Building Your Pet Business With One Brands

Kong’s Today – Industry Leaders

K ong‘s is a wholesaler and developer of quality, value for money products to care for your pets, including fish, dogs, cats, small animals, birds and reptiles. At Kong’s

we know that your pets are members of your family as they are in ours and we are an Australian owned company.

The company was formed in 1991 and has since progressed to become a leading National Distributor of aquarium and pet products. We have come a long way from our humble beginnings, having established trading partners in China and other parts of the globe, and developed our own “ONE” brands, which are well recognised both nationally and internationally. The five major brands which make up the ‘One Brands’ family consist of: Aqua One®, Avi One®, Pet One®, Pond One® and Reptile One®.

Investing in our own extensive range of products, with over 5,000 SKU’s and covering various categories in aquarium, pet, reptile, bird and small animal, has been pivotal to the success of the company. Our Head Office and National Distribution Centre is located in Ingleburn (south west of Sydney) with an area of 10,000+ square metres of warehouse space.

The success of the company is in our business and branding strategy, in creating the “ONE” brands family of products which creates brand recognition with the retailer and the consumer. Innovation and product development driven by our team of passionate people, enables the company to bring out products which are specifically designed for the needs of your pets, making life easier for the owner. The company continues to invest significantly in the area of Product Development and Innovation.

As the company continues to grow, we also have ambitions to grow and expand globally. In addition to Australia, Kong’s has offices and distribution networks in New Zealand, United Kingdom, Hong Kong, China, and distribution partners in some 15 other countries around the world.

The company exhibits its brands of product at many International Trade Shows, such as Interzoo in Germany, and CIPS in China, searching the world for suitable business partners and distributors. Kong’s employs over 70 staff in Australia, and a similar number in New Zealand and the UK combined.

The company aims to continue to be a leader in the Aquarium and Pet Industry and is continually searching for ways to improve its products and expand its range.

Forming long lasting relationships with our supplier partners and valued customers is fundamental to our business success, and reinforcing it with the service and support from our dedicated staff who work together as a team.

Mission Statement, Goals & Core Values

The Kong’s mission statement is: “To remain

the leading supplier of aquarium and pet

wares with a commitment to excellence for our

customers where each and every employee

takes personal responsibility for customer

satisfaction, ensuring growth and profitability”.

Looking to tomorrow, our goal is for continued growth from ongoing effort from all our employees meeting the needs of our customers and to maintain the highest standards of innovation, quality and service, returning a profit on net assets employed by the company.

Customer satisfaction is the measure of our success and every employee plays his or her part in achieving our desired outcome.

Our “ONE” motto is: “To be number 1 in every market we serve”. Our core values are those principles that guide our organisation forward.

Kong’s Australia Timeline

Key to success

Optimistic opportunities

Nature and well being of pets

Good business principles

Service in a friendly manner paramount

Kongs Today

• 1991 – Davy’s entrepreneurial spirit led him to Australia where Kong’s Australia began.

• 1993 – Kong’s first warehouse and office opens in Beverly Hills, NSW.

• 1995 – Strong growth sees the office and warehouse relocated to Padstow, NSW.

• 1996 - Kong’s NZ officially opened on the 5th of August 1996.

• 2002 – Kong’s Australia opens its new purpose built warehouse and Head Office in Ingleburn, NSW. After having much experience in the industry, and having built strong relationships through the years, Davy released his own aquatic brand, Aqua One®.

• 2004 - Aqua Pacific UK officially opens.

• 2005 – Pet One® and Avi One® were introduced to the market.

• 2006 - Pond One® brand launched in the UK and Australia.

• 2008 – Reptile One® is relaunched in Australia with over 250 new lines of product.

• 2011 – Kong’s celebrates 20 years in the pet industry. Davy Kong is awarded the Pioneer Award by the PIAA.

• 2012 – Continued growth sees Kong’s head office relocate to a new office and warehouse space of over 10,000 square metres in Ingleburn, NSW.

