PetSafe Brands
PetSafe Brands (Radio Systems Corporation) is a Knoxville, Tennessee-based, PE-backed (CD&R) multi-brand pet products company owning PetSafe, SportDOG, Invisible Fence, Kurgo, and Premier Pet, serving pet owners across 52 countries through retail, e-commerce, and a 289-dealership service network with connected GPS and smart-home products.
- Company typePrivate
- Founded1991
- HeadquartersKnoxville, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What PetSafe Brands does
PetSafe Brands, doing business as Radio Systems Corporation, is a Knoxville, Tennessee-headquartered multi-brand pet products company founded in 1991 (originally as Radio Fence Corporation) by Randy Boyd. The company designs, manufactures, and distributes a portfolio of five consumer brands — PetSafe, SportDOG, Invisible Fence, Kurgo, and Premier Pet — spanning electronic containment, training, outdoor, and lifestyle categories for dogs and cats. Its core technology centers on radio-frequency pet containment systems, GPS/cellular-enabled smart collars, and connected devices with smart-home integration, complemented by the planned 2026 launch of HydroSpin smart hydration technology.
The company operates a hybrid go-to-market combining a 289-dealership Invisible Fence service network across 7 countries, mass-retail partnerships (notably Walmart), specialty pet retail, and direct e-commerce, reaching pet owners in 52 countries with 1,300+ employees in 9 countries. Revenue is generated primarily through one-time hardware sales (collars, fencing systems, hydration devices), recurring service revenue from the Invisible Fence dealership network (professional installation and boundary maintenance), and an emerging base of connected-product subscriptions tied to GPS and cellular collars. Distribution in the United States is anchored by Walmart; internationally, the company has built brand presence over three decades.
Since 2020 the company has been owned by private-equity sponsor Clayton, Dubilier & Rice. Under CD&R ownership the business has pursued a multi-brand consolidation strategy, completed a $925 million financing round in October 2024, and appointed a new CEO (Max Rangel, effective November 10, 2025) drawn from Spin Master, Procter & Gamble, Hershey, and S.C. Johnson to drive the next phase of brand expansion, connected-product monetization, and international growth.
PetSafe Brands firmographics
Firmographics- Name
- PetSafe Brands
- Legal name
- Radio Systems Corporation
- Website
- https://petsafebrands.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- PetSafe Brands (Radio Systems Corporation) is a Knoxville, Tennessee-based, PE-backed (CD&R) multi-brand pet products company owning PetSafe, SportDOG, Invisible Fence, Kurgo, and Premier Pet, serving pet owners across 52 countries through retail, e-commerce, and a 289-dealership service network with connected GPS and smart-home products.
- Ownership category
- akta.pro rank
PetSafe Brands industry classification
Industry- Product category
- Consumer Pet Care Products
- NAICS
- Pet and Pet Supplies Retailers (45991)
- akta.pro primary industry
- Pet Technology & Smart Devices Distribution (Trackers, Feeders) (CRAOAKAI)
- akta.pro secondary industry
- Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF)
Keywords
Where PetSafe Brands is headquartered
LocationHeadquarters
- HQ city
- Knoxville
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
PetSafe Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Pet Product Hardware Sales: One-time hardware product sales across multiple categories including training collars, pet doors, automatic feeders, water fountains, litter boxes, and containment systems. Products sold through retail partners, e-commerce, and dealer networks.
- Connected Product Services: Subscription and connectivity services for smart pet products including GPS trackers, connected feeders, and app-enabled pet care devices. Revenue generated from ongoing service fees for data connectivity and smart home integration.
- Professional Installation Services: Invisible Fence dealer network provides professional installation services for pet containment systems, including custom training and ongoing support services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer pet products available through retail and e-commerce at various price points |
| Subscription | Monthly | Connected/smart pet products with optional subscription services |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
PetSafe Brands product offering
Product offeringCore offering
PetSafe Brands designs, manufactures, and sells a multi-brand portfolio of pet care hardware and connected products — including electronic pet containment systems, training collars and devices, pet doors, automatic feeders, water fountains, and self-cleaning litter boxes — distributed across 52 countries through retail, e-commerce, and a 289-location professional installation dealer network. The company also offers subscription-based connectivity services for its GPS and smart home-integrated pet devices.
