Lawnswood Pet Cremation & Cemetery

What Lawnswood Pet Cremation & Cemetery does

Lawnswood Pet Cremation & Cemetery is a Western Australian pet aftercare provider operating private cremation, burial, and memorial services for dogs, cats, pocket pets, and horses. Founded in 1984 and headquartered in Bayswater with a cemetery site in Clackline (Avon Valley), the company serves the Perth metropolitan area and regional Western Australia from Broome to Esperance, and extends to Eastern States through its sister brand Edenhills. Its operational backbone is the proprietary 7 Point Pet Tracking System, which assigns each pet a unique QR-coded ID tag and tracks the animal through seven checkpoints from booking to ash return, providing verifiable chain-of-custody to grieving owners.

The business operates a hybrid sales-led and direct-to-consumer model. Veterinary clinic partnerships, supported by a dedicated Vet Portal, generate referral bookings, while pet owners can also book directly via phone (seven days a week) or website. Revenue is generated through one-time service fees scaled by pet size and service tier (standard cremation, Platinum 24-hour, Gold 3-day), home collection fees (A$150 weekday / A$240 weekend), comfort-room viewings (A$90–A$215), traditional burial at the Clackline cemetery, and a broad memorial product catalog ranging from A$20 keepsakes to A$3,020+ Heart in Diamond jewellery sold primarily through the sister e-commerce brand Patch & Purr. A specialized horse crematorium and transport system supports regional collection across Western Australia for large-animal clients.

Lawnswood is a wholly-owned subsidiary of InvoCare Group, the ASX-listed funeral services conglomerate, operating under InvoCare PetCare Pty Ltd. The company holds IAOPCC membership representing industry-standard ethics and practices and supports multiple animal welfare organizations including Sophie's Legacy, Guide Dogs Australia, Cat Haven, and several rescue groups. Management tenure is long (9–14 years among named leaders), supporting consistent service quality in a relationship-intensive category where emotional trust drives purchase decisions.

Name

Lawnswood Pet Cremation & Cemetery

Legal name

INVOCARE PETCARE PTY LIMITED

Website

https://lawnswood.com.au

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Lawnswood is a Western Australian pet cremation, burial, and memorial provider serving Perth metro and regional WA (and Eastern States via sister brand Edenhills) under InvoCare Group, offering private cremation, horse cremation, cemetery burial, expedited services, and memorial products through vet clinic referrals and direct bookings.

Ownership category

akta.pro rank

Headquarters

HQ city

Bayswater

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Pet Cremation Services: Private cremation services for pets including dogs, cats, pocket pets, and horses. Services include collection from vet clinics, private cremation ensuring only that pet's ashes are returned, and return of ashes to pet owners. Pricing varies by pet size and location.
2. Premium/Expedited Services: Platinum service (same-day private cremation within 24 hours) and Gold service (priority cremation within 3 days) at additional cost. Home collection services at $150 weekdays and $240 weekends/public holidays.
3. Memorial Products and Urns: Wide range of memorial products including urns, vessels, jewellery, paw prints, keepsakes, memorial items, and plaques. Products range from $20 (fur clipping) to $3,020+ (Heart in Diamond). Includes standard vessels included with service as well as premium upgrades.
4. Burial Services: Traditional burial at Lawnswood Pet Cemetery in Clackline (Avon Valley) with engraved headstone, or burial/scattering of ashes at cemetery. Includes private cremation followed by burial services.
5. Viewing and Funeral Services: Comfort Room viewings for final goodbyes - Short Viewing (30 min) $90, Long Viewing (60 min) $160, Cremation Viewing (45 min) $215. Funeral services for families to farewell pets.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Lawnswood provides pet cremation services for dogs, cats, pocket pets, and horses, including individual and communal cremation with ashes returned to owners. The company also operates a dedicated pet cemetery in Clackline offering burial plots, runs funeral viewings, and sells memorial products such as urns and paw prints. Service is delivered across the Perth metropolitan area and regional Western Australia, with home collection and mobile cremation available outside the metro.

Product overview

Lawnswood Pet Cremation & Cemetery operates as a comprehensive pet aftercare service provider offering private cremation, burial, and memorial products. The core offering is the Pet Cremation Services platform (encompassing Dog, Cat, Pocket Pet, and Horse Cremation), supplemented by Premium Services (Platinum/Gold priority cremation), Home Collection, and Funeral/Viewing services. The 7 Point Pet Tracking System provides chain-of-custody assurance. A complementary Urns & Memorabilia product category (vessels, urns, jewellery, plaques, keepsakes, eco-friendly items, digital products) enables memorialisation. The company also provides Burial Services and Ashes Dispersal Services at its Lawnswood Pet Cemetery in Clackline. Related offerings include a Vet Portal for clinic bookings, Mobile Vet Referral directory, Pet Loss and Grief Support resources, and a sister online retail brand (Patch & Purr).

Differentiator

Problem solved

Functional benefit

Brands

• Edenhills: A sister brand established in 2010 operating in Victoria, Western Australia, and South Australia, offering pet cremation services alongside Lawnswood.

