Smalls A Cat-Focused Pet Brand Secures $19M In Series B Funding Led By Companion Fund

Smalls is poised to become a leading player in the pet industry. Its success is not just due to its high-quality products, but also its commitment to customer service and engagement, innovative marketing strategies, and exceptional e-commerce capabilities.

Smalls A Cat-Focused Pet Brand Secures $19M In Series B Funding Led By Companion Fund

Portland-based cat-focused pet brand Smalls has announced the successful completion of their Series B funding, with a total capitalization of $19 million. This funding not only shows the immense potential in the pet industry but also speaks volumes about Smalls's ability to execute its growth plan and attract top investors in the highly competitive marketplace.

With this additional funding, Small will be able to expand its product offerings, launch new marketing campaigns, and bolster its e-commerce capabilities to better reach and serve its customers.

For pet owners, this news is exciting and reassuring. It demonstrates that the pet industry is a thriving, ever-growing market with tremendous potential for innovation and growth, which translates into more products and services to meet the needs of our furry friends.

Beginning Of Smalls

Smalls is a direct-to-consumer pet food company that specialises in offering cat food that is fresh, of human-grade, and specially formulated to meet the needs of each cat. Matt Michaelson and Calvin Bohn launched the business in 2017.

  • A variety of cat food alternatives are available from Smalls, including fresh and frozen dishes created with premium, human-grade ingredients including antibiotic-free meats and organic vegetables.

  • The company's recipes are made specifically for each cat's individual nutritional requirements and are adapted based on their age, weight, and activity level.

  • One of Smalls' main advantages is that it delivers cat food right to clients' homes, so there's no need to go to a pet store or worry about storing a lot of food.


  • Customers of Smalls have access to a team of professionals who can assist them in selecting the best cat food options and who can respond to any queries they may have regarding their cat's health.

  • Small's success is not just due to its high-quality products, but also its commitment to customer service and engagement.

  • Their innovative marketing strategies and exceptional e-commerce capabilities have enabled the brand to reach a wider audience and establish a loyal customer base.

  • It Started with a simple idea to create high-quality pet products that improve the health and wellbeing of our furry companions, but it has grown into so much more.

  • With this funding, Small is poised to become a leading player in the pet industry, and their success will undoubtedly inspire others to enter this lucrative market.

The Growth Of Smalls With The Funding

According to Michaelson, the funds will be utilised to launch the product's marketing campaign and create a comprehensive brand for cat owners. This includes prospective TV advertising and the development of a cat café in New York City. Up until now, the company has concentrated on improving the product and creating a successful sales funnel.

  • The business produces high-quality, fresh cat food with high protein content. Direct sales to customers are made online. The business has fed more than 100,000 cats since it began, and it has produced eight figures in revenue.

  • The Ohio State University endowment fund, Left Lane Capital, Valor Capital, General Mills' venture capital subsidiary 301 Inc., and current investor Founder Collective were all participants in the most recent round, which was led by Companion Fund.

  • Smalls stand out because of their unwavering commitment to enhancing feline health and well-being.

  • Cats are renowned for being finicky consumers, but Smalls has figured out how to make fresh, minimally processed meal food plans that cats adore.

  • Michaelson stated that the company will always be centred on cat items. According to Smalls' data, 25% of U.S. households have cats.

  • The team's development will benefit from this round as well. A COO is being hired by Michaelson.

  • He is searching for someone with knowledge of the food industry and consumer packaged goods.

  • How to prepare for growth? and potentially developing their own production facility will be a significant strategic decision in the near future.

  • The company had five employees in 2020 and now has 46, all of whom work remotely. Michaelson wants to increase the workforce at the business by 25%.

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About Companion Fund

The Companion Fund is a venture capital firm that specialises in funding start-ups that aim to better the health and welfare of pets including dogs and cats. The company is situated in New York City and was established in 2013.

  • The Companion Fund makes investments in early-stage businesses that are creating novel pet-related goods and services, such as pet food, veterinary services, and pet technology.

  • The company's mission is to assist business owners who are committed to bettering the lives of dogs and their owners and to assist those business owners in bringing their ideas to market.

  • The mission of the Companion Fund is to improve the quality of life for companion animals, their owners, and the pet business by fostering growth and innovation in the pet sector.

Who Is Matt Michaelson?

Michaelson is the co-founder of Smalls. He was raised in Portland. His family prepared food for all their pets.


  • Prior to joining Smalls, he worked for Thinx Inc., where he rose through the ranks from operations manager to director of growth marketing.

  • He had left his homeland to work in New York and thats where he started Small.

  • He discovered that pet food and pet ownership suited his desire to launch his own business.

  • He said, "I was looking for something with heart and head."

  • As the pandemic hit, it was evident that investors were prepared to consider businesses outside of important financial and technological hubs.

  • Remote work offered up new employment opportunities. Michaelson chose to relocate to Portland once more.

  • He now operates the business from his Northwest-area home.


  • The successful completion of Small's Series B funding is undoubtedly a landmark achievement for the company and the pet industry at large.

  • Small will now have the resources to continue innovating and growing, bringing more high-quality pet products to the market.