PetSafe
PetSafe, founded 1998 and headquartered in Knoxville, Tennessee, is a consumer pet-products brand under Radio Systems Corporation that designs and sells self-cleaning litter boxes, GPS dog fences, smart feeders, water fountains, pet doors, and training products to dog and cat owners through DTC e-commerce and wholesale channels.
- Company typePrivate
- Founded1998
- HeadquartersKnoxville, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What PetSafe does
PetSafe is a 28-year-old consumer pet-products brand founded in 1998 and headquartered in Knoxville, Tennessee, operating as the flagship brand of Radio Systems Corporation (d/b/a PetSafe Brands). The company designs, manufactures, and sells hardware-based pet care solutions spanning pet containment, automated waste management, smart feeding, hydration, training, mobility, and travel, with core product lines including the ScoopFree family of self-cleaning litter boxes, the Guardian GPS wireless and in-ground dog fence systems, Smart Feed automatic feeders, SmartDoor connected pet doors, HydroSpin water fountains, and SMART DOG remote trainers. The technical foundation rests on proprietary features such as AccuGuard GPS boundary detection, SmartSpin mechanical self-cleaning, HydroSpin fountain circulation, and ScoopFree crystal-litter odor control, with connected products managed through the My PetSafe mobile app on iOS and Android.
PetSafe operates a hybrid direct-to-consumer and wholesale go-to-market motion, with primary revenue from one-time hardware sales priced between $36.99 (entry fountains) and $549.99 (OpenSky app-connected litter box), complemented by two recurring revenue streams: Autoship subscriptions for consumables (litter, filters) at 5% off with free shipping, and paid monthly/annual connectivity subscriptions for GPS tracking services. Distribution spans the petsafe.com DTC storefront, an iStore B2B online wholesale portal for accounts 05/06/00, authorized retailers, vet clinics, training facilities, rescue groups, humane societies, and international e-commerce sites. Customer segments are horizontally organized across dog owners (primary), cat owners (primary), veterinary and pet professionals (wholesale), and senior pet owners.
PetSafe holds a top-5 position in the global smart pet products market alongside Whistle, Furbo, Petcube, and iFetch, with over 1 million ScoopFree units sold. The brand sits within Radio Systems Corporation's multi-brand portfolio that also includes SportDOG, Kurgo, Invisible Fence, Free Spirit, and Premier Pet. Despite operational continuity and active product launches through 2026, Moody's downgraded the Corporate Family Rating to Caa1 with a negative outlook, citing weaker-than-expected earnings, increased leverage, and inconsistent cash flow generation — a material credit signal for any prospective investor or acquirer.
PetSafe firmographics
Firmographics- Name
- PetSafe
- Legal name
- Radio Systems Corporation
- Website
- https://petsafe.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PetSafe, founded 1998 and headquartered in Knoxville, Tennessee, is a consumer pet-products brand under Radio Systems Corporation that designs and sells self-cleaning litter boxes, GPS dog fences, smart feeders, water fountains, pet doors, and training products to dog and cat owners through DTC e-commerce and wholesale channels.
- Ownership category
- akta.pro rank
PetSafe industry classification
Industry- Product category
- 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 Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
Keywords
Where PetSafe is headquartered
LocationHeadquarters
- HQ city
- Knoxville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PetSafe business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Hardware Product Sales: One-time purchase of pet care products including fences, litter boxes, feeders, doors, toys, and accessories. Products sold directly through e-commerce and through wholesale/retail channels.
- Connectivity Services Subscriptions: Monthly and annual subscription plans for GPS tracking and connectivity services linked to smart products like the Guardian GPS collar. Includes automatic renewal and various plan tiers.
- Recurring Product Subscriptions: Autoship program for consumables like litter, filters, and accessories with monthly, bi-monthly, quarterly, and annual delivery options. Features automatic renewal with recurring payment charges.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | GPS Dog Fence Systems |
| Unit Pricing | Pay-as-you-go | ScoopFree Self-Cleaning Litter Boxes |
| Unit Pricing | Pay-as-you-go | Smart Feeders and Fountains |
| Subscription | Monthly | Connectivity Services |
| Subscription | Monthly | Autoship/Recurring Product Subscriptions |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
PetSafe product offering
Product offeringCore offering
PetSafe designs, manufactures, and sells pet care products for dogs and cats, including self-cleaning ScoopFree litter boxes, Guardian GPS and wireless pet containment fences, Smart Feed automatic feeders, SmartDoor connected pet doors, water fountains, training collars, harnesses, leashes, toys, mobility aids, and travel products. The products are sold direct-to-consumer through petsafe.com, through wholesale channels to vet clinics and pet retailers, and internationally.
Product overview
PetSafe offers a broad pet product portfolio spanning multiple categories including self-cleaning litter management (ScoopFree® line with Crystal Smart, Crystal Pro, Crystal Plus, SmartSpin, OpenSky, Clumping, and Classic variants), GPS and wireless pet containment (Guardian® GPS 2.0, Guardian® GPS, Wireless Pet Containment System, Stay & Play, YardMax, and Stubborn Dog In-Ground Fence), smart pet doors (SmartDoor™ Connected), automated feeding (Smart Feed), and pet hydration (water fountains with HydroSpin technology). The ecosystem is supported by the My PetSafe® mobile app (iOS/Android) for connected products, complemented by training collars, harnesses, toys, mobility aids, travel products, and Autoship subscription services. The portfolio serves both dog and cat owners across containment, feeding, hydration, waste management, training, and travel needs.
