lumiies® wins Newcomer Award at ANIDO Belgium | Premium Neon
lumiies® wins Newcomer Award at the international B2B pet trade fair ANIDO in Belgium
Another major milestone for lumiies®: At the international B2B pet trade fair ANIDO in Belgium, the brand won the New@ANIDO Newcomer Award—selected directly by the trade fair audience. The award reinforces lumiies® as an innovative premium brand for vegan neon dogwear with a clear focus on visibility, safety, and design.
New@ANIDO: a public vote for real innovation in the pet industry
The New@ANIDO competition is one of the most relevant recognitions for emerging brands in the European pet market. Winners are chosen directly by the trade audience: retailers, buyers, and industry professionals.
This direct market validation makes the award especially meaningful and confirms lumiies®’ relevance in the international B2B environment.
Competition categories at ANIDO
- Food
- Accessories & care products
- Sustainability
lumiies® stood out with its neon collection and was recognised as the most innovative product at the show.
Neon as a design and safety concept
For lumiies®, neon is not a fashion statement but a functional design principle. Higher visibility supports safety, especially at dusk, in poor weather conditions, and in urban traffic.
The lumiies® promise
- Maximum visibility for dogs in everyday life
- Minimal, premium design from Frankfurt am Main
- 100% vegan materials (PETA-approved)
- High quality for discerning customers and retail partners
International B2B momentum and new retail partners
Beyond the award, ANIDO marked a strategic growth step for lumiies®. The brand secured numerous new partnerships and expanded its European premium network.
New partner segments
- Fashion concept stores
- Premium dog boutiques
- Dog groomers and grooming studios
- Premium dog hotels
- Veterinary practices
- Canine physiotherapists
- Retail chains
Interest was particularly strong from Belgium, France, and the Netherlands—markets with a high affinity for design, quality, and sustainable premium products.
From Best Newcomer 2025 to international recognition in 2026
In October 2025, lumiies® received the Best Newcomer Award from the trade publication pet. Winning the New@ANIDO Award in January 2026 confirms this momentum on an international level.
lumiies®: a premium brand with a clear point of view
Founded by sisters Marion Käfer and Kerstin Käfer, lumiies® represents a new generation of dogwear: functional, aesthetic, and uncompromisingly responsible.
Outlook
The next phase focuses on expanding the European retail network, strengthening strategic partnerships, and developing the neon collection along its core values of visibility, safety, and vegan premium quality.