Pet Advocate | Founder & CEO of Rufus & Coco and The Fur Salon
Pet advocate and founder and CEO of Australia’s most awarded pet care brand, Rufus & Coco, Anneke Van den Broek has built a highly successful, global brand that supports pet owners and gives back to animal charities and not-for-profits.
Growing up, Anneke always knew she wanted to have a positive impact in the world. Her Dutch father taught her from a very young age that she ‘could do anything if she tried,’ and that she did. An early entrepreneur, at eight years old she was breeding and selling mice to her local pet store for 40c each.
A successful career in marketing and management followed and at 23, she was single-handedly running 300 David Jones fashion shows across Australia each year. She went on to become the Marketing Director for Blackmores and held senior positions at Apparel Group and Bonds. During these years in corporate, she went back to study to complete an MBA, knowing that ultimately, she wanted to start her own business.
Anneke grew up in a house where if you didn’t get to the couch first the dog would take your spot and quickly recognised the growing trend of people treating their pets as part of the family. Having owned more than 40 pets in her life, when the opportunity presented itself to launch a business, she chose an industry she knew she could remain passionate about for years to come.
In 2008, pregnant with her first child, she launched Rufus & Coco, a ‘best of breed’ pet care brand offering fashionable, affordable, natural and quality pet care products unlike anything that was available at the time.
With great passion and persistence, she has taken Rufus & Coco from a startup to the largest privately-owned pet business in the pet accessories category selling into grocery in Australia. Having just celebrated their 12th anniversary, Rufus & Coco are Australia’s most awarded pet care brand, receiving seven business awards for innovation. Rufus & Coco also partners with the Australian Pet Welfare Foundation and strongly supports their mission towards zero euthanasia of pets in shelters by donating a percentage of all sales within their I Give A Wag toy range, as well as being strong advocates for the right for pets in rental and tenanted properties.
Anneke has been recognised as one of Australia’s 50 most influential women entrepreneurs by Rare Birds, is the recipient of the 2012 Anita Prabhu Women in Business Award, was inducted into the Business Woman’s Hall of Fame in 2016 and most recently was awarded the 2020 NSW Business Women of the Year Award through Women NSW. Running a ‘Women of EO’ (The Sydney faction of the global Entrepreneur’s Organisation) forum, she gives also back and mentors four high growth startups, helping them to build their own multi-million-dollar businesses.
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