Small pets may be tiny, but the industry supporting them is anything but small. The global guinea pig cage market is currently valued at $455 million and projected to surge to $715 million by 2033, while rodent accessories overall are forecasted to double to $2.5 billion in the same timeframe. While millions of U.S. households own guinea pigs, rabbits and other small animals, species-specific data is limited. And safe, high-quality habitats remain an overlooked gap in the broader pet economy.
For Clementine Schouteden, founder and CEO of Kavee, that gap became the foundation of a purpose-driven eCommerce brand that is profitable, ethical and globally influential. Since 2017, when she first began rethinking the inadequate cages that dominate the market, Schouteden has scaled Kavee into an international company serving more than 100,000 “pawrents” worldwide. Her flagship modular C&C cage systems have redefined small pet living by prioritizing space, safety and enrichment while simultaneously building a passionate community and sparking an industry-wide conversation on welfare standards.
Schouteden’s journey is a masterclass in spotting underserved markets and scaling with vision. Below, she shares how a single decision transformed her entrepreneurship path, how her eCommerce brand is reshaping an overlooked corner of the pet industry and what’s next for small pet care innovation.
MK: Clementine, let’s start at the beginning. What inspired you to create Kavee?
CS: It really began with my own guinea pigs. In March 2015, I adopted Bagpipe, a long-haired Peruvian and Livingstone, a short-haired Agouti. Later, Efendi joined the family. I couldn’t bring myself to put them in a tiny pet shop cage as it just didn’t feel right. Instead, I had a friend build a large wooden cage and I set up play areas in my flat so they could explore. Watching them thrive in a spacious environment showed me how much better life could be for small pets.
MK: What sets Kavee products apart from traditional cages?
CS: We’ve always designed for the animals first. Our C&C cages are modular, easy to clean and expandable. We encourage pet parents to go larger than outdated minimums. For example, while many guidelines say a 2×3 cage is fine for two guinea pigs, at Kavee we recommend 2×4 for sows and 2×5 for boars, since they need more room to coexist peacefully. Our fleece liners, accessories and enrichment toys also bring comfort, safety and playfulness into their habitats.
MK: Kavee has grown from a startup to an international brand. What has that journey looked like?
CS: In the early days, it was just me packaging orders on weekends while still working full-time as a consultant. Within six months, demand grew, and I partnered with an “impact employment” group to provide jobs for people with disabilities. That freed me to scale the business. By 2018, I left consulting to run Kavee full-time. Since then, we’ve expanded into four online stores, grown a passionate team and provided spacious homes for over 50,000 guinea pigs.
MK: Beyond products, you’ve built a strong educational and advocacy component. Why is that important?
CS: Kavee is not just about selling supplies; it’s about changing perceptions of small pets. Too often they’re seen as “starter pets” for kids, but they’re intelligent and sensitive. Through blogs, social media and the Kavee Rescue initiative, we provide guidance on diet, grooming, habitat design and more. Our team even answers customer questions about gardening for guinea pigs! That level of community engagement makes a real difference.
MK: What role does sustainability and ethical business play in Kavee’s mission?
CS: It’s at the core of what we do. Our products are designed to last, reducing waste. We carefully source safe, durable materials and we support inclusive hiring practices. Since 2023, our Kavee Rescue partnership has been another way to give back. Ultimately, if I wouldn’t use it with my own pets, it doesn’t go to market.
MK: Looking ahead, where do you see Kavee and small pet care evolving?
CS: The future lies in rethinking standards. Minimum cage guidelines are outdated, and pets deserve larger, more enriching spaces. I also see small pets becoming mainstream companions for professionals and singles, not just families. At Kavee, we’ll continue innovating, expanding product ranges and advocating for animal welfare globally.
The author, Merilee Kern, MBA is an internationally regarded brand strategist and analyst who reports on cultural shifts and trends as well as noteworthy industry change makers, movers, shakers and innovators across all categories, both B2C and B2B.