Pet Circle

Why Pet Circle exists

Pet Circle is a 10-year-old e-commerce retailer serving the $15 billion pet supplies market in Australia. It sells pet food and supplies and has built a subscription pet care platform that includes VetChat and Telehealth services. The company says it has seen significant growth in the past 18 months, including a 50% increase in puppy and kitten food sales across its specialty channel. The business is valued at more than $1 billion following the latest round. Planned use of proceeds includes improved software for its retail platform, an expanded warehouse footprint, a dedicated fleet, and a broader product range. Co-founder and CEO Michael Frizell said the company aims to build an integrated platform connecting customers to 24/7 vet advice and a large range of products and services. Pet Circle is a Sidney, Australia-based e-commerce provider of pet food, accessories and supplies that home-delivers to pet parents. The company offers more than 6,000 products across premier local and global brands on its website. Launched six years ago, it is led by CEO Mike Frizell and serves owners of dogs, cats, birds, fish and small animals. Pet Circle received a growth equity investment of undisclosed amount to support expansion. The company intends to use the funds to expand operations and broaden its business reach. A commentator from Pups & Paws compared this expansion strategy to the approach Chewy.com used in the U.S.