Rockhampton-based Sophia Czarkowski founded Catsumi in February 2022 with the primary purpose of inspiring cats to play by reconnecting them with their natural instincts. She was inspired by recognising the importance of keeping her indoor cat engaged, active and stimulated. While her business is focused on improving the lives of pets, Sophia also represents an organisation that advocates for the development of urban parks, open spaces and recreation areas in towns and cities across the APAC region.
ISB: What was the inspiration behind the launch of Catsumi?
SC: Providing enrichment for my own cat is definitely the inspiration behind Catsumi. Also, there’s a distinct lack of nature-mimicking toys in Australia for cats so I wanted to provide a foundation for cat owners to encourage their cats to engage their natural instincts.
I have a now 12-year-old Siamese Cat, Umi, and I began importing toys for her from America about 10 years ago after discovering a company called Dezi and Roo. Dezi and Roo makes toys designed to bring the outdoors inside and enrich the lives of indoor cats. The toys are unique and stimulate Umi’s natural instincts.
“Interactive feeders mentally stimulate a cat, making mealtimes a game.”
During COVID-19, importing products for domestic use became difficult due to shipping delays and exchange rates. I set about looking for the perfect cat toy, which had to be made from safe products, create play opportunities, and engage Umi’s natural instincts. After much trial and error and searching, the products available were great, but didn’t quite pique Umi’s interest like the Dezi and Roo range.
I completed a fair amount of market research and decided to start Catsumi, an online boutique store specialising in cats. The following months were spent creating brands and business plans, and finding a suite of toys that engaged Umi’s instincts and encouraged her to play more.
As the exclusive Australian stockist for Dezi and Roo, I have spent hours with Umi, using and playing with their toys to ensure play value and durability. The range is generally made from natural materials that are safe for play whilst being durable and hard wearing for even the most boisterous of felines. The products feature materials like twine, paper ribbon and paper tassels and are designed to mimic the movement and sound of a cat’s prey.
ISB: When and where did the business launch?
SC: Catsumi is an online brand that launched on 28 April 2022. I exhibited at an annual cat show in Brisbane in June 2022 but intend for the business to remain predominantly online.
ISB: What is your USP in what is a competitive market?
SC: I’m all about inspiring cats to play for life, and our products aim to support this philosophy. Catsumi inspires cats through innovative and engaging products by bringing the outdoors inside. Each product is chosen for its play value, whilst considering the relationship to a cat’s natural instincts.
I talk a lot about play values, which are fundamental in understanding how much an item will challenge, encourage imaginative play, allow for autonomous or team play, and provide an enduring play experience.
Because I recommend and promote an indoor lifestyle for all cats for several reasons – including their health and safety and that of our native wildlife – I recognise that having indoor cats comes with its own unique challenges. These include a lack of exercise, stimulation and enrichment opportunities. Cats that aren’t provided with these may suffer from behavioural issues like excessive meowing, destructive tendencies and disengagement.
Outside of my small-business life, I am a Certified Parks Professional International, recognising my contributions and experience in the parks and leisure industries. I am experienced in designing and understanding the play value of playgrounds for all ages and abilities, and I use these same principles of play to ensure that Catsumi’s products provide cats with an all-round play experience, thus giving them enrichment and creating happier and healthier cats.
It’s not all about play though. Catsumi also stocks a range of interactive feeders aimed to encourage cats to engage their natural instincts whilst eating. The feeders have multiple benefits. They can be used to combat ‘chew and spew’, whisker stress and anxiety. These can be common issues in indoor cats, who aren’t required to work for their food. Interactive feeders mentally stimulate a cat, making mealtimes a game.
ISB: Like many importing businesses, you faced pandemic-related supply-chain issues – how did you overcome these challenges?
SC: Catsumi uses Australian and American suppliers, like Dezi and Roo, to provide a range of interactive and stimulating products for cats. I faced supply-chain issues with both my Australian suppliers and my American suppliers, due to slow shipping times and a lack of reliability.
Within Australia, supply-chain issues resulted in me shopping around for some of my ranges and, whilst time-consuming, it was manageable. The use of American suppliers proved challenging, however, with a number of suppliers ceasing international shipping due to issues primarily attributed to a lack of reliability, cost and freight times. For example, the launch of my Doc and Phoebe range of products had to be delayed because the supplier ceased international shipping for a time. The range was introduced when international shipping was reinstated.
Dezi and Roo are a small American company that makes its products in the US, so they weren’t affected by global supply issues like some of the major pet toy companies. This enabled me to order directly from Dezi and Roo with few issues and only minor freight delays. I was fortunate to have insight into these delays and factored them into my business plan and, subsequently, my launch plan.
As a fledgling business, the increased freight costs associated with higher fuel prices and fewer flight options affected my start-up financially. I had to modify my starting range of products.
ISB: I understand you are APAC co-chair for World Urban Parks, please tell us briefly about this organisation and what your role involves.
SC: World Urban Parks (WUP) is the go-to organisation for international advice, support and connections with urban parks, open space and recreation issues, people and activities. As the co-chair for the APAC region, I advocate for, and on behalf of, the member countries, to promote the importance of parks and open spaces.
We work collaboratively to identify and establish best practice, as well as to support developing nations and promote partnerships across the region.
ISB: How do you see Catsumi growing and developing in the next couple of years?
SC: Over the next few years, I intend to transition Catsumi from a fledgling business to a premier supplier of cat products within Australia. I’ll be continuing to work with partners to bring the outdoors inside for our cats.
This article first appeared in issue 40 of the Inside Small Business quarterly magazine
