New Pet Brands: Itch & Small Door

Meet Itch :

The Idea – A subscription-based flea treatment for pets from only £6.50 per month (depending on the type and size of the pet) and delivered free. “Get the right dose at the right time, delivered through your letterbox, and personalised reminders when flea treatments are due. You’ll never forget to protect your pet from fleas again.”

Established in 2019 and led by Charlotte Harper and Jonny Gould, the London-based startup has recently secured $6.2m in seed funding. In the future, the company plans to extend offering with Itch Wormer, Itch Dental, Itch Calm, Itch Joint and Itch Ear plus treats.

Speaking of pet brands, NYC-based  Small Door is in ’emerging mode’ with plans to launch a veterinary care service with “exceptional care, unrivaled transparency, and tech-enabled convenience.” Established in 2017 and led by Josh Guttman, the startup has raised $3.5m in seed funding with plans to launch in the fall.

Bottom Line: How pet insurers can offer a functional brand.