Cats made the natural, sustainable design choice – The story behind Latvian brand 0design and its design cat beds

Pets are beloved family members in our society. As living standards rise, pet owners are placing greater importance on the quality of food and accessories for their animals.

In the Baltic2Hand project, we explored ways to reuse textile materials—either as second-hand items or by upcycling them into new products. One innovative outcome came from 0Design in Latvia, which created a new cat accessory made from 70% recycled paper and 30% natural textile pulp. The resulting product, the CoziBowl cat bed, is designed to match cats’ natural behaviors—curling up, sleeping, and scratching. It combines aesthetic appeal with sustainability, diverting 0.5 kg of waste from landfills with every purchase.

What makes this innovation especially unique is its origin: rather than starting from a human-centered design approach, the idea emerged from observing feline behavior. The transformation from lamp shades to cat beds was inspired by the cats themselves.

Throughout the Baltic2Hand project, we collaborated across borders in the Baltic region. Although the company is based in Latvia, a student from Finland supported the piloting of this new product segment. The pilot began with the creation of a landing page, followed by setting up social media accounts, conducting consumer surveys, testing the product, and recently launching the new brand: Design Cat Beds – Our Story.

Entering a new market is never easy. Support from experts at Laurea University of Applied Sciences and Turku University of Applied Sciences was instrumental in establishing B2B contacts in Finland. This seamless co-creation process led to the birth of a new brand focused on sustainable cat furniture and innovative upcycling of paper and textile materials.

While some may question the growth potential of this niche, they might overlook key trends. Pet accessories and wellness are booming. Pet humanization is driving demand for premium, stylish products. Sustainability is boosting interest in eco-friendly materials. And with the rise of e-commerce, businesses are expanding beyond national borders thanks to convenience and customization.

The European pet furniture market is steadily growing, driven by increasing pet ownership, rising disposable incomes, and the trend of treating pets as family. In 2025, the market is estimated to be worth approximately €1.73 billion, with projections reaching €2.70 billion by 2032, reflecting a 6.5% compound annual growth rate (CAGR).

Over the past decade, pet ownership in Europe has nearly doubled—from 100 million to 166 million households. During the same period, the pet accessories market has grown from approximately €6 billion to €12 billion.

These materials were created in the Baltic2Hand project which is an Interreg Central Baltic Programme 2021–2027 project that is co-funded by the European Union.