Jinx raises $28 million to expand

Co-founders Terri Rockovich, Sameer Mehta, and Michael Kim were responsible for helping to grow Casper from a startup into a major direct-to-consumer mattress brand.

So it’s no surprise that Jinx is a successful direct-to-consumer brand. With the investment they want to expand beyond that and get intro retail stores to reach more consumers.

The team launched Jinx in January 2020. Partnering with brands like Postmates, Spotlight Oral Care, Barry’s, and most recently to create a menu of dog-friendly dishes at Saison Hospitality’s Michelin star restaurant Angler in Los Angeles and San Francisco, Jinx has become known as a lifestyle brand that speaks to the modern dog owner.

“Our vision is to elevate the way we care for our dogs by providing premium nutrition at an attainable price point and creating a single destination for wellness products that are clean-label and better for your dog,” said Terri Rockovich, CEO & Founder of Jinx. “This funding round included a very strategic slate of investors with a lot of heart for our brand and our mission. The round will ultimately allow us to step onto a bigger stage creating mass premium options for our customers. We will double down on our team and introduce product assortments within new pet health categories allowing us to continue offering dogs the highest-quality diet available.” Rockovich continued, “Early next year, we will expand beyond the DTC model making Jinx available at major retail locations across the country.”

The round also includes investments from comedian and dog owner Trevor Noah, actor Chris Evans, NFL star Odell Beckham Jr., Creative Artist Agency (CAA) co-founder Michael Ovitz, and other notable names across the tech, lifestyle, entertainment, and hospitality industries.