’s always something happening. But there’s also a less glamorous side: cleaning. With so many dogs visiting daily, there are always paw prints, hairs, and the occasional accident to take care of.

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By 5 PM, the final cleanup begins — vacuuming, mopping, and scrubbing every snack station so it’s fresh for the next day. And even then, the work doesn’t stop. At home, Indy manages the webshop, answers messages on social media, and creates new designs and product ideas, while Jolanda focuses on keeping the shop looking its best with creative themed displays.

It’s a lot of work — but the joy of seeing wagging tails makes it worth it.

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Funny Anecdotes

Some dogs love the shop so much they refuse to leave. Big or small, many know exactly where the store is located and drag their owners inside, tails wagging. Some even stop in front of the door when the shop is closed, waiting patiently for their treat. Owners of bigger dogs sometimes joke that they have to avoid the street entirely in the evenings — otherwise their dog refuses to walk past without a visit.

It’s this kind of loyalty (and stubbornness!) that makes Doggy Beach House so beloved.

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The Team and the Mascots

Doggy Beach House is run by Indy and Jolanda, supported by a small seasonal team during busy summer months.

 

But behind the branding are also some very special four-legged faces.

• Lucky, the dog they sadly lost, lives on in the shop’s logo.

• Balou, Jolanda’s dog, is featured as a character on their products.

• Gino and Marley, Indy’s dogs, are the stars of @dogsinzandvoort, an Instagram account sharing dog-friendly tips and photos of dogs in Zandvoort.

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In many ways, these mascots are part of the heart and soul of the shop.

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Looking Ahead: The Future of Doggy Beach House

What started as one small shop is now growing into a bigger vision. The plan? Multiple Doggy Beach House locations across the Netherlands, along with their own product line. Partnerships with local restaurants are also growing — for example, the Doggy Menu, available at several Zandvoort restaurants, lets dogs enjoy their own dining experience.

In five years, the goal is clear: Indy and Jolanda want to move from working in the shop to working on the brand, building Doggy Beach House into a chain that continues to bring joy to dogs and their owners.

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Why Doggy Beach House Is a Must-Visit

Doggy Beach House isn’t just a shop. It’s an experience, a playground, and a community hub for dog lovers. Whether you’re a local looking for a fun treat, or a tourist visiting Zandvoort with your furry friend, this is the place where dogs are truly the center of attention.

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From the Doggy Bar to the unique snacks, from the laughter of visitors to the loyal pups waiting at the door, Doggy Beach House has proven one thing: dogs deserve a place that’s just for them — and their humans are more than welcome to join.