Investment to drive international growth at eco pet product Start-up

Project Blu has sold more than 87,000 products made from in excess of six million plastic bottles since it was founded, offering a range including leads, harnesses, pet beds and toys.

Since launching at the Zoomark exhibition in Bologna, Italy, in May 2019, the company has secured UK stockist deals with retailers John Lewis and Joules and sells direct to consumer via its eCommerce platform. 

The start-up has been assisted by the Business Wales Accelerated Growth Programme (AGP) which provides targeted support for growing firms. The programme is part-funded by the European Regional Development Fund through the Welsh Government.

Global pet health and nutrition leader Mars Petcare has previously invested $200,000 into Project Blu and awarding the firm a place on the Leap Venture Studio accelerator programme in Los Angeles. 

The latest deal will allow the company to harness the expertise of Metamorphosis’ team of experts and entrepreneurs with a proven track record of building businesses in the pet industry.

Metamorphosis is taking an equity stake in Project Blu, which was founded in 2019 by 35-year-old Geryn Evans.

Evans said the partnership will be a “game-changer” as Project Blu eyes expansion into the lucrative US and other international markets.

“Project Blu is all about driving positive change in an industry that was ripe for disruption,” said Evans.

“We aim to prove that pet brands can be sustainable, stylish and profitable on a global scale, and this partnership will be a crucial part of our plan to expand into several international markets in 2021.

“The pet industry is a growing, recession-resistant market where sustainability is one of the biggest emerging trends for pet owners who are increasingly conscious of how products are made and where they end up.”

Evans started his career in the furniture design trade, where he designed several integrated technology products for major retailers. He was inspired by a collaboration between German multinational sports brand Adidas and “Parley for the Oceans”, an organisation that addresses environmental threats posed by plastic pollution in the oceans. 

He now plans to launch a ‘ghost fishing net’ range to tackle the problem of discarded fishing gear in the oceans. It is estimated that over 640,000 tons of fishing gear is lost or discarded in the oceans every year, not dissolving for centuries and posing a significant risk to marine life.

Since signing up to the Business Wales AGP programme in 2019, Project Blu has received mentoring and specialist advice on market analysis, funding and planning for growth.

Evans added: “As a lean company, it’s been invaluable to have the support of our relationship manager and other experts.

“The advice and expertise we have been able to access have helped me navigate the pitfalls, challenges and opportunities that come with growing a brand from scratch.”

Richard Morris of the Excelerator Consortium, which delivers the Business Wales AGP, said: “It’s been fantastic to see Project Blu come such a long way in such a short space of time, and their deal with Metamorphosis is further validation of their innovative concept.

“The company is an excellent example of a homegrown Welsh business providing solutions to one of the most significant environmental issues facing our planet today.”

Source: Insider Media Ltd.