A pet health business has launched after raising £5m of investment.
Itch, a subscription-based well-being brand, will initially offer a flea treatment package before branching out into other areas of pet care, reports the PA Media.
It has raised an initial £5m, backed by Seedcamp, Saracens chairman and investor Nigel Wray, and boutique investment firm YYX Capital.
An additional £10m is planned for the final quarter of this year, as the British business sets its sights on entering the American market during 2020.
The company’s founders include Monster Pet Supplies co-founders Jonny and Adam Gould, who have 10 years of experience in the industry. Jonny has assumed the position of Itch chief executive.
James Cox, co-founder of mattress start-up Simba, has taken on the role of executive chairman. He is also managing partner at YYX Capital. He said the company’s aim was to apply a direct-to-consumer model to the burgeoning pet market.
He said: “We’ve seen everything from healthcare, financial services, travel, transport and electronic goods all race to innovate so that they can directly engage with customers using social, mobile, and digital channels and devices.
“It’s now time for the buoyant pet care market to innovate. The pet market has traditionally relied on the middle man to provide the services needed to care for pets.
“Itch has been created to respond to a gap in the market and give pet care some real personality by providing pet owners with direct access to the best well-being products, personalised just for their pets’ needs, along with easy to consumer advice.”
The company also has its eyes on expansion into areas such as skin, joint and dental products.
