Pets Choice is proud to carry Curli in Merrimack, New Hampshire. curli is a Swiss-based company that was born in 2010. The founder – Mark Zimmermann, from the Wallis Canton and his partner Roland Primus from the Graubünden Canton – are the brains behind curli. However, it was Mark’s dog Kylie that provided the initial inspiration for the company. Mark realized that there was a gap in the market for high-quality dog products that could perform under the most testing circumstances.