Fi Expands Smart Pet Collar Presence With UK and EU Market Entry
Published: 25 Mar 2026
Author: Precedence Research
The smart connected pet collar industry has experienced a significant event in March 2026 with Fi announcing its entry into the UK and EU markets. Fi is a company that specializes in GPS-enabled dog collars and offers a connected pet tracking platform. The company is providing European consumers access to real-time location tracking, activity monitoring, and mobile application connectivity for pet owners.
Market Launch of the Company’s Product by Geographic Expansion
Fi’s announcement of expanding into the UK and European Union is a significant event for the company as it transitions from a U.S-based brand to a global brand. The company’s products are a connected system of hardware and software technologies. As a part of this rollout, Fi’s platform is expected to adjust to regional requirements, including:
- Compatibility of the network for GPS and LTE connectivity.
- Localization of app features and services.
- Alignment with pet care standards and regulations in Europe.
Aside from brand’s expansion into the new regions, the announcement emphasizes Fi’s continued commitment to connected pet care. Its smart pet collars allow pet owners to track their pets in real-time, receive escape alerts, and monitor their pets’ activities, through its centralized use.
The smart connected pet collar market size was calculated at USD 566.14 million in 2025 and is predicted to increase from USD 666.91 million in 2026 to approximately USD 2,913.24 million by 2035, expanding at a CAGR of 17.80% from 2026 to 2035 as the demand grows for real-time pet tracking, health monitoring and safety.
Strengthening the Connected Pet Ecosystem
The brand’s expansion in Europe also presents opportunities for:
- Expanding opportunities for pet stores and veterinary organizations in the region.
- Expanding its customer base through its subscription-based model.
- Stepping up competition with other brands, such as Tractive, which has a strong foothold across Europe.
Fi’s entry into the UK and EU markets indicates an increase in competition within the global smart pet collars market, especially in areas where the demand for connected pet care products is increasing. On a general note, this announcement emphasizes the international expansion of Fi as a market entry launch and a growth initiative. This is an important milestone in terms of connectivity and data insights in the smart pet collar market.
A recent report by Precedence Research highlights that the smart connected pet collar market is benefiting from advancements in IoT, GPS and wearable technologies.