1. Michu Pet Supplies
Qinghua Siluo started Michu Pet Supplies to address the troubling lack of environmentally friendly cat litter products on the market. Here’s how it fared in the Smart50 Awards 2025.
Revenue: $5.6 million
Growth: 232%
Founder: Qinghua Siluo
Head office: Braeside, VIC
Year founded: 2022
Employees: Five
Industry: Retail
Website: michu.com.au
How Michu Pet Supplies started
Qinghua Siluo started Michu Pet Supplies to address the troubling lack of environmentally friendly cat litter products on the market. Michu does this by offering biodegradable alternatives to clay and crystal litter, the likes of which often end up in landfill. What began as a business designed to address an environmental issue expanded into an outlet for the creative reimagining of pet care products, adding emotional value through the reinvention of the products’ design and packaging.
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