PFM’s commitment to accessibility: partnering for a more inclusive future

A small puppy, a big mission

In late 2024, we partnered with KNGF Geleidehonden in the Netherlands to sponsor a guide dog puppy named Peppa. She’s now in training to one day support someone who is visually impaired. 

Our efforts go beyond Peppa. A portion of every sale we make supports accessibility-focused projects—creating lasting impact beyond the checkout. But what does this journey really look like? To find out, we recently welcomed a special guest who shared her personal experience with guide dogs.

Meet Esther: Astory of strength, patience and confidence 

Esther Landaal joined us at a recent global PFM meeting to speak candidly about her life with visual impairment and the transformative role guide dogs have played in her journey. 

Born with a visual impairment, Esther lived a relatively normal life, participating in everyday activities, including cycling and school. But at the age of 40, a change in her vision meant she needed extra support—and that’s when her guide dog journey began. 

She began, like many do, by sponsoring a puppy online, hoping it might one day become her own guide dog. But the journey was longer than expected. Before applying, Esther had to learn to walk with a white cane and take part in early assessments using a metal frame that mimicked a dog. 

The process included home visits, walking trials, and detailed checks to find the right match—not just for Esther, but for the dog as well. 

After several months, she was matched with her first guide dog: a long-haired German Shepherd. “I lacked confidence and didn’t want to be seen,” she said. “But my guide dog helped me feel okay—and that changed everything.”

Today, Esther has a new guide dog, a black Labrador. She originally hoped for another Shepherd, but quickly fell in love with her new companion. “They always consider your preference, but the most important thing is the bond,” she shared. 

More than a guide—a lifeline 

Guide dogs do far more than lead the way. They help navigate busy train stations, avoid obstacles, find lifts and stairs—and in doing so, they give back a sense of freedom. 

“Without my guide dog, I stopped doing the things I enjoyed,” Esther said. “With them, my world opened up again. I travel, go to events, and feel safe.” 

Training is a big part of the journey—for both the dog and the person. From hotel stays to home visits, every step builds confidence and trust. 

And a reminder: guide dogs are only working when they wear their jackets. Off-duty, they’re just like any other pet—loyal, playful, and much loved. 

Making a broader impact 

PFM’s collaboration with KNGF is about more than sponsoring a single dog. It’s about creating long-term change. We want to help our retail clients become more accessible—to make their spaces welcoming, inclusive, and comfortable for everyone. 

Whether it’s guidance on best practices, consultations on layout accessibility, or support for community-facing initiatives, we’re here to help businesses build environments that work for all. 

As Bart, one of our leaders at PFM, said during the event: “Esther’s story really highlights why these initiatives matter. We’re not just talking about accessibility—we’re acting on it.” 

Let’s keep the conversation going 

We’d love to hear your thoughts on accessibility in retail. Could your business benefit from guidance in this area? Are you passionate about inclusive design or improving visitor experiences?