Dogness (International) Corporation (DOGZ): History, Ownership, Mission, How It Works & Makes Money

When you look at Dogness (International) Corporation (DOGZ), are you seeing a volatile small-cap stock, or a pet-tech innovator that just posted a 39.5% revenue jump for the 2025 fiscal year?

The company's shift from traditional accessories to intelligent pet products is defintely paying off, with sales in that segment climbing by 43.7% and total revenue hitting approximately $20.7 million, a sign that their strategic investment in the petcare Internet of Things (IoT) platform is starting to move the needle.

This is not just a story about leashes and collars; it's about a company with a market capitalization of around $180.40 million as of late 2025, navigating a high-growth, high-risk sector-so understanding its history, ownership, and how it actually makes money is crucial for your next investment decision.

Dogness (International) Corporation (DOGZ) History

If you're tracking the pet-tech space, understanding Dogness (International) Corporation's origin story is key to assessing its current strategy, which is a mix of traditional manufacturing and high-growth smart products. The company started small, focusing on basic accessories, but its trajectory changed fundamentally with a pivot toward the Internet of Things (IoT) and a Nasdaq listing.

Given Company's Founding Timeline

Year established

The company was established in 2003, initially focusing on traditional pet accessories like leashes and collars.

Original location

Dogness was founded in China, with its headquarters located in Dongguan, Guangdong Province.

Founding team members

The company was founded by Mr. Silong Chen, who continues to serve as the Chairman of the Board and Chief Executive Officer.

Initial capital/funding

Specific details on the initial capital to start the company in 2003 are not publicly available. However, the first major capital injection came with the Initial Public Offering (IPO) in 2017, which raised $55 million by offering 10.9 million shares.

Given Company's Evolution Milestones

Given Company's Transformative Moments

The biggest shift for Dogness (International) Corporation wasn't its founding, but its aggressive move into the smart pet product segment and its subsequent public listing. This changed the company from a traditional manufacturer to a tech-focused growth play, which you can see reflected in the Breaking Down Dogness (International) Corporation (DOGZ) Financial Health: Key Insights for Investors.

The company's recent financial results for the fiscal year ended June 30, 2025, show this transformation starting to pay off. Total revenues increased by 39.5% to approximately $20.7 million, and critically, the gross profit margin climbed to 24.3%. That's a solid jump, defintely indicating better pricing power and efficiency.

• The Nasdaq IPO in 2017: Listing under the ticker DOGZ gave the company the capital and visibility needed to compete globally, moving beyond its China-centric manufacturing base.
• The Smart Product Pivot: The decision to invest heavily in smart pet products-things like intelligent feeders and water fountains-is what differentiates them now. This focus drove a significant portion of the growth in domestic China sales in fiscal 2025.
• Increased R&D Commitment: Research and development expenses increased by 82.7% to approximately $1.1 million in fiscal 2025, showing a clear commitment to innovation, which is essential for staying ahead in the fast-moving pet-tech space.
• Strategic IoT Acquisition: The 2025 investment in DITC, a petcare Internet of Things (IoT) platform, is a clear signal that the future strategy is about building an ecosystem, not just selling hardware.

Here's the quick math on the recent performance: while the company still reported a net loss of approximately $5.1 million in fiscal 2025, that loss narrowed by 15.8% from the prior year, showing a path toward breakeven as revenue scales. The strategic investment in technology and the improved gross margin are the key drivers to watch.

Dogness (International) Corporation (DOGZ) Ownership Structure

Dogness (International) Corporation's ownership structure is heavily concentrated, with individual insiders holding the vast majority of shares, which gives them significant control over the company's strategic direction and decision-making. This concentration means that the interests of a few key executives, particularly the CEO, are defintely aligned with the company's long-term performance, but it also means the public float (the shares available for trading) is relatively small.

Dogness (International) Corporation's Current Status

Dogness (International) Corporation is a publicly traded company, listed on the NASDAQ Stock Market under the ticker symbol DOGZ. This status means the company is subject to U.S. regulatory oversight, including the filing of quarterly and annual financial reports (10-Qs and 10-Ks) with the Securities and Exchange Commission (SEC). For the fiscal year ended June 30, 2025, the company reported total annual sales of approximately $20.7 million and a net loss of around $5.1 million. The total number of outstanding shares is approximately 14,260,000. You can dig deeper into the shareholder base here: Exploring Dogness (International) Corporation (DOGZ) Investor Profile: Who's Buying and Why?

