Catit has grown from modest beginnings into a global brand offering a comprehensive selection of items for everyday feline life. Its current catalogue encompasses food and treats, care products, feeding solutions, drinking fountains, litter, furniture, scratchers, toys, catnip, cameras, and carriers.[2]

Origins

Catit was established in 1999 as part of the broader Hagen pet products family. In 2024, the brand marked its 25th anniversary, celebrating a quarter-century since its founding.[3]

Its parent organisation, Rolf C. Hagen Inc., has a significantly longer history. Founded by Rolf C. Hagen in 1955, the company describes itself as a family business dedicated to developing products that improve animal health and welfare.[4] Catit’s development mirrors the increasing specialisation within the pet products industry; rather than treating cats as just another pet category, the brand builds products around specifically feline behaviours and needs.

A central tenet of Catit is that products should be designed around natural feline behaviour. This approach is particularly evident in its enrichment products and drinking fountains. Instead of simply scaling down conventional pet accessories or making them more decorative, Catit accounts for specific feline characteristics such as curiosity, scratching, hunting and play behaviour, sensitivity to smells and textures, preference for certain drinking positions, whisker sensitivity, attraction to moving objects, and the desire for elevated or enclosed spaces.

The Senses line, for example, is explicitly designed to stimulate a cat’s senses of sight, touch, hearing, and smell, encouraging natural behaviours like digging, scratching, pouncing, and pawing.[5] This philosophy places Catit in a distinctive position between a traditional pet supply manufacturer and a lifestyle-oriented pet brand.

Catit maintains an unusually broad product portfolio for a cat-specific brand.

Food and treats

The brand offers cat food alongside treats and snacks. These consumables complement its hardware-oriented cat care products, allowing Catit to address both nutritional and non-consumable aspects of cat ownership.[6]

Feeding

The feeding range includes food bowls, elevated feeding dishes, automated feeders, smart feeders, food storage products, and accessories for maintaining food freshness. The PIXI line extends this category into connected feeding and portion control.

Drinking and hydration

Hydration remains one of Catit’s strongest areas. Its drinking fountain portfolio includes the Flower Fountain, Mini Flower Fountain, Stainless Steel Flower Fountain, PIXI Drinking Fountain, PIXI Smart Drinking Fountain, and replacement filtration systems. These fountains generally utilise circulating water and multi-stage filtration, with different models offering varied drinking surfaces and water flow configurations.[7]

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 different water flow options to make drinking more appealing to cats.[8]

The fountain uses Catit’s Triple Action filtration system. Depending on the specific filter, filtration involves layers such as mesh, activated carbon, and ion-exchange resin to address debris, odours, and certain minerals in tap water.[9] The newer Easy Clean Flower Fountain also emphasises maintenance; its reservoir can be removed from the electronic base, allowing the water container to be cleaned more easily.[10]

This product exemplifies Catit’s broader design philosophy: solving a practical pet care problem while making the product visually appealing and behaviourally appropriate for cats. Rather than selling a generic water dispenser, Catit turned the fountain into a recognisable piece of cat product design.

PIXI represents Catit’s move towards premium design and smart home technology. The product family was named after Pixi, a cat adopted from a shelter in 2016 who became an office cat, product tester, and source of inspiration for the line.[11]

The PIXI range is recognisable by its deliberately feline styling, incorporating features inspired by cat ears, noses, whiskers, paws, and tails. Catit describes this philosophy as combining feline aesthetics with practical functionality.[12]

The PIXI Smart family extends the brand beyond conventional pet accessories 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.

These devices are controlled through the Catit PIXI app, providing owners with a unified interface rather than requiring separate applications for each device.[13] For instance, the PIXI Smart Drinking Fountain offers notifications, remote controls, scheduling, and water status information through the app, combining UV-C water clarification with Catit’s filtration system.[14] This positions Catit strategically within the growing smart pet and connected pet home market.

The Catit Senses family comprises 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, smelling, and manipulating objects. The current catalogue describes Senses products as being designed to engage sight, touch, hearing, and smell.[15] This has contributed to Catit’s reputation for products intended to provide genuine environmental enrichment rather than merely decorative accessories.

Catit has expanded into products intended to integrate with the household environment. The Catit Home range includes cat furniture, scratchers, toys, catnip, carriers, and cameras. This reflects a broader industry trend where cats are increasingly viewed as household companions, leading owners to seek products that function well for the animal while fitting within human living spaces. The PIXI range makes this particularly explicit, with products designed to have a coordinated appearance throughout the home.[16]

One of Catit’s most recognisable characteristics is its cat-centric visual design. While older products tended to emphasise bright colours, simple shapes, and functional plastic construction, newer families like PIXI take a more lifestyle-oriented approach. PIXI products intentionally incorporate subtle feline characteristics into otherwise conventional household objects:

• Water fountains feature cat ears, noses, and whiskers
• Scratchers adopt feline-inspired shapes
• Feeders include cat-face elements
• Toys mimic mouse or animal forms

This approach allows products to remain obviously associated with cats without appearing out of place in modern homes. Catit explicitly describes this as combining feline aesthetics with functionality.[17]

Catit’s technology strategy is concentrated primarily in the PIXI Smart range. Rather than attempting to connect every accessory, the brand focuses smart technology on areas where remote monitoring or automation provides genuine utility:

• Feeding: Owners can schedule meals and manage portions.
• Hydration: Owners can monitor fountain status and receive maintenance notifications.
• Monitoring: The PIXI Smart Mouse Camera provides remote viewing, night vision, and motion detection.
• Food storage: The PIXI Smart Vacuum Food Container uses smart vacuum technology to help preserve dry food.
• Unified application: The PIXI app acts as a central control point for the smart ecosystem.

