Wag! to acquire Dog Food Advisor for $9 million
The dog food marketplace received more than 24 million visits in the last two years.
The US pet care company is set to take over Clicks and Traffic LLC, the company behind Dog Food Advisor, in the first quarter of 2023 for $9 million.
Garrett Smallwood, CEO, and Chairman of Wag! stated that the purchase of the platform showcases its “commitment to long-term strategic initiatives of measured expansion and opportunistic mergers and acquisitions.”
Since its launch in 2008, Dog Food Advisor has researched, assessed, and rated more than 5,300 dog food products. The website researches details of dog food products, brand recall history, and other safety and health practices of pet food manufacturers.
Wag! has provided more than 12 million services across 5,300 cities in the US since its inception. With this acquisition, it hopes to expand and diversify its offering in the pet industry.
The company, acquired by a private equity firm in 2022, posted revenue of $15.4 million in the third quarter of 2022 (+161%). The total number of users on its platform surpassed 473,000, up 22%.
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