Dogness (International) Corporation's Ownership Breakdown

The company's ownership profile, as of November 2025, shows a clear dominance by company insiders. This is not unusual for a smaller, founder-led company, but it's a critical factor for any potential investor to understand because it limits the influence of outside shareholders. Here's the quick math on the breakdown:

What this estimate hides is the potential for volatility; with over 83% of the stock held by insiders, the tradable float is small, so even minor trading volume can cause big price swings.

Dogness (International) Corporation's Leadership

The strategic direction of Dogness (International) Corporation is steered by a small, experienced leadership team, with the founder maintaining the top executive role. This structure ensures continuity but also centralizes power in the hands of the Chairman/CEO. The key leaders as of November 2025 are:

• Silong Chen: Chairman of the Board and Chief Executive Officer (CEO). He is the founder and primary insider shareholder, holding a controlling position.
• Aihua Cao: Chief Financial Officer (CFO) and Director. The CFO is responsible for the financial reporting, which showed a gross profit of nearly $5.0 million in fiscal year 2025.

The board of directors, which includes several independent directors, has an average tenure of about 7.4 years, showing a stable, long-term governance structure.

Dogness (International) Corporation (DOGZ) Mission and Values

Dogness (International) Corporation's core purpose is to enhance the pet-owner relationship by simplifying pet lifestyles through smart, innovative technology and high-quality product manufacturing. Their focus on the 'Pet Smart Ecosystem' goes beyond simple accessories, aiming to integrate technology into pet care for better health and connection.

Dogness (International) Corporation's Core Purpose

As a seasoned analyst, I look at the mission statement to gauge management's long-term focus, and Dogness (International) Corporation's is clearly centered on the intersection of innovation and the human-pet bond. This mission is what drives their investment decisions, like the R&D expenditure which was 5.4% of total revenues in fiscal year 2025, up from 4.1% in fiscal 2024.

Official mission statement

The formal mission statement for Dogness (International) Corporation is a clear roadmap for their product strategy:

• Enhance the lifestyle of pets and pet owners worldwide.
• Achieve this through innovative product design, technological development, and reliable manufacturing.
• Focus on creating smart pet products and solutions for the evolving pet market.
• Foster a stronger bond by providing high-quality, safe, and user-friendly products.

Honestly, this mission is defintely reflected in their fiscal 2025 results. Revenue increased by approximately $5.9 million, or 39.5%, to approximately $20.7 million, largely driven by a significant increase in smart pet product sales, which is a direct result of this mission.

Vision statement

The company's vision paints a picture of its desired market position, which is a critical factor for long-term growth investors. The goal isn't just to sell products, but to be a market leader and trend-setter.

• Become a leading global brand in the pet industry.
• Be recognized for innovative smart pet products and commitment to enhancing the pet-owner relationship.
• Set new standards in pet care by integrating technology and design.
• Improve the health, safety, and happiness of pets.

This vision is ambitious, but their recent strategic investment in a Petcare Internet of Things (IoT) platform shows they are putting capital behind this goal. This kind of tech-focused expansion is essential for a company aiming to drive industry trends. You can read more about the financial implications of their strategy in Breaking Down Dogness (International) Corporation (DOGZ) Financial Health: Key Insights for Investors.

Dogness (International) Corporation slogan/tagline

The slogan is the simplest expression of the brand promise, and Dogness (International) Corporation keeps it focused and actionable.

• Simplify Pet Lifestyle.

That's a clean one-liner. It tells you exactly what the product is supposed to do: make pet ownership easier. This simple message is key for connecting with the diverse spectrum of pet owners, from the novice investor to the expert pet caregiver.

Dogness (International) Corporation (DOGZ) How It Works

Dogness (International) Corporation operates as a vertically integrated developer and manufacturer, pivoting from traditional pet accessories to a pet-tech innovator that designs, produces, and sells smart and conventional products for dogs and cats globally. The company generates revenue by leveraging its R&D and supply chain to deliver a comprehensive product line to wholesalers and retailers across multiple continents.

