BM Smile
BM Smile is a South Korean pet industry company operating a vertically integrated platform built around its No.1 pet IP brand PETHROOM, combining D2C products, IoT devices, AI veterinary consultation, and short-form content for pet owners globally.
- Company typePrivate
- Founded2018
- HeadquartersSeoul, South Korea
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What BM Smile does
BM Smile Co., Ltd. (비엠스마일) is a South Korea-based private company founded in 2018 that operates a vertically integrated pet industry platform centered on the PETHROOM pet IP brand. The company generated consolidated revenue exceeding 150 billion KRW (~$110M USD) as of Q4 2025, with the PETHROOM IP alone contributing 500 billion+ KRW annually and accumulating 200 million+ members on its self-operated mall. The portfolio spans physical pet products (cat litter, grooming tools, dental care), the PETHROOM FRIENDS platform combining vertical short-form content, rewards, and pet care services, and an IoT device ecosystem (smart feeders, water dispensers, automatic litter boxes, wearable trackers) that feeds telemetry into a unified pet health dashboard. An AI veterinary chatbot — developed in collaboration with influencer Vet Yoon-sam and deployed as three specialized agents — provides text-based consultation on health, dog behavior, and cat behavior.
The business model combines one-time product sales through D2C channels (own mall, Korean open markets, TikTok Shop, Amazon Japan where PETHROOM holds #1 pet brand rank), subscription services (25,000+ PETHROOM subscribers), and B2B distribution across 11 countries. Revenue is supported by wholly-owned subsidiaries: JL C&T for manufacturing (operating Korea's largest ~10,000 sqm cat litter facility), Infinishow for AI data analytics, ArtShare for virtual IP and content, NewIPIA for human IP MCN, and Clare for global cosmetics. The GTM motion applies a K-beauty success formula to the pet industry through short-form new media dominance and UGC-driven viral content, targeting pet owners who humanize their pets and seek premium quality products. SK Networks invested 28 billion KRW (~$20.8M USD) in October 2023 as a strategic corporate investor. Recent corporate activity includes two non-dilutive absorption mergers (Morgan Networks in May 2024, BM Stage in June 2025) and three third-party share allocations in 2025 at 212,353 KRW per share.
BM Smile firmographics
Firmographics- Name
- BM Smile
- Legal name
- BMSMILE Co., Ltd.
- Website
- https://bmsmile.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- BM Smile is a South Korean pet industry company operating a vertically integrated platform built around its No.1 pet IP brand PETHROOM, combining D2C products, IoT devices, AI veterinary consultation, and short-form content for pet owners globally.
- Ownership category
- akta.pro rank
BM Smile industry classification
Industry- Product category
- Pet Care Products
- NAICS
- Pet and Pet Supplies Retailers (459910), Dog and Cat Food Manufacturing (311111)
- akta.pro primary industry
- Pet & Animal Supplies Marketplaces (CRAFABAH)
- akta.pro secondary industries
- Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Toys & Enrichment Retail (CRALAHAE)
Keywords
Where BM Smile is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
BM Smile business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Infrastructure, Operations
Revenue model
- Pet IP Product Sales: Pethroom brand products sold across own mall (pethroom.com), open markets, and global commerce platforms. Annual revenue exceeded 500 billion KRW with 200 million+ accumulated members.
- Subscription Ecosystem: Subscription system for continuous revenue growth, increased brand loyalty, repurchase rate, and higher LTV. 25,000+ subscribers for Pethroom brand.
- IoT Device Sales: Smart pet devices (feeders, water dispensers, litter boxes, wearable trackers) sold as hardware products with companion app ecosystem.
- Platform Rewards & Commerce: Pethroom Friends platform accumulates user behavior and pet data through content engagement. Rewards can be used for Pethroom product purchases, raffles, and AI generation services.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
BM Smile product offering
Product offeringCore offering
BM Smile sells branded pet care products under the PETHROOM (페스룸) IP (cat litter, grooming tools, dental care items) through its own mall, Korean open marketplaces, and global e-commerce platforms. It operates the PETHROOM FRIENDS app, a vertical short-form content, rewards, and care services platform integrated with proprietary IoT devices (smart feeders, water dispensers, automatic litter boxes, wearable trackers) and an AI veterinary consultation chatbot trained on a partnered veterinarian's clinical experience.
Product overview
BM Smile operates a platform-plus-modules architecture centered on pet IP and digital services. The core offering is PETHROOM (페스룸), Korea's No.1 pet IP brand generating 500+ billion KRW annual revenue, which serves as the foundation for the PETHROOM FRIENDS platform—a vertical short-form content, rewards, and IoT-integrated pet care app. The platform connects proprietary IoT devices (smart feeders, water dispensers, automatic toilets, wearable trackers) with AI-powered veterinary chatbot consultation services. The portfolio also includes virtual IP brands (Wiggle Wiggle, MUMUKI, DERMAGENCY) and human IP creators (Aori, Imvely), supported by subsidiaries for AI data analytics (Infinishow), manufacturing (JL C&T), creative content (ArtShare), and MCN services (NewIPIA). The integrated structure connects IP-content-commerce across domestic and global markets.
Differentiator
Problem solved
Functional benefit
Brands
- PETHROOM: Korea's No.1 pet IP brand with products, content and e-commerce operations. Annual revenue exceeds 500억원+ with 200만+ cumulative members.
