Patch & Purr

What Patch & Purr does

Patch & Purr Pet Cremations is an Australian provider of private pet cremation services operating exclusively in New South Wales. The business runs three owned crematorium facilities — South Windsor (Hawkesbury), Kanahooka (Illawarra) and Morisset (Lake Macquarie) — collectively covering the Sydney Metropolitan, Greater Western Sydney, Blue Mountains, Illawarra, Central Coast, Newcastle and Hunter regions, with customers in WA, SA, VIC and QLD referred to interstate partners such as Edenhills, Lawnswood and Pets in Peace. Service tiers include Pocket Pet cremation (under 2 kg), standard pet cremation (2–100 kg), and a differentiated Horse and Livestock cremation (over 100 kg) for which Patch & Purr is the only operator in NSW, anchored by a purpose-built large-animal cremator. Every cremation is sold as private and the company guarantees ash provenance via its proprietary Pet Tracker™ system, which assigns a unique pet ID and enforces verification at seven process steps from booking through to ash return.

The technology stack is purpose-built around traceability and partner workflow rather than automation: a 7-point Pet Tracker process, an iOS/Android Pet Tracker application, and a Vet Portal web dashboard used by partner veterinary clinics to log patient details, monitor case status and notify Patch & Purr when pets are ready for collection. The Vet Portal is the centrepiece of a B2B2C distribution motion in which veterinary clinics initiate cases and Patch & Purr executes the back-end cremation, viewing and memorial fulfilment. Complementary revenue streams include premium SLA tiers (Platinum same-day ash return, Gold three-day ash return), paid private viewing rooms ($90–$215), home-collection services, and an extensive memorial product catalogue spanning urns, scattering vessels, glass and crystal keepsakes, 3D-printed silver and gold jewellery, and horse-specific memorials. Special-position relationships include free cremation for Guide Dogs Australia and a partnership with Sophie's Legacy supporting veterinary mental health.

Patch & Purr is a privately held brand under InvoCare Australia Pty Ltd, which sits within the larger InvoCare Group — a diversified Australian funeral and pet-care conglomerate. The company consolidates acquisitions under the Patch & Purr name (Pets at Peace Illawarra was absorbed in April 2024), holds IAOPCC membership as an industry-standard signal, and operates exclusively in AUD with no public revenue, funding or valuation disclosures.

Name

Patch & Purr

Legal name

InvoCare Australia Pty Limited

Website

https://patchandpurr.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

South Windsor

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Pet Cremation Services: Core revenue from private cremation services for pets categorized by weight: Pocket Pet (under 2kg), Standard Pet (2-100kg), and Horse/Livestock (over 100kg). Each cremation is guaranteed private with ashes returned to the owner. Revenue is one-time per service with no recurring component.
2. Memorial Products and Urns: Extensive range of memorial products including urns (ceramic, metal, timber), vessels, keepsakes (crystal, paw print frames, memorial bears), jewellery (pendants, charms, rings), eco-friendly options, plaques, and horse-specific memorial items. Products are sold as one-time purchases to accompany cremation services.
3. Premium Services: Platinum Service offers priority private cremation with return of ashes within one business day, plus dedicated carer. Gold Service offers priority private cremation with ash return within three business days. Both are add-on services priced in addition to base cremation costs.
4. Viewing Services: Final Goodbye Viewing Services at comfort rooms: Short Viewing (30 minutes) for $90, Long Viewing (60 minutes) for $160, and Cremation Viewing (45 minutes) for $215. Allows families to say farewell before cremation.
5. Home Collection: Priority and dignified collection of pet from home within two hours of booking, available 7 days a week including public holidays. Available for pets in metro areas for an additional charge.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Patch & Purr provides private pet cremation services for pocket pets (under 2kg), standard pets (2-100kg), and horses/livestock (over 100kg) across New South Wales, Australia. Each cremation is performed with the pet alone in a dedicated chamber, tracked through a proprietary Pet Tracker™ 7-point system that guarantees the ashes returned belong only to the customer's pet. The offering is extended with premium priority turnaround services, Final Goodbye viewing rooms, and an extensive range of memorial urns, keepsakes, jewellery, and plaques sold alongside cremation services.