Product overview
PetSafe Brands operates as a multi-brand portfolio company offering pet care products across five main sub-brands: PetSafe® (core brand with training, fences, litter boxes, fountains, feeders), SportDOG® (GPS tracking, hunting gear, outdoor training), Invisible Fence® (containment systems, GPS pet fences), Kurgo® (outdoor adventure gear with lifetime warranty), and Premier Pet® (value-focused products for mass retail). The company generates approximately $2 billion in annual revenue, serves customers in 52 countries, and employs over 1,300 teammates across 9 countries. Product portfolio spans electronic pet containment, automatic litter boxes, smart water fountains, pet doors, feeders, harnesses, collars, leashes, training tools, and hunting/accessories. Notable technology offerings include HydroSpin™ smart hydration, GPS tracking systems, and connected pet devices.
Differentiator
Problem solved
Functional benefit
Brands
- PetSafe: Core brand offering everything from training, fences, and automatic litter boxes to pet fountains, doors, feeders, and toys. Founded in 1998, PetSafe brand exists to unleash a lifetime of joy for pets and their families. Active in 52 countries.
- SportDOG
- Invisible Fence
- Kurgo
- Premier Pet
Products and services
- PetSafe® Brand Core PetSafe Brands portfolio brand offering products for training, fences, automatic litter boxes, pet fountains, pet doors, feeders, and toys, available across 52 countries.
- SportDOG® Brand Sub-brand offering outdoor and hunting dog products, including GPS tracking and remote training systems, hunting accessories, and a conservation fund supporting wildlife habitat.
- Invisible Fence® Brand Sub-brand pioneering the pet containment industry with electronic fence systems, GPS-based wire-free containment, and custom training; over 289 dealerships across 7 countries and 3 million+ pets protected.
- Kurgo® Brand Sub-brand offering innovative, rugged outdoor gear for dogs and their humans, including harnesses and adventure products backed by a Lifetime Warranty.
- Premier Pet® Brand Value-focused sub-brand offering affordable pet solutions sold through Food, Drug & Mass retail partners.
- ScoopFree® Self-Cleaning Automatic Litter Box Self-cleaning automatic litter box with crystal technology for odor control, popular with pet owners who travel frequently.
- Easy Walk® Harness No-pull dog harness designed to prevent dogs from pulling during walks.
- TEK GPS Tracking & Remote Training System Combination GPS tracking and remote training system for outdoor and hunting use, introduced by SportDOG Brand.
- GPS Wireless Containment System GPS-based pet containment system enabling wire-free pet boundaries without physical fence installation, sold through the Invisible Fence dealer network.
Quantifiable outcome
- Over 3 million pets protected inside Invisible Fence boundaries
- +3 more outcomes
Companies that use PetSafe Brands
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
PetSafe Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
PetSafe Brands partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, core and minor.
- ASPCAflagshipPetSafe Brands partnership with ASPCA for pet fostering awareness campaign. Actress Rachel Bilson documented her experience fostering a cat and highlighted PetSafe products available at Walmart, aiming to inspire others to foster pets. The campaign emphasizes creating stress-free home environments using PetSafe crystal litter and self-cleaning litter box products.
- Rachel BilsoncoreActress Rachel Bilson partnered with PetSafe Brands to support ASPCA pet fostering initiative through marketing campaign. Bilson documented her experience fostering a cat and showcased PetSafe products, leveraging celebrity influence to drive pet adoption awareness and product visibility at Walmart.
- WalmartcoreMajor retail distribution partner where PetSafe products including crystal litter and self-cleaning litter boxes are available. Partnership leveraged in Rachel Bilson marketing campaign to drive consumer awareness and purchase intent.
- SportDOG Brand Conservation Fund PartnersminorSportDOG Brand Conservation Fund supports conservation efforts through partnerships with national conservation organizations and grassroots organizations working with state, federal, and private wildlife and land management agencies. Fund contributes time and funding to projects ensuring hunters have wild places to hunt for generations.
