Tuft + Paw
Tuft + Paw is a direct-to-consumer e-commerce company designing and selling premium cat products — including proprietary tofu-based cat litter, high-protein wet cat food, and modern cat furniture — to quality-conscious cat owners in the United States and Canada through its own Shopify storefront with subscription options.
- Company typePrivate
- Founded2016
- HeadquartersTraverse City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Tuft + Paw does
Tuft + Paw is a direct-to-consumer e-commerce company that designs, manufactures, and sells premium cat products across three core categories: plant-based tofu clumping cat litter, protein-dense wet cat food, and modern cat furniture and accessories. Founded in 2016 by Jackson Cunningham, the company is legally incorporated in British Columbia, Canada as "tuft and paw incorporated," with corporate operations based in Vancouver. Its flagship Really Great Cat Litter is a proprietary tofu-based formulation that is 99% dust-free, ultra low-tracking, flushable, and 58% lighter than clay litter, sold in Unscented, Lavender, and OdorStop (multi-cat) variants. The product portfolio has been progressively broadened from litter into adjacent categories: Really Great Cat Food (52% protein, cage-free chicken and rabbit, formulated by feline nutrition experts at $42 per 12-pack), a line of behaviorist-influenced cat furniture (Cove Litter Box at $199, Cloud Nine Window Hammock at $119, Porto Cat Carrier at $109, Grove Cat Tower at $399, Kip, Stellar, and Nuzzle cat beds at $99-$299, Frond Cat Tree, and Tab/Zip scratching products), and accessories (bowls, blankets, scoops, treats).
Tuft + Paw operates exclusively through its owned Shopify storefront at tuftandpaw.com, shipping to the United States and Canada with free shipping over $49 and a 30-day return policy. The company monetizes through both one-time purchases and a subscription program on litter and food, offering 10-25% discounts for flexible 4-12 week recurring deliveries — a structural shift toward recurring revenue. Marketing is predominantly organic and content-led, including active profiles on Facebook, Instagram, Pinterest, YouTube, and TikTok, a Cat Education Center blog, an email newsletter, and paid remarketing on Google, Facebook, and Pinterest. There are no disclosed wholesale, marketplace, or retail distribution channels.
Across nine years, Tuft + Paw has raised approximately $5.25M in disclosed funding, most recently a $4M Series 2 from Companion Fund in May 2025 alongside a 2023 $750K non-dilutive grant from Pacific Economic Development Canada. The company is private, founder-led, and operates at 11-50 employees, with flagship litter carrying 11,400+ customer reviews at a 4.4/5 rating — evidence of a real but still-niche consumer base rather than mass-market penetration.
Tuft + Paw firmographics
Firmographics- Name
- Tuft + Paw
- Legal name
- tuft and paw incorporated
- Website
- https://tuftandpaw.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tuft + Paw is a direct-to-consumer e-commerce company designing and selling premium cat products — including proprietary tofu-based cat litter, high-protein wet cat food, and modern cat furniture — to quality-conscious cat owners in the United States and Canada through its own Shopify storefront with subscription options.
- Ownership category
- akta.pro rank
Tuft + Paw industry classification
Industry- Product category
- Cat Products / Pet Supplies
- NAICS
- Pet and Pet Supplies Retailers (459910)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- General Pet Supplies Retail (Multi-category) (CRALAHAA)
- akta.pro secondary industries
- Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet Bedding, Crates & Carriers Retail (CRALAHAF), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
Keywords
Where Tuft + Paw is headquartered
LocationHeadquarters
- HQ city
- Traverse City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tuft + Paw business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales
Revenue model
- Product Sales (E-commerce): Direct-to-consumer sales of cat products including litter, food, furniture, and accessories through their owned e-commerce platform. One-time purchase options available for all products.
- Subscription Services: Recurring subscription model for Really Great Cat Litter and Really Great Cat Food with flexible delivery frequencies (every 4-12 weeks). Subscription pricing offers 25% discount on cat food and approximately 10-20% savings on litter orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Really Great Cat Litter - 1-Pack |
| Subscription | Monthly | Really Great Cat Food - Multiple Pack Sizes |
| One time/ perpetual license | Pay-as-you-go | Cloud Nine Window Hammock |
| One time/ perpetual license | Pay-as-you-go | Porto Cat Carrier |
| One time/ perpetual license | Pay-as-you-go | Cove Litter Box |
| One time/ perpetual license | Pay-as-you-go | Kip Cushion Cat Bed |
| One time/ perpetual license | Pay-as-you-go | Grove Cat Tower |
| One time/ perpetual license | Pay-as-you-go | Cubby Litter Box |
| One time/ perpetual license | Pay-as-you-go | Really Great Cat Treats |
| Unit Pricing | Pay-as-you-go | Litter Box Scoop |
| Unit Pricing | Pay-as-you-go | Dock Bowl |
| Unit Pricing | Pay-as-you-go | Floof Cat Blanket |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Tuft + Paw product offering
Product offeringCore offering
Tuft + Paw designs, manufactures, and sells premium cat products directly to consumers through its own e-commerce storefront. Its portfolio spans a proprietary tofu-based clumping cat litter, expert-formulated wet cat food, and modern cat furniture/accessories (litter boxes, window hammocks, carriers, cat beds, towers, scratchers, bowls, blankets). Repeat purchases are driven via subscription plans for litter and food with flexible delivery frequencies.