Product overview

Patch & Purr is a pet cremation service provider operating across New South Wales, Australia, offering private cremation services as a single unified offering with associated memorial products. The core service is private pet cremation, differentiated by the proprietary Pet Tracker technology ensuring pet ashes are verified as belonging only to the customer's pet. Service tiers include Pocket Pet Cremation (under 2kg), standard Pet Cremation (2-100kg), and Horse & Livestock Cremation (over 100kg), with premium add-ons such as Platinum Service (same-day ash return), Gold Service (3-day return), and viewing rooms. Memorial products are sold as add-ons to the cremation service and include: urns (metal, ceramic, cat-shaped), vessels (scattering tubes, memorial bear, wooden cats), keepsakes (crystals, paw print frames, comfort stones, memorial domes), jewellery (pendants, charms, 3D-printed pieces), and horse-specific memorial items. The Vet Portal platform provides veterinary clinic partners with real-time tracking dashboard. The company is owned by InvoCare Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Pocket Pet Cremation Private cremation service for small pets under 2kg (reptiles, birds, rabbits, rodents) with Pet Tracker™ identification, collection from vet, ash return in a standard vessel, certificate of cremation, and grief literature.
• Pet Cremation (2-100kg) Private cremation service for pets weighing 2-100kg with guaranteed private cremation, Pet Tracker™ identification, collection from vet and return of ashes in a choice of velvet drawstring bag, standard tin, niche box or biodegradable box, certificate of cremation, and grief literature.
• Horse & Livestock Cremation Private cremation service for horses and livestock over 100kg using a purpose-built cremator capable of handling animals from Shetland pony size up to Clydesdale; collection and transport included within 100km of South Windsor, with travel up to 750km billed per kilometre and ashes returned within 7-10 working days.
• Platinum Premium Service Premium add-on service offering dignified collection from home or vet, guaranteed private cremation, ashes returned within one business day, and a dedicated carer; subject to availability and location.
• Gold Premium Service Premium add-on service offering guaranteed private cremation with ashes returned within three business days; customer brings pet to the facility or arranges collection; subject to availability.
• Final Goodbye Viewing Service Private viewing sessions held at comfort rooms for families to say farewell to their pet before cremation, with options including Short Viewing (30 minutes, $90), Long Viewing (60 minutes, $160), and Cremation Viewing (45 minutes, $215, Morisset only).
• Home Collection Service Priority and dignified collection of a deceased pet from the owner's home within two hours of booking, available 7 days a week including public holidays, for an additional charge in metro areas.
• Memorial Urns and Vessels Range of memorial urns and vessels for holding pet ashes, including Paw Prints Slate Metal Urn (M4), Ceramic Urns (C1W/C1B), Enamel Metal Urns (M7/M8/M9), Cat-Specific Urns, Scattering Tubes, Memorial Bear, Wooden Sleeping Cat, Horse Photo Boxes, and Horse Wooden Chests, available with optional engraving.
• Memorial Keepsakes Memorial keepsakes containing a portion of pet ashes or fur, including Crystal Keepsake (MC1), Lasting Impressions Frames (LIF1/LIF3/LIF4/LIF5), Eternity Sphere (ES1), Comfort Stone (MD3), Memorial Domes, and Paw Print Keepsakes (ink, clay, digital).
• Memorial Jewellery Memorial jewellery containing a small amount of pet ashes or fur, including Crystal Pendants (JC1-JC5), Eternity Pendant (JEP1-JEP7), 3D Printed Custom Portrait Pendant, 3D Printed Custom Paw Pendant, Silver Pet Prints Pendant (SPP1), and Silver Pet Prints Charm (SPP2).
• Plaques and Outdoor Memorials Outdoor memorial products including Garden Plaque Classic (G1) sandstone plaque with anodised aluminium nameplate and engraved paw print, and Acrylic Rock Urns (RU-S/RU-L) in small and large sizes.

