Selection criteria and responsibility
What does Aino Home actually protect?
Not "premium" in the vague sense. Not "beautiful." Not "expensive."
Every product goes through two stages. First, can we stand behind what it is and what it says? Second, does it deserve a place in a home with a pet?
Claim → Evidence → Actual product must be coherent. If they don't match, it doesn't pass.
We do not sell food, treats or supplements, medicines, or products made from animal by-products, because of the strict regulation around them.
Stage 1: Responsibility
Can we confidently stand behind this product and what it tells the customer?
1. We classify the product. Appearance doesn't tell us everything. We look at intended species, use and function, materials, claims, target user, country of origin and destination market. These determine which requirements apply. Classification comes before judgement.
2. We identify the rules that apply. Different products need different scrutiny. General pet products and accessories are assessed for intended use, foreseeable hazards, warnings and applicable safety standards. Electronic or connected products may also involve electrical, radio and hazardous-substance requirements. Grooming products are assessed for ingredients, safety information and claims, because a claim such as "kills fleas" can change a product's regulatory status. The product determines the assessment.
3. We look beyond the product itself. Materials can change what a product requires. We pay particular attention to plastics, textiles, metals, wood, rubber, electronics, batteries and animal-origin materials. We look at what a product is, not only what it is called.
4. We take claims seriously. "Supports joint health" is different from "treats arthritis." "Helps keep the coat clean" is different from "kills fleas." We check packaging and marketing claims against the product's actual status and construction. A claim like "easy to wash" must be matched by a design that makes it true.
5. We look for evidence. Depending on the product, this may include material or ingredient information, safety information, risk assessments, test results, standards applied, labelling, warnings, declarations of conformity, certificates and import documentation. If we cannot understand something important enough to stand behind it, we do not guess.
6. We consider the Finnish and EU context. A product that exists elsewhere may not be straightforward to place on the Finnish or EU market. We consider origin, customs classification, duties, VAT, import restrictions and the responsible authorities. Our responsibility does not end when a supplier says "we can ship it."
Stage 2: The Aino Home Gate
Passing Stage 1 only means a product can be considered. The Aino Home Gate decides whether it belongs.
A. Pet-centred suitability
The product must make sense from the pet's perspective, not only the seller's.
- Is it appropriate for the intended species and use?
- Are the size specifications meaningful?
- Does the design accommodate normal pet behaviour?
- Does it create unnecessary inconvenience or foreseeable misuse?
- Does it work in a real household?
For sized items such as clothing and harnesses, this is where our Pet Fit Finder comes in. It uses body measurements to match products to pets more closely.
B. Living-well compatibility
The product should contribute to living well with pets.
- For the pet: comfort, usability, appropriate function.
- For the human: ease of use, ease of cleaning, practicality.
- For the home: cleanliness, durability, fit with everyday life.
C. Aino Home DNA
Our final, distinctly Aino Home layer. Does this product feel like something Aino Home should be known for?
| Dimension | Question |
|---|---|
| Function | Does it solve a real pet-living problem, simply? |
| Care | Does its design show consideration for the pet? |
| Home | Is it easy to maintain and does it belong in a calm, considered home? |
| Lasting quality | Is it durable, and can we deliver the same standard every time? |
These are our own standards, not regulatory criteria.
The outcome
- PASS: ready to be considered for Aino Home.
- HOLD: potentially suitable, but more information, evidence or clarification is needed.
- REJECT: does not meet the requirements or our own standards.
Who decides
Each product is assessed first with AI support. The founder and managing director reviews every result for logical consistency, and a person makes the final decision. Our team of experienced pet sitters contributes first-hand experience. See our Artificial intelligence report.
After approval
We recheck products when we receive complaints or when regulations change.
For suppliers
Assessment takes about 5 business days. If a product is held or rejected, you are welcome to resubmit with additional evidence or changes. See For Suppliers or contact info@ainohome.fi.