Bark & Co. Launches
In just four years, Bark & Co.— which sends subscribers a box loaded with dog products every month—has grown into a
company with $100 million in
But with a massive new investment, the company has its
eyes set on expanding way beyond that.
Meeker predicts it will double
again in 2016.
Revenue doubled in 2015,
and founder and CEO Matt
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Now the company is going
beyond its original concept and
expanding into e-commerce,
events and even physical stores.
The New York-based company recently announced it raised
another $60 million to fund its
expansion. Even though it has
positive cash flow, Bark & Co is
still not turning a profit.
In 2013, Bark & Co. expanded
by introducing advertising-sup-ported content with its BarkPost
website. Beyond providing nutrition and veterinary care content,
the site covers more lighthearted
topics. It now generates 10 million unique visitors a month,
and advertisers include American Express, Anheuser-Busch,
Procter & Gamble and Subaru,
according to Bark & Co., which
is incorporated as BarkBox Inc.
The company’s events for
dogs and their owners include
BarkFest, an all-day festival with
live music, which was held in
Brooklyn last year, as well as
smaller events around the country, such as a workshop on how
to cook dog treats. A series of
Open Bark Nights is for comedians and dog owners to perform
The e-commerce website
launched last October and focuses on toys, treats and clothes for
dogs—“things that make dogs
happy,” Meeker said—instead
of dog food, which is the focus
of many pet companies. The
company reported shipping 25
Bark & Co. launched a
tech-focused temporary “
pup-up store” this summer in Manhattan’s SoHo district. The store
allowed five dogs at a time into
the building. The dogs—
unaccompanied by their owners—
wore vests with RFID technology while they hunted around for
their favorite toys or treats, and
their owners watched.
Bark & Co. added its own
branded products, headed by a
former product designer from
Lego. Branded products offer
higher margins than third-par-
ty products, and Bark & Co.’s
branded products include cam-
paign-themed “Dognald” and
“Hillary Kitten” dog toys. Bark
& Co. is in talks with third-party
retailers about getting products
in stores later this year, the com-
After dogs spent time in the
store, their owners could see on
a mobile app which products
the dogs were most interested in
based on their time spent with
the items, and owners could click
to buy them.
There are no immediate plans
to open permanent stores. However, if the concept proves successful, the company might roll
it out, possibly with brick-and-mortar retail partners, Meeker
said. The idea is to create a store
from a “dog’s-eye view” in a format that is “engaging, unusual
and fun,” he added.
MARS’ TEMPTATIONS LAB
CREATES TALKING CAT COLLAR
Cats now can talk, thanks to the Catterbox
cat collar ( catterbox.com) developed by The
Temptations Lab from Mars Petcare, which
has U.S. headquarters in Franklin, Tenn.
“Studies have shown that adult cats
meow when talking to humans; not to each
other,” The Temptations Lab’s website states.
“We’ve analyzed these cat sounds and created a program that detects a cat’s
meow and matches it to a human voice. We then put this technology inside a sleek 3-D
printed collar, which connects seamlessly to our app, where you can choose your cat’s
A prototype of the Catterbox collar has been launched in the U.S. and New Zealand,
according to DailyMail.com.