K9 Grass

What K9 Grass does

K9Grass is a product brand of ForeverLawn, Inc., a US-based manufacturer of artificial turf founded in 2005 and purpose-built for canine use. The brand's core offering is a no-infill, knitted artificial turf system with a proprietary Flow-Through Backing™ that allows urine and water to drain through the surface rather than pool on top, treated with AlphaSan® antimicrobial technology. The product line is segmented into four turf tiers (Eco, Classic+, Elite, Endura) for installation, plus portable K9Grass Mats, a K9Hammock elevated bed, and a "Got Pee?" maintenance product family. A patented K9Grass Flushing System enables indoor-rated installations in climate-controlled environments.

K9Grass serves four primary customer segments: residential dog owners, veterinary clinics, commercial pet-care facilities (boarding, daycare, grooming, pet resorts), and institutional sites such as apartment complexes and airport pet-relief areas. Disclosed commercial deployments include PetSmart, Washington Dulles International Airport, Orlando International Airport, and a 9,500-square-foot installation at Cesar Millan's facility, along with pet resorts ranging from 11,000 to 50,000 square feet.

Revenue is generated through two distinct channels. Installed turf is sold via ForeverLawn's certified dealer network on a project-quoted basis, with pricing determined by square footage, product tier, and site conditions. Portable SKUs (mats, hammocks, maintenance products) are sold direct to consumers via e-commerce at price points ranging from approximately $20 to $340. The company also offers commercial financing for installation customers, lowering the capital barrier for commercial buyers. The model combines high-touch, project-based installation revenue with a smaller, transactional consumer-turf revenue stream.

Name

K9 Grass

Legal name

ForeverLawn, Inc.

Website

https://k9grass.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

K9Grass is a US-based brand of ForeverLawn, Inc. that manufactures and installs artificial turf purpose-built for dogs. It serves residential dog owners, veterinary clinics, commercial pet-care facilities, and institutional sites such as airports and apartments through a certified dealer network and e-commerce.

Ownership category

akta.pro rank

Product category

Synthetic Pet Turf / Pet Artificial Grass

NAICS

Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Artificial Turf & Synthetic Grass Manufacturing (IMAOAJAI)

akta.pro secondary industry

Sod Installation & Lawn Seeding (Turf Establishment) (HSAIAFAO)

Keywords

• Artificial grass for dogs
• Synthetic pet turf
• Pet surfacing solutions
• Dog turf installation
• Pet-friendly artificial lawn

Headquarters

HQ city

Canton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Artificial Turf Sales: Sale of K9Grass synthetic turf products including K9Grass Eco, K9Grass Classic+, K9Grass Elite, and K9Grass Endura for residential and commercial applications
2. K9Grass Mats: Portable synthetic grass mats in standard and custom sizes for use in crates, kennels, carriers, and dog potties
3. K9Hammock: Dog hammocks featuring K9Grass synthetic turf surface for indoor and outdoor pet relaxation
4. Maintenance Products: Got Pee? branded cleaning products including Germicidal Cleaner, Odor Eliminator, Spot Eliminator, and associated sprayers and accessories
5. Professional Installation: Installation services provided through certified ForeverLawn dealers, offering time-tested installation methods including perimeter boards, stainless steel staples, and various base systems

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

K9Grass designs, manufactures, and distributes synthetic artificial grass products specifically engineered for dogs and pet facilities, sold through a certified ForeverLawn dealer network and a direct e-commerce store. The portfolio includes four turf product lines (Eco, Classic+, Elite, Endura), portable K9Grass Mats, the K9Hammock pet furniture, the patented K9Grass Flushing System for indoor installations, and the Got Pee? line of maintenance cleaners and odor eliminators. Professional installation services are delivered via certified dealer installers across the United States.

Product overview

K9Grass by ForeverLawn offers a portfolio of artificial grass products specifically designed for dogs. The core offering includes four distinct turf product lines: K9Grass Eco (environmentally friendly with recycled content), K9Grass Classic+ (the original proven solution since 2005), K9Grass Elite (premium with 15-year warranty and light-reflective resistance), and K9Grass Endura (premium nylon blades for maximum realism). Supporting the turf products are portable K9Grass Mats available in bound edges, unbound edges, and custom sizes for crates, kennels, carriers, and dog potties; K9Hammock dog furniture featuring the turf surface; and a complete line of Got Pee brand maintenance products including germicidal cleaner, odor eliminator, and spot remover. An indoor K9Grass Flushing System enables installation in enclosed facilities. All products share key technologies: Knitted Flow-Through Backing for edge-to-edge drainage and AlphaSan antimicrobial technology embedded in the blades.

Differentiator

Problem solved

Functional benefit

Brands

• K9Grass Eco: An environmentally friendly synthetic grass for dogs, constructed entirely of polypropylene and polyethylene to enhance end-of-life recyclability, with thatch containing 30% recycled content.
• K9Grass Classic+
• K9Grass Elite
• K9Grass Endura
• K9Grass Mats
• K9Hammock
• Got Pee?

