Stoke-on-Trent-based ProtectaPet has expanded its team after demand for its new flexible outdoor space for cats ‘exceeded expectations’.
The DIY Catio, which can be cut to fit almost any area, quickly surpassed initial sales projections, with 18 units sold in the first week. In response, the company has recruited a full-time warehouse team member and brought in two additional agency staff to help meet demand over the busy summer period.
The product – which has been two years in development – has been designed by ProtectaPet’s Co-founder and Product Designer Simon Davies, working with another designer who is now contracted to the business.
Simon said: “We wanted to offer a solution that matches the quality of our professional installations while empowering cat owners with complete flexibility. This product gives DIY customers the tools to create a secure and stylish outdoor haven for their cats without compromise.”
ProtectaPet – a recipient of the King’s Award for Enterprise in the innovation category in 2023 – specialises in cat protection products. It has developed the patent-pending ‘catio’ with a modular system and trim-to-fit posts, allowing it to be tailored to patios, gardens or awkwardly shaped outdoor spaces.
A new interactive planning tool is due to launch this month to help customers visualise and order their ideal setup.
Eve Davies, Co-founder and Communications Director at ProtectaPet, added: “We’ve always prided ourselves on quality and innovation, but we recognised that our earlier DIY solutions lacked the adaptability many customers needed. This new launch changes that: it’s versatile, accessible and every bit as reliable as our professionally installed systems.”
