Woof Secrets

Brand Story

“Pets are humanizing. They remind us we have an obligation and responsibility to preserve and nurture and care for all life.”

-James Cromwell

Your pets mean the world to you. The easiest thing to do in the world is to love your pet. They're givers. They give you attention. They give you companionship. They give you joy. Sure, they may take an occasional turkey drumstick off the counter or high heel as a chew toy, but they never complain, they don't have bad days and their world revolves around you as the earth revolves around the sun.

Taking care of them should be easy too. But somewhere along the way that became a complicated mess. An online retailer for this. A drive across town for that. An appointment for one thing. A google search for what is that thing. There wasn't a single place to go that had everything you needed. That had smart and experienced people you could trust. That could take care of your pet's needs and equally important, your needs as a curious pet owner, all at the same time and same place, Here at Woof Secrets!

Woof Secrets is your online destination for everything your dog loves, from your favorite dog products to your dog’s favorite toy. Our goal is to offer you the highest quality dog care products online. It’s now easier than ever to surprise your terrier with a new toy or give your collie a cozy carrier.  We have passion for your dogs because we know that both you and your dogs deserve the very best, our world has to offer. Because Your dogs deserve nothing less!

We share a very personal connection with our dogs; they are our most faithful friends. Without question, our dogs are unquestionably irreplaceable members of our family. Show your dog that same unconditional love and affection they show you every day with the very best in dog supplies at ‘Woof Secrets’.  We cater to dogs of all sizes and carry all the products, toys, accessories that your dog will love and products & accessories that increase their physical, mental, and emotional well-being.

Dog accessories have never been sold or used as products of expression, products that showcase the extension of your lifestyle just like the shoe you wear, the pair of jeans you buy and the watch on your wrist. Why? Because they never existed. Until now.

We do things differently. We follow what is trending and we create dog care products with a fundamental understanding of what dog’s lovers want. Woof Secrets was born out of necessity first and foremost and, since then, we have grown a worldwide community of dog lovers that look for an alternative. Welcome to the family of Woof Secrets!

Who is the Founder & CEO of ‘Woof Secrets’?

Ivan Deangelo See is the founder and CEO of Woof Secrets based in Singapore. He has got a Business Degree from Loughborough University, England and works as a Professional Forex Trader. His love and passion for the dogs urged him to start his own online dog’s products store which sells dog’s toys, accessories, and dog care products. He owns 2 beautiful dogs since 2015 that is the reason for his love, motivation, and commitment to the dogs care store.  He says:

“I wanted to make my dog happy and bring him out and show him many cool toys, so I came up with the idea of ‘Woof Secrets’ to sell dog products online for everyone to enjoy making their dogs happier.”

Ivan’s journey centers around the well-being of dos since a long time aiming to improve the lifestyle of dogs who visit this world for a very short span imparting a glaring effect on the lives of Human beings who love them. Woof Secrets was founded with one major purpose: to Connect Dogs and People. Ivan sells and supplies products of expression, ones that help make your life and your dog's that much cooler.

The passion behind the idea was a great start. He just wanted to simplify how people shop for pet care products toys and accessories. He wanted a place where, instead of thinking about what to avoid, customers could just think, “what can I try today for my dog?” while knowing that rotating and trying new things is okay at Woof Secrets. He believes that “We are different and we love it. Our difference is why this "Dogs care products Store" became so much more.  

“We are passionate about creating ways to help your dog live a longer, healthier, happier life. Like with any loved one, it’s important to make the most of the precious time you have together.”

– Ivan Deangelo See

Ivan Deangelo is an enthusiastic, creative, and passionate founder of ‘Woof secrets’ who believes that any goal can be achieved with hard work, dedication, and discipline. He is known for helping dog lovers & owners with unique dogs care products as well as for his innovative approach which provides valuable insight, motivation, and direction to his customers. He values diversity in all its forms and believes it's the path to greatness. Developing his own dogs products and accessories online-store ‘Woof Secrets’ is his passion, dedication is his commitment and determination is the key to his success.

Why Us

It’s true. We’re really that innovative. Of course, the dogs care products we offer pet owners and their beloved and cherished animals today didn’t just pop up overnight. Our products have “great effect” but it doesn’t mean your pet will suddenly have a posse or a popular TV show. What it does mean is your pet will enjoy cool and attractive toys and all the accessories and the highest quality of any available pet care products.

Our aim to become the nationwide leader in small to medium market dog specialty retail by being the #1 choice of dog lovers. We will fuel our growth and become the preferred employer through open communication and leadership development while embracing diversity and positive attitudes. 

To truly grow the Woof Secrets Store and serve as a safe steward and provide better dog’s lifestyle to our planet, we need the assistance, input, and PASSION of dogs lovers like you. We welcome your feedback, suggestions, and testimonials, and we invite you to connect with us and other pet owners in the Trending Testimonials section of our site. Let’s connect!  

Our Principles/Philosophy

We strive to help create a world where every pet owner has access to the knowledge and products necessary to ensure the very best life for their dogs. With our values as our foundation, our guiding principles help keep us all on course along the way.

We were founded on the simple idea that a dog’s desires should not be secondary. We believe that the difference is in plain sight. In order to help your dogs achieve the greatest lives possible, we must simply pay attention. This is the process and due diligence that we at Woof Secrets are proud to manage for you so that you have the utmost peace of mind when it comes to your furry friend.

Our Promise

At Woof Secrets, we love dogs, and we believe dogs make us better people. Every day with every connection, our passionate associates help bring dog owners closer to their pets so they can live more fulfilled lives. This vision impacts everything we do for our customers, the way we support our associates, and how we give back to our communities. We strive to deliver the best products with the best service – and we want to become even better. Happy customers are always our #1 priority, and our team members are passionate about finding new ways to wow both dos owners and the industry at large.    

Mission Statement

Our Mission at Woof Secrets is to grow our store and be the best in dog lifestyle, improving the quality of life for dogs through toys, accessories and dog care products, also to make things convenient for owners as well. We strive to develop and operate our store that is built to last on a foundation of accountability and integrity.   

Vision Statement

Our vision is to become the most trusted and convenient online destination for dogs and their owners – vets and service providers – alike. Our success is measured by the happiness of the people and dogs we serve, not simply by the amount of pet supplies/products we deliver. That’s why we continue to think of outside-the-Chewy-box ways to delight, surprise, and thank our loyal dog lovers.   

Our Values

  • WOW! Customer Service
  • Integrity Beyond Reproach
  • Accountability
  • People Development
  • Diversity
  • Positive Attitude
  • Passion
  • Commitment
  • Teamwork
  • Communication
  • Adaptability
  • Community Involvement