Celebrity-loving dog Trevor NoahChris Evans, NFL star Odell Beckham Jr. and CAA Co-Founder Michael Ovitz Among the latest notable investors in Jinx, “a clean dog nutrition brand designed to meet the needs of modern dogs.”
The Los Angeles company, which launched early last year $28 million in a Series 1 funding round led by investment advisory firm The Merchant Club, raised cash to expand its product portfolio and move from direct-to-consumer sales to brick-and-mortar retailers early next year.
Hollywood players are invested in sentimental projects but Jinx has an especially large list. Will Smith, Halsey, Nas, Michael Strahan, Zachary Quinto And Lily Singh It was part of an initial funding round that raised $3.75 million in fall 2019 led by Initialized Capital.
Selling online across major retailers Petco, Target and Bloomingdales, Jinx promises “dogs and their parents to receive high-quality nutrition without compromising value or comfort” through its food free of preservatives, treats and chews made by certified animal nutritionists. by certified veterinarians. It has partnerships with Postmates, Spotlight Oral Care, and most recently the Michelin-starred Angler Restaurant from Saison Hospitality in Los Angeles and San Francisco to create a menu of dog-friendly dishes.
“Because we’re headquartered in Los Angeles, we get a lot of access,” Jinx CEO and co-founder Terri Rockovich said of the opportunity to connect with notable investors who love their dogs (Evans has tattoos of him, she said). “They love what we do, and they believe in the mission.”
They are “really excited to be involved”. She said Beckham Jr., the new Los Angeles Rams wide receiver, “who has three or four dogs, shot us some content.”
Jinx has been timing well as pet ownership soared during Covid while many local and regional pet stores have closed. There is also an ongoing trend towards “humanizing pet food ingredients that people understand” such as chicken and fish. Jinx does not release financial data, but Rokovich said sales are rising.
Jinx founders Casper Mattress co-founders are looking for a new venture. “We kept coming back to the pet industry because we were obsessed with our own dogs and were unhappy with what was available.”