Pidan Studio

About Pidan Studio

Pidan Studio, established in 2015, is a Shanghai-based company operating as an internet-first brand focused on the pet products market, with a particular specialization in items for cats. The company was founded by Ma Wenfei, a former theater actor, whose personal experience seeking a suitable litter box for his own cat, named Pidan, served as the catalyst for the business. This initial search led to the creation of the company's first product, the Igloo Cat Litter Box, which went on to win a Red Dot Design Award in 2016. The design, inspired by Inuit igloos, features a spherical, covered structure and a grated entryway to minimize litter tracking.

The company's business model revolves around the direct-to-consumer sale of premium, aesthetically designed pet products. Pidan targets pet owners who prioritize design and functionality, offering items that blend into modern home environments. Revenue is generated through the sale of its products via its own website, e-commerce platforms like Amazon, and a network of over 8,000 retail partners across more than 21 countries. The company has demonstrated significant growth, reporting an annual revenue of 500 million yuan ($73 million) in 2022. Pidan has also secured considerable outside investment, raising a total of $15.6 million over two funding rounds, including a Series B round in December 2021.

Pidan's product line extends beyond its initial offering, encompassing a wide range of cat-centric items including toys, scratchers, and travel accessories. A key product is its Tofu Blend Cat Litter, an organic, clumping litter that has sold over twenty million packs. The company's design philosophy is centered on minimalism and functionality, aiming to create products that are both useful for cats and visually appealing to their owners. This is further guided by a "Cat First" principle and a philanthropic commitment, where a portion of each sale is donated to cat rescue organizations.