This creates a relatively coherent connected cat ecosystem rather than a collection of unrelated smart gadgets.

While Catit’s primary audience is cat owners, its product range addresses several distinct customer segments:

• First-time cat owners: Basic products such as litter equipment, bowls, fountains, scratchers, and toys provide everyday essentials.
• Enthusiast cat owners: Senses products, furniture, and enrichment items appeal to owners seeking to provide more stimulating environments.
• Design-conscious owners: PIXI products target consumers wanting pet products that fit aesthetically into their homes.
• Technology-oriented owners: PIXI Smart products cater to those interested in automation, remote monitoring, and connected home technology.
• Multi-cat households: Larger fountains, automated feeders, and high-capacity products are particularly relevant for homes with multiple cats.

Catit occupies a distinct position in the pet products market. It is neither primarily a luxury fashion brand for pets nor simply a low-cost commodity supplier. Its positioning can be summarised as accessible innovation for cats, combining feline behaviour, practical engineering, and playful design. Three themes recur throughout the portfolio:

1. Functionality: Products are intended to solve everyday problems such as feeding, hydration, scratching, and enrichment.
2. Cat behaviour: Design decisions are frequently based on how cats naturally interact with objects.
3. Playful design: Products often use distinctive shapes and colours rather than resembling generic household equipment.

Catit operates as a brand within the Hagen Group rather than as a completely independent corporation. The parent company, Rolf C. Hagen Inc., has operated since 1955 and describes itself as a family-owned multinational pet products manufacturer and distributor.[18] This relationship provides Catit with access to the resources and experience of an established pet products organisation while allowing it to maintain a focused identity around cats.

Catit describes itself as an international cat brand, with a product catalogue developed for markets beyond a single country.[19] Its products are sold through pet retailers and online channels in multiple markets, though regional websites and product availability may differ. This international approach aligns with the global structure of its parent company.

From a brand analysis perspective, Catit’s key strengths include:

• Strong specialisation: Unlike general pet brands, Catit is heavily focused on cats.
• Recognisable products: The Flower Fountain and PIXI products provide strong visual recognition.
• Behaviour-oriented design: The company consistently connects product design with feline behaviour.
• Broad ecosystem: Catit covers many parts of the cat owner’s journey, from food and water to litter, toys, furniture, and technology.
• Smart product expansion: PIXI provides a route into the rapidly developing connected pet market.
• Established parent company: Its relationship with Hagen provides a long-standing foundation in the pet products industry.[20]

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

• Replacement filter ecosystem: Several Catit fountains depend on proprietary replacement filters. For example, Catit recommends replacing PIXI fountain filters approximately every 30 days for optimal performance,[21] creating ongoing consumable costs beyond the initial purchase.
• Plastic-heavy construction: Many Catit products historically use moulded plastic extensively. While this enables affordable, lightweight, and easy-to-clean products, consumers seeking premium materials may prefer stainless steel, ceramic, or wood. Catit has responded to this preference in newer products by introducing stainless steel surfaces and components.
• Smart device dependence: PIXI Smart products introduce standard considerations associated with connected pet products, including Wi-Fi, apps, notifications, software, and electronic components.

Catit’s current catalogue spans all of these categories.[22]

Catit is best understood as a specialised, mass-market-to-premium cat lifestyle and care brand rather than simply a manufacturer of cat toys. Its evolution can be viewed in three stages:

• 1999: The brand establishes itself around products specifically designed for cats.
• Senses & Flower Fountain era: Catit becomes particularly recognisable for enrichment systems and hydration products designed around feline behaviour.
• PIXI era: The company moves towards aesthetically coordinated household products and connected pet care.

This progression from basic cat accessories to behaviour-oriented products and finally to an integrated smart cat care ecosystem defines Catit’s brand development. As of 2026, its strongest identity is built around three pillars: cats, design, and practical innovation, with the Flower Fountain representing its iconic legacy product and PIXI representing its newer, technology-oriented direction.[23]

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. Catit Fact Sheet – PETSPLUSMAG.COM
14. Datenschutzerklärung – Catit
15. Privacy Policy – Catit UK – Official Catit Brand Store
16. Terms & Conditions – Catit UK – Official Catit Brand Store
17. How we designed the Catit PIXI product range – Catit
18. Catit PIXI Drinking Fountain – Products
19. Catit Catit mobile app – Products
20. App User Agreement – Catit
21. Imprint – Catit
22. Legal Information – Catit
23. Bienvenue sur le site officiel de la marque Catit