Phoebe began Freddie and Friends upon purchasing her first hamster (Freddie) at her local pet shop. He quickly became the light of her life and her best friend. Upon purchasing the Detolf cage for Freddie, Phoebe soon discovered how hard it was to find products specifically suited for this cage. Therefore, she began creating products specific to the Detolf, to help others.

By creating Freddie and Friends, Phoebe hopes this will promote the Detolf cage, make the cage more easily accessible, promote animal welfare and increase the likelyhood of animals receiving the correct care.

Following the successful launch of the initial products, the flat lids for the Detolf cage, Phoebe decided to expand the brand to what it is today!