Dogness (International) Corporation's Product/Service Portfolio

Dogness (International) Corporation's Operational Framework

The company's operational framework is built on a fully integrated vertical supply chain, which gives them control over quality and cost, from design to final product distribution. They manufacture their products in Dongguan, China, and distribute them to a global customer base.

Here's the quick math: For the fiscal year ended June 30, 2025, Dogness (International) Corporation reported total revenues of approximately $20.7 million. Of that, international sales accounted for approximately $13.6 million, while domestic China sales were about $7.1 million. That global footprint is defintely a core part of how they manage risk.

• R&D-Driven Manufacturing: They invest heavily in innovation, increasing research and development expenses by 82.7% to approximately $1.1 million in fiscal 2025, focusing on new smart pet technology.
• Global Distribution Network: Products reach families worldwide through global chain stores, distributors, wholesalers, and an expanding e-commerce and cross-border online business.
• Cost Efficiency: Effective cost efficiency initiatives contributed to a gross profit increase of 60.9% to nearly $5.0 million in fiscal 2025, even with a significant increase in sales volume.

If you want to dig deeper into the numbers, especially the net loss of approximately $5.1 million for FY2025, you should check out Breaking Down Dogness (International) Corporation (DOGZ) Financial Health: Key Insights for Investors.

Dogness (International) Corporation's Strategic Advantages

Dogness (International) Corporation's market success hinges on its dual-pronged strategy: maintaining a strong foundation in traditional accessories while aggressively expanding its high-margin pet-tech portfolio.

• Intellectual Property Moat: The company has secured nearly 200 patents and patents pending for its products and technologies, which is a substantial barrier to entry for competitors in the smart pet space.
• Vertical Integration: Owning the entire supply chain, from design to manufacturing, allows for faster product iteration, better quality control, and an improved gross profit margin, which reached 24.2% in fiscal 2025.
• Strategic IoT Focus: A strategic investment, acquiring a 19.5% equity interest in Dogness Intelligent Technology Co., Ltd. (DITC) in May 2025, positions them to capitalize on the Internet of Things (IoT) and data analytics trend in pet care.
• Market Diversification: Generating revenue from both international markets (which contributed about 66% of total revenue in the first half of FY2025) and the rapidly recovering China domestic market reduces reliance on any single economy.

Dogness (International) Corporation (DOGZ) How It Makes Money

Dogness (International) Corporation generates revenue primarily by designing, manufacturing, and selling a comprehensive line of pet products, with a strategic pivot toward high-growth intelligent pet technology and accessories.

The company operates on a product-sales model, earning money through direct sales of its Dogness-branded, OEM (Original Equipment Manufacturer), and private label products to customers in both international and domestic Chinese markets.

Dogness (International) Corporation's Revenue Breakdown

For the fiscal year ended June 30, 2025, Dogness (International) Corporation reported total revenues of approximately $20.7 million, a significant increase of 39.5% year-over-year. The growth is heavily skewed toward its newer, high-tech product lines, which is a key signal for investors.

Here's the quick math: Intelligent Pet Products, which include smart feeders and collars, brought in about $6.3 million in revenue, growing by 43.7%. The Climbing Hooks and Others category, which includes carabiners and other accessories, saw explosive growth, generating roughly $5.8 million, a jump of 325.2%. Traditional Pet Products, like leashes and collars, still make up the largest share but saw a revenue decrease of about $0.4 million.

Business Economics

The company's shift from being a traditional manufacturer to a pet tech innovator is changing its economic fundamentals, moving it toward higher-margin products, though it still relies heavily on manufacturing volume.

• Gross Margin Improvement: The overall gross profit margin improved to 24.3% in fiscal 2025, up 3.3 percentage points from the prior year. This reflects improved operational efficiency and a better product mix.
• Cost of Revenues: The cost of revenues decreased as a percentage of sales to 75.7% in fiscal 2025. This means for every dollar of sales, the direct cost to produce the goods was about 76 cents.
• R&D Investment: Research and development (R&D) expenses increased by 82.7% to approximately $1.1 million in fiscal 2025, representing 5.4% of total revenues. This is the investment fueling the growth in their Intelligent Pet Products segment.
• Pricing Strategy: The massive 325.2% revenue increase in Climbing Hooks and Others was driven not just by sales volume but also by an increase in the average selling price, suggesting a successful premiumization or pricing power in that niche.
• Geographic Mix: International sales remain critical, rising to approximately $13.6 million in fiscal 2025, but domestic sales in China are also surging, increasing by 48.1% to about $7.1 million.

