24+ global brands. Curated not collected.

Anchor Brands

The revenue anchors. Deep multi-SKU ranges, proven category leadership, and the strongest competitive moat in the Australian market.

Whisker / Litter-Robot

Whisker is the American company behind the Litter-Robot — the world's leading self-cleaning, automated cat litter system. The Litter-Robot 4 is Wi-Fi connected, app-controlled via the Whisker app, and features OdorTrap technology, automatic waste separation, and real-time health monitoring including litter level, waste drawer status, and cat weight tracking. Whisker has indicated it has no plans to appoint additional Australian distributors, citing the market as too small and distant, and the existing UPP relationship as excellent

PetSafe

PetSafe is one of the world's most recognised pet technology brands, owned by Radio Systems Corporation. The brand spans containment systems, electronic training tools, automatic feeders, smart pet doors, water fountains, and connected accessories. Multi-category breadth makes PetSafe one of UPP's most versatile wholesale brands — with product relevance across pet specialty, mass retail, and outdoor channels

Growth Brands

Scaling fast. Proven product-market fit. The strongest near-term diversification opportunity.

PETLIBRO

Wi-Fi smart feeders and water fountains. Fastest-growing category in the portfolio. Broad cross-species appeal, strong recurring revenue through filters and accessories. Available through: Pet specialty · Lifestyle retail · Marketplace · D2C

Tuft + Paw

Modern cat furniture designed for the home, not hidden from it. Clean lines, neutral palettes, solid materials. Strong performer in lifestyle retail and D2C. Available through: Lifestyle retail · Pet specialty · D2C

FUKUMARU

Japanese-designed cat furniture — cat trees, wall-mounted systems, scratching boards. Restrained, functional, beautifully made. Available through: Lifestyle retail · Pet specialty · D2C

Emerging Brands

Recently onboarded. Validated demand signals. 6–12 months to confirm sell-through and margin sustainability.

PetWant

PetWant makes a range of app-controlled automatic feeders covering cats and dogs across single-pet and multi-pet household configurations. Wi-Fi connected, portion-programmable, and backed by growing verified reviews on Cat Evolution. The brand occupies a mid-price positioning between budget automatic feeders and premium PETLIBRO units — useful for retailers who need range breadth across the smart feeding category

XCHO

XCHO takes a health-first approach to cat hydration. Unlike standard filtered fountains, XCHO fountains use built-in UV-C light technology to actively sterilise the water — destroying bacteria, algae, and microorganisms that standard carbon filters miss. The result is genuinely cleaner water with quantifiably lower bacterial count. Unique in the Australian market at this price point.Multi-category breadth makes PetSafe one of UPP's most versatile wholesale brands — with product relevance across pet specialty, mass retail, and outdoor channels

Furbulous

Furbulous offers self-cleaning automatic litter box technology at a more accessible price point than Litter-Robot — opening the automated cat care category to a broader audience. Automatic waste separation, odour containment, and app monitoring at roughly 30–40% of the Litter-Robot 4 price. Category entry product for price-conscious consumers being introduced to automated litter.