The Rogz Story

Founded 26 years ago by Paul Fuller and Irené Raubenheimer, Rogz began in a spare bedroom in Blouberg, South Africa. What started as a small venture selling sunglass cords grew into an internationally recognised pet gear brand distributed in over 90 countries.

After a trade fair in Milan, inquiries from international buyers forced the company to rapidly scale, growing from 15 to 150 employees in just two weeks. From watch straps to dog collars, Rogz transformed into the trendy, high-quality pet brand known today.

“The whole journey started as an outflow of our days when we used to work on yachts,” says Raubenheimer. “We thought this was a super cool business idea, and we decided to come back home and sell them in Greenmarket Square.”

Covid-19 and the ‘Pet Boom’

Like many businesses, Rogz faced challenges during the pandemic. Initially shifting focus to PPE, the brand soon noticed a surge in pet industry demand. This led to rapid expansion to keep up with global growth.

“We survived the storm and are now riding the crazy wave,” says Raubenheimer.

Giving Back

Rogz Academy, the company’s non-profit arm, supports underserved communities. Initiatives include literacy programs, mentorship, teacher support, and numeracy projects. The company prides itself on its family-like work culture and commitment to giving back to society.

“We are proudly South African and aim to mentor and assist other local entrepreneurs,” says Fuller.

World Branding Award

The World Branding Awards recognises brands that are relevant, distinctive, and globally recognised. Of 1,100 brands nominated, only 28 earned “Brand of the Year” on a Global Tier. Rogz achieved this honour through authentic design, quality pet gear, and its dedication to animal wellness.

“We never got into this business to chase awards, so this is a huge honour for a boy from Milnerton and a boy from Stellenbosch,” says Fuller.

See the Rogz Journey