Australian brand posts double-digit growth as it expands a “personal care for pets” ecosystem, combining natural products, proactive health signals, and services, across nine countries.
— Australian pet care brand Rufus & Coco has expanded its wellness-focused product line across nine countries, serving over one million customers while generating double-digit growth. Recently winning the Sydney Business Award for Excellence in Small Business 2025, the company, founded by entrepreneur Anneke van den Broek, has established itself as Australia’s Most Awarded Pet Care Brand during its 18-year operation, combining more natural products with specialized pet services.
Photo Courtesy of Rufus & Coco
The brand operates through multiple channels, including major retailers Petbarn, Petstock, Petcircle, Woolworths, and Coles. It also offers specialized services through The Fur Salon grooming experience and The Fur Dental non-sedation teeth cleaning service. Van den Broek’s business model addresses pet personal care through natural alternatives to traditional clay-based litters and chemical-laden grooming products, targeting health-conscious pet owners seeking sustainable options.
In the dog category, Rufus & Coco’s momentum is led by products that solve real, high-frequency jobs. The 100% plant-based, Compostable Poo Bags with easy-tie handles have become the brand’s #1 seller for dog parents in Australia, winning baskets in grocery and specialty by replacing plastic without sacrificing strength or speed. Wee Woof pH Health Check Pee Pads add a clear colour-change signal for earlier urinary insights—especially useful for puppies, seniors, and recovery—elevating pads from disposable clean-ups to proactive care. Together, these lines anchor the dog aisle presence and drive repeat, with complementary grooming and oral-care add-ons reinforcing the routine.
“I didn’t start Rufus & Coco to add more plastic to the shelves. I started it to clean up pet care — for our homes, our animals, and our planet. Because loving your pet shouldn’t cost the Earth, and it needs to be easy,” van den Broek stated.
The company’s expansion strategy targets markets including Japan, the United Kingdom, South Korea, and Germany, building on its existing retail presence across Asia, New Zealand, and North America. Van den Broek, a former NSW Business Women of the Year and Telstra Business Woman of the Year finalist, has positioned the brand to compete against established players in the market
Double-digit growth in key lines supports the company’s international scaling efforts, with distribution partnerships extending beyond traditional pet retailers.
Van den Broek’s integrated service model combines product sales with grooming and dental care services, creating multiple touchpoints with pet owners. The Fur Salon positions itself as a spa-like experience for pets, while The Fur Dental addresses dental health without sedation, targeting cost-conscious pet owners seeking fear-free alternatives to costly veterinary procedures.
Market positioning emphasizes ingredient transparency and health monitoring capabilities, differentiating from competitors through founder-led marketing and values-based messaging. The brand targets millennial and Generation Z pet owners who prioritize sustainability and wellness integration in their purchasing decisions.
Rufus & Coco’s business model addresses pet ownership challenges, including mess management, waste reduction, and health monitoring through integrated product and service offerings. The company’s expansion into international markets builds on established retail relationships and growing demand for natural pet care alternatives.
Van den Broek’s background spans 18 years in pet care business development, with campaigns extending beyond product sales to advocacy for pet inclusion in aged care facilities and broader social acceptance of pets in public spaces. The company’s growth trajectory reflects increasing consumer awareness of environmental impact and ingredient safety in pet care products.
The brand’s retail presence across major Australian pet, online, and grocery chains provides a foundation for international expansion, with existing distribution networks in North American and Asian markets supporting scaling efforts. Van den Broek’s direct customer engagement through social media and public speaking maintains brand visibility while building a community around shared values of pet welfare and environmental responsibility.
About Rufus & Coco
Rufus & Coco is an Australian pet care brand founded by entrepreneur Anneke van den Broek. It offers natural alternatives to traditional pet personal care products alongside specialized grooming and dental services. The company operates across nine countries with a retail presence in ajor pet specialty grocery and online chains and generates double-digit growth in key lines while serving millions of customers.
Contact Info:
Name: Anneke van den Broek
Email: Send Email
Organization: Rufus & Coco
Address: 525 Military Rd, Mosman NSW, Australia 2088
Website: https://www.rufusandcoco.com.au
Release ID: 89171847
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