SECTONA [HOD MANE] Read the aritele bolow and answer the quesilons that follow. Loeally made, globally loved: How Rogz boeame a houscholi name in pot gear Lauren Harizenberg Regz is an instantly recognisable brand name to scores of doting pet owners. From leashes and collars to toys and beds, Rogz products have long formed a standard part of the pet accessories' arsenal and aftor more than 20 years in business, the local brand remains a frontrunner in the inereasingly compelive pet rotail space. Cofounders lrend Raubenheimer and Paul Fuller launched Rogz in the mid-90s, as the humanisation of pots' trend was taking root globally. Consumers were prepared to spend more on pot accessories and their furry companions began wearing more human-style apparel and gear. In South Arrica however, the pet retall industry was less developed and remained rather conservative. "The pot indusiry wasn't very personalised or brand-conscious at the time, "Raubenheimer told Bizcommunity in an interview. Aceessories wore made from rough, uninished materials or leaned towards hardware (think leather straps and metal studs), and products were sold through the formal veterinary channel or the 'mom and pop' pet stores that existed locally. Rogz burst onto the scene with gear that offered something different - bold, branded and brightly-coloured pet accessories made with altemative materials. Raubenheimer and Fuler attracted just as much attention as heir products did by altending conferences and trade fairs in t-shirts and flip-flops among a sea of suits and ties. The founders, who are business partners, frends and brohhers-in-aw, fell into the pet industry by chance. Having met at universily, Raubenheimer and Fuller left their respective fields of computer science and winemaking to work abroad on yachts for a few years. They relurned home to South Africa in the early 90 s and altempted a few failed business ventures before launching RazStraps, a sports accessory brand focused on sunglass cords and watchstraps. Business took off, but one particularly dry spell led the entrepreneurs to pivot into dog collars and leads. Their pot business boomed, while demand for sports accessories dwindled, cementing the focus for the next era of the business and the official development of what we now know as Rogz. Thriving export business The venture began operating from Raubenheimer's apartment in Table View, Cape Town, and today the company occupies a large head office in Montague Gardens with a warehouse, faclory and new product development (NPD) division. The success of Rogz transcends South African borders, with the brand winning numerous international awards in recognition of its infuence in the pet industry. Notably, in 2021 it scooped the litle of Brand of the Year in the Animalls category at the World Eranding Awards. The company has grown its export business 1090 countries around the world and lisls Australla, Holland and Canada among its prionity markets outsde of South Afica. Export sales now account for roughiy 60% of the business. Localisation journey Currently, at least 80% of Rogz producls aro manufactured localy-a point of pride for Raubenhemer and Fuller, who are fercely patriotic Leeallatlen joumey Curnently, at last 80% of Rogz products are manufactured locally - a point of prids for Roubenheimer and Fullor, who are forcely patiolic. Outsoureing some manufacturing to the Far East was an important part of the Rogz expansion joumey, but since 2017 the company has been actively localising production in an ofiort to contributo more to the 8A economy and boost job creation. Its also holpod Rogz distinguish itsolf in a global market that increasingly manuactured in the same spaces. The Covid-19 pandemic, the supply-ehain disruption that ensued, and the growing call to buy local simply served to confim to the founders that they had made the right decision to invest more in local production. Rogz currently has around 250 permanent employees on the books, many of whom have been with the company for more than a decade. When we started selling intemationally, we didn' say we were from Cape Town because way back then it was perceived as possibly "hird-world' production. Now we say upfont we're proudly made in South Afriea, made in Cape Town, said Fuller. He added that despite the challenges that come wilh manufacturing locally, doing 50 is rewarding and Rogz is managing to cost-effectively produce a premium brand. "We compete well producing from Cape Town. We've got world-class facteries. Wo've got world-elass employees. Our teams are paid well, they re efficient and we've investod in good machinery. Were not crealing a cheap manufacturing space. -Some of the challenges we have are that the surrounding industry that supports us isn't necessarily there, the textlle industry has prelly much collapsed in South Alrica. That's a big challenge. We have to import many texilies as only certain texilies ate available here in South Africa, whereas if youre producing in China, for example, you have a massive lextile industry around you that supplies. But we find ways around that, "Fuler said. Retail distribution While Rogz reles on distribution parthers abroad. his function is performed in-house in South Africa, which has heleed the compary nufure close relationships with local relail paitners, many of whom are ndependents. As the specially pet retall industry nas hotted up over the years, large retail chains have taken note of the pet care calogorys potential, Brands such as Poelry, Zara and Couniry Road have all introduced fashionable collections for dogs, while in SA s competitive supermarket space. Shoprite Group launched its Potshop Seience brand, rolling oul specially pot stores and a dedicated ontine pet store. Commenting on this evolving retail landscape and the expansion of big chains nto specially pet care, Raubenheimer said. We ve watched these transtions in other matkets and theres space for boh. A lot of the independent pet stores have had to adapl over time to become more innovalive - and its exactly the same in every other industry. We want to postion our brand in the specally sector. If there s not an educated person who will communicate with the consumer about how our product works. then we probably dont bejong there. As the liventory Manager of Rogz, describe ANY FOUR (4) types of inventory, which are held by the organisation and provide examples to support your