Beverly Hills - 1993 Padstow - 1995 Ingleburn - 2002

The One Brands

Central to our commitment to deliver our extensive range of valuefor money products to our strict quality specifications

Aqua One®

Aqua One® the pinnacle of the “ONE” brands, has earned a reputation for providing innovative aquariums and technology to suit every customer’s needs. For over 10 years, Aqua One® has made fish keeping easier for families, enthusiasts and professionals. The comprehensive Aqua One® range includes aquariums, technology, nutrition, maintenance and accessories. Aqua One® offers quality products to suit any budget.

The Aqua One® team includes specialist marine biologists, who design, test, and quality control each Aqua One® product. Aqua One® is backed up by an industry leading warranty, and a commitment to providing reliable aquariums and technology. Aqua One® is a market leader because the people that design the products use the products! Each aquarium features the latest in technology, and is designed to be easy to use. Aqua One® is proud to offer products that inspire excellence in fish care!

Avi One®

Avi One® consists of a large range of high quality products aimed to make bird keeping easier and much more enjoyable. Avi One® products leave the consumer spoilt for choice, and are made from high quality materials that ensure the products are created with the bird and owner in mind, thus enriching the environment for our feathered friends!

Pet One®

The Pet One® brand provides innovative products to care for your dog, cat or small animal. The extensive range, which is always expanding, aims to provide your pet with a variety of quality made products that are not only great value for money, but make pet keeping fun and enjoyable for both the pet and the owner. Pet One® - Nurturing Best Friends!

Inspiring Excellence in Fish Care!

Nurturing Best Friends!

Vibrant Sparkling Ponds!

Next Best Thing to Narure!

Enriching Environments forFeathered Friends!

Pond One®

The Pond One® range of high quality products aim to make water gardening or keeping a fish pond easier and much more enjoyable. Pond One® products are reliable, economical and easy to set up and maintain. When you purchase a Pond One® product, you can be sure that you are buying quality to create vibrant sparkling ponds!

Reptile One®

Reptile One® is one of Australia’s most desired reptile brands - because every product is proudly designed in Australia to suit the needs of Australian reptiles.

Reptile One® is endorsed by herpetologist, Dr. Gavin Bedford, to ensure that each product enhances the wellbeing of your reptile. Dr Bedford has years of experience in reptile husbandry and breeding, and was a founding member of both Snake Ranch in NSW and Crocosaurus Cove in NT.

Reptile One® applies an in-depth understanding of reptile ecology to develop innovative products which are specially designed to be the “Next Best Thing to Nature”.

Kong’s showroom - Aqua One

Kong’s showroom - Pet One, Avi One

OEM Services

The ‘One Brands’ have received global recognition in a number of countries, and we strive to continue to build the One Brands portfolio worldwide, but our capabilities do not stop there. By leveraging our exceptional relationships and buying power with our international suppliers, we are able to offer OEM services at a competitive price that would suit your business.

We have the ability and resources to be able to customise items as per your requirements, whilst keeping costs low to pass on savings to your consumers.

We have performed many OEM projects over time and have the confidence and knowledge to ensure successful execution of your product to the market in a timely manner.

Competitive Pricing

Our buying power and exceptional relationship with our international suppliers, is one of our most valuable assets. It is also our key to keeping prices extremely competitive. We believe in passing on the savings and benefits to our customers to ensure they are receiving quality products at affordable prices.

Davy Kong - Chief Executive OfficerDavy Kong arrived in Australia in 1990 with a container of products and a vision. He began by selling stock from the back of his car to aquarium retailers around Sydney and through years of hard work and persistence, built the business to where it is today. Davy’s vision is that the relationship between the company and its customers is of paramount importance. At every step, Kong’s is engaged with its customers to meet their needs and evolve to the demands of the market, backed up with our customary friendly and helpful service. Davy has served on the board of the Pet Industry Association of Australia and is the proud recipient of the prestigious Pioneer Award.

