PrettyLitter
TypePrivate
Industry
Founded2015 (2015)
FoundersDaniel Rotman[1]
HeadquartersLos Angeles, California, U.S.
ParentMars
Websiteprettylitter.com

PrettyLitter is an American pet wellness company based in Los Angeles, that produces lightweight crystal-based cat litter that is designed to react to a cat's urine to indicate potential health problems by changing color based on the acidity, alkalinity or the presence of blood in a cat's urine.[2][3] PrettyLitter also produces health-focused cat food.[4] In May 2021, PrettyLitter was acquired by Mars for a reported $1 billion.[5][2]

History

PrettyLitter was founded in 2015 by Daniel Rotman[6][7] who graduated from the University of California, Berkeley, and received his master's degree from Harvard University where he was a Fellow for the Center for Public Leadership. Rotman has previously worked for the U.S. Congressional Chair of the United States House Committee on Foreign Affairs.[8] The idea of PrettyLitter was born after the passing of Rotman's cat, Gingi, where he discovered there were no at-home tools to help detect cats' potential health issues.[8][9][10][11]

In 2015, PrettyLitter participated in the Startup U competition led by Tim Draper, a 7-week reality television series that premiered on ABC Family from August to October 2015.[12][13] As one of the finalists for Startup U, Rotman managed to start PrettyLitter officially in late 2015.[8][14]

In August 2016, the PrettyLitter joined American startup accelerator, Gener8tor which resulted in a growing sales size of 1300 percent within two months.[15] In May 2021, Mars acquired PrettyLitter for a reported $1 billion.[2]

References

  1. ↑ "LA Startups Take Advantage of Booming Pet Care Industry | Los Angeles Business Journal". labusinessjournal.com. Retrieved 2021-11-13.
  2. 1 2 3 "Mars Is Said to Acquire PrettyLitter for Under $1 Billion". www.bloomberg.com. Retrieved 2021-11-13.
  3. ↑ "Rainbow Kitty Litter Could Help Monitor Your Cat's Health". Wired. Retrieved 2021-11-13.
  4. ↑ Adelson, Karen Iorio (2018-12-10). "Strat Haul: This Odor-Free Kitty Litter Is the Best Thing I Bought in 2018". The Strategist. Retrieved 2021-11-13.
  5. ↑ "Coinbase takes its SEC battle to the public". Fortune. Retrieved 2021-11-14.
  6. ↑ Adelson, Karen Iorio (2019-03-05). "The Best Automatic Pet Feeders and Water Fountains, According to Experts". The Strategist. Retrieved 2021-11-13.
  7. ↑ "Check out Randle Communications on Inc.com". Inc.com. Retrieved 2021-11-13.
  8. 1 2 3 Dundas, Suzie. "Created On A Television Show, PrettyLitter Uses Color-Changing Litter To Monitor Feline Health". Forbes. Retrieved 2021-11-13.
  9. ↑ "Health-monitoring cat litter can help detect common feline illnesses". oregonlive. 29 October 2015. Retrieved 2021-11-13.
  10. ↑ Abo, Jessica. "How to Be a Successful Leader in Your Industry". Entrepreneur. Retrieved 2021-11-13.
  11. ↑ Chan, Tim (2021-07-20). "So You Got a Pandemic Puppy… Here's How to Keep Them Happy Once You Go Back to Work". Rolling Stone. Retrieved 2021-11-13.
  12. ↑ Friedlander, Whitney (2015-06-30). "ABC Family Sets Cast for Tech-Themed Reality Series 'Startup U'". Variety. Retrieved 2021-11-13.
  13. ↑ "Why Tim Draper's startup reality show is the first one I've actually liked (No really)".
  14. ↑ Shandrow, Kim Lachance. "Meet the Scrappy Young Entrepreneurs of ABC Family's Upcoming 'Startup U' Show". Entrepreneur. Retrieved 2021-11-13.
  15. ↑ "Xconomy: Gener8tor Unveils New Class of Startups, Hits Fundraising Milestone". Xconomy. 2016-10-24. Retrieved 2021-11-13.
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