About Smalls
Smalls is a company based in New York (United States) founded in 2016 by Matthew Michaelson. Smalls has raised $28 million across 2 funding rounds from investors including General Mills, The Ohio State University and Mars. Smalls offers products and services including Fresh Cat Food Delivery and Sampler Pack. Smalls operates in a competitive market with competitors including JustFoodForDogs, Bundle x Joy, Bow Wow Labs, Cat Person and My Fancy Feast, among others.
- Headquarter New York, United States
- Founders Matthew Michaelson
- SectorsConsumer
- Website category Pets and Animals · Pet Food and Supplies
- Email••••••••
- Phone•••• ••••
- Website smalls.com
- Social LinkedIn X Facebook Instagram
- Total Equity Funding$28M (USD)
in 2 rounds
- Latest Funding Round$19M (USD), Series B
Mar 2023
- InvestorsGeneral Mills
& 7 more
Products & Services of Smalls
Smalls offers a comprehensive portfolio of products and services, including Fresh Cat Food Delivery and Sampler Pack.
Delivers high-protein, filler-free cat food monthly for better health.
Offers initial packs to test customized cat food plans risk-free.
Funding Insights of Smalls
Smalls has successfully raised a total of $28M across 2 strategic funding rounds. The most recent funding activity was a Series B round of $19 million completed in March 2023. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $28M
- Total Rounds 2
- Last Round Series B — $19M
- First Round $9M
(Aug 2020)
- Investors Count 8
All 2 funding rounds of Smalls with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Mar 2023 | $19M | Series B | – | Founder Collective, Digitalis Ventures | |
| Aug 2020 | $9M | Series A | – | Left Lane |
8 investors in total: 8 institutional.
Investors in Smalls
Smalls has secured backing from 8 investors, including venture fund and institutional investors. Prominent investors backing the company include General Mills, The Ohio State University and Mars.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Growth equity and venture capital are applied to tech sectors. | – | valorcapitalgroup.com | New York, United States | |
Venture capital firm focused on tech sectors | – | foundercollective.com | Cambridge, United States | |
Digitalis Ventures is engaged in health-focused investments. | – | digitalisventures.com | New York, United States | |
Investments are directed toward high-growth consumer and internet technology companies. | – | leftlane.com | Brooklyn, United States | |
Venture capital investments are made by 301 INC in food ecosystem startups. | – | 301inc.com | Minneapolis, United States | |
Multiple courses and degrees are offered across diversified academic streams. | 1870 | osu.edu | United States | |
Multi-category food products are produced and distributed globally. | 1866 | generalmills.com | Minneapolis, United States | |
Grains, legumes, snacks, pet care, and confectionery products are produced. | 1911 | mars.com | Mclean, United States |
Investor details for Smalls
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
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People of Smalls
19 people are tracked at Smalls (13 in leadership, 6 in team).
| Name | Role | Group |
|---|---|---|
Matthew Michaelson | Co-Founder & CEO | Leadership |
Melody Park | Director Of Brand Marketing | Leadership |
Maria Jan Carreon | Head of People | Leadership |
Nate Kredich | Chief Operating Officer | Leadership |
Chiyeung Lau | Associate Creative Director, Copy | Leadership |
Janis Ahn | Creative Director | Leadership |
Veronica del Rosario | Co-founder & Chief Brand Officer | Leadership |
Samantha Chen | Chief Financial Officer | Leadership |
Brian Oost | Senior Director Of Retail | Leadership |
Teresa Galli | Chief Revenue Officer | Leadership |
Kaushik Sampath | Sr. Director Of Product | Leadership |
Joe Trad | Vice President Operations | Leadership |
Hamed Kamara | Director Of Accounting | Leadership |
Verónica Inés García | Front End Developer | Team |
Angelica Dunn | Technical Program Manager | Team |
Marija Janjos | Strategic Finance & Analytics Manager | Team |
Varija Nijor | Senior Product Manager | Team |
Estefany Cabanillas | Supply Chain Manager | Team |
Louisa Liu | Senior Product Designer | Team |
Complete people profiles for Smalls
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
- Board tenure
- Professional contacts
Verified entity values are shown only after access is granted.
Timeline of Smalls
3 dated milestones of Smalls across 7 years, from founding to its latest funding, stage changes and deals.
- Founded Smalls is founded.
- Funding First funding round of $9.0M.
- Funding Latest funding round, Series B, of $19.0M.
