The entrepreneurs behind two of the UK's most successful etailers will launch their new venture this week targeting pet owners.
AstarPets.com has been set up by Achica co-founders Quentin Griffiths and Ben Cooper. Griffiths also co-founded Asos with Nick Robertson.
The new site, which officially launched this week, will offer food subscriptions, treats, toys supplements, pet services and information. The drivers behind the venture say the market is worth £4 billion a year with almost 13 million households, 45 per cent of the country, owning a pet.
Former eBay commercial director Chris Webster, who has also worked at John Lewis, has been appointed CEO and Zoe St John joined as senior buyer from her previous role at TJX Europe.
New brands are expected to be added each week and there are plans to include ranges for smaller pets such as rabbits, hamsters and guinea pigs and larger animals such as horses.
The site will include a daily online magazine section providing lifestyle tips and advice. It will include pets in the news, celebrity pets, reviews for pet hotels, recommendations of places to take pets, fashion tips and weekly Dog Blogs and Cat Chats.
Webster said: 'We are passionