Origins

Catit was established in 1999 as a dedicated feline brand within the broader Hagen pet products portfolio. Its parent organisation, Rolf C. Hagen Inc., was founded in 1955 and operates as a family-owned multinational manufacturer and distributor committed to improving animal health and welfare.121 The development of Catit reflects the increasing specialisation within the pet industry; rather than treating cats as a generic pet category, the brand has built its product lines around specifically feline behaviours and physiological needs.

A central tenet of the Catit brand is that products should be designed around natural feline behaviour. This approach is particularly evident in its enrichment tools and drinking fountains. Instead of simply scaling down conventional pet accessories, the brand accounts for specific feline characteristics including curiosity, scratching instincts, hunting and play behaviours, sensitivity to smells and textures, whisker fatigue, attraction to moving objects and preferences for elevated or enclosed spaces. The Senses line, for example, is explicitly engineered to stimulate sight, touch, hearing and smell, encouraging natural behaviours such as digging, pouncing and pawing.5 This philosophy positions Catit between traditional pet supply manufacturing and lifestyle-oriented pet branding.

The current Catit portfolio is notably broad for a species-specific brand, covering both consumable and non-consumable aspects of cat ownership.

Food and treats

Catit offers cat food alongside treats and snacks. These consumable products complement the brand’s hardware range, allowing it to address multiple facets of daily feline care.6

Feeding

The feeding category encompasses food bowls, elevated dishes, automated feeders, smart feeders and food storage solutions designed to maintain freshness. The PIXI line extends this category into connected feeding and precise portion control.9

Drinking and hydration

Hydration remains one of the brand’s strongest areas. The drinking fountain portfolio includes the Flower Fountain, Mini Flower Fountain, Stainless Steel Flower Fountain, PIXI Drinking Fountain and PIXI Smart Drinking Fountain, along with proprietary replacement filtration systems.47 These fountains typically utilise circulating water and multi-stage filtration, with different models offering varied drinking surfaces and flow configurations to suit individual feline preferences.

The Catit Flower Fountain is arguably the product most closely associated with the brand. Its defining visual feature is a flower-shaped drinking structure that provides multiple water flow options to make drinking more appealing to cats.6 The fountain employs a Triple Action filtration system involving mesh, activated carbon and ion-exchange resin to address debris, odours and mineral content in tap water.6 Newer iterations, such as the Easy Clean Flower Fountain, emphasise maintenance ease by allowing the reservoir to be detached from the electronic base for simpler cleaning.8 This product exemplifies the brand’s broader design philosophy: solving practical pet care problems while ensuring the product is visually appealing and behaviourally appropriate for cats.

PIXI represents the brand’s move towards premium design and smart home integration. The product family was named after Pixi, a shelter cat adopted in 2016 who became an office cat, product tester and source of inspiration for the line.9 The range is recognisable by deliberate feline styling, incorporating features inspired by cat ears, noses, whiskers, paws and tails. Catit describes this approach as combining feline aesthetics with practical functionality to create products that coordinate aesthetically within modern homes.914

The PIXI Smart family extends the brand into connected pet care. Products include the PIXI Smart Feeder, PIXI Vision Smart Feeder, PIXI Smart 6-meal Feeder, PIXI Smart Drinking Fountain, PIXI Smart Vacuum Food Container and PIXI Smart Mouse Camera.10 These devices are controlled via the Catit PIXI app, providing owners with a unified interface rather than requiring separate applications for each device.1115 For instance, the PIXI Smart Drinking Fountain combines UV-C water clarification with standard filtration, offering notifications, remote controls, scheduling and water status monitoring through the app.11 This ecosystem positions Catit within the growing smart pet and connected home market.

Catit Senses products are designed as interactive enrichment systems rather than conventional toys. The concept focuses on stimulating multiple feline senses and encouraging natural behaviours including hunting, pawing, scratching, chasing, exploring and object manipulation.5 By engaging sight, touch, hearing and smell, these products aim to provide genuine environmental enrichment rather than mere decoration.

The Catit Home range includes furniture, scratchers, toys, catnip, carriers and cameras intended to integrate seamlessly into household environments.13 This reflects a broader industry trend where cats are increasingly viewed as indoor companions, driving demand for products that serve both the animal and the human living space. The PIXI range makes this particularly explicit through coordinated design language across product categories.14

Catit is distinguished by its cat-centric visual design. While older products emphasised bright colours and functional plastic construction, newer families like PIXI adopt a lifestyle-oriented approach. Products intentionally incorporate subtle feline characteristics into conventional household forms: water fountains feature ear and nose motifs, scratchers adopt feline-inspired shapes, feeders include cat-face elements and toys mimic mouse or animal forms.14 This allows products to remain clearly associated with cats without appearing out of place in contemporary interiors.

