BarkBox, an e-commerce and content site for dog owners, was started in December 2011 as a subscription-based pet product delivery service in the US and Canada. The company rebranded in April with the help of US$5 million in funding, now calling itself Bark & Co.

Founded by Matt Meeker, Carly Strife and Henrik Werdelin, Bark & Co. is now offering a mix of products: BarkBox, the subscription service; BarkPost, an online content site; and BarkCare, 24/7 vet care.

To date, the company has raised US$6.7 million and grown to a customer base of more than 35,000. The company aims to have 100,000 users by the end of 2013, driven by word-of-mouth, Facebook marketing and a strong product. Meeker says half of the company's new customers are referred by existing customers.

"The key driver in growth and overall awareness is that we're very careful about building a brand," says Meeker. "We thrive on creativity, brand and living the product."