2FUR7, part of Pets Everything Today (2FUR7 Pet Group), is a Singapore pet retail and grooming business offering quality pet essentials alongside professional grooming and dental-cleaning services. As founder Kel puts it, the goal from the start was to build "a store that feels like home" rather than a regular pet shop, drawing on over a decade of industry experience to combine quality, service, and flexibility.
The store carries a curated range of brands including Non-stop Dogwear (CNN-awarded for Best Harness, designed in Norway for high-performance dog gear across daily wear, swimming, canicross, hiking, and rain conditions), Doggypotion/Kittypotion grooming products formulated for humid climates, MORE Pet Treats, Mammoth Toys, and Morso. Product categories span Accessories, Grooming, Food & Treats, Toys, and Supplements.
Beyond retail, 2FUR7 offers professional Pet Grooming — from nail trimming and bathing to full spa treatments — and Dog Dental Cleaning using gentle, non-sedative techniques that let dogs stay calm and awake while trained professionals remove plaque and tartar buildup. Google reviews highlight the team's care and professionalism, including gentle handling of first-time and senior dogs, spa add-ons like milk, whitening, and salt spa treatments, and non-GA (non-general-anaesthesia) dental scaling. 2FUR7 operates two retail and grooming locations in Singapore, at Seletar Hills and Changi, and offers free shipping on SG/MY orders above $100.
2FUR7, part of Pets Everything Today (2FUR7 Pet Group), started with a simple ambition from founder Kel: not to build "a regular store," but one that "feels like home" and gives pets what they truly need. After more than a decade in the pet industry, Kel set out to combine quality, service, and flexibility in one place — summed up in the brand's tagline, "Wet nose, Warm hearts starts at 2FUR7®."
2FUR7's retail range is organised across Accessories, Grooming, Food & Treats, Toys, and Supplements, built around a handful of carefully chosen brands. Non-stop Dogwear, a CNN-awarded Best Harness brand designed in Norway, anchors the gear side of the store — ergonomic, functional pieces developed and tested by world-leading athletes, organised by activity: Daily, Swimming, Canicross, Hiking, and Raining. Doggypotion (and Kittypotion) grooming products are formulated specifically for dogs in Asia, addressing the demands of a humid climate across shampoo, conditioner, daily care, outdoor, and household categories. Rounding out the lineup are MORE Pet Treats (hard chews, soft/training chews, air-dried treats, and dental treats), Mammoth Toys (chew, soft & squeak, fetch & tug, rope, dental, and float toys), and Morso.
On the hardware side, standout products include the Non-stop Dogwear Line Harness at $92, the Touring Bungee Adjustable Multi-use Leash at $92-$102, and the Protector Bootie at $52.
Beyond retail, 2FUR7 runs professional Pet Grooming services — nail trimming, bathing, and full spa treatments — delivered by experienced groomers focused on comfort as much as appearance. Its Dog Dental Cleaning service is a particular point of distinction: using safe, non-sedative (non-GA) techniques, trained professionals remove plaque and tartar buildup while the dog stays calm, awake, and aware throughout, avoiding the risks associated with anesthesia.
Customer reviews back this up directly. One reviewer described bringing in three cautious pawmates for their first grooming experience and praised the staff's care and professionalism, along with add-on spa options including milk spa, whitening spa, and salt spa, plus dental scaling as "a gd start to their tooth cleaning routine." Another reviewer, initially worried about putting a 12-year-old Labrador through dental work, opted for non-GA scaling at the Seletar Hills location — the process took about two hours, included a complimentary shower afterward, and cost $600 based on the dog's size and dental condition. A third reviewer highlighted the team's expertise in non-GA dental work specifically, noting their dog gets visibly excited for every grooming visit.
2FUR7 operates two retail and grooming locations in Singapore: 2FUR7 Pet Store @ Seletar Hills, at 20 Jln Selaseh, Singapore 808442 (appointment bookings: +65 8123 3296), and 2FUR7 Pet Grooming @ Changi, at 933 Upper Changi Rd N, B1-01, LIV@Changi, Singapore 506785 (appointment bookings: +65 8060 6796). Both locations operate Wednesday to Sunday, 10am to 6pm, and are closed Monday and Tuesday.
For product-related questions, 2FUR7 offers a dedicated WhatsApp-only enquiry line at +65 8875 9231, alongside a general email address at [email protected].
Customers ordering online get free shipping on all Singapore and Malaysia orders above $100. Payment options include American Express, Apple Pay, Google Pay, Mastercard, Shop Pay, Union Pay, and Visa, making checkout flexible across major card and digital wallet options.
Whether the priority is finding the right harness for an active dog, restocking on grooming products formulated for Singapore's humid weather, or booking a stress-free dental cleaning for an older pet, 2FUR7 positions itself around a single throughline: treating every visit — whether online or in-store — like the pet, and the person behind them, is part of the family.