Pet brand Vetreska earns over S$166M in revenue

vetreska founders pets

Pets have always been companions to many. These adorable, little animals are loved by many and considered a part of the family. Pet parents are keen to provide the best for their pets by providing cool pet furniture, premium food, and other amenities. 

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Paw parents must be careful when sourcing pet products. To ensure their pets’ safety and comfort, they must take into account the product quality. Pet owners may find it difficult to find the right products for their pets. This can lead to a greater willingness to spend more on functional and durable pet products. 

Donald Kng, a Singaporean, was keen to create a pet house for pet owners who share the same concerns. “People Pet Brand”This led to the creation of Vetreska2017

“We deliver finely made pet products that are not only beneficial and fun for pets, but also extremely relatable and joy[-]bringing for pet owners,”He says.

The shift from fashion to pet products

Donald Kng, cofounder of Vetreska. Image Credit: Vetreska

Donald and Nico Li, co-founders of Vetreska were first introduced in college by freshmen at the Fashion Institute of Technology, New York City. They studied Fashion Merchandising Management and Advertising and Marketing Communications. 

When they conducted their research in 2016, Donald shared that their initial focus — the “clean beauty” “gender-neutral fashion” industries — did not appear as frequently as compared to pets, especially cats. 

The Chinese pet industry was growing at a rate of 30 percent per annum, something that was almost unheard-of back then. This was combined with the fact of major foreign direct investments going into China to invest in the Chinese consumer market and in China’s consumption-focused gross domestic products growth policies. [it]It was an easy choice to establish our company there due to the sheer size and population of China.

– Donald Kng, co-founder of Vetreska

They were intrigued by the potential growth of the industry and began to think about how they could combine their retail and fashion training to cater to the pet market. They started to create unique pet products.

Vetreska/ Image Credit: Vetreska

“Our target audience are folks who are bored of mundane pet products and hope to add a little of life, exuberance and class to their pet-owning living environment and life. People looking to make that transition into a whole new world of fun experiences with their pets would look to see what Vetreska is offering first,”He adds.

Award-winning pet products

When pet parents source for pet products, there are concerns over whether the product is suitable for their pet, whether it’s of good quality, whether it’s safe to use and more.

Donald shares that he understands these concerns with regards to pet products, and decided to ensure that they are taken into consideration when creating Vetreska’s luxurious pet products. 

He said that functionality, relatability to customers and quality are some of the key criteria for developing a pet product. These are not enough, however, as the pet market has become saturated. ‘win’.

Hence, instead of just focusing on practicality, Vetreska’s pet products also aim to stand out through product design by offering unique and imaginative pieces. 

They wanted to be competitive so they developed products that new-generation customers could relate to. A solid distribution network was also essential.

Vetreska is a pioneer in pet product design. 

“Our designs often push the boundaries on what pet products can actually be,”He notes.

As seen from their products such as the Cactus Cat Scratcher, Watermelon Cat Litter Box, Bubble Pet Carrier and Cherry Cat Scratcher, Vetreska’s pet products are really one-of-a-kind.

vetreska pet products
Vetreska’s pet products / Image Credit: Vetreska

They have been awarded the CBN 2021 Top 100 High Growth Brand, 36Kr Top 100 High Potential Brand, Alibaba Tmall 2020 Annual Top 100, KPMG Top 50 Chinese Brands, Equal Ocean TOP 6 Pet Brands, and many more.

Vetreska has been able to establish partnerships over the years with many brands, including Intercontinental, Sanrio Hello Kitty, and Fiu Gallery. 

The brand is determined to fulfill its mission of redefining pet life by drawing inspirations from everyday life and incorporating them in pet products.

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They were able to break even in six months

To kickstart Vetreska both co-founders spent a total CNY$1.5million (about S$300,000.00) and were able break even in less then half a calendar year.

Donald also noted that they’ve been “rather fortunate”Venture capitalists have been actively approached by many to invest in the company’s fundraising efforts.

Vetreska has experienced tremendous growth since its inception. Its revenue was over US$120million (S$166.63 millions) last year. Since then, Vetreska has opened multiple stores in Shanghai and now sells to over 40,000 pet shops worldwide.

The Vetreska Playground is a place where pet owners can test products in person.

Vetreska Playground
Vetreska Playground / Image Credit: Vetreska

Their success was not possible without the obstacles they faced in their early years.

I would say [the]The most difficult aspect of the supply chain was the one that we didn’t have any prior experience with. We overcame them the same way as many other problems in life — learning from mistakes as we went along, making new connections [and]As a company, you can develop new skills.

– Donald Kng, co-founder of Vetreska

Many businesses were adversely affected in recent years, at the height of Covid-19 in 2020 and 2021.

Vetreska’s annual growth has increased by a third despite the virus outbreak. The spread of Covid-19 was stopped in China after a few months. Vetreska also ventured out and entered the US market at end 2020.

These achievements enabled Nico and Donald to be included on the coveted Forbes Asia 30 under 30 List in 2020.

Donald says that the company only felt the impact of the pandemic in Shanghai’s recent lockdowns. Vetreska has come out of difficult times stronger thanks to their customers’ support and strong team bond.

Homecoming: Vetreska expands into Singapore

Donald, who has built a successful company in China, reveals that Vetreska recently established a regional hub in Singapore. In fact, they will be hiring here in the next month.

“[I]t’s definitely both sentimental and logical for me to set up a regional headquarter here,”He says

Donald is confident that there will be many similarities between the people of China and Singapore, despite the differences in China’s sheer size. For one, he notes that Singapore’s demographic is becoming younger and more affluent, which aligns with Vetreska’s target customer profile.

Moreover, since Singapore is a global financial hub and an effectively multilingual country, he strongly believes that setting up a regional headquarter here would help juggle Vestreska’s businesses in different parts of the globe. 

These include their supply chain in China, direct to consumer opportunities in the States, and e-commerce within Southeast Asia.

“In the immediate future, we hope to see greater growth and brand building in our foray into the North American market, mirror[ing] our supply chain capabilities into Southeast Asia,”He says.

Vetreskaland / Image Credit: Vetreska

Many businesses are exploring Web 3.0 as a way to decentralize and increase user ownership. Vetreska is no exception.

Donald says they are currently creating “Vetreskaland”A metaverse in which they gamify pet ownership for the next generation.

Credit for Featured Image: Vetreska

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