What Zee.Dog does

Zee.Dog is a Brazilian-founded, privately held pet accessories company established in 2010 and headquartered in Rio de Janeiro, operating as a design-oriented direct-to-consumer brand with global shipping to more than 150 countries. The company designs, manufactures-sourced, and sells premium pet products — primarily for dogs, with an expanding cat line and a small human lifestyle accessories range — across leashes, harnesses, collars, beds, toys, bowls, outdoor gear, and travel accessories. Its catalog includes 50+ active products organized into branded sub-lines (Neopro, FlyHarness, SofterWalk, Air.Bed, NOX, Zee.Pinz, among others) and is supported by licensed collaborations with Reebok (flagship), Marvel, FARM Rio, Keith Haring, Melissa, Staple, and Chinatown Market that drive content-led acquisition.

The company employs several proprietary functional technologies: Neopro waterproof material on leashes and harnesses, Air Mesh breathable construction on adjustable harnesses, shock-absorbing Ruff Leash mechanisms, and the SofterWalk front D-ring redirect system for no-pull walking control. These are mechanical and material innovations rather than software/AI features. Distribution is multi-channel: owned e-commerce (zeedog.com) with localized currency and a $69 free-shipping threshold, wholesale programs for third-party retailers, and physical retail via a store-locator network. Revenue mechanics are predominantly transactional one-time product sales, supplemented by an optional Checkout+ subscription offering benefits such as free return shipping.

Zee.Dog has raised approximately $19.8 million in disclosed venture funding — a $1M round in 2012 from DXA Invest and a $18.8M round in July 2020 led by TreeCorp Investimentos with participation from Quartz. The company employs 101–250 people and is led by co-founder and CEO Felipe Diz, with Thadeu Diz as Creative Director and Pedro Zunzunegui as Chief Innovation Officer. No acquisitions, M&A activity, or institutional exit events are disclosed in the available data.

Name

Zee.Dog

Website

https://zeedog.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Zee.Dog is a Brazilian-founded direct-to-consumer pet accessories brand offering design-oriented leashes, harnesses, collars, beds, toys, and bowls for dogs and cats, selling globally via e-commerce, wholesale, and retail with brand collaborations including Reebok and Marvel.

Ownership category

akta.pro rank

Product category

Pet Accessories

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910), Leather and Allied Product Manufacturing (316)

SIC

Leather & Leather Products (3100), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Pet Care & Pet Supplies DTC (CRAFACAH)

akta.pro secondary industries

Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM), Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF)

Keywords

• Pet accessories
• Dog harnesses
• Dog leashes
• Pet toys
• Pet beds

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct-to-consumer sale of pet accessories including leashes, harnesses, collars, toys, beds, bowls, and related accessories through e-commerce platform and wholesale channels
2. Checkout+ Subscription: Optional subscription service providing benefits such as free return shipping on orders

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Zee.Dog designs, manufactures, and sells premium, design-forward pet accessories — including leashes, harnesses, collars, toys, beds, bowls, and feeding products — for dogs and cats. Products are sold primarily through the company's own direct-to-consumer e-commerce storefront (zeedog.com) with global shipping, supplemented by wholesale distribution and physical retail. The portfolio emphasizes proprietary comfort technologies (Neopro, Air Mesh, shock-absorbing Ruff) and design collaborations with brands such as Reebok, Marvel, FARM Rio, and Keith Haring.

Product overview

Zee.Dog is a pet products company offering a comprehensive portfolio of dog, cat, and human accessories. The core offering includes multiple leash types (Ruff Leashes, Airleashes, Hands-Free Leashes, NitLeashes, Rope Leashes, Classic Leashes, Long Leashes, Neopro Leashes), harnesses (FlyHarness, SofterWalk Harness, Adjustable Air Mesh Harnesses, H-Harness), collars, and toys (Plush, Chew, Throw, Treat Dispensing, Interactive). Additional product lines include beds and covers (Zee.Beds, Air.Beds, Air.Mat, Bed Covers), outdoor gear (Running Belt, Coats, Raincoats), cleanup products (Pee Pads, Poop Bags), bowls and feeding accessories (Tuff Bowls, Elevated Bowls, Classic Bowls, Travel Bowls, Lick Mats, Zee.Grass Slow Feeder), identification products (ID Tags, AirTag Holders, Galaxy Tag Holders), and accessories (Zee.Pinz, Leash Hanger). The company also sells cat-specific products and human lifestyle accessories. Zee.Dog has established multiple brand collaborations including Reebok, FARM Rio, Marvel, Melissa, Chinatown Market, and Keith Haring. Products are sold through e-commerce with international shipping and wholesale channels.

