FitBark wags its way into nationwide retailer
May 29, 2015 | Bobby Burch
Animal tech company FitBark is now selling its dog activity-tracking device in Target stores nationwide.
FitBark Marketing Director Sara Rossi
The deal will place its product in front of millions of consumers each year at Target’s nearly 1,800 U.S. locations. FitBark’s animal tracking device will be featured among Target’s new “Connected-Life” section, which features other Internet-enabled products such as wireless thermostat Nest and Belkin’s wireless light switch.
“It’s been super exciting,” FitBark CEO Davide Rossi said. “We’re transitioning from early-adopters to become more mainstream. … This really allows us to reach a larger number of folks and potential buyers and to ship way more products.”
FitBark, which relocated to Kansas City after being a part of the Sprint Mobile Health Accelerator’s inaugural class, also sells its tracker in Best Buy stores in Canada. Rossi now is a member of the Pipeline Entrepreneurial Fellowship program.
FitBark allows pet owners to attach its device to a dog’s collar to begin tracking its activity, monitor its movement, set health goals and take action on any health issues. The data is transmitted to a user’s app, which provides a dashboard of the dog’s activity and performance.
Reaching potentially millions of consumers through the Target deal, however, comes with new challenges, Rossi said. In addition to fulfilling online orders, FitBark now must meet in-store demand.
“This comes with new responsibilities,” he said. “You not only have the folks that have been cheering us along on Kickstarter as we develop the product, but now we have folks buying this as a gift. … It comes with more responsibilities to support our customers.”
To meet consumer demand, Rossi said Fitbark now is hiring for three positions, which can be viewed here. He added that Kansas City has been helpful and supportive of its mission to revolutionize animal health.
“We’re really happy with the decision to move the company here,” Rossi said. “The folks, institutions and associations in Kansas City have just been phenomenal. We’ve been very blessed.”
Featured Business
2015 Startups to Watch
stats here
Related Posts on Startland News
Months after taking over century-old tailor shop, owner putts his new golf apparel brand in play
Even when an entrepreneur hyper-obsesses over the details, Michael Jerwick learned, opportunity isn’t always tailor-fit to the most conveniently designed timing. The Slabotsky’s owner just transplanted his century-spanning family business to River Market — a mere week before launching a brand new apparel side project. Two of the biggest moves of his career, Jerwick had…
Five lessons from investing $5 million into 50 startups in five years
Editor’s note: The perspectives expressed in this commentary are the author’s alone. Scott Henderson is managing principal for Nebraska-based NMotion, general partner for gener8tor Great Plains Fund, and a board member for Startland, the parent organization of Startland News. This piece was originally published by Silicon Prairie News. Seems just like yesterday I was returning…
‘Belonging is not a luxury’: KC Chamber winner links DEIB commitment to hope, dignity
Diversity, equity, inclusion and belonging aren’t just words in reStart Inc.’s strategic plan, CEO Stephanie Boyer said, noting they are the foundation of how the nonprofit’s leaders show up, serve, and lead. “We believe that belonging is not a luxury,” she continued. “It’s a right, and it’s a right that we’re committed to protecting and…
‘What’s stopping me?’ Bonk takes a loud swing with Crossroads streetwear store, Midwest grit
It began with Mason Barry’s search for the perfect black and white checkered sweatsuit. When nothing fit his expectations for design or quality, the Kansas City creative launched his own streetwear brand — featuring bold apparel that already is gaining a foothold in trendy fashion hubs from Brooklyn to Portland. Bonk Supply — a brand…