Flexpetz, an American company that rents dogs in Los Angeles, San Diego and New York, is now setting up in London, and the initial reception is chilly, at least from animal welfare advocates.

We introduced you to FlexPetz back in December. By March criticism of the concept was surfacing around this country.

So far, only one dog is ready to rent in London, an 18-month old Pomeranian named Gucci, according to an article in London's Sunday Times Online. But more dogs are being recruited, said Pippa Woollard, the Flexpetz facilitator there.

Five people will be able to share Gucci, renting him once a week for £279 a month, a higher rate than the company is charging in the U.S. “It is just much more expensive in Britain to own a dog. We have to ensure the correct veterinary treatments and checks are made and pet food is also dear,” she said.

Woollard said Gucci is well cared for and lived with a family that had other dogs on the outskirts of London. She would not disclose whether the family was paid, but said that all the dogs to rent were owned by Flexpetz.

The company plans to open another branch in Glasgow later this year.

“There will almost certainly be an emotional impact for the dogs as they are moved from owner to owner and from home to home," said David McDowell, a veterinary adviser at the RSPCA. "Most dogs need the security of a proper routine with one owner and without this they could become stressed and unhappy.”

Sarah Carlin, a spokeswoman for the Dogs Trust, said: “Who does this service really benefit? Dogs need a stable routine and a constant owner to bond with and whilst the various ‘owners’ may provide treats and affection, the charity is concerned about the emotional impact on the dogs involved.”