Differentiator

Problem solved

Functional benefit

Brands

• Zee.Dog Originals: Original product collection featuring core design aesthetic
• Naturals
• Travis
• Swell
• House of 3D
• Glitch
• Lords of Zee.Town
• NOX
• Jacquard
• Yacht
• Pixel
• Noon
• Blast
• Fritz
• Jet
• Bliss
• Gotham
• Skull
• Phantom
• Prisma
• Neopro
• Honey
• Atlanta
• Lola
• Solids
• FlyHarness
• SofterWalk
• Air.Bed
• Zee.Beds
• Zee.Pinz
• Zee.Grass
• Airleash
• Ruff Leash
• NitLeash

Products and services

• Dog Leashes A multi-line collection of dog leashes including Ruff (shock-absorbing no-pull), Airleash, Hands-Free, NitLeash, Classic, Long, Rope, and Neopro (waterproof) variants, sold to dog owners globally via the Zee.Dog storefront.
• Dog Harnesses Harness product line for dogs comprising FlyHarness (ultra-breathable adventure harness with one-click on/off), SofterWalk Harness (no-pull front D-ring redirect), Adjustable Air Mesh Harnesses, and H-Harness styles.
• Dog Collars Adjustable dog collars in various designs and materials, including Reebok collaboration designs.
• Dog Toys Range of dog toys including plush, chew, throw, treat-dispensing, and interactive varieties, with Marvel superhero-themed SKUs available.
• Dog Beds and Covers Zee.Beds, Air.Beds (inflatable), Air.Mat, and Bed Covers providing resting and travel solutions for dogs.
• Bowls and Feeding Accessories Tuff Bowls, Elevated Bowls, Classic Bowls, Travel Bowls, Feeding Mats, Lick Mats, and the Zee.Grass Slow Feeder Insert for dog feeding routines.
• Cleanup Products Pee Pads and Poop Bags & Dispensers for pet hygiene and waste management.
• Outdoor Gear Running Belt (hands-free waist belt), Coats, and Raincoats for dogs.
• Identification Products Engravable ID Tags, AirTag Holders, and Galaxy Tag Holders compatible with collars for pet tracking and identification.
• Cat Products Cat collars, harnesses & leashes, scratchers, beds, carrier bags, bowls, and toys for feline owners.
• Leash Hanger Wall-mounted organizer for leashes and collars with screw or adhesive mounting options.
• Zee.Pinz Decorative clips and pins available as flat leashes and rope leashes with various novelty designs.
• Reebok × Zee.Dog Collection Collaborative line with Reebok featuring shoes-inspired pet gear including FlyHarness, collars, leashes, and toys.
• Marvel × Zee.Dog Collection Licensed superhero-themed pet products featuring Spider-Man, Thor, Hulk, Wolverine, Black Panther, Iron Man, and The Thing.
• FARM Rio × Zee.Dog Collection Collaborative collection with Brazilian lifestyle brand FARM Rio featuring vibrant Brazilian-inspired patterns on FlyHarness, collars, and leashes.
• Keith Haring × Zee.Dog Collection Art collaboration featuring Keith Haring's iconic pop art designs on select dog accessories.
• Melissa × Zee.Dog Collection Collaborative collection with Melissa featuring playful PVC plastic designs on dog products.
• Chinatown Market × Zee.Dog Collection Streetwear collaboration featuring playful, graffiti-inspired designs on pet accessories.
• Staple × Zee.Dog Collection Streetwear collaboration featuring Staple Pigeon-themed designs and Fat Pigeon toy collection.
• Human Accessories Human lifestyle accessories including Key Caps, Cable Protectors, Stickers, and Handwritten Note Cards under the Humans line.
• Gift Cards Digital and physical gift cards for purchasing Zee.Dog products.
• Checkout+ Subscription Optional monthly subscription service providing benefits such as free return shipping on orders.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• ReebokflagshipStrategic or Co-development PartnerMajor collaboration producing Reebok-branded dog accessories including FlyHarness, Ruff Leashes, collars, and chew toys. The partnership features Reebok's athletic design language adapted for pet products.
• MarvelcoreStrategic or Co-development PartnerLicensed collaboration featuring Marvel superhero characters including Spider-Man, Thor, Hulk, Wolverine, Black Panther, and Iron Man on various dog toys and accessories.
• FARM RiocoreStrategic or Co-development PartnerBrazilian lifestyle brand collaboration featuring colorful, nature-inspired patterns on FlyHarness, collars, and leashes.
• Keith HaringcoreStrategic or Co-development PartnerArtistic collaboration featuring Keith Haring's iconic pop art designs on select dog accessories.
• MelissaminorStrategic or Co-development PartnerBrazilian jelly shoe brand collaboration featuring distinctive plastic material aesthetics on dog products.
• Chinatown MarketminorStrategic or Co-development PartnerStreetwear brand collaboration featuring playful, graffiti-inspired designs on pet accessories.
• StapleminorStrategic or Co-development PartnerStreetwear brand collaboration featuring pigeon-themed designs and Fat Pigeon toy collection.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BarkBox: BarkBox (now part of Petco) is a subscription-led pet product company offering toys, treats, and accessories through a monthly box model. Comparable to Zee.Dog as a scaled, brand-driven pet accessories player, though BarkBox's subscription-first model and broader assortment differ in channel mix.
• Petco: Petco is a national omnichannel pet retailer with owned brands, services, and a growing private-label portfolio. Comparable to Zee.Dog as a competitor for pet accessory shelf and brand-building, though Petco operates at vastly broader scale with a services-led model.
• Chewy: Chewy is the largest US online pet retailer, carrying food, accessories, and pharmacy across thousands of SKUs. Comparable to Zee.Dog only at the category level — overlapping in pet accessories, harnesses, and beds — but operates as a marketplace at vastly greater scale and margin structure.