Quantifiable outcome

• Ashes returned are guaranteed to be the customer's pet and only their pet
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Pets at Peace IllawarracoreOthers · 1 April 2024Beginning in April 2024, Pets at Peace Illawarra united with Patch & Purr and adopted the Patch & Purr name. The same experienced and caring team continues to support customers under the new unified brand.
• Sophie's LegacycoreStrategic or Co-development PartnerPatch & Purr supports Sophie's Legacy, an organisation dedicated to improving mental health, kindness, and wellbeing within the veterinary industry. The company recognises the emotional load carried by veterinary professionals and supports this cause to give back to the profession that refers many clients to their services.
• Guide Dogs AustraliacoreStrategic or Co-development PartnerPatch & Purr provides free cremation services for all Guide Dogs. Guide Dog owners must provide registration number when booking. This partnership supports assistance animal owners during a difficult time.
• Project HoPeminorOthersCommunity support partnership with animal welfare organisation.
• Greyhounds As Pets NSWminorOthersCommunity support partnership with greyhound rehoming organisation.
• Monika's Doggie RescueminorOthersCommunity support partnership with dog rescue organisation.
• Little Beans Cat & Kitten RescueminorOthersCommunity support partnership with cat and kitten rescue organisation.
• Flynn's WalkminorOthersCommunity support partnership with animal welfare organisation.
• RSPCA Million Paws WalkminorOthersSponsorship and community support participation in RSPCA's annual fundraising event.
• Pets in the ParkminorOthersCommunity support partnership with pet community event organisation.
• Edenhills (WA, SA, VIC, QLD interstate partner)minorChannel Partner/ Reseller/ DistributorInterstate partner for pet cremation services in Western Australia, South Australia, Victoria, and Queensland. Customers with pets in care interstate are referred to Edenhills for booking.
• Lawnswood (WA, SA, VIC, QLD interstate partner)minorChannel Partner/ Reseller/ DistributorInterstate partner for pet cremation services in Western Australia, South Australia, Victoria, and Queensland. Customers with pets in care interstate are referred to Lawnswood for booking.
• Pets in Peace (WA, SA, VIC, QLD interstate partner)minorChannel Partner/ Reseller/ DistributorInterstate partner for pet cremation services in Western Australia, South Australia, Victoria, and Queensland. Customers with pets in care interstate are referred to Pets in Peace for booking.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pets in Peace: Multi-state Australian pet cremation service operating in WA, SA, VIC, and QLD. Directly comparable offering private cremation and memorial products; one of Patch & Purr's named interstate referral partners for customers outside NSW.
• Pet Angels: Australian pet cremation and memorial services provider with multiple locations. Comparable as a direct competitor offering private cremation, urns, keepsakes, and aftercare services to grieving pet owners.
• Lawnswood Pet Cremations: Australian pet cremation provider operating in WA, SA, VIC, and QLD. Comparable service offering for private pet cremation, named as one of Patch & Purr's interstate referral partners for customers outside NSW coverage area.
• Edenhills: National Australian pet cremation service operating in WA, SA, VIC, and QLD. Directly comparable as a competitor offering private pet cremation services, and Patch & Purr explicitly refers interstate customers to Edenhills, confirming head-to-head competition for any cross-state expansion.

Others

• Greencross Vets: Australia's largest veterinary clinic chain. Comparable as the dominant vet channel that drives Patch & Purr's referral flow; represents both the primary distribution partner and a potential competitive threat if clinics bring cremation in-house.
• RSPCA Australia: Australia's leading animal welfare charity with which Patch & Purr has community sponsorship partnerships. Comparable as a community-facing organization that influences public perception of pet aftercare standards and represents a brand-aligned non-profit partnership channel.
• Animal Referral Hospital: Major Australian specialist veterinary hospital network. Comparable as a sophisticated vet channel partner for higher-value end-of-life referrals, including complex cases that may require specialist euthanasia before cremation.
• Petstock: Major Australian pet retail chain offering pet supplies, vet services, and increasingly cremation/memorial products. Comparable as both a potential retail channel partner for Patch & Purr's memorial product line and a competitor offering adjacent end-of-life services.

Emerging players

• Precious Tails Pet Cremations: Smaller-scale Australian pet cremation service offering private cremation with tracking systems. Comparable as an emerging direct competitor in the private pet cremation niche, though likely with smaller scale and less geographic coverage than Patch & Purr.

Broad incumbents

• InvoCare Australia: Parent company of Patch & Purr and one of Australia's largest funeral services groups with broader death-care operations. Provides group-level operational backing and strategic direction, but operates primarily in human funeral services rather than pet cremation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PatchPurr
• Instagraminstagram.com/patchandpurr
• LinkedInlinkedin.com/company/patch-purr

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Patch & Purr