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Dogness (International) Corporation
Dogness makes and sells pet products — mostly smart collars, cameras, feeders, and leashes — and earns money selling them to pet owners and retailers around the world.
Dogness is a pet products company. It makes things like smart collars that track your dog, cameras that let you check in on your pet from your phone, automatic feeders, and plain old leashes and harnesses. If you've ever wanted to watch your dog while you're at work or make sure it gets fed on time, that's the kind of thing Dogness sells.
The company is based in China and sells a lot of its products to big retailers and distributors abroad, especially in the United States and Europe, who then put them on shelves or sell them online. It also sells directly to pet owners through online marketplaces. Buying a smart collar is a low-stakes decision, so customers mostly pick based on price and convenience — which means Dogness is fighting a lot of other Chinese factories and brands selling similar gadgets, some of them much bigger and better known. That competition is the core of the story. Making pet accessories is not technically hard, and lots of companies can do it cheaply. Dogness tries to stand out by offering a broad line and by having its own brands, but that is a thin moat. Its revenue has been small and uneven, and the business has not consistently turned a profit — a reminder that being a manufacturer in a crowded category is often a grind.
There's also a financial wrinkle worth knowing. Dogness is a small company listed on a major exchange, and it has at times raised money by selling new shares, which dilutes existing owners. Small, thinly traded stocks like this can swing wildly, and the company's own disclosures have flagged concerns about its ability to keep operating without fresh funding. In short: a real business making real products, but a small, tough, low-margin one in a crowded market.
Saved answer · last researched 10 Nov 2026
Timeline
Chen Starts With Shoelaces
Chen Silong began working in a Dongguan shoelace factory at just 16, then started his own shoelace printing and dyeing business at 22. He kept looking for the next thing, moving into carabiners and then pet leashes, which turned out to be the business that stuck. It grew with China's rising pet economy, as more people began treating pets like family.
Dogness Becomes a Pet Company
As the leash business grew, Chen founded Dogness as a full pet products company in 2008. What started as shoelaces and clips had become a brand built around pets.
A Holding Company in the Islands
Dogness set up a holding company in the British Virgin Islands in 2016, a common stepping stone for companies planning to list in the U.S. It was groundwork for a much bigger move.
Dogness Goes Public
In December 2017, Dogness began trading on the Nasdaq under the ticker DOGZ. It was now a U.S.-listed company in the pet intelligence field, with public money and public attention to match.
The Smart Pet Ecosystem
The next year, Dogness launched a suite of app-linked feeders, fountains, toys and collars it called its Smart Pet Ecosystem. The idea was to tie smart, hygiene, leash and health products together on one pet platform, so the company sold not just products but a connected system. It was a bold bet that the future of pets would be digital.
The Pandemic Peak
The pandemic brought a worldwide boom in pet adoption, and Dogness rode it to its high point in 2022. Then the wave pulled back. The company slid into losses and shrinking revenue, and its share price began a long, relentless decline. The smart pet bet was now a race it had to win.
Sales Climb, Prices Sag
In fiscal 2025, revenue rose sharply as smart pet product sales jumped, and the net loss narrowed from the year before. But there was a catch: the old leash business kept shrinking, and fierce competition in pet tech pushed average selling prices down even as unit sales climbed. Growth was real, but the profit in it was thin.
Revenue Falls and Nasdaq Warns
The next year turned bleak. Fiscal 2026 revenue fell by nearly a quarter and the net loss ballooned to $27.6 million, largely from impairments, while cash and investments dropped to about $4.5 million and the company slipped into net debt. Nasdaq then sent a minimum bid price notice after shares closed below $1.00 for 30 days, giving Dogness until April 2027 to fix it.