Rufus & Coco is an Australian pet-care company founded in 2008 by Anneke van den Broek. With the simple mission of personal care for pets, Rufus & Coco delivers the human-grade quality, safety, and empathy people expect for themselves, applied to the animals they love.

The business offers both products and services designed to support pets and their families across daily care. Its product portfolio includes Wee Kitty® natural litters, compostable clean-up solutions, grooming and hygiene products, and training/toileting aids. Services extend this ecosystem with The Fur Salon premium grooming salons and The Fur Dental non-sedation teeth cleaning. In FY24–FY25, Rufus & Coco broadened the Wee Kitty® portfolio, scaled its three Sydney salons, launched The Fur Dental, and entered nutrition with The Fur Chef.

Environmental responsibility is a core principle. Rufus & Coco addresses the negatives of traditional clay and silica litters and conventional plastics by prioritising plant-based substrates and certified-compostable accessories, paired with clear guidance for responsible disposal. All products are developed to meet strict standards for safety and performance, with results validated through independent third-party testing (e.g., SGS).

In Australia, approximately 70% of households now own a pet, with demand for premium pet products on the rise. Rufus & Coco stands apart from competitors through its breadth of offerings and consistent focus on sustainability and innovation. Rufus & Coco’s products and services span multiple verticals, including litter, grooming, hygiene, and services, creating an ecosystem of products that deliver meaningful value across a pet’s life.

By combining evidence-led product development, responsible materials, premium services, and an expanding lifestyle offering, Rufus & Coco is redefining what modern pet care looks like.  After 17 years in business, Rufus & Coco has grown from a start-up idea into a recognised leader in premium pet care, setting new benchmarks in innovation, environmental responsibility, and customer trust.

For more information about Rufus & Coco, visit rufusandcoco.com.au.