Pet Life Unlimited

So let's first start with how did Pet Life Unlimited first come to be? Give me a little bit of the origin story.

Yeah, sure.

So our two company founders... were business partners of mine.

We built a brand together called Babyganics.

It was really sort of trailblazing in the baby category.

We had a very successful business and transacted in 2016.

And really the premise of that business was bringing to parents, baby parents, human parents, um, what we thought should have been table stakes, like beautiful ingredients, transparency about everything that's going into the product and also wrapped around a brand that looks great in your home.

So you actually want to live with it.

Um,

fast forward to a handful of years ago, um, after we sold that business, we sort of got some of the key band back together, if you will.

And, um, What we started to notice was in the pet care space, food had really caught up with the way that pet parents live their lives today, which is that their core values, they then extend to their pets.

So food, supplements, treats, totally caught up with the times.

There's a million options.

But the categories that we really had a lot of expertise in, so grooming, household cleaning, even, so our biggest category are pee pads, dog pads.

And there was really nothing happening in those spaces that were actually serving dog parents the way that they live their lives today.

And we really wanted to be able to create a brand around a set of incredibly made products that would give them exactly what they're looking for.

So cool.

And also what we were sharing before recording was that transition of baby products and quality and then how that's been leading into pets.

So it's so interesting.

I didn't even realize that you were part of building a baby care food brand and now into pets.

So What did that look like as far as taking your learnings from the previous brand, but now shifting it to pets and also the lifestyle products that you all found that white space in? What did those early steps look like? And I love how you say like bringing the band back together.

What did that look like of finding this niche?

Sure.

So Babyganics, which was the baby company that we all worked on, it was actually not food.

That was one of the only categories we weren't in.