Technology strategy is concentrated primarily in the PIXI Smart range, focusing on areas where automation or remote monitoring offers genuine utility:

• Feeding: Meal scheduling and portion management.
• Hydration: Fountain status monitoring and maintenance notifications.
• Monitoring: Remote viewing, night vision and motion detection via the PIXI Smart Mouse Camera.
• Food storage: Smart vacuum technology in the PIXI Smart Vacuum Food Container to preserve dry food.
• Unified application: The PIXI app serves as a central control point for the smart ecosystem.1115

This approach creates a coherent connected cat ecosystem rather than a collection of disparate gadgets.

While the primary audience is cat owners, the product range addresses distinct segments:

• First-time owners: Everyday essentials including litter equipment, bowls, fountains and scratchers.
• Enthusiast owners: Senses products, furniture and enrichment tools for stimulating environments.
• Design-conscious owners: PIXI products that fit aesthetically into home décor.
• Technology-oriented owners: PIXI Smart products for automation and remote monitoring.
• Multi-cat households: High-capacity fountains and automated feeders.

Catit occupies a distinct position in the pet products market, neither a luxury fashion brand nor a low-cost commodity supplier. Its positioning can be summarised as accessible innovation combining feline behaviour research, practical engineering and playful design. Three themes recur throughout the portfolio: functionality that solves everyday problems, design decisions based on natural feline interactions, and distinctive aesthetics that avoid generic household equipment styling.12

Catit operates as a brand within the Hagen Group rather than as an independent corporation. Its parent company, Rolf C. Hagen Inc., has operated since 1955 as a family-owned multinational manufacturer and distributor.16 This relationship provides access to extensive resources and industry experience while allowing Catit to maintain a focused identity around cats. The structure flows from Hagen Group to Catit, and subsequently to specific product categories including food, hydration, feeding, litter, grooming, enrichment, furniture, toys and smart products.

Catit describes itself as an international cat brand with products developed for global markets.18 Distribution occurs through pet retailers and online channels across multiple regions, though regional websites and product availability may vary.202223 This international approach aligns with the global structure of its parent company.

From a brand analysis perspective, key strengths include:

• Strong specialisation: Heavy focus on cats distinguishes it from generalist pet brands.
• Recognisable products: The Flower Fountain and PIXI range provide strong visual identity.
• Behaviour-oriented design: Consistent connection between product design and feline ethology.
• Broad ecosystem: Coverage of the entire cat owner journey from nutrition to technology.
• Smart product expansion: PIXI provides entry into the connected pet market.
• Established parent company: Long-standing foundation through Hagen.16

Certain characteristics may be viewed less favourably depending on consumer priorities:

• Replacement filter ecosystem: Many fountains depend on proprietary filters. For example, PIXI fountain filters are recommended for replacement approximately every 30 days for optimal performance, creating ongoing consumable costs.7
• Plastic-heavy construction: Historical reliance on moulded plastic enables affordability and lightweight designs but may not appeal to consumers preferring premium materials like stainless steel, ceramic or wood. Newer products have begun addressing this with stainless steel components.
• Smart device dependence: PIXI Smart products introduce considerations associated with connected devices, including Wi-Fi connectivity, app reliance and electronic component longevity.

The current catalogue spans all these categories.17

Catit is best understood as a specialised mass-market-to-premium cat lifestyle and care brand rather than merely a toy manufacturer. Its evolution can be viewed in three stages: establishment in 1999 as a cat-focused product brand; recognition through Senses and Flower Fountain for behaviour-oriented innovation; and the recent shift towards PIXI for design-led smart technology. This progression from basic accessories to behaviour-oriented products to an integrated smart ecosystem defines the brand’s development. As of 2026, its identity rests on three pillars: cats, design and practical innovation, with the Flower Fountain representing its iconic legacy and PIXI its technology-oriented future.18

1. 25 years Catit – Catit
2. Privacy Policy – Catit
3. Products – Catit
4. Cat Drinking Fountains – Catit Products
5. Catit Flower Fountain Design Series – Products
6. Catit Flower Fountain – Products
7. Catit PIXI Fountain Filters – Products
8. Catit Flower Fountain – Products
9. Catit PIXI Design Series – Products
10. Catit PIXI Smart Design Series – Products
11. Catit PIXI Smart Drinking Fountain – Products
12. Catit Fact Sheet – PETSPLUSMAG.COM
13. Terms & Conditions – Catit UK – Official Catit Brand Store
14. How we designed the Catit PIXI product range – Catit
15. Catit Catit mobile app – Products
16. Imprint – Catit
17. Legal Information – Catit
18. Bienvenue sur le site officiel de la marque Catit
19. Catit fête ses 25 ans – Catit
20. Catit UK – Catit
21. 25 Jahre Catit – Catit
22. Catitブランドサイトへようこそ。
23. Welcome to the Official Catit USA Website!