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Hagen Has “It” – Consolidating/Restructuring DogIt and CatIt Brands Helps Retailers Reach Customers with Value, Innovation and Style

October 1, 2009

MANSFIELD, Mass. – New items – and some old favorites – are at the center of Rolf C. Hagen’s reinvention of its DogIt and CatIt lines, designed to better meet customer needs. The company, known for its Fluval aquariums and accessories and the Habitrail system for hamsters, has consolidated multiple brands into the DogIt and CatIt portfolio, eliminating confusion within Hagen’s dog and cat product lines and enabling the company to present strong product solutions supported by a clear branding message.

The new DogIt and CatIt brands include exciting new products in bedding, walking accessories, toys, transport, dishware, toiletries and treats, as well as some best-selling products from old Hagen brands such as Avenue and Pet Cargo, arranged within four branding tiers, designed to provide stores with the opportunity to reach more customers:

• DogIt/CatIt – The core of the new branding, these products offer the best value for the money.
• DogIt/CatIt Design – Led by innovation, these pinnacle products offer more than simple function.
• DogIt/CatIt Style – Products that follow the latest trends in human fashion and interior design.
• DogIt/CatIt Eco – Environmentally-focused products for “green” pets and their earth-conscious owners.

“We believe that DogIt and CatIt are our all-encompassing brands that will support product offerings that truly reflect our modern-day world,” said Damian Hall, Marketing and Events Manager for the Rolf C. Hagen Co.

DogIt and CatIt merchandise is available at pet retailers nationwide. For more information visit, or call 1-800-225-2700.

Rolf C. Hagen (USA) Corp is a wholly owned US subsidiary of Rolf C. Hagen Inc., Montreal, Quebec, Canada. Founded in 1955, Rolf C. Hagen, Inc. is a leading international manufacturer and distributor of pet products, food and supplies with facilities located throughout North America, Europe and Asia.

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