Rover was founded in Spring 2007 when new dog owner and co-founder AnneMarie Minardi found a lack of classic, well-made dog clothing and accessories for her puppy, Ella. The pet fashion market was saturated with frilly, glittery, and impractical garments that had little design value. Most pet clothing found in even high-end boutiques was poorly made with little attention paid to the quality of materials, durability and design. On the other end of the spectrum was the utilitarian clothing sold at outdoor and hunting stores that was certainly rugged, but far from fashionable. AnneMarie soon recognized the need for a happy medium: durable and well-designed clothing for dogs of all sizes and breeds.After combining their experiences in business, fashion and graphic design, AnneMarie and partner Gillian Ward launched Rover in Fall 2007 with the 2007 Holiday collection as well as the 2008 Spring/Summer collection. Both collections included a selection of shirts, dresses, outerwear and accessories in six sizes to accommodate dogs from the very small to the very big, with a made to order service to fit everyone in between.