Competitors of Smalls
Smalls operates in a dynamic and competitive business environment, facing competition from various established players and emerging companies in the market. The competitive landscape includes prominent companies such as JustFoodForDogs, Bundle x Joy, Bow Wow Labs, Cat Person and My Fancy Feast, among others.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| justfoodfordogs.com | 2011 | Irvine, United States | $97.5M | – | Fresh pet meals are provided through an internet-first brand. | |
| bundlexjoy.com | 2021 | Phoenix, United States | $1.56M | – | Subscription-based dog food and treats are offered online. | |
| bowwowlabs.com | 2016 | Novato, United States | – | 6 | Dog chew sticks and accessories are sold through online subscriptions. | |
| catperson.com | 2020 | New York, United States | – | – | Grain-free cat food is offered for feline companions online. | |
| myfancyfeast.com | 2020 | Neenah, United States | – | – | Offers customized and delivered cat food packs for pet owners online. | |
| bullybundles.com | 2015 | Chicago, United States | – | – | Monthly subscription service for all-natural, low-odor dog chew treats. | |
| thehappyhowl.com | 2020 | Los Angeles, United States | – | – | Provides human-grade dog food with nutritional benefits for pets. | |
| luckydogcuisine.com | 2008 | Hardeeville, United States | – | – | Fresh natural dog food made from human-grade ingredients delivered via subscription. | |
| pampereddogchef.com | 2016 | Kissimmee, United States | – | – | Delivers subscription-based, freshly cooked meals tailored for pets. |
Detailed competitors of Smalls
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
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Web traffic of Smalls
The website of Smalls (smalls.com) receives about 538.7K visits a month and ranks #68,825 among all websites worldwide, #365 in Pet Food and Supplies.
- Monthly visits538.7K
▲ 18.9% vs previous month
- Unique visitors233.4K
per month
- Global rank#68,825
among all websites
- Category rank#365
Pets and Animals · Pet Food and Supplies
- Bounce rate32%
- Pages per visit7.5
- Average visit1 min 37 sec
- DevicesDesktop 23% · Mobile 77%
Websites whose visitors overlap most with Smalls. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| total.vet | 100% | 77.8K | #591,427 | View details | |
| chewy.com | 89% | 46.5M | #671 | View details | |
| natureslogic.com | 89% | 61.2K | #821,671 | View details | |
| sheba.com | 88% | 174.5K | #203,595 | View details | |
| vivarawpets.com | 87% | 84.9K | #306,144 | View details | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for Smalls
The complete similar-websites list, audience overlap and engagement analytics require an active premium plan.
- 40 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
Latest news on Smalls
Complete news archive for Smalls
Full article history, source details, and older brand coverage require an active premium plan.
- Full article archive
- Source and publication date
- Older coverage
- Brand-specific news history
Verified entity values are shown only after access is granted.
Similar companies to Smalls
10 companies that operate in the same segment as Smalls (Pet & Animal Care Platforms), ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
App-based pet sitting marketplace | 2011 | Olympia, Washington, United States | USD 409.19 M | – | – | |
Online subscription platform offering dog supplies | 2011 | New York, New York, United States | USD 83.01 M | – | 686 | |
Fresh, human-grade dog food is delivered through subscription plans. | 2015 | New York, New York, United States | USD 67.65 M | – | – | |
Wearable GPS devices for pet tracking are offered by Tractive. | 2012 | Pasching, Upper Austria, Austria | USD 35.5 M | – | – | |
Multi-category pet products and pets are retailed online. | 2021 | Bengaluru, Karnataka, India | USD 63.81 M | – | – | |
Pet sitters are matched with owners through an online marketplace. | 2010 | Los Angeles, California, United States | USD 98.45 M | – | – | |
Internet first brand offering refrigerated pet food | 2006 | Secaucus, New Jersey, United States | USD 54 M | USD 1.1 B | 1,300 | |
Tailor-made dry dog food is freshly blended for individual needs. | 2013 | London, England, United Kingdom | USD 7.82 M | USD 118.2 M | 378 | |
Private label brand of tracking devices for dogs | 2012 | San Francisco, California, United States | USD 21 M | – | – | |
Platform offering cooked-meal delivery service for dogs | 2016 | London, England, United Kingdom | USD 477.37 M | USD 48.04 M | – |
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Frequently Asked Questions about Smalls
Smalls was founded in 2016 and raised its 1st funding round 4 years after it was founded.
Smalls is headquartered in New York, United States. It is registered at New York, New York, United States.
Matthew Michaelson is the current CEO of Smalls. They have also founded this company.
Smalls is a funded company, having raised a total of $28M across 2 funding rounds to date. The company's 1st funding round was a Series A of $9M, raised on Aug 2020.
Smalls was founded in 2016 in New York, United States, with Matthew Michaelson serving as co-founder and CEO. Operations focus on the pet food sector, where cat-specific nutrition products are developed and marketed. Distribution occurs primarily through the smalls.com domain, targeting feline health needs for consumers across the country. The company maintains a base in the competitive pet industry landscape.
Smalls's top competitors include JustFoodForDogs, Bundle x Joy and Bow Wow Labs.
Smalls offers Fresh Cat Food Delivery and Sampler Pack.
Smalls has 8 investors. Key investors include General Mills, The Ohio State University, Mars, Valor Capital Group, and 301 INC.
The website of Smalls receives about 539 thousand visits a month and ranks #68,825 among all websites worldwide.