Looking on Petwise’s website the have multiple brands under the parent company. Operating in the pet category it may be helpful to better understand the seasonality of certain products. Pet food for example should be evergreen whereas pet toys may see a spike around certain holidays.
Company & Ownership
- Parent/Owner: Portfolio company of A&M Capital Partners (AMCP). AMCP lists “PetWise, Inc.” in its portfolio (the business formerly known as Worldwise). A-M Capital
- Public or private? Private (PE-backed). A-M Capital
- Rebrand note: Worldwise announced its corporate rebrand to PetWise on Oct 18, 2023. PetWise+2PR Newswire+2
Brand Portfolio (what they own & what each does)
- SmartyKat® — Cat category line (toys, catnip, scratchers, beds & accessories). PetWise
- goDog® — Dog toys & accessories. PetWise
- Sherpa® (+ Guaranteed On-Board™) — Pet carriers & travel accessories; GOB is their airline-compliance guarantee/program. PetWise+1
- FurHaven® — Dog beds (sleep/comfort). PetWise
- Treatly™ — Pet chews & treats (all-natural positioning). Treatly Pet
- TrustyPup® — Dog toys, beds & accessories (comfort/performance focus). PetWise
- Pet Factory® — USA-made beefhide chews; acquired by the company in 2022 to build out treats/chews. PetWise+1
- Kitty Sift® — Cat litter accessories (sifting/disposable liners), acquired to expand consumables. PetWise
- Pawscout™ — Pet-tracking technology (smart tag/app ecosystem). PetWise
- Petlinks® / PoochPlanet® — Legacy lines included in AMCP’s description of the PetWise portfolio (cat & dog accessories/home-comfort). A-M Capital
Where they sell / positioning
- PetWise positions itself as a multi-brand platform focused on quality, safety, innovation and sustainability, distributing across e-commerce, mass, pet specialty, club, and grocery.
Ok now lets take a look at each of the brands at a high level seeing how many items they sell on Amazon and what the top items are for each brand. The goal is to better understand the catalog size of the company on Amazon.
First off the company is using vendor central as Amazon is the seller of the products.
SmartyKat
- SmartyKat sells cat toys, scratchers, catnip products, cat beds/hideaways, litter accessories, and wellness/deterrent products — all focused on cats.
- Total monthly estimated revenue: $170k/month
- 406 child listings on Amazon
- 74 parent listings
Top sellers
Calculating est. revenue for all child variations and then summing those up at the parent level helps us better understand which listings are most important for this brand and how much or little concentration of revenue there is for any particular listings.
goDog
- Total monthly estimated revenue: $160k/month
- Most of the catalog are squeaky/plush dog toys with “Chew Guard Technology,” plus a few adjacent dog products (retractable leashes, collars, beds, carriers, travel seat covers, toy detergent)
- 754 child listings
- 77 parent listings
Sherpa
- Total monthly estimated revenue: 113k/month
- Catalog:
- 3,881 child listings
- 391 parent listings
Top Selling Listings
FurHaven
- Total monthly estimated revenue: $376k/month
- Catalog:
- 4,319 child listings
- 205 parent listings
Top Selling Listings
Treatly
- Total monthly estimated revenue: $23k/month
- Catalog:
- 223 child listings
- 39 parent listings
Top Selling Listings
TrustyPup
- Total monthly estimated revenue: $15k/month
- Catalog:
- 151 child listings
- 25 parent listings
Top Selling Listings
Pet Factory
- Total monthly estimated revenue: $255k/month
- Catalog:
- 464 child listings
- 61 parent listings
Top Selling Listings
Kitty Sift
- Total monthly estimated revenue: $340k/month
- Catalog:
- 12 child listings
- 2 parent listings
Top Selling Listings
Currently OOS with a best seller
