Rover Group Expands by Acquiring Cat In A Flat Marketplace
Together Rover and Cat In A Flat aim to enhance the experience for cat parents seeking dedicated care for their feline companions.
In a significant move to strengthen its footprint in Europe, Rover, a prominent online marketplace for pet care, has successfully acquired Cat In A Flat, a community-focused cat-sitting platform. This acquisition particularly targets the needs of cat parents by connecting them with certified caregivers who specialize in cat care.
Cat In A Flat has built a robust community since its inception, boasting over 50,000 caregivers across nine countries. This network has facilitated more than two million visits, emphasizing the demand and love for cat care in the region. By joining forces with Rover, Cat In A Flat expands its reach into new territories like Switzerland, Belgium, Austria, and Ireland, in addition to its existing presence in ten countries served by Rover.
Strengthening Rover's European Presence
The acquisition is seen as a strategic move for Rover, as it aims to cater to the growing number of cat owners who are in search of reliable care for their pets. The company's current European operations have shown promising growth rates, marking it as the fastest segment of new customer acquisition globally. The introduction of Cat In A Flat into this structure promises even more successful outcomes.
Leadership with a Vision
Rover’s COO and president, Brent Turner, expressed excitement regarding the collaboration, highlighting the opportunity to better serve cat parents by providing a tailored service. The alignment of goals between both companies will streamline access to quality cat care, fostering a deeper connection between pets and their owners.
Kathrin Burckhardt, co-founder of Cat In A Flat, shared the enthusiasm about merging with Rover. She emphasized the company’s commitment to delivering specialized care tailored to the needs of cats and their parents, thus creating a harmonious blend of resources and expertise.
Continuity and Identity for Cat In A Flat
The unique brand identity of Cat In A Flat will remain intact post-acquisition. The founders, Julie Barnes and Kathrin Burckhardt, will continue leading the brand with Rover’s backing. This continuity is crucial for the loyal user base that Cat In A Flat has cultivated over the years.
While the terms of the acquisition remain undisclosed, it marks a pivotal milestone for both companies in achieving their mission towards pet care. Legal counsels for the deal included Herbert Smith Freehills LLP for Rover and Joelson LLP for Cat In A Flat, with financial advisory provided by Torch Partners.
About Rover
Founded in 2011 and based in Seattle, Rover has positioned itself as a leader in the online pet care marketplace. The platform connects loving pet parents with professionals providing a variety of services, from overnight stays to daily dog walking. Rover's expansive reach and dedicated services continue to appeal to an ever-growing demographic of pet parents seeking reliable care.
About Cat In A Flat
Cat In A Flat commenced its journey in the world of pet care in London with a mission to keep cats in their familiar environment. By linking cat parents with local sitters who have a genuine affection for cats, the platform has enabled countless cats to enjoy personalized and attentive care. Utilizing user-friendly app technology, Cat In A Flat allows pet parents to select trusted caregivers easily and provides worries-free care with regular updates.
Frequently Asked Questions
What did Rover acquire?
Rover acquired Cat In A Flat, a cat-sitting marketplace, expanding its pet care services in Europe.
Why is this acquisition important?
This acquisition enhances Rover’s ability to provide specialized care for cats, meeting the demands of cat parents across Europe.
Will Cat In A Flat maintain its brand identity?
Yes, Cat In A Flat will continue to operate as its own brand under the leadership of its founders.
How has Cat In A Flat impacted pet care?
Cat In A Flat has developed a community of over 50,000 caregivers, facilitating millions of visits and catering to the specific needs of cat owners.
When did Rover start?
Rover was founded in 2011 and has since grown into a significant player in the online pet care industry.
