# Natpets

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/natpets

- Industry: Consumer Products
- Headquarters: Boulder, US
- Website: www.iandloveandyou.com
- Latest round: Series C (Feb 17, 2022)
- Investors on record: 1

## About

Natpets, LLC operates under the brand 'I and love and you', specializing in premium pet food products with a strong focus on high-quality, nutrient-rich ingredients. They cater to both dogs and cats with a diverse range of offerings.Founded in 2012, Natpets, LLC is based in Boulder, US, and focuses on formulating pet food products tailored for dogs and cats. The company has pivoted towards holistic pet nutrition, enhancing its product lines to address specific health concerns for pets. The founder's background is not specified, but the firm has engaged in 4 funding deals, with L Capital acquiring I and love and you in a deal where financial details were not disclosed.I and love and you specializes in pet food products, specifically formulated for dogs and cats, emphasizing high-quality, nutrient-rich ingredients. Their core offerings include dry and wet food options, treats, and superfood blends that cater to various dietary needs and preferences, such as grain-free and protein-focused recipes. The company aims to address specific health concerns, such as digestive sensitivity and overall wellness while providing pet owners with a variety of flavors and textures to suit diverse palates. I and love and you serves a broad customer base, including pet owners, veterinarians, and pet retail stores, with a distribution strategy that spans multiple geographical markets, including the United States and Canada. Their product lines include Naked Essentials®, Nude Superfood®, and various treat options that cater to both cats and dogs.The revenue model of I and love and you incorporates direct-to-consumer sales and partnerships with retailers. The company utilizes a subscription service that offers customers recurring deliveries of their pet food products, contributing to stable revenue streams. These subscriptions often include discounts for first-time customers, fostering customer loyalty. Individual products, such as the Naked Essentials® line, come with specific pricing tiers based on package sizes, allowing for flexibility in purchasing. This structure enables consumers to select products that best fit their pets' needs while ensuring a streamlined purchasing experience. The company’s retail presence complements its online sales, further diversifying its revenue channels.Natpets, LLC plans to introduce new product lines that cater to evolving dietary preferences in the pet food market over the coming year. The company aims to expand its reach into new geographic markets, specifically targeting regions beyond North America by 2025. Recent funding from the acquisition by L Capital will be directed towards these product developments and geographic expansions to enhance distribution capabilities and increase market presence.

## Funding rounds

- Series C, Feb 17, 2022 — L Catterton

## Investors

- L Catterton (https://capitalatlas.ai/funds/l-catterton) — Series C