What is Smalls?
Smalls operates at the intersection of pet wellness and e-commerce, providing a bespoke nutritional service for cats. Unlike traditional pet food brands that rely on long-shelf-life fillers and mystery ingredients, Smalls utilizes 100% human-grade components. The company leverages proprietary algorithms to generate customized meal plans based on a cat's specific physiological profile, including age, weight, and body type. This personalized approach not only enhances pet health outcomes but also fosters high customer retention rates, a critical metric for its ongoing market expansion. By bypassing conventional retail channels, Smalls maintains direct control over its supply chain and customer experience, ensuring that its fresh, human-grade products are delivered directly to the consumer's doorstep with maximum efficiency.
How much funding has Smalls raised?
Smalls has raised a total of $28M across 2 funding rounds:
Series A
$9M
Unspecified
$19M
Series A (2020): $9M with participation from Left Lane Capital
Unspecified (2023): $19M led by 301 INC, Companion Fund, Valor Capital Management, and Left Lane Capital
Key Investors in Smalls
Left Lane Capital
Left Lane Capital is a New York-based venture capital and growth equity firm, investing in high-growth consumer internet and technology companies that build lasting relationships with customers.
Valor Capital Management
Valor Capital Management was founded with the mission to bring sophisticated institutional asset management strategies to retail consumers nationwide as part of a holistic financial plan.
Companion Fund
Companion Fund is a specialized investment vehicle focused on the pet care industry, providing capital and strategic support to innovative startups that improve the lives of pets and their owners.
What's next for Smalls?
With the recent influx of capital, Smalls is well-positioned to scale its operational infrastructure and deepen its market penetration. The company is expected to focus on optimizing its cold-chain logistics and expanding its manufacturing capacity to meet the rising demand for premium, health-conscious pet products. Furthermore, the strategic backing from institutional investors suggests a focus on long-term brand equity and potential category dominance. As the pet humanization trend continues to accelerate, Smalls is likely to invest in advanced data analytics to further refine its personalization engine, potentially exploring new product lines or geographic expansion to solidify its status as a leader in the pet wellness ecosystem.
See full Smalls company page