Products and services

• K9Grass Eco Environmentally friendly synthetic grass for dogs, constructed entirely of polypropylene and polyethylene with 30% recycled content in the thatch to enhance end-of-life recyclability. Targeted at residential and commercial pet owners seeking a sustainable pet surfacing option.
• K9Grass Classic+ The original, time-proven synthetic turf solution trusted by millions since 2005, offering unrivaled pet waste handling capabilities for homes, commercial pet care facilities, veterinary clinics, and dog parks.
• K9Grass Elite Premium synthetic grass for dogs with eye-catching multi-colored blades and a polymer that resists reflective light damage, backed by an exclusive 15-year warranty. Designed for buyers seeking the longest warranty and enhanced aesthetics.
• K9Grass Endura Premium synthetic grass for dogs crafted with soft, narrow nylon blades, tan thatch, and knitted backing to provide unmatched realism, drainage, and resistance to magnified reflected light.
• K9Grass Mat with Unbound Edges Portable synthetic grass mat with unbound edges, ideal for use in any space inside or outside the house, inside crates, kennels, and carriers, and as replacement grass in dog potties such as the PetSafe Pet Loo.
• K9Grass Mat with Bound Edges Portable synthetic grass mat with bound edges providing a finished look, suitable for any space where a neat, finished edge is preferred, available in three standard sizes.
• K9Grass Custom Mat Custom-sized portable synthetic grass mat available in configurable dimensions for unique applications, with shipping included in the Continental U.S.
• K9Hammock by ForeverLawn A dog hammock bed featuring premium K9Grass synthetic turf surface with EPS premium all-weather plastic lumber, designed for comfort, support, and easy cleaning using the same antimicrobial technology and Flow-Through Backing as the turf products.
• Got Pee? Germicidal Cleaner Germicidal cleaner that cleans and deodorizes hard, non-porous surfaces, kills 99.9% of bacteria and germs, and is effective against viruses including Coronavirus and canine pathogens.
• Got Pee? Odor Eliminator Odor eliminator created from bacterial/enzyme culture blends that digest odor- and stain-causing organic matter including urine, vomit, and feces.
• Got Pee? Spot Eliminator Professional strength carpet stain remover made from strong cleaners and degreasers to remove stains from urine, vomit, dirt, grease, oil, mud, and other substances.
• K9Grass Flushing System Patented installation system designed to make indoor turf installations possible for pet facilities by moving water and/or cleaning solution across sloped floors beneath the synthetic grass to dilute, rinse, and direct urine to the drain.
• Professional K9Grass Installation Services Professional installation services for K9Grass turf products delivered by certified ForeverLawn dealers across the United States, using perimeter boards, stainless steel staples, and various base systems for commercial and residential installations.

Quantifiable outcome

• Drainage rate of 1,500-3,000 inches per hour, approximately 100 times faster than standard synthetic grass
• +2 more outcomes

Named customers16 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Cesar MillanflagshipStrategic or Co-development PartnerInternationally recognized dog trainer and television personality (Dog Whisperer, Cesar Millan: Better Human Better Dog) partnered with K9Grass. Conducts training at his 43-acre Dog Psychology Center in Santa Clarita, CA, where over 9,500 square feet of K9Grass was installed. Also drives the Pack Leadership Community, a live online coaching experience for dog owners. His endorsement positions K9Grass as the original, most technologically advanced grass alternative specifically for dogs.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Shaw Sports Turf: Shaw Sports Turf (a Shaw Industries subsidiary) is a major synthetic turf manufacturer with broad commercial and pet applications. While primarily sports-focused, it competes for institutional buyers in the same specification channels as K9Grass and benefits from deep corporate backing.
• FieldTurf: FieldTurf is a major synthetic turf manufacturer dominant in sports fields and increasingly in landscape and pet applications. Its scale, R&D, and installer network make it a broad incumbent competing for the same commercial pet-facility and municipal bids as K9Grass.
• AstroTurf: AstroTurf is a legacy synthetic turf brand with broad product coverage across sports, landscape, and specialty applications. While it is not dog-specific, it competes for the same commercial specification budgets and brand awareness in the broader turf market.

Direct peers

• Artificial Turf Supply: Artificial Turf Supply distributes and installs synthetic turf products for residential and commercial projects. Its online-direct and installer-supported model competes for the same residential and small-commercial turf buyers that K9Grass addresses through its dealer network and e-commerce store.
• Controlled Products LLC: Controlled Products manufactures and distributes synthetic turf under multiple brands for residential, pet, and commercial applications. Its GrassWorx pet-focused product line competes directly with K9Grass on product offering and target market.
• Global Syn-Turf: Global Syn-Turf manufactures and distributes artificial grass for pets, landscapes, and commercial use. Its pet-specific product line, online distribution, and installer network place it in direct competition with K9Grass in the residential and pet-facility segments.
• Easy Turf: Easy Turf (a Recreational Group company) manufactures and distributes artificial grass for residential, commercial, and pet applications. It overlaps with K9Grass on product type, target buyer (homeowners and pet owners), and dealer/installer-led distribution.
• SYNLawn: SYNLawn is one of the largest artificial grass manufacturers in North America and offers pet-specific turf lines (e.g., SYNBermuda, SYNPet) alongside residential, commercial, and sports products. It is the most direct comparable to K9Grass in synthetic turf distribution, dealer model, and pet-segment positioning.
• TigerTurf: TigerTurf manufactures synthetic turf for landscape, pet, and sports applications with a comparable dealer-led go-to-market. Its pet-focused product line and backing-technology approach make it a close functional comparable to K9Grass.

Emerging players

• Act Global: Act Global is a synthetic turf manufacturer focused on sports fields and landscape applications with growing pet and commercial segments. It is comparable to K9Grass as an emerging specialty turf player pursuing similar specification-driven commercial wins.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/K9Grass
• YouTubeyoutube.com/@foreverlawn
• Facebookfacebook.com/K9Grass
• LinkedInlinkedin.com/company/k9grass
• Instagraminstagram.com/k9grass_by_foreverlawn
• Pinterestpinterest.com/k9grassbyforeverlawn

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 K9 Grass