Products and services

• Dog Cremation Individual and communal cremation services for dogs, with ashes returned to owners, available to Perth metro and regional WA dog owners through direct booking or veterinary clinic referral.
• Cat Cremation Cremation services for cats with ashes returned to owners, delivered across the Perth metropolitan area and regional Western Australia.
• Pocket Pet Cremation Cremation services for small animals such as rabbits, guinea pigs, birds, and reptiles, with ashes returned to owners.
• Horse Cremation Specialist large-animal cremation for horses using a purpose-built custom crematorium, with mobile collection across regional Western Australia.
• Pet Burial at Clackline Cemetery Burial plots and interment services for pets at the company's dedicated Clackline pet cemetery in Western Australia.
• Premium Service Packages (Platinum and Gold) Tiered premium cremation and aftercare packages (Platinum and Gold) providing differentiated service levels, urns, and commemorative items for pet owners seeking a more comprehensive farewell.
• Home Collection and Mobile Cremation Door-to-door collection of deceased pets from homes and vet clinics, plus mobile cremation services for regional Western Australia locations including Broome, Margaret River, and Esperance.
• Funeral Viewings In-person funeral viewings allowing pet owners to spend time with their pet and hold a small farewell ceremony prior to cremation.
• Memorial Products (Urns and Paw Prints) Physical memorial products including urns for ashes, paw print keepsakes, and other memorabilia sold to pet owners as part of or alongside aftercare services.

Quantifiable outcome

• Ashes returned within 14 days of receiving pet under standard service
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• EdenhillscoreStrategic or Co-development Partner · 1 January 2010Sister company established in 2010, backed by Lawnswood's strong team culture and values. Edenhills serves the Eastern States (Victoria, South Australia, and parts of WA). Both companies share similar service standards and are part of the InvoCare Pet Cremations brand family.
• Patch & PurrcoreChannel Partner/ Reseller/ DistributorSister company serving as the online retail channel for memorial products and urns. Lawnswood redirects customers to Patch & Purr for purchasing memorial items online. May also stock legacy products from Lawnswood's pre-2024 range.
• Sophie's LegacyminorOthersCharitable organisation dedicated to improving mental health, kindness, and wellbeing within the veterinary industry. Lawnswood proudly supports Sophie's Legacy as part of their commitment to supporting the veterinary profession which carries significant emotional load.
• Guide Dogs AustraliaminorOthersNational organisation providing guide dogs and mobility services. Lawnswood supports as part of commitment to animal welfare community.
• Cat HavenminorOthersWestern Australian cat welfare organisation. Lawnswood provides community support as part of animal welfare initiatives.
• Dog's Refuge HomeminorOthersWA-based dog rescue organisation. Lawnswood supports through community partnerships and donations.
• HAART (Homeless & Abused Animal Rescue Team)minorOthersAnimal rescue organisation. Lawnswood provides community support as part of animal welfare initiatives.
• Staffy & Bully Breed Rescue IncminorOthersBreed-specific rescue organisation for Staffordshire Bull Terriers and similar breeds. Community support partnership.
• Wish Animal Rescue TeamminorOthersAnimal rescue organisation. Community support partnership.
• Pets in the ParkminorOthersOrganisation providing veterinary services for pets of homeless individuals. Community support partnership.
• Another Chance Animal RescueminorOthersAnimal rescue organisation. Community support partnership.
• SABBR (Staffy & Bully Breed Rescue)minorOthersBreed rescue organisation. Community support partnership.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Everlife Pet Cremation: Everlife is an Australian pet cremation provider offering private cremation and memorial products, with comparable service tiers and direct-to-veterinarian partnerships. Operates as a direct competitor in the same Australian market.
• Pets in Peace: Pets in Peace is an Australian pet cremation and cemetery operator providing private cremation, burial, and memorial services. Directly comparable service offering, customer segment, and pricing tier structure to Lawnswood.
• Pets At Peace: Pets At Peace provides pet cremation services across Australian states, offering individual cremation with ashes returned, memorial products, and grief support. Comparable Australian competitor with similar service breadth.
• Precious Pets Cremation: Precious Pets provides private pet cremation services across Australia, offering individual cremation with ashes returned and a similar product/memorial range. Comparable direct competitor in the Australian pet aftercare market.
• Edenhills: Edenhills is a direct sister brand established in 2010 under InvoCare, offering pet cremation services in Victoria, South Australia, and parts of WA. Operates with the same service standards and team culture as Lawnswood, serving as the Eastern States counterpart.

Regional players

• Fur Funerals: Fur Funerals is a WA-based pet cremation service offering individual cremations and memorial products in the same regional market as Lawnswood, with comparable pricing and service offerings.

Broad incumbents

• InvoCare Group: InvoCare (ASX: IVC) is the ASX-listed parent of Lawnswood and a diversified death care conglomerate operating funeral homes and pet cremation brands across Australia. Sets corporate governance, capital allocation, and strategic direction for Lawnswood.
• Gateway Services Inc. Gateway Services (NASDAQ: GDST) is a US-listed, large-scale pet cremation and aftercare operator providing communal and private cremation services to veterinary clinics. Compares as a broader incumbent demonstrating the national-scale model that Australian operators could pursue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lawnswoodpetcremation
• LinkedInlinkedin.com/company/lawnswood-pet-cremation-cemetery
• Instagraminstagram.com/lawnswoodpetcremation_

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lawnswood Pet Cremation & Cemetery