In a pet industry that seems to be overly invested in keeping dogs and dog owners happy, Matt Michaelson sees a big opportunity in cats.
Michaelson is co-founder and CEO of Smalls, a six-year-old direct-to-consumer startup that makes human-grade food for cats. The company is announcing today that it has raised $19 million in new funding funding round to help it expand.
This round, which includes investment by venture funds affiliated with pet-food giants Mars, Inc, and General MillsGIS +1.1%, brings Smalls’ total funding raised to $34 million. Other investors in the round were Left Lane Capital, Valor Capital, and the Ohio State University endowment fund.
The company does not reveal its revenues, but its sales were in the eight figures in 2022, and sales typically have doubled, year-over-year, since it was launched in 2017, according to a company spokesperson. you re killing me smalls shirt
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