COLLAR Company: For 29 Years, We have been Making Pets and People Happy

On December 14, we celebrate the 29-th anniversary of COLLAR Company — a special day for our entire team. This year has been one of growth, innovation, and inspiration. We continued to develop, create new products, enter new markets, and inspire those who share our love for pets.

2024 marks another step forward, and we thank everyone who has been with us on this journey. Let’s take a closer look at what this year has been like for us.

This year, the COLLAR team showcased Ukrainian-made products at six international exhibitions and five events held in Ukraine. Participating in such events fosters collaboration and partnerships, expands the network of contacts, and increases brand recognition. We have expanded the list of countries we export our products to, increasing it from 78 to 82.

In 2024, we attended the following events:

• GlobalPETS Forum, Venice, Italy, January 24-26, 2024
• Global Pet Expo, Orlando, USA, March 20-22, 2024
• Interzoo 2024, Nuremberg, Germany, May 7-10, 2024
• Veterinary Conference IVC, Ukraine, May 25-26, 2024
• Pes Day, Kyiv, Ukraine, September 7-8, 2024
• Online forum presentation in Japan on the topic “How to Develop Business During Wartime and Tackle Challenges”, August 28, 2024
• PetExpo, Łódź, Poland, September 13-15, 2024
• Business Forum “Made in Ukraine,” Ukraine, October 11-12, 2024
• International Pet Conference, Brussels, Belgium, October 16-17, 2024
• Ukrainian Veterinary Dermatological Conference, Ukraine, November 30-December 1, 2024
• Veterinary Conference IVC, Ukraine, December 6-8, 2024

The year 2024 has been especially dynamic and productive for COLLAR Company. We introduced more than 100 new products for both the international community and the Ukrainian market. Our commitment to innovation and the integration of up-to-date technologies in manufacturing keeps us ahead of the curve, meeting the needs of pets worldwide. We continuously improve our products and implement innovations that adhere to the highest international standards, conquer global markets, and showcase the strength and potential of Ukrainian manufacturing on the world stage.

In 2024, we launched the following products:

• “WAUDOG Fountain” ensures pets have access to clean, filtered water 24/7
• “WAUDOG LED” collar and “WAUDOG LED Light” RGB flashlight featuring four lighting modes for enhanced pet safety during nighttime
• “WAUDOG Nylon Mono”, a bright and stylish range of pet accessories for pet parents seeking to stand out among the crowd
• “WAUDOG Silicone” collection includes a snuffle mat, a lick mat, and a slow feeder bowl designed to extend mealtime by up to six times
• “WAUDOG” Instagram collection featuring a vibrant line of pet accessories, apparel, retractable leashes, and ID tags available in 12 trending designs created using AI
• “WAUDOG Fun Durable” dog toys made of thermoplastic rubber, and “WAUDOG Fun” biodegradable toys crafted from eco-friendly materials
• “WAUDOG Fun” cat toys made from natural, biodegradable materials
• “SuperCat” corn litter designed for superior care and hygiene for cats
• “WAUDOG Vet” hygiene accessories, a range of care products for dogs and cats
• “WAUDOG Smart ID” MINI Microchip with a QR ID Tag, a compact transponder for pet identification
• “WAUDOG Relax Eco” carrier bags made from recycled cotton and natural linen, these carriers received the Pet Business Industry Recognition Award 2024 in the pet carrier category

Pet Business, one of the most authoritative industry media outlets in the U.S. pet products sector, highlights the latest news, trends, innovations, and novelties in the pet industry, while connecting professionals from around the globe. The Industry Recognition Awards spotlight the most innovative and functional products in various categories within the U.S. market. The editorial team of Pet Business selected the winner and announced the results in the main article of the December issue. In 2016, “AiryVest” jackets, and in 2023, the “WAUDOG Nylon Recycled” collar, won these awards.

The “PULLER” training tool and “EVOLUTOR” pet accessories with a lifetime warranty were awarded in 2024 by the authoritative pet industry media PetAge as the best products in the U.S. market, setting the “gold standard” in the pet industry. For over 50 years, PetAge has been a reliable source of information, exploring current trends, providing detailed product insights, and offering practical advice that helps retailers, groomers, manufacturers, and pet care professionals achieve success.

For the COLLAR Company team, it is an incredible honor to be among those creating products that provide real value to customers and feature unique characteristics that meet the needs of pet parents worldwide. This award inspires the team to overcome challenges and continue producing innovative, top-quality products.In 2024, we launched an official Wikipedia page that features key stages of the company’s development, information about bestselling products, social responsibility initiatives, and references to media publications from Ukraine and around the world.

Among customers in Ukraine, the most in-demand brands are SuperCat, SUPERIUM, and WAUDOG. In the second quarter of 2024, the number of client orders increased by 30%. At the same time, orders for SUPERIUM veterinary products grew by 45%, the PULLER training tool by 22%, and the WAUDOG Nylon pet accessories by 50%. The SuperCat corn-based litter also demonstrated significant growth in the Ukrainian market and has strong potential to become a new bestseller among cat litters. Retail networks also showed positive dynamics, with a 15% growth compared to 2023.

