Current Global MENAT has secured the PR mandate for Paws & Co., an upcoming pet care, health and wellness business set to enter the UAE market.
The partnership will see Current Global support the launch of Paws & Co., which aims to deliver a more consistent, personalised and elevated approach to pet healthcare in the UAE. The business is being developed around the changing relationship between pets and their owners, with pets increasingly considered members of the family.
The UAE is home to approximately 2 million pets, creating a growing need for veterinary services that address more than clinical treatment. Research commissioned by Paws & Co. found that 80% of pet parents in the UAE describe their pets ‘as like one of their children’. As expectations around pet care continue to evolve, owners are increasingly looking for veterinary experiences that are transparent, accessible and tailored to both pet wellbeing and the needs of their families.
As part of the mandate, Current Global will introduce Paws & Co. and communicate its vision for a connected pet healthcare ecosystem. The model is designed to support pets and their families while also enabling veterinary professionals to deliver high-quality care.
Peter Jacob, Managing Director, Current Global MENAT, said: “As a father of two dogs, I know first- hand that there isn’t a shortage of vets. With Paws & Co., this isn’t simply about another entrant into the market. Paws & Co. is founded on the idea of changing how people think about pet healthcare and building a brand and an experience designed around the needs of pets, pet parents and veterinary professionals.”
The UAE pet care market was valued at $285 million last year and is expected to exceed $390 million by 2031. The sector is developing alongside increased attention to animal welfare and responsible pet ownership, including initiatives by Dubai Municipality such as an integrated pet shelter and a digital adoption platform.
Against this backdrop, Paws & Co. plans to promote a broader approach to pet healthcare, with an emphasis on preventive care, responsible ownership and improved health outcomes for pets and their families. The business also aims to contribute to a healthcare ecosystem that considers the needs of pet parents and veterinary professionals alongside those of animals.
Matt Butterworth, Co-Founder Paws & Co. said: “For many pets and pet parents, the current process is fragmented, reactive and clinical yet the way people see their pets has changed, and frankly the veterinary experience hasn’t evolved at the same pace. From the beginning, we wanted to rip up the institutionalised playbook and build a pet healthcare experience that feels different. Pets are family, and their care should be personal, consistent and reassuring. In Pete and the Current Global team we have a partner that gets us and understands our intention and wider growth ambitions.”
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