Pet supplies giant acquires digital start-up

Petco has acquired a digital pet services company and, in so doing, got itself an experienced tech entrepreneur to drive its digital initiatives.



Petco has purchased PetCoach, a pet advice web site and app that helps pet owners take better care of their pets, connecting them with veterinarians for personalized answers to their questions. Terms of the deal were not disclosed.



As part of the acquisition, PetCoach co-founder and CEO Brock Weatherup will join Petco in the new role of executive VP, strategic innovation & digital experience. Weatherup will be responsible for driving Petco's growth through innovation and enterprise-wide, consumer-focused digital initiatives.



"As we continue evolving our value proposition — helping pet owners wherever and however they want to improve the health and well-being of their pet — we believe that an entrepreneurial and digital leader of Brock's caliber will help Petco exceed the ever-changing digital expectations of the modern pet parents,” said Petco CEO Brad Weston



Before co-founding PetCoach, Weatherup served as venture partner of tech accelerator ICONYC Labs and managing director of his angel investment fund, Atai Ventures. From September 2014 to May 2015, he was senior VP/chief digital officer at PetSmart after its purchase of Pet360, where he was co-founder/CEO for five years.