SA’s online pet food store, Pet Heaven secures investment from Silvertree Internet Holdings


Pet Heaven, a South Africa based online pet food and accessory store, has announced it has secured an undisclosed amount of investment from Silvertree Internet Holdings, a business incubator based in South Africa.

Launched in 2012, Pet Heaven delivers pet food to subscribers on a recurring basis and at great prices. Its range of pet accessories is rapidly growing to meet an increasing demand in the market place.

In fact, strong customer demand has allowed Pet Heaven to grow by 150% year-on-year over the last 2 years with limited marketing spend.

“We’ve seen huge demand from pet owners for affordable, convenient delivery of pet essentials, and we’re excited to be making our offering available to far more customers, with the support of Silvertree,” said Schalk Kearney, CEO of Pet Heaven.

The investment will help the Pet Heaven to further accelerate its growth, by way of increased marketing, stocking a broad range of pet accessories & new food brands and employing more hands, throughout South Africa.

Silvertree will go a step further to provide expansion capital for Pet Heaven, and also support it through synergies with other of its highly successful e-commerce companies such as Faithful to Nature and Cybercellar.

Silvertree Director, Paul Cook said, “Pet Heaven’s subscription model is great for customers, plus it helps Pet Heaven turn once-off customers into lifelong fans. We have been blown away with what the team have already achieved, and we’re excited about Pet Heaven’s business, as well as the opportunities for collaboration between Pet Heaven and other ecommerce companies in which we have invested,”

He added, “Pet Heaven has already proved that it’s entirely possible to make money in niche ecommerce in South Africa, through disciplined, lean execution – and there’s lots more to come.”

Supported as a young startup by the 88mph incubator (Cape Town Garage), Pet Heaven offers convenience, great prices, excellent service and secure payment, and delivers to customers’ door in major cities (nationwide coming soon) from Johannesburg and Cape Town warehouses.

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