Online petfood retailer PetFlow.com announced a US$10 million Series B round of funding led by LightSpeed Venture Partners.

The company, founded in 2010, plans to use the new funds to grow infrastructure, hire more employees and expand marketing.

“Most pet food today is bought by women, who have to haul 40 pound bags of dog food from the store to their car, and then from their car to their home. It's heavy, it's expensive, and sometimes they run out unexpectedly with little time to run to the store and buy more. That's a bad user experience, and it makes no sense given the evolution of e-commerce,” said Juistin Caldbeck, managing director of Lightspeed Venture Partners. “When we met Alex and Joe, two world-class entrepreneurs who have built US$100M+ web businesses in the past, they showed us the momentum that they've generated at Petflow, and we knew that they had found a better way."