About Us

SUPWOW is a brand born in 2020 from a home in Auckland, New Zealand. The brand name draws inspiration from that moment of unwrapping a gift—the "Surprise!" and the spark of "Wow!" in your eyes. We believe every furry friend deserves to be cherished in such moments.

Because you know, their lives are short—so short that they only have enough time to remember love.

That’s why we aim to do more than just create pet products—we want to turn time into gifts. Every time you open a SUPWOW product, as your dog wags its tail excitedly and your eyes meet in a smile, beautiful memories are gently captured, becoming lasting warm moments in their brief lives.

Driven by this belief, we started the SUPWOW journey from our small home in Auckland. In the early days, we focused on developing toys that both pets and young children could play with together, breaking down the barriers between "human" and "pet" and making coexistence feel natural. We moved away from distinguishing between "pet standards" and "child standards," opting instead to use only the highest-grade, baby-safe materials in our products. This ensures everything is safe for pets and harmless for infants and toddlers. All materials are non-toxic, eco-friendly, and strictly comply with international toy safety standards such as ASTM and EN71, giving peace of mind whether your little one has two legs or four.

As the brand grew alongside our family, we gradually expanded our product range. After two years of research and development, we launched innovative DIY buildable pet beds (for dogs and cats), designed for the whole family to assemble together and create a little home that truly belongs to "us." These collaborative home products not only serve as "teaching tools" for children to learn about love and responsibility but also provide pets with a stable, predictable living space, reducing conflicts from the start.

Building on this foundation, SUPWOW has developed a unique product line that includes DIY pet furniture (such as pet beds and cat trees), interactive toys, collars, and leashes. Each product combines practical functionality with aesthetic design, reflecting our commitment to quality and creativity.

We are always dedicated to closing the distance between "human" and "pet," making companionship an effortless part of everyday life. From a cozy couch for cuddling to a toy you can enjoy together, SUPWOW offers more than just products—it offers a lifestyle where love flows freely. Here, there is no "yours" or "theirs," only "ours."

SUPWOW—born for every surprise, here for every shared memory.

 Materials(ASTM) and the European EN71.