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Brad Baxter

Brad Baxter

Brad Baxter founded Whisker (formerly AutoPets), the Auburn Hills-based maker of the Litter-Robot automatic cat litter box. After leaving Ford in the 1990s, he licensed an existing patent and built the business into a $100M+ pet tech brand.

1 Episode

Brad Baxter's Bio

Brad Baxter is an American entrepreneur and inventor best known as the founder of Whisker, the Auburn Hills, Michigan-based pet tech company behind the Litter-Robot automatic cat litter box.

After leaving Ford Motor Company in the 1990s, Baxter licensed an existing patent and developed the first Litter-Robot device. He funded the initial generation with an investment from his parents and sold the product directly to consumers online. The business turned profitable in 2005 and has since grown into a $100M+ brand.

Under Baxter's leadership, Whisker—originally launched as Automated Pet Care Products, Inc.—has introduced multiple Litter-Robot iterations, including WiFi-connected models. In 2019, the company raised $31 million in growth equity financing from Pondera Holdings LLC. By 2023, Whisker announced that 1 million Litter-Robot units had been sold.

Baxter attended the University of Wisconsin-Madison and currently serves as Founder and Executive Chairman of Whisker. The company now employs more than 650 people and continues to expand its manufacturing footprint, including a $10 million investment in its Juneau, Wisconsin plant in 2022.

Career Timeline

  • 1990 — Left Ford Motor Company

    Departed Ford in the 1990s to pursue entrepreneurship and began developing the Litter-Robot concept.

  • 2000 — Founded Automated Pet Care Products, Inc.

    Launched the company (later renamed Whisker/AutoPets) and released the first Litter-Robot automatic litter box.

  • 2005 — Litter-Robot Business Became Profitable

    Direct-to-consumer online sales model turned profitable; launched Litter-Robot 2.

  • 2019 — Raised $31M Growth Equity

    Whisker (formerly AutoPets) secured $31 million in growth equity financing from Pondera Holdings LLC.

  • 2022 — Launched Litter-Robot 4 & Expanded Manufacturing

    Released Litter-Robot 4 and completed a $10 million manufacturing plant expansion in Juneau, Wisconsin.

Episodes

EP 727

Whisker/Litter-Robot: Brad Baxter

Brad Baxter
Whisker

Brad Baxter left Ford Motor Company in his mid-20s to pursue entrepreneurship, eventually turning a frustrating cat litter problem into Litter-Robot. After years of part-time selling and a nearly fatal cash crunch, Brad retooled his product, hired a marketing partner, and grew Whisker into a $300 million pet-tech brand. He shares the messy, hands-on details of building an automatic litter box that actually works.

May 5, 202564 min

Related Companies

Whisker

Whisker

Whisker, based in Auburn Hills, Michigan, designs and manufactures the Litter-Robot automatic cat litter box and Feeder-Robot automatic pet feeder. Founded in 2000 by Brad Baxter, the company has sold over 1 million Litter-Robot units across more than 20 countries.

1 episode