Product overview
Tuft & Paw is a direct-to-consumer pet products company specializing in high-quality cat products. The portfolio centers on three core physical product categories: (1) Really Great Cat Litter — a plant-based tofu clumping litter available in Unscented, Lavender, and OdorStop variants, all featuring 99% dust-free, low-tracking, and flushable properties; (2) Really Great Cat Food — premium wet cat food in chicken and rabbit protein formulations with comprehensive vitamin/mineral supplementation, sold in multi-pack sizes ($42/12-pack) with subscription options; and (3) Modern Cat Furniture — an array of cat lifestyle products including the Cove Litter Box ($199) and Cubby Litter Box ($69) with integrated cleaning systems, the Cloud Nine Window Hammock ($119), Porto Cat Carrier ($109), cat beds (Kip, Stellar, Nuzzle ranging $99-$299), cat trees (Grove, Frond ranging $129-$399), scratching posts/boards, and accessories. The company also offers a subscription service for recurring delivery of litter and food products. Products are designed with input from feline behaviorists and emphasize quality materials, modern design aesthetics, and cat wellness.
Differentiator
Problem solved
Functional benefit
Brands
- Really Great Cat Litter: Tofu-based clumping cat litter that is ultra low-tracking, 99% dust-free, and flushable. Available in Unscented, Lavender, and OdorStop formulas.
- Really Great Cat Food
- Really Great Cat Treats
Products and services
- Really Great Cat Litter Proprietary tofu-based clumping cat litter for cat owners, available in Unscented, Lavender, and OdorStop (triple-action charcoal) variants. Designed to be ultra low-tracking, 99% dust-free, and flushable, with subscription pricing options.
- Really Great Cat Food Premium wet cat food formulated by feline nutrition experts with 52% protein from cage-free chicken and rabbit, no fillers, grains, or artificial ingredients, with comprehensive vitamin and mineral supplementation including taurine. Sold in multi-pack sizes with a subscription discount of up to 25%.
- Really Great Cat Treats Cat treats formulated with gut health support for cats, available in single or 3-pack configurations.
- Really Great Cat Food Trial Pack Six-pack sample of Really Great Cat Food for cat owners to trial the protein-dense wet food before committing to a larger pack or subscription.
- Cove Litter Box Modern open-top litter box with an integrated cleaning tool system (built-in scoop, dustpan, brush), anti-stick basin, and removable 8-inch walls, designed for cat owners seeking an all-in-one easy-clean solution.
- Cubby Litter Box Durable open-top cat litter box with 8-inch removable walls to contain litter, odor-resistant construction, and a modern aesthetic.
- Cloud Nine Window Hammock Window-mounted cat hammock/bed with a powder-coated steel frame, dark grey felt hammock, and heavy-duty suction cups; supports cats up to 30 lbs and installs in minutes for cats that enjoy window viewing.
- Porto Cat Carrier Airline-approved cat carrier with water-resistant canvas, breathable mesh, waterproof lining, and removable faux shearling bedding; supports cats up to 30 lbs and converts to a cat bed.
- Kip Cat Bed Sculpted foam cat bed with an anti-slip bottom, designed to cradle a cat's natural curling posture.
- Stellar Cat Bed Award-winning dome-shaped cat bed with breathable walls and plush faux fur cushion, designed to provide a calming enclosed space for anxious cats.
- Nuzzle Cat Bed Deep-dish faux fur cocoon-style cat bed designed for cozy snoozing and a sense of security.
- Grove Cat Tower Modern two-level cat tree with a cushioned penthouse perch on top and a shaded lower lounge, designed for cats that need vertical space and multiple resting options.
- Frond Cat Tree Sculptural, art-inspired cat tree with three adjustable tiers and an integrated full-height sisal scratching post for scratching and climbing.
- Tab Scratching Board Versatile scratching board for cats that can be used flat, inclined, or wall-mounted, with a dense and durable build for aggressive scratchers.
- Zip Scratching Post Three-foot tall cat scratching post wrapped in durable sisal rope with a wide, stable base, available in Ash and Walnut finishes.
- Litter Box Scoop Wide-slatted cat litter scoop with a comfort-grip handle, designed for fast sifting and efficient cleanup, particularly with tofu-based litter.
