Bradley Davis has got used to hearing what he calls 'horror stories' from his dog-loving customers in recent years.
'It's no exaggeration to say that some of them are literally terrified,' says the Lincolnshire businessman.
'They are so afraid of their dogs being attacked — or of being hurt themselves — that, crazy as it sounds, some have taken to walking them on treadmills at home.'
Bradley, 51, is well-placed to know quite how frightened members of the public are.
Seven years ago, when he was living in Essex, he learned that former The Only Way is Essex star Bobby Norris's Yorkshire terrier Beau had been mauled to death by a bigger dog.
The number of attacks recorded by police in England and Wales has risen by more than a third in the past five years, with nearly 22,000 cases of out-of-control dogs causing injury last year, compared with just over 16,000 in 2018
Bradley was so affected by the incident that he set up a company to produce 'doggy armour' — and, after months of research, came up with a lightweight, bite-resistant coat that protects pets if they are attacked by another canine.
Word quickly got around and, while the venture is non profit-making, he was soon flooded with orders.
In the past few years, he's had a near 50 per cent rise in enquiries (he also provides free 'armour' to assistance dogs).
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