New brand launch:

Future plc, the international media group and leading digital publisher, today announces the launch of, a new digital pets brand with a mission to help the world’s pets lead happier, healthier and longer lives. offers a unique combination of trusted advice, detailed product information, pricing comparisons to ensure quality and value, and the best deals on top pet products, enabling animal lovers everywhere to make pet-related decisions with total confidence.

From making the right choices around pet diet and health care to upgrading pets’ lifestyles with the latest accessories and pet-related technology – is the place for expert advice for happier pets.

Launched from Future’s new Tech Lifestyle group, the brand taps into the booming pet market – the American Pet Products Association estimates that, within the year, $75.38 billion will be spent on pets in the United States alone – and an acceleration of 63% growth in online pet retailing since COVID-19. will also place a particular emphasis on smart tech for pets, reflecting the emergent trend in pet technology. As a result the site will carry buying guides and reviews covering pet trackers, monitors, entry-systems, automated feeders and high-tech toys. is perfectly placed to capitalise on a COVID-19-driven increase in pet ownership, which surged during lockdown as people turned to animal friends for comfort and companionship. The Dogs Trust alone reported a 25% increase in adoptions at the start of the pandemic and will ensure first-time owners of all kinds of pets will have all the advice they need to make their new relationships happy and enduring.

COVID-19 has also helped to accelerate the ongoing growth in online pet retailing, with some retailers reporting sales growth of over 20% as owners flock online to load up on pet food and other accessories. will employ Future’s proprietary ecommerce platform Hawk and its price comparison features to help conscientious owners find the best deals on the best products.

Paul Newman, Managing Director of “We live in extraordinary times and the companionship and comfort our animal friends provide has never been more important. is about equipping owners with the information they need to ensure their cat, dog, rabbit or reptile lives the best life they possibly can. Our in-depth advice and buying guides will help to connect our commercial partners with high-spending consumers who care deeply about their pets and the products they buy for them.”

Dave Harfield, Editor-in-Chief of “As the proud pet-parent of a beautiful German Shepherd Dog named Vinnie, I know first-hand just how much of a huge place pets take in the hearts of their owners and families. The love and dedication that owners and pets share for each other will be at the core of what we do at, inspiring us to provide a reliable and compassionate voice that’s dedicated to improving the lives of pets and their people alike.”


Paul Newman, Managing Director of 07870 219240
Dave Harfield, Editor in Chief of 07760 360043

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