Scale indicators11 records
Recent moves10 records
Expansion highlights5 records
PetSafe Brands competitors and assessment
Company assessmentBroad incumbents
- Spectrum Brands: Diversified consumer products company with a sizable pet care segment (Tetra, FURminator, SmartBones, Good Boy). Comparable as a multi-brand pet products manufacturer competing across price tiers and channels.
- Garmin: Large consumer electronics company with dedicated dog tracking and training products (Alpha, Astro, Pro 550 Plus series). Comparable to PetSafe's SportDOG brand in the outdoor hunting/field training category.
- Petmate: Manufacturer and distributor of pet products including pet doors, kennels, beds, and travel gear. Comparable to multiple PetSafe Brands sub-categories (Premier Pet, Kurgo, PetSafe) in mass-retail pet supplies.
- Outward Hound: Pet product brand (puzzle toys, harnesses, outdoor gear) comparable to PetSafe's Premier Pet and Kurgo brands in mass-retail pet enrichment and outdoor gear.
- Mars Petcare: Largest global pet food and pet care conglomerate (Pedigree, Royal Canin, Whistle, Wisdom Panel). Broad incumbent comparable to PetSafe Brands across multiple pet categories and global distribution.
Direct peers
- Whistle (Mars Petcare): Smart GPS pet tracker and health monitoring brand owned by Mars Petcare. Directly competes with PetSafe's connected pet products (TEK tracking, GPS wireless containment) in the subscription-enabled smart collar category.
- Fi: Direct-to-consumer smart GPS dog collar company with subscription service. Closely comparable to PetSafe's connected pet tracking product line in target customer, technology, and subscription business model.
- Tractive: European-headquartered GPS pet tracker company with subscription service operating globally. Directly comparable in product category (real-time GPS tracking), subscription model, and international go-to-market.
- DogWatch Inc. Direct competitor to Invisible Fence brand in pet containment systems with a similar dealership-driven distribution and professional installation model. Closely comparable business model in the pet containment category.
Regional players
- Worldwise (SmartyKat, Petlinks): Pet products company focused on cat and dog toys, scratchers, and enrichment. Comparable to PetSafe Brands (ScoopFree/FroliCat, Premier Pet) in mass-market pet supplies.
Market position
Competitive moat4 records
Key highlights6 records
Customer concentration
PetSafe Brands social profiles
Digital presencePetSafe Brands compliance and trust
Trust signalCompliance5 records
PetSafe Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetSafe Brands leadership team
Management profileNumber of profiles
Profiles15 records
PetSafe Brands subsidiaries and ownership
Company hierarchySubsidiaries21 records
PetSafe Brands funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetSafe Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PetSafe Brands
What does PetSafe Brands do?
PetSafe Brands designs, manufactures, and sells a multi-brand portfolio of pet care hardware and connected products — including electronic pet containment systems, training collars and devices, pet doors, automatic feeders, water fountains, and self-cleaning litter boxes — distributed across 52 countries through retail, e-commerce, and a 289-location professional installation dealer network. The company also offers subscription-based connectivity services for its GPS and smart home-integrated pet devices.
Is PetSafe Brands a public or private company?
PetSafe Brands is a private company. It is classified as private equity controlled and is currently operating.
When was PetSafe Brands founded?
PetSafe Brands was founded in 1991. It employs 1,001 to 5,000 people.
Where is PetSafe Brands based?
PetSafe Brands is headquartered in Knoxville, United States, in the North America region.
How does PetSafe Brands make money?
Three revenue lines are on record. Pet Product Hardware Sales are the primary driver. The others are connected Product Services and professional Installation Services.
Who are PetSafe Brands's main competitors?
Broad incumbents on record are Spectrum Brands, Garmin, Petmate, Outward Hound and Mars Petcare. Direct peers are Whistle (Mars Petcare), Fi, Tractive and DogWatch Inc.. Worldwise (SmartyKat, Petlinks) is listed as a regional player.
Does PetSafe Brands have an API?
No public API is recorded for PetSafe Brands.
What industry is PetSafe Brands in?
PetSafe Brands's product category is Consumer Pet Care Products. Its primary akta.pro industry code is CRAOAKAI, Pet Technology & Smart Devices Distribution (Trackers, Feeders), with a secondary code of CRAOAKAF, Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers). Its NAICS code is 45991.