Management Profiles

Tom Cellucci – Chief Administration Officer(B. Bus, CPA)

Tom joined the company in 2003 as Chief Administration Officer. Tom has 30 years experience in the Pet & Aquarium Industry and was formerly the General Manager of Pets International Pty. Ltd.He is responsible for a variety of tasks

within the organisation - Operationally and Administratively. As a CPA , he also has a good understanding of finances.He is passionate about the industry and dedicated to the company, and he is well known to the industry both local and international having attended numerous trade shows and visited many suppliers abroad.He has served on the board of the Pet Industry Association of Australia for many years and has been the treasurer for all this time. He was the recipient of the Industry’s Pioneer Award in 2013 and therefore a respected member of the industry.

A key strength of the company is the support from its loyal staff, as evidenced by the huge number of employees that have been with the company for a long duration.

Davy is supported by Tom Cellucci (Chief Administration Officer) and Jeffrey Lam (Chief Financial Officer) from the Senior Management Team.

Management

Jeffrey Lam – Chief Financial Officer(B. Bus., Grad. Dip. I.T., Grad. Dip. Mgt, CPA, JP)

Jeffrey joined the company in 1999 as Chief Financial Officer and is responsible for all financial and I.T matters of the company.Jeffrey is a CPA, and has 25 years experience in Senior Finance & Management Roles in

an diverse group of industries including servicing, retailing, manufacturing and wholesaling. His role also incorporates Human Resources, a vital component of today’s modern fast changing organisations, such as Kong’s.

Michael Marshall – Chief Sales Officer

Michael joined the company in 1998 as a Sales Representative and was appointed the Chief Sales Officer in 2009.Michael has some 30 years experience in the Pet & Aquarium Industry, having worked in pet retail prior to joining Kong’s. He has extensive experience in the trade which enabled him to excel in his position which led to his promotion of Chief Sales Officer.

In addition to his vast knowledge of the industry locally, he also has acquired vast knowledge of the industry globally having visited numerous trade shows and supplier abroad. His passion and application has earned him his solid reputation and respect from customers in the trade and his peers.

Crystal Lee - Chief Purchasing Officer

Crystal joined the company in 1995 in the position of Purchasing Clerk and then became the Purchasing Manager in the year 2000. She was promoted to her current position of Chief Purchasing Officer in 2002.Crystal has recently celebrated 20 years service with the company and during this time has seen the company grow to where it is today and was herself an integral part of this growth.

Her position involves the responsibility of procuring the inventory consisting of 5000+ SKU’s to support the sales growth which requires dealing with some 70 factories abroad and delivery of over 600 TEU’s per year to service our distribution Nationally.In more recent times and with the help of the team in the Purchasing Department , Crystal has also assumed the responsibility of the “ONE” brands distribution and OEM private label merchandise for the global markets.She is one of our longest serving dedicated employees.

Damian Toth - Chief Product Manager

Damian joined the company in 2002 in the position of Product Development overseeing a team of product designers for the Kong’s group.He came to us with a background in aquaculture where he worked and studied ornamental and feed fish cultivation, thus enabling him in the development of products for ornamental fish keeping.Damian played a pivotal role in the development and

launch of the “ONE” brands for our local market and also globally.Product development is a key area of the company, responsible for developing new and innovative products which are good for the pets and satisfy the needs of our customers and consumers.

Innovative Products, Research & Development,

Value for Money, Comprehensive Range -

backed up by Extended Guarantee, Friendly

Service and National Distribution.

Our TeamWe value our employees and they are our most valuable assets because the success of the company is not only dependant on quality work, but also on the teamwork of our employees.

Our employees are dedicated, ambitious and perform their duties with pride, working together toward our common goal as defined in the mission statement.

In a team orientated environment, our staff know that everyone contributes to the overall success of the company, in creating business success and profitability.

In Australia, we have approximately 70 staff and we encourage career progression. We prefer to promote within when opportunities arise and as our company continues to grow.

Our company prides itself on a “team” culture which encourages employee involvement and feedback, something that is appreciated by our staff. We have 49% (at time of print) of employees that have been with the company for over 5 years, and 31% (at time of print) of employees that have been with the company for over 10 years - now that is an achievement!

