January 30, 2014

We recently talked with Manfred Bogdahn, founder and CEO of flexi, about his company and their new product collection.


Michelle: Tell us about how flexi got its start.

Manfred: What began with a conversion of a chain-saw starting mechanism 40 years ago, has grown to a high-tech product, which is leading all developed markets worldwide. The first prototype was made in 1972.

The concept has not changed, but the technology has matured to perfection over the years. The original flexi leash features a patented high-tech retraction system, it embodies our spirit of continued innovation and uncompromising standards of perfection. Quality, comfortable handling and innovative designs underline the level of refinement of our leashes.


Whether classic, trendy, fashionable or elegant, the range is designed to excite every dog and their owner.


Michelle: What do you do to produce your outstanding quality products?

Manfred: We are a family-owned business and manufacture all of our high-quality flexi leashes in our facility in Bargteheide, near Hamburg, Germany. With more than 300 employees, all flexi leashes are manufactured by hand under one roof. We produce about 50,000 flexi leashes per day, and export to over 90 countries worldwide.

Additionally, all of our leashes undergo extensive in-house product testing for durability and usability. It’s Made in Germany simply at its best.


 Michelle: What can retailers expect to see from flexi in the next year?

Manfred: flexi’s focus is on three topics: To strengthen the flexi brand, better presentation of flexi leashes at point of purchase and launch innovative new products to develop the retractable leash category and to grow our business.

One of the most important things to remember about flexi is our commitment to quality and perfection. Retailers should be excited to know that we offer impressive in-store displays as a service to them, free of charge.


We feel that customers will be able to see our new offerings, for instance the flexi VARIO, flexi NEW CLASSIC and a program with special leashes, best when they can see it displayed properly and complete. We truly partner with our customers, and go above and beyond to ensure sell-through and successful results.

Michelle: Tell us more about your new product collection, VARIO.

Manfred: We are very proud of our new VARIO SYSTEM. It is an elegant line, and offered in five sizes with a wide range of color options. It is called the VARIO SYSTEM because you can add a lot of accessories to the leash.

The VARIO accessories include an LED Lighting System, great for evening walks with your dog, and a MultiBox for waste bags or treats. Each accessory attaches conveniently to your flexi leash.


We also offer a Duo Belt for walking two dogs at once, an LED Flash Belt for added evening safety, and a Soft Stop Belt. There’s never been a more complete, comprehensive leash system in the market.

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