Rogz: World’s Coolest Pet Gear
The global pet accessories market has grown fast in recent years, and Cape Town-based Rogz has grown with it. Founded in 1995, the company has built a recognised pet gear brand that now sells into more than 90 countries. At the same time, it has kept investing in local jobs, skills development, and community upliftment in Cape Town.
Rogz shows what is possible when a Cape Town manufacturer combines strong design, export ambition, and a clear sense of purpose.
From Small Idea to Global Pet Brand
Rogz began in 1995 after co-founders Paul Fuller and Irene Raubenheimer returned to Cape Town from working abroad on sailboats.
“Both Paul and I were travelling overseas for years. We came back to Cape Town in 1995 and had no idea what we were going to do.” — Irene Raubenheimer
Like many founders, they did not begin with a perfect masterplan. They tried different ideas, found traction in sports accessories, and eventually moved into pet products. That shift changed everything.
What started with sunglass cords, watch straps, dog collars, and leads grew into a globally recognised pet accessories brand. Rogz first presented itself to the international market at a trade fair in Milan around 2000. From there, the business expanded rapidly.
“After we presented Rogz to the international community at a trade fair in Milan for the first time in around 2000, we opened in 26 countries in three days.”
Today, Rogz products are sold in over 90 countries.
Made in Cape Town, Sold to the World
Rogz manufactures from its factory in Montagu Gardens. That location gives the business practical access to key trade infrastructure, including Cape Town port and Cape Town International Airport.
For an export-focused manufacturer, that matters. Cape Town gives businesses like Rogz the ability to design, produce, and distribute quality products from a city that is well connected to international markets. It also gives them access to a skilled workforce and an environment that supports long-term growth.
A Business Built on People
Rogz employs around 260 people, with dozens of staff members having been with the company for more than 20 years. The company’s leadership places strong emphasis on building a workplace where people feel respected, included, and part of something meaningful. That culture has not been bolted on for marketing — it is part of how the business has been built over time.
For Rogz, product quality and people go hand in hand. The team behind the brand is a big part of why the company has earned a strong international reputation.
Community Impact Beyond the Factory Floor
Rogz is not only focused on commercial growth. The business has also invested in education and food security in its local community. Through Partners for Possibility, Rogz helped establish an academy and partnered with under-resourced schools in Du Noon to help build sustainable capacity, with literacy identified as a key priority. The company is now involved in four schools and has seen some young people from those programmes go on to work at Rogz.
“We are now involved in four schools, running a variety of programmes. Some of the young people who have gone through the programme now also work at Rogz.” — Irene Raubenheimer
The Rogz Farm: A Different Kind of Industrial Success Story
At the company’s Montagu Gardens headquarters, Rogz also runs a subsistence farming initiative. Established in 2013, the project turns available space into productive growing areas and supports soup kitchens, the schools academy, and a healthier working environment.
Rogz has shown that manufacturing sites do not need to be disconnected from the surrounding community. They can contribute in practical ways, right where they operate.
Focused Growth for the Future
Rogz already has reach in 90 countries, so its next phase is focused on growing more deeply within its existing customer base and staying close to its core products and key customers. That is a disciplined growth strategy — one that speaks to a business that knows where its strengths lie and how to build on them.
Why Cape Town Works for Businesses Like Rogz
For the founders, starting a business in Cape Town offered more than a beautiful place to work. It offers lifestyle, infrastructure, culture, and a strong sense of place. Businesses do not grow in a vacuum — they grow where talented people want to live, where teams can build meaningful careers, and where the city itself supports a healthy way of life.
Rogz is one example of how Cape Town can support globally minded businesses that still want deep local roots.
A Cape Town Success Story with Global Reach
Rogz is a strong example of what Cape Town manufacturing can look like at its best: innovative, export-ready, people-led, and connected to community. It is a local business with global scale — a Cape Town story with international traction, and a reminder that this city remains a compelling place to build, grow, and invest.
What next? Explore more Cape Town business success stories.