- PETHROOM FRIENDS
- Wiggle Wiggle (위글위글)
- MUMUKI (무무키)
- DERMAGENCY (더마젠시)
- Aori (아오리)
- Imvely (임지현)
Products and services
- PETHROOM (페스룸)
Quantifiable outcome
- 10x growth rate vs Korean pet industry average
- +4 more outcomes
Companies that use BM Smile
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
BM Smile technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature4 records
BM Smile partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- JL C&TcorePet product manufacturing and supply chain company. Manages product planning, production, and supply process organically. Operates 3,000 pyeong (approx. 10,000 sqm) largest domestic cat sand manufacturing facility enabling direct control of quality, cost, and supply chain.
- InfinishowcoreData analysis company providing AI-based insights by analyzing data accumulated from various services. Serves as core data engine connecting the entire pet industry.
- Vet Yoon-sam (수의사 윤쌤)coreVeterinarian influencer (YouTube 400K+ subscribers) collaborating on AI chatbot design. Veterinarian Yoon-sam's clinical experience and care know-how transplanted into AI for trusted daily pet care guidance. Also serves as Pethroom advisor vet.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
BM Smile competitors and assessment
Company assessmentDirect peers
- Chewy: US-based online pet supplies retailer with subscription and D2C model. Comparable to BM Smile's PETHROOM self-operated mall and global commerce platform strategy, though Chewy lacks BM Smile's IP/content/IP-commerce integration.
- BARK (BarkBox): US DTC subscription pet products company leveraging content and brand IP to differentiate commodity pet products. Directly comparable to BM Smile's PETHROOM subscription model and brand-led D2C strategy.
- Kakao Friends: Korean character IP brand with integrated commerce, content, and licensing model operated by Kakao. Most directly comparable to PETHROOM's IP-commerce-content flywheel given the shared Korean market and similar IP-driven consumer goods approach.
- LINE FRIENDS: Asian character IP brand (BROWN, SALLY, CONY) with global retail expansion, licensed products, and content. Comparable to BM Smile's IP-led global expansion strategy with PETHROOM, especially across Asia-Pacific markets.
- Tomofun (Furbo): Taiwan-based pet tech company behind the Furbo pet camera, combining IoT hardware with subscription AI services for pet owners. Directly comparable to BM Smile's PETHROOM IoT device ecosystem (smart feeders, water dispensers, litter boxes) and AI vet consultation platform.
- PrettyLitter: DTC cat litter/health monitoring brand with subscription model and health-indicator product positioning. Directly comparable to PETHROOM's cat litter products (manufactured via JL C&T's 10,000 sqm facility) and health-monitoring value proposition.
- Wild One: DTC pet products brand with design-forward positioning and direct e-commerce focus. Comparable to PETHROOM's premium design philosophy (Red Dot, German Design awards) and direct-to-consumer e-commerce strategy via own mall.
Broad incumbents
- PetSmart: North America's largest specialty pet retailer offering products, services, and pet care across 1,500+ stores plus online. Broad incumbent in pet supplies retail comparable to BM Smile's category leadership, though without the IP-driven brand model.
Emerging players
- Cat Person: DTC cat-focused subscription pet food and products brand with premium positioning. Comparable to BM Smile's cat-focused product lines (PETHROOM cat litter, automatic cat toilets) and subscription ecosystem.
- Wag!: US pet services marketplace connecting pet owners with walkers, sitters, and veterinarians via app. Adjacent comparable to Pethroom Friends platform's vertical short-form content + rewards + pet care services integration.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
BM Smile social profiles
Digital presenceBM Smile financial estimates
Financial estimateRevenue estimate
Valuation estimate
BM Smile leadership team
Management profileNumber of profiles
Profiles2 records
BM Smile subsidiaries and ownership
Company hierarchySubsidiaries8 records
BM Smile funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BM Smile M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BM Smile
What does BM Smile do?
BM Smile sells branded pet care products under the PETHROOM (페스룸) IP (cat litter, grooming tools, dental care items) through its own mall, Korean open marketplaces, and global e-commerce platforms. It operates the PETHROOM FRIENDS app, a vertical short-form content, rewards, and care services platform integrated with proprietary IoT devices (smart feeders, water dispensers, automatic litter boxes, wearable trackers) and an AI veterinary consultation chatbot trained on a partnered veterinarian's clinical experience.
Is BM Smile a public or private company?
BM Smile is a private company. It is classified as venture growth investor backed and is currently operating.
When was BM Smile founded?
BM Smile was founded in 2018. It employs 251 to 500 people.
Where is BM Smile based?
BM Smile is headquartered in Seoul, South Korea, in the Asia region.
How does BM Smile make money?
Four revenue lines are on record. Pet IP Product Sales are the primary driver. The others are subscription Ecosystem, ioT Device Sales and platform Rewards & Commerce.
Who are BM Smile's main competitors?
Direct peers on record are Chewy, BARK (BarkBox), Kakao Friends, LINE FRIENDS, Tomofun (Furbo), PrettyLitter and Wild One. PetSmart is listed as a broad incumbent. Emerging players are Cat Person and Wag!.
Does BM Smile have an API?
No public API is recorded for BM Smile.
What industry is BM Smile in?
BM Smile's product category is Pet Care Products. Its primary akta.pro industry code is CRAFABAH, Pet & Animal Supplies Marketplaces, with a secondary code of CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick). Its NAICS code is 459910.