Direct peers

• Maxbone: Maxbone is a luxury DTC pet accessories brand offering harnesses, collars, beds, and apparel with a fashion-led aesthetic. Highly comparable to Zee.Dog in design-forward positioning, premium pricing, and direct e-commerce model.
• Waggo: Waggo is a DTC brand selling premium, design-conscious dog collars, leashes, harnesses, and apparel. Comparable to Zee.Dog in product mix (collar/leash/harness focus), premium price points, and online-first distribution.
• Milk & Pepper: Milk & Pepper is a French DTC brand specializing in designer dog apparel, collars, and harnesses. Comparable to Zee.Dog in fashion-led aesthetic, premium pricing, and DTC-first model targeting style-conscious dog owners.
• Wild One: Wild One is a design-forward DTC pet brand selling premium leashes, harnesses, collars, and bowls. Closely comparable to Zee.Dog in target customer (style-conscious dog owners), channel mix (DTC-first), and product breadth across walking accessories.
• P.L.A.Y. (Pet Lifestyle And You): P.L.A.Y. designs and sells designer pet beds, toys, and accessories via DTC and retail channels. Comparable to Zee.Dog in lifestyle-driven pet accessories, design-led positioning, and presence in pet specialty wholesale.

Emerging players

• Fable: Fable is a DTC pet brand focused on modern, design-forward essentials including crates, bowls, and leashes. Comparable to Zee.Dog in design philosophy and DTC channel, with partial overlap in walking accessories and lifestyle positioning.
• Harry Barker: Harry Barker is a designer pet lifestyle brand offering collars, beds, apparel, and toys with a focus on sustainable materials. Comparable to Zee.Dog in lifestyle positioning and accessories breadth, though with a smaller international footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Zee.Dog
• Instagraminstagram.com/zeedog
• Xx.com/zee_dog

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zee.Dog