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."
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.