Differentiator
Problem solved
Functional benefit
Brands
- ScoopFree: Self-cleaning automatic litter boxes for cats featuring crystal and clumping litter options, app connectivity, and health monitoring capabilities
- Guardian GPS
- Smart Feed
- Stay & Play
- YardMax
- SmartDoor
Products and services
- ScoopFree® Smart Self-Cleaning Litter Box (Crystal Smart)
Quantifiable outcome
- Over 1 million ScoopFree litter box units sold
- +1 more outcomes
Companies that use PetSafe
Customer profileSegments4 records
Ideal customer profiles3 records
PetSafe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
PetSafe partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Rachel BilsonminorActress Rachel Bilson partnered with PetSafe Brands for a marketing campaign promoting pet fostering through the ASPCA organization. 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's crystal litter and self-cleaning litter box products.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
PetSafe competitors and assessment
Company assessmentDirect peers
- Tractive: Direct competitor in GPS pet trackers with a subscription-based real-time location service. Tractive targets the same use case as PetSafe's Guardian GPS, and serves global markets where PetSafe also distributes.
- Petcube: Direct competitor in smart pet cameras, treat dispensers, and connected pet care. Petcube and PetSafe both pursue app-integrated smart devices for cats and dogs, competing for similar DTC- and retail-channel shelf space.
- Furbo: Direct peer in connected pet products, particularly smart cameras and treat-dispensing devices for dogs. Furbo competes for the same premium, tech-engaged pet parent customer that PetSafe targets with its SmartDoor and app-connected ecosystem.
- Whistle (by Tractive): Direct competitor in the GPS pet tracking and smart collar category. Whistle offers subscription-based GPS and health monitoring, overlapping with PetSafe's Guardian GPS line and Smart Feed connectivity offerings for the same dog-owner segment.
Broad incumbents
- Garmin: Broad incumbent in GPS and wearable tracking technology with a pet-specific line (Alpha, Astro). Garmin competes with PetSafe in high-end GPS tracking and training collars, leveraging deeper R&D and brand recognition in wearables.
- Petco: National pet retail chain and growing services provider that carries PetSafe fencing, training, and litter products. Petco competes in wellness-adjacent pet tech and veterinary services where PetSafe's vet-channel distribution reaches end users.
- Chewy: Largest online pet retailer in the U.S. Chewy is both a channel for PetSafe products and a competitor in adjacent pet care categories. The overlap is in DTC pet supply, consumables, and increasingly pet health and tech.
- PetSmart: Major specialty pet retailer carrying PetSafe products while also operating its own private-label and partner brands. PetSmart competes on shelf placement, pricing, and increasingly on connected pet products.
Emerging players
- iFetch: Emerging player in automated pet toys and treat-dispensing devices for dogs and cats. iFetch is identified alongside PetSafe in the top 5 smart pet brands holding 54% of category share, making it a direct niche competitor in automated play.
Others
- Radio Systems Corporation (Invisible Fence brand): Sister brand under the same parent (Radio Systems Corporation) and direct overlap in pet containment. Invisible Fence focuses on professional-installed containment solutions, while PetSafe emphasizes DIY wireless and GPS fences, making them adjacent within the same corporate family.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
PetSafe social profiles
Digital presencePetSafe financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetSafe leadership team
Management profileNumber of profiles
PetSafe subsidiaries and ownership
Company hierarchySubsidiaries5 records
PetSafe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetSafe 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
What does PetSafe do?
PetSafe designs, manufactures, and sells pet care products for dogs and cats, including self-cleaning ScoopFree litter boxes, Guardian GPS and wireless pet containment fences, Smart Feed automatic feeders, SmartDoor connected pet doors, water fountains, training collars, harnesses, leashes, toys, mobility aids, and travel products. The products are sold direct-to-consumer through petsafe.com, through wholesale channels to vet clinics and pet retailers, and internationally.
Is PetSafe a public or private company?
PetSafe is a private company. It is classified as corporate owned and is currently operating.
When was PetSafe founded?
PetSafe was founded in 1998. It employs 11 to 50 people.
Where is PetSafe based?
PetSafe is headquartered in Knoxville, United States, in the North America region.
How does PetSafe make money?
Three revenue lines are on record. Hardware Product Sales are the primary driver. The others are connectivity Services Subscriptions and recurring Product Subscriptions.
Who are PetSafe's main competitors?
Direct peers on record are Tractive, Petcube, Furbo and Whistle (by Tractive). Broad incumbents are Garmin, Petco, Chewy and PetSmart. iFetch is listed as an emerging player. Radio Systems Corporation (Invisible Fence brand) is listed as an others.
Does PetSafe have an API?
No public API is recorded for PetSafe.
What industry is PetSafe in?
PetSafe's product category is Pet Care Products. Its primary akta.pro industry code is CRAOAKAI, Pet Technology & Smart Devices Distribution (Trackers, Feeders), with a secondary code of CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick). Its NAICS code is 45991.