January 27, 1954 — Kitty Litter ads appear in numerous magazines, including Better Homes and Gardens, Cats, American Family, Sunset, American Home, McCall’s, House Beautiful, Ebony, Modern Romances and Parents’.

July 28, 1954 — Ed changes the name of his company from Lowe & Lowe to Lowe’s Inc. The new entity handles all pet items, including its flagship product, Kitty Litter. Offices are established in a house at the southwest corner of York and O’Keefe streets in Cassopolis, MI.