Product Development & Quality Control Centre

Why Choose Us?

Our CEO’s vision is that “the relationship between the company and its customers is of paramount importance. At every step, Kong’s is engaged with its customers to meet their needs and evolve to the demands of the market, backed up by our friendly and helpful service”.

We have a genuine and vested interest in the Pet Industry and everyone involved in it. We are dedicated to ensuring our long term future within the industry. We have been around for over 20 years, and we are members of the PIAA (Pet Industry Association). Our passion lies in the Pet Industry, and to ensure we remain an industry leader, we will keep raising the quality and standard of our products.

Our Product Development and Quality Control Centre is the centrepiece to our promise to deliver exceptional quality and value to our customers.

It is here that our exclusive “ONE” brands are developed and the ongoing quality testing of products takes place.

Product Development & Marketing

The Product Development and Marketing team collaborates with industry specialists and its global offices to gather new product ideas and develop new concepts to bring highly innovative products to market.

Innovation and product development are driven by a team of very passionate specialists at Kong’s, who are all passionate pet and aquarium keepers. They ensure that any new product which Kong’s brings to market under “One” brands follows a similar philosophy – which is, that it must be good for the animals and makes life easier for the owner. Kong’s will continue to invest significantly in the area of product development and innovation.

Quality Control Centre

There are many stages within the product development cycle where products are tested by the Kong’s team of specialists and engineers. From the initial concept development and design stage, right through to when initial samples of new products are made. Often, products will go through a large number of fixes and improvements before finally being approved for manufacture. Most importantly however, is that Kong’s products are designed to comply with each country’s specific safety & electrical standards. Testing is conducted by independent testing organisations to ensure all relevant requirements under law are met, or exceeded.

Kong’s Reception at Head Office (97 Williamson Road, Ingleburn)

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#020

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New Zealand – Kong’s (NZ) Ltd

Expanding business operations saw the opening of the Kong’s New Zealand office and warehouse in August 1996.

Since then, the company has grown to become one of New Zealand’s leading Pet Accessory and Aquarium distributors and anticipated future growth has seen its operations move to a new, modern, custom designed premises in Tauranga.

With a strong commitment to excellence in both product and customer service, Kong’s NZ has become a dominant player in the New Zealand pet supply market. Along with One Brands, Kong’s NZ represents a number of leading pet manufactures including: BioPet, Canny Collar, Dogzilla, Dog Rocks, Espree, Fido’s, Field & Forest, Fish Fuel, Flea Free Dog Beds, Flexi, JBL, JW, Mars Pet Foods, Pet-corp International, Possyum, Tui, WashBar and ZiwiPeak. Web: www.kongs.co.nz. Email: sales@kongs.co.nz.

Global Presence

International Exhibition Interzoo/CIPS

Here at Kong’s we recognise the importance of protecting our environment in all areas of the business. Our business is of the size where becoming a member of the National Packaging Covenant is important and necessary.

As a member of the covenant, our company is responsible for smarter packaging, less waste and a cleaner environment.

We do this by designing more sustainable packaging, increasing recycling rates, reducing packaging litter and contributing financially to the covenant.

Just another initiative to operating our business responsibly.

United Kingdom – Aqua Pacific UK

The UK division of Kong’s (Aqua Pacific UK) launched the Aqua One brand into the UK market in 2004 with resounding success. Today it has grown to become a leading player in the Aquarium market for offering well packaged, attractive aquariums at affordable prices. The company is also a distributor for Pond One and Reptile One products as well as other various pet brands. Web: www.aquaone.co.uk. Email: sales@aquapacific.co.uk.

Kong’s (Aust.) Pty Limited97 Williamson Road. Ingleburn NSW 2565, AustraliaP.O Box 863. Ingleburn NSW 1890, AustraliaTel: +61 (02) 8796 5188 • Fax: +61 (02) 8796 5199Email: info@kongs.com.au • Website: www.kongs.com.au

Protecting the Environment