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Backed by Harry’s Labs, Cat Person launches its lineup of cat care products

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Backed by Harry’s Labs, Cat Person launches its lineup of cat care products

Cat Person is a brand new startup attempting to vary the best way you consider cat folks — and hoping to promote that new kind of cat proprietor an entire vary of cat merchandise.

“We know what the stereotypes are, we simply don’t assume they’re true,” mentioned CEO Jimmy Wu. “They’re extremely outdated. We wish to construct a model for who the fashionable cat individuals are.”

When requested for extra element about these “fashionable cat individuals” (not the sort dramatized by Kristen Roupenian’s well-known brief story), Wu mentioned the corporate isn’t specializing in a particular demographic or geographic group — the phrases “hip,” “city” and “millennial” have been by no means uttered throughout our dialog.

Instead, he instructed that Cat Person acknowledges that there are all kinds of people that “genuinely care about cats.” He additionally instructed that their ranks may develop, given all of the stress and anxiousness across the COVID-19 pandemic.

“Obviously we’re in unprecedented instances,” he mentioned. “[But] it is a nice time for this enterprise. If something, greater than ever, folks want cats. Cats present aid.”

Wu co-founded the corporate with Lambert Wang, who beforehand labored in enterprise improvement at razor startup Harry’s. In truth, Wang mentioned he first took the thought to Harry’s co-founder Jeff Raider, and Cat Person is now spinning out as an unbiased startup from the corporate’s innovation group Harry’s Labs.

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Image Credits: Cat Person

In Wu’s view, strolling right into a pet retailer right this moment is like strolling into “a canine retailer” with a single aisle reserved for cat merchandise. Similarly, the pair instructed that on the subject of startups bringing the direct-to-consumer mannequin to the pet world, many of the focus has been on canine.

At the identical time, Wu and Wang pointed to a survey of 1,000 U.S. cat homeowners that they commissioned from market analysis agency AYTM, which discovered that 71 p.c of cat homeowners aren’t utterly happy with the collection of cat furnishings available on the market, whereas 74 p.c want that they had more healthy meals choices.

Cat Person is meant to ship all of that, with an preliminary product lineup that features high-protein cat meals (moist meals, dry meals and treats), a modular cat mattress ($80), a cat bowl ($40, designed to forestall whisker fatigue) and catnip toys ($7). Customers may also subscribe to a customizable recurring meal plan — Cat Person says that a mean four-week cargo would value $68.85.

The startup is launching at time of higher scrutiny and skepticism of the direct-to-consumer mannequin, because of information like Outdoor Voices saying layoffs and ousting its CEO and Casper revealing disappointing financials as a part of its IPO.

It’s value noting, nonetheless, that Harry’s exited efficiently in a $1.37 billion acquisition by Edgewell Personal Care. Wu additionally instructed that regardless that Cat Person is beginning out by promoting on to shoppers through the Cat Person web site, he isn’t wedded to a pure DTC mannequin.

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“We’re not constructing a direct-to-consumer firm, we’re constructing a model for cats and cat individuals initially,” he mentioned. “I believe DTC occurs to be a channel by means of which we’re launching initially that permit us to construct that direct relationship. But we wish to have the ability to actually rapidly evolve.”

Former Casper execs are constructing a direct-to-consumer pet food startup referred to as Jinx

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