Poopee’s indoor grass patches are even drawing franchise enquiries from across Southeast Asia
What do you do when your dog refuses to use a pee pad, your schedule won’t allow constant trips downstairs, and your carpet is slowly turning into a wreck day after day?
For 32-year-old Royce Tan, the answer was simple: start a company called Poopee—and bring a patch of real grass straight into the living room as an indoor potty solution.
It all started with his own struggles at home.
Royce’s dogs were grass-trained, but as they aged, daily trips downstairs became increasingly difficult. Plastic pee pads simply didn’t make sense to them, leaving Royce with the familiar frustration of accidents on the carpet.
That’s when the idea clicked: if dogs instinctively understand grass, why not bring it indoors? “The behaviour problem would solve itself naturally,” he said.
After researching existing options, Royce realised there wasn’t a well-designed real grass solution available locally. And that gap in the market became the starting point for the Eco-Turf, Poopee’s signature product.
Entrepreneurship isn’t new to him
Royce is no stranger to entrepreneurship.
Before Poopee, he founded The Fragment Room in 2017, Singapore’s first rage room, where people could smash objects to relieve stress. “It was exciting, chaotic, and honestly a lot of fun,” he recalled.
Yet after a few years, the novelty began to fade, and Royce realised he wasn’t “waking up excited” about the business anymore. It no longer felt like something that “reflected who he was or what he wanted to build.”
Eventually, Royce exited the venture sometime in 2019 and took on a full-time job, which he stayed in for about three years.
While it provided financial stability and a fresh perspective on work, he quickly realised that simply clocking in and out every day wasn’t the life he wanted. He needed to build something again—and that drive ultimately led to Poopee.
In 2023, Royce self-funded the launch of Poopee, bringing his indoor grass solution to the market.
He did not disclose the exact investment; however, he described it as modest, adding that it required “careful spending and a lot of experimentation.”
Keeping the grass alive
According to Royce, most of the initial capital went into “sourcing grass, developing packaging, logistics testing, and building the website.”
The early stages also involved a lot of trial and error.
Working with real grass meant dealing with a living product. He had to consider drainage, airflow, and how to keep it alive and healthy throughout packaging, transport, and delivery.
Unlike most products, grass cannot sit in a warehouse for long periods. “It has to be inspected, packed, and delivered within a short timeframe,” said Royce, adding that it took considerable effort to balance freshness, reliability, and cost.
Even after delivery, external factors in customers’ homes—such as sunlight and airflow—can affect the grass. To address this, Royce stays in close contact with customers via WhatsApp, troubleshooting issues and finding solutions directly with them.
“With product businesses, the real learning only begins once customers start using the product,” he said. It’s a very hands-on process, and even today, the team is still refining the product.
Poopee’s Eco-Turf has become a necessity for several dog owners
It seems Poopee’s Eco-Turf has been well-received by dog owners, Royce shared, although he didn’t disclose exact take-up rates.
While most sales happen online, Poopee also hosts pop-ups at fairs and events to reach new customers and give people a chance to experience the product in person.
Some owners have even told him, “You can’t ever close down because we would be lost without you,” highlighting just how much Eco-Turf has become a part of their daily routine.
Part of the product’s appeal is how simple it is to use: the grass naturally absorbs urine, so customers don’t have to worry about accidents. Solid waste still needs to be cleaned up, though, and watering the turf every one to two days keeps it healthy.
Owners will know it’s time to replace the patch when dogs start peeing at the edges—a sign it’s saturated with their scent, and they’re looking for a fresh spot.
Typically, each patch lasts between one and four weeks, depending on how frequently it’s used.
That’s why Poopee offers a subscription model, with deliveries weekly, bi-weekly, or monthly. Subscriptions make it easier for owners to maintain a fresh patch and allow Royce to plan production.
Because grass cannot be grown instantly, our nursery needs advance notice of how much to grow. Subscription demand helps us forecast how much grass will be needed ahead of time.
Royce Tan, founder of Poopee
Beyond positive reviews from customers, what has surprised Royce even more is that Poopee’s Eco-Turf has been recommended by several veterinarians—particularly for older dogs or pets recovering from surgery who struggle with mobility. They can benefit greatly from the Eco-Turf’s easy-to-access, indoor setup.
That said, Royce occasionally meets owners who say their dogs “hate grass.” In many cases, it simply means the dog was never exposed to it early on. “Dogs adapt to the environments we create for them, so part of what we do is gently reintroduce that natural behaviour,” he explained.
He recommends a few simple strategies for these cases: place the Eco-Turf in the spot where the dog usually relieves itself and gradually move it to the desired location, or use a small amount of pee residue under the turf to attract them with a familiar scent. Positive reinforcement—treats or praise when the dog uses the Eco-Turf—also helps encourage the behaviour.
Beyond just grass patches
Running The Fragment Room taught Royce the value of building a brand people actually connect with.
Even though Poopee solves a functional problem, I never wanted it to feel like a boring utility product. I wanted it to feel like a lifestyle brand for dog owners.
Royce Tan, founder of Poopee
That’s why the team puts thought into shaping Poopee’s brand personality, and expanding into merchandise is part of that.
Beyond Eco-Turf and its complementary products—such as deodorising sprays—Poopee now offers items like dog carriers, graphic tees, stickers, and even cooling neck wraps for dogs.
All of the merchandise is designed in-house, with some pieces developed through collaborations. For instance, the brand has worked with local streetwear label Koterie on several of its designs.
Making everyday life with dogs more “natural, comfortable & well designed”
For now, Royce still handles most aspects of the business himself, supported by a small group of part-timers and freelancers who assist with packing, logistics, and marketing when needed.
The team recently moved from a small warehouse setup into a proper office space—a shift that has improved both working conditions and operations, allowing for more organised packing and better quality control.
While operations remain lean, Royce sees clear demand for products like the Eco-Turf.
“Singapore has a large number of high-rise homes, and many pet owners have busy schedules,” he shared. “Solutions that make pet care easier while still respecting a dog’s natural behaviour are becoming increasingly important.”
As the brand grows, Royce plans to expand beyond just the Eco-turf and build a whole ecosystem of products for pet owners. “The idea is to create a cohesive world around the brand for people who love animals.”
Interest in Poopee is also spreading beyond Singapore. According to Royce, the brand has received franchise enquiries from markets like Malaysia, Thailand, and the Philippines, with discussions still ongoing as the team explores potential regional expansion.
Ultimately, Royce hopes to make everyday life with dogs more natural, comfortable, and well-designed.
If Poopee can become something that dog owners trust and rely on, something that genuinely improves the quality of life for both pets and their owners, then we’ve done what we set out to do.
Royce Tan, founder of Poopee
Featured Image Credit: @supersalami_, @poopee via Instagram
