Petco Goes Subscription Commerce With PupBox

Petco expands its digital offerings by entering the subscription box business through its acquisition of online startup PupBox.

According to news from Chain Store Age, the entire PupBox team is joining Petco as part of the deal. The terms of the acquisition were not disclosed.

Launched in 2014, San Diego-based PupBox is an eCommerce subscription service that delivers customized products (anything from pet toys to treats) and training information for new puppy and dog owners based on their pet’s development stage and physical characteristics.

“Helping pet parents improve the health and wellbeing of their pets while deepening their bond is at the very core of our mission,” said Petco CEO Brad Weston. “Combining Petco’s breadth of product and [service] offerings with PupBox’s highly customized monthly subscription service takes the guesswork away from pet parents and provides everything they need to raise a healthy, happy pup at every stage of life.”

PupBox was co-founded by Ben and Ariel Zvaifler after they adopted a puppy and then struggled to find retail products that were suited to their pet’s constantly changing needs. When the company appeared on “Shark Tank” in November 2016, Robert Herjavec invested $250,000 in exchange for 15 percent equity, implying a $1.7 million valuation.

Just in time for the holidays, Petco and PupBox have launched the first-ever PupBox Holiday Box, a gift assortment of pet toys, treats and holiday training tips. Available online and in Petco stores for $29, each box is customized based on pet size and features a few seasonal favorites.

Both Petco and its retail rival, PetSmart, have been boosting their digital offerings to compete with eCommerce competitors. In April, Petco acquired PetCoach, a digital services company that connects pet owners with veterinary professionals, and pet food and product site Chewy.com.