Among the most popular designs and prints, the “Avocado” design from the “WAUDOG Nylon” series holds the leading position. Second place goes to “Colors of Freedom”, and third to “Leopard”. In the “WAUDOG Clothes” assortment, the most popular choice was the reflective print, followed by “Leopard” in second place, and “NASA” in third. For the “AiryVest” jacket line in 2024, customers favored classic black, with purple and lime green ranking second and third, respectively.

In 2024, the COLLAR Company logistics team shipped 9,000 tons and 5.2 million units of products to customers and doubled the warehouse space in Chernihiv. This reflects a significant demand for our products and an expansion of logistical capabilities to ensure timely order fulfillment and a rapid response to market needs.

Our team continued to implement projects aimed at supporting stray pets and promoting adoption through active collaboration with pet welfare volunteers, shelters, and foundations in 2024.

This year, COLLAR partnered with organizations such as “ZooPatrol UA”, the “Happy Paw Charitable Foundation”, shelters like “Sirius”, “Best Friends”, “Dog Help Kharkiv”, the Hostomel Shelter, Chernihiv’s “Zooshans”, and the veterinary-sterilization center “Step to Pets”. The company donated veterinary products, pet apparel, toys, litter, and accessories to meet the shelters’ needs and support homeless pets. Throughout 2024, COLLAR provided over 1,000 “PULLER” training tools, more than 5,000 “LIKER” balls, over 5,000 “PitchDog” toys, more than 2,000 units of “WAUDOG” pet gear, over 1,000 packs of “SuperCat litter”, and more than 2,000 units of “SUPERIUM” veterinary products. The company also supported charitable events promoting canine-assisted therapy sessions at the “InNikos” School in Kyiv, dog festivals like “Holy Doggy”, and adoption days hosted by the “Sirius” Shelter.

Since 2020, COLLAR has partnered with the “Happy Paw Charitable Foundatio”n on the “Full Start” initiative, aimed to encourage the adoption of shelter animals. As part of this initiative, every adopted dog receives a “WAUDOG” collar with an ID tag, while cats receive “SuperCat” wood or corn-based litter. Between February 2020 and November 2024, approximately 3,000 dogs went to new homes wearing “WAUDOG” collars, and over 2,000 cats received litter for their new spaces.

One of the team’s key focus areas is the development of canine-assisted therapy sessions in Ukraine, conducted with the participation of Lilu, the dog of founder Yuriy Sinitsa. Lilu helps children with special needs improve their mental and physical health at the “Vidrodzhennia” rehabilitation center. In 2024, more than 100 canine-assisted therapy sessions were held in Chernihiv, 48 in Kyiv, and over 50 sessions for children at the Christian Center “Maria’s School” and in inclusive groups of kindergartens in Chernihiv. These interactions with the dog reduce stress and anxiety, foster socialization, and enhance confidence in children. Antonina Vdovychenko, Ph.D. in Psychology and a practicing psychologist at the “Vidrodzhennia” center, with the support of COLLAR Company, published methodological recommendations for using canine-assisted therapy in the rehabilitation of children with psychophysical developmental disorders. Antonina shared her 14 years of experience working with Nika and Lilu, as well as the positive outcomes, to aid professionals in studying and understanding the method of canine-assisted therapy.

In 2024, 380 children participated in football training at the youth sports school on the “Chernihiv-Arena” stadium. The Chernihiv Football Club achieved a historic third-place finish in the Professional Football League (PFL) standings in the Second League by the end of the calendar year. The club also recorded its largest professional-level victory in history, defeating “Metalist” 1925-2 with a score of 8:2 in the first round of the championship. Additionally, the club set a record series of five matches without conceding a goal from September 7 to September 29 and achieved a record number of victories—six matches.

This year, COLLAR Company joined a European career guidance project for school and gymnasium students in Chernihiv. Students visited active regional enterprises to learn more about various professions and explore potential future employment opportunities. Our team conducted a tour of the production facilities and introduced the key milestones in the Company’s development. We aimed to inspire students and demonstrate how dreams can come true. To support this goal, we released a documentary film, “From Collar to COLLAR Company,” which teaches the importance of dreaming big and is designed to motivate current and future entrepreneurs to help rebuild Ukraine.

Our company actively supports colleagues who have joined the Ukrainian Armed Forces, responding to their requests and providing assistance. In 2024, our team fulfilled the following requests: five Cyclops thermal imaging devices, three Mavic 3 PRO drones, two FPV drones, one electronic warfare system, six tactical first aid kits, ten soft tactical medical stretchers, two ballistic helmets, two bulletproof vests, and 1,000 pairs of self-heating thermal insoles. We also assisted with vehicle repairs for the military. Understanding the importance of supporting the armed forces, we participate in volunteer initiatives and contribute to Ukraine’s future victory.

In 2025, COLLAR Company will continue to care for homeless animals, support existing social and volunteer initiatives, emphasize the importance of responsible and humane treatment of animals, and assist military colleagues and the Ukrainian Armed Forces. In doing so, we remain committed to our mission—making people and animals happy—even during wartime.

Being a leader means inspiring others, leading by example, supporting, and motivating the team. Leaders shape the strategic direction and values of the company. The ability to clearly define goals and motivate employees through trust, support, and active involvement in their development creates a strong and cohesive team capable of achieving great results. We asked the founders of COLLAR Company about the key qualities of top managers, what helps them maintain a high level of energy, and what advice they would give to leaders. We present the interview.