- Dock Bowl Ceramic cat food or water bowl with a shallow, whisker-friendly design and easy-to-clean modern style, available in White, Mint, and Gray.
- Floof Cat Blanket Two-sided reversible cat blanket with faux fur on one side and ultrasuede on the other, functioning as a standalone pet bed or as a surface cover for furniture.
Quantifiable outcome
- Tofu litter is 58% lighter than clay litter
- +2 more outcomes
Companies that use Tuft + Paw
Customer profileSegments1 record
Ideal customer profiles1 record
Tuft + Paw technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Tuft + Paw partnerships and signals
Strategic signalScale indicators7 records
Recent moves2 records
Expansion highlights5 records
Tuft + Paw competitors and assessment
Company assessmentDirect peers
- PrettyLitter: Direct-to-consumer cat litter subscription brand selling health-monitoring silica-based litter. Most directly comparable to Tuft + Paw on DTC cat-litter subscription model and target premium cat-owner segment.
- Smalls: DTC fresh cat food subscription brand offering human-grade recipes with flexible delivery. Direct peer to Tuft + Paw's Really Great Cat Food subscription on business model, target customer, and premium positioning.
- Cat Person: DTC cat-focused brand offering food, treats, and accessories via subscription. Comparable to Tuft + Paw across multi-category cat parent offering, premium positioning, and direct-to-consumer go-to-market.
- Dr. Elsey's: Veterinarian-formulated cat litter brand with flagship 'Cat Attract' and 'Ultra' clumping clay litters. Direct competitor to Really Great Cat Litter in the cat litter category, with established retail distribution.
- World's Best Cat Litter: Corn-based clumping cat litter brand. Direct competitor in the natural/plant-based clumping litter segment where Tuft + Paw's tofu-based formula competes on similar eco-friendly positioning.
- Whisker: Maker of Litter-Robot and modern connected cat furniture including beds and trees. Direct competitor in premium modern cat furniture/litter box category with similar industrial design and DTC-led brand strategy.
Broad incumbents
- Chewy: Largest online pet retailer in the US offering cat litter, food, furniture, and accessories with autoship subscription. Broad incumbent against which Tuft + Paw's DTC subscription competes for repeat cat-owner spend.
- Petco: National specialty pet retailer carrying litter, food, and cat furniture across price tiers. Broad incumbent offering the omnichannel (online + 1,500+ stores) reach that Tuft + Paw lacks.
- Arm & Hammer (Church & Dwight): Mass-market clumping clay cat litter brand (Arm & Hammer Slide, Multi-Cat) sold across grocery, mass, and pet specialty. Broad incumbent setting the low price-point reference against which premium tofu litter competes.
- Nestlé Purina PetCare: Largest pet food manufacturer (Purina ONE, Fancy Feast, Friskies) with deep retailer and vet-channel distribution. Broad incumbent setting price/quality benchmarks that Tuft + Paw's premium wet cat food must beat to win share.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Tuft + Paw social profiles
Digital presenceTuft + Paw financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tuft + Paw leadership team
Management profileNumber of profiles
Profiles1 record
Tuft + Paw funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tuft + Paw M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tuft + Paw
What does Tuft + Paw do?
Tuft + Paw designs, manufactures, and sells premium cat products directly to consumers through its own e-commerce storefront. Its portfolio spans a proprietary tofu-based clumping cat litter, expert-formulated wet cat food, and modern cat furniture/accessories (litter boxes, window hammocks, carriers, cat beds, towers, scratchers, bowls, blankets). Repeat purchases are driven via subscription plans for litter and food with flexible delivery frequencies.
Is Tuft + Paw a public or private company?
Tuft + Paw is a private company. It is classified as venture growth investor backed and is currently operating.
When was Tuft + Paw founded?
Tuft + Paw was founded in 2016. It employs 11 to 50 people.
Where is Tuft + Paw based?
Tuft + Paw is headquartered in Traverse City, United States, in the North America region.
How does Tuft + Paw make money?
Two revenue lines are on record. Product Sales (E-commerce) is the primary driver. The others are subscription Services.
Who are Tuft + Paw's main competitors?
Direct peers on record are PrettyLitter, Smalls, Cat Person, Dr. Elsey's, World's Best Cat Litter and Whisker. Broad incumbents are Chewy, Petco, Arm & Hammer (Church & Dwight) and Nestlé Purina PetCare.
Does Tuft + Paw have an API?
No public API is recorded for Tuft + Paw.
What industry is Tuft + Paw in?
Tuft + Paw's product category is Cat Products / Pet Supplies. Its primary akta.pro industry code is CRALAHAA, General Pet Supplies Retail (Multi-category), with a secondary code of CRAFADAH, Pet Supplies Inventory-led Online Retailers. Its NAICS code is 459910 and its SIC code is 5940.