The pet industry trend is defintely moving toward premium, technology-enabled products, and Dogness (International) Corporation is trying to capture that value by investing in R&D and focusing on their intelligent line. You can see more on their strategic focus in their Mission Statement, Vision, & Core Values of Dogness (International) Corporation (DOGZ).

Dogness (International) Corporation's Financial Performance

While the top-line revenue growth is strong, the company is still operating at a loss, which is a critical point for any investor to understand. The focus right now is on growth and margin expansion, not net profitability.

• Total Revenue: The company achieved total revenue of approximately $20.7 million for the fiscal year ended June 30, 2025.
• Net Loss: The net loss for fiscal 2025 was approximately $5.1 million, which is an improvement, as the loss narrowed by 15.8% from the prior year's $6.1 million.
• Gross Margin: The gross profit margin was 24.3%, indicating a healthy increase in the profitability of goods sold.
• Operating Margin: The trailing twelve-month (TTM) operating margin stands at a negative 50.8%, which highlights the high operating costs relative to sales, especially General and Administrative expenses.
• Liquidity (Current Ratio): The current ratio is strong at 3.4x, meaning the company has $3.40 in current assets for every dollar of current liabilities, suggesting good short-term liquidity.
• Leverage (Debt/Equity): The debt-to-equity ratio is 15.6x, which is a high leverage level and something to watch closely as it indicates the company relies significantly on debt financing.
• Earnings Per Share (EPS): Diluted loss per share from continuing operations was -$0.38 for fiscal 2025.

The high revenue growth and improving gross margin are positive signals, but the substantial net loss and high debt-to-equity ratio tell you that the business is still in a high-risk, high-growth phase. The market is paying a premium for sales, with a Price-to-Sales (P/S) ratio of 9.3x, far above the US Luxury industry average of 0.7x, which shows investors are betting on the future growth of the smart pet products.

Dogness (International) Corporation (DOGZ) Market Position & Future Outlook

Dogness (International) Corporation is positioned as a high-growth, niche player in the global pet accessories and intelligent pet products market, with a clear focus on technology-driven innovation. The company's future trajectory is heavily reliant on its ability to scale its intelligent pet product segment, which saw a revenue increase of 43.7% in fiscal year 2025, while managing persistent unprofitability.

The core strategy is to transition from a traditional pet product manufacturer to a smart pet technology innovator, but this pursuit of growth comes with significant execution risk. You can get a deeper dive into the financials here: Breaking Down Dogness (International) Corporation (DOGZ) Financial Health: Key Insights for Investors

Competitive Landscape

In the vast, fragmented pet care industry, Dogness (International) operates as a micro-cap entity, competing against both massive conglomerates and specialized tech startups. Its competitive advantage is rooted in its dual focus on cost-effective manufacturing (traditional products) and rapid innovation in the smart pet space, particularly leveraging its China-based supply chain.

Opportunities & Challenges

The company's near-term outlook is a high-stakes balance between capitalizing on the booming pet tech trend and navigating significant financial and geopolitical risks. The intelligent pet products market is projected to reach approximately $5.925 billion in 2025, offering a massive runway for Dogness (International)'s $6.3 million intelligent product revenue to grow into. That's a huge opportunity.

Industry Position

Dogness (International) is a small-cap manufacturer making a strategic pivot toward the high-margin, high-growth segment of pet technology (smart feeders, trackers, etc.). The company's total revenue for fiscal year 2025 was approximately $20.7 million, a fraction of the overall global pet care market, which is estimated at over $346 billion. This means they are defintely a niche player.

• The core strength is the 325.2% surge in revenue from the 'climbing hooks and others' category, which, while not a strategic focus, demonstrates strong manufacturing and sales execution.
• The improved gross profit margin of 24.3% in FY2025 (up 3.3 percentage points) shows that cost efficiency initiatives are working, even with the net loss.
• The company's position is highly speculative; investors are betting on the successful execution of the pivot to intelligent pet products and the planned acquisitions, which would provide better scale and supply chain control.

The action item is clear: Management must show a credible path to sustained profitability, not just revenue growth, in the next two fiscal years.