PupBox: Petco’s subscription box has been acquired
American women’s subscription box brand FabFitFun wants to tap into the pet category to meet growing demand.
FabFitFun, a membership-based e-commerce business for women headquartered in Los Angeles, has acquired Petco’s PupBox business for an undisclosed amount.
With the acquisition, FabFitFun plans to serve “millions” of its subscribers—many of whom are also pet parents—by offering subscription boxes for both humans and their pets within one platform.
The deal will also help both firms offer customers more choices and a tailored experience.
Next steps
Commenting on the deal, Daniel Broukhim, Co-CEO of FabFitFun, says, “For the past 12 years, FabFitFun has been a leader in the subscription space, and this opportunity allows us to expand more meaningfully into the pet category.”
Broukhim explains that in the coming months, the company plans to bring its “expertise and unique touch to PupBox’s current subscribers” and expand its reach to its audience with a pet offering on the FabFitFun platform.
PupBox will go live on the FabFitFun website later this year.
How does it work?
Launched in 2014, PupBox offers a monthly subscription box catering to a dog’s specific needs at each stage of life. Each box contains 5 to 7 items, including toys, treats and chews, along with educational materials.
The company offers 4 types of boxes based on the different stages in a dog’s life: Puppy, Young Pup, Grown Pup and Senior Pup.
The company secured funding via the television show Shark Tank in 2016 and was snapped up by American pet retail giant Petco in 2017.
Share this story:
