Itch
Itch Petcare Limited is a UK-based direct-to-consumer subscription company delivering personalized vet-approved flea, tick, and worm treatments and complementary wellness products to cat and dog owners across Great Britain and Northern Ireland.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Itch does
Itch Petcare Limited, operating as Itch (and Itch Pet), is a UK-based direct-to-consumer pet wellness subscription company founded in 2018 and headquartered in Leeds (with a London-listed mailing address in some firmographic records). The company delivers vet-approved flea, tick, and worm treatments — built around a spot-on formulation using Fipronil and S-Methoprene active ingredients — alongside complementary products including dental treats, calming treats, hairball treats, ear cleaner, and cat pheromone diffusers, to cat and dog owners across Great Britain and Northern Ireland.
The business runs entirely through its own e-commerce website (itchpet.com) with no physical retail or third-party distribution. Customers complete an online pet questionnaire, receive weight-tiered dosing recommendations, and subscribe to one of three plans — Flea and Worm Plan, Flea Only Plan, or Build Your Own Plan — priced from £8.50/month for cats to £10.50/month for XL dogs, with a first-month-free trial and free delivery via Royal Mail. Itch holds VMD Accredited Retailer status (accreditation #2041913), authorizing online sale of veterinary medicines without prescription. The company has shipped 10-12+ million flea and worm packs cumulatively and operates with 51-100 employees.
Revenue mechanics are predominantly subscription-recurring with optional one-off purchases. Itch has raised approximately $6.28 million in a single seed round in July 2019 led by YYX Capital with participation from Seedcamp and Stonebridge PLC; no subsequent funding rounds are disclosed. The company is led by co-founders James Cox (Executive Chairman) and Jonny Gould (CEO), with Dr. Zoe Costigan serving as in-house Head Vet. Marketing is content-led, combining an extensive blog (100+ articles), multi-platform social presence (Facebook, Instagram, TikTok, X), an Itch Ambassadors influencer program, and a Refer a Friend customer referral program.
Itch firmographics
Firmographics- Name
- Itch
- Legal name
- Itch Petcare Limited
- Website
- https://itchpet.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Itch Petcare Limited is a UK-based direct-to-consumer subscription company delivering personalized vet-approved flea, tick, and worm treatments and complementary wellness products to cat and dog owners across Great Britain and Northern Ireland.
- Ownership category
- akta.pro rank
Itch industry classification
Industry- Product category
- Pet Care Subscription / Veterinary Pharmaceuticals Retail
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)
- akta.pro primary industry
- Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
Keywords
Where Itch is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Itch business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Subscription Plans: Monthly recurring subscription model delivering flea, tick and worm treatments on a scheduled basis. Plans are personalized based on pet type and weight. Customers can cancel, pause, or modify subscriptions at any time.
- One-off Product Purchases: Individual products available for one-time purchase without subscription commitment
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Cat flea treatment - starting at £9.00/month |
| Subscription | Monthly | Small Dog (2-10kg) - £9.50/month |
| Subscription | Monthly | Medium Dog (10-20kg) - £10.00/month |
| Subscription | Monthly | Large Dog (20-30kg) - £10.50/month |
| Subscription | Monthly | Larger Dog (30-40kg) - £10.50/month |
| Subscription | Monthly | XL Dog (40+kg) - pricing varies |
| Subscription | Monthly | Starting price from £8.50/month (cats) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Itch product offering
Product offeringCore offering
Itch is a direct-to-consumer pet wellness subscription service that delivers vet-approved flea, tick and worm treatments to UK pet owners on a monthly schedule. Customers complete an online questionnaire about their pet and receive personalised treatment plans tailored by pet type (cat/dog) and weight, with options for combined flea-and-worm plans, flea-only plans, or build-your-own bundles.
Product overview
Itch is a direct-to-consumer pet wellness subscription platform offering vet-approved flea, tick and worm treatments along with complementary health products. The core portfolio consists of spot-on flea treatment (Itch Flea Treatment), oral worming tablets (Itch Wormer Tablets), and environmental spray (Itch Flea House Spray). These are delivered through three subscription tiers: Flea and Worm Plan (combined), Flea Only Plan, and Build Your Own Plan. The offering is supplemented by add-on products including dental treats, calming treats, hairball treats, ear cleaner, and cat pheromone diffusers. Pricing scales by pet weight from £8.50/month for cats to £10.50/month for XL dogs (40kg+). The company has sold over 12 million packs and operates as VMD-accredited online retailer.
Differentiator
Problem solved
Functional benefit
Products and services
- Itch Flea Treatment
Quantifiable outcome
- Kills 100% of adult fleas within 24 hours of application
- +2 more outcomes
Companies that use Itch
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Itch technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Itch partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights2 records
Itch competitors and assessment
Company assessmentDirect peers
- Animed Direct: UK online pet supplies and pharmacy retailer offering prescription and non-prescription flea, tick, and worm products. Comparable as a direct competitor in the UK online pet medicines category with similar SKU overlap.
- tails.com: UK DTC pet food subscription service (owned by Mars Petcare) offering personalized nutrition delivered monthly. Comparable as a UK-headquartered DTC pet subscription business targeting the same cat/dog owner segment with a similar product-led, personalization-driven value proposition.
- Butternut Box: UK DTC fresh pet food subscription brand delivering personalized meals to dogs. Comparable as a UK DTC pet subscription company with similar GTM, target customer (UK dog owners), and operational mechanics, though in food rather than parasite prevention.
- VetUK: UK online pet pharmacy selling prescription and OTC pet medications including flea and worm treatments. Closely comparable business model as a regulated UK online retailer of veterinary medicines competing for the same UK pet-owner customer base.
- Pet Drugs Online: UK-based online retailer of pet medicines including flea, tick, and worm treatments. Comparable as a direct online competitor offering similar parasite-treatment products to UK pet owners, though primarily transactional rather than subscription-led.
Broad incumbents
- Frontline (Boehringer Ingelheim): Global market-leading spot-on flea and tick brand (Fipronil + S-Methoprene) sold primarily via veterinary clinics. Highly comparable active-ingredient formulation to Itch's core product; the dominant vet-channel incumbent Itch is positioned against with its OTC subscription offering.
- Bob Martin: Established UK OTC pet health brand offering flea treatments and wormers primarily through supermarkets and pet shops. Comparable as a legacy UK flea/tick brand competing in the same category, though Itch differentiates via subscription and DTC model.
- Chewy: Largest US online pet retailer offering pharmacy, autoship subscriptions, and broad pet supplies. Comparable as a category-defining online pet retailer with subscription mechanics, though at vastly larger scale and broader assortment than Itch's UK niche focus.
Regional players
- Zooplus: Europe's largest online pet supplies retailer, operating across multiple EU countries. Comparable as an established online pet retailer selling parasite treatments and supplies, but regional to continental Europe and broader in assortment than Itch's UK-focused niche.
Emerging players
- BarkBox: US DTC subscription service for dog toys, treats, and chews. Comparable as a category-creating DTC pet subscription brand with similar personalization and monthly-delivery mechanics, though focused on toys/treats rather than parasite prevention and US-based.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Itch social profiles
Digital presenceItch compliance and trust
Trust signalCompliance1 record
Itch financial estimates
Financial estimateRevenue estimate
Valuation estimate
Itch leadership team
Management profileNumber of profiles
Profiles4 records
Itch funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Itch 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 Itch
What does Itch do?
Itch is a direct-to-consumer pet wellness subscription service that delivers vet-approved flea, tick and worm treatments to UK pet owners on a monthly schedule. Customers complete an online questionnaire about their pet and receive personalised treatment plans tailored by pet type (cat/dog) and weight, with options for combined flea-and-worm plans, flea-only plans, or build-your-own bundles.
Is Itch a public or private company?
Itch is a private company. It is classified as venture growth investor backed and is currently operating.
When was Itch founded?
Itch was founded in 2018. It employs 51 to 100 people.
Where is Itch based?
Itch is headquartered in London, United Kingdom, in the Europe region.
How does Itch make money?
Two revenue lines are on record. Subscription Plans are the primary driver. The others are one-off Product Purchases.
Who are Itch's main competitors?
Direct peers on record are Animed Direct, tails.com, Butternut Box, VetUK and Pet Drugs Online. Broad incumbents are Frontline (Boehringer Ingelheim), Bob Martin and Chewy. Zooplus is listed as a regional player. BarkBox is listed as an emerging player.
Does Itch have an API?
No public API is recorded for Itch.
What industry is Itch in?
Itch's product category is Pet Care Subscription / Veterinary Pharmaceuticals Retail. Its primary akta.pro industry code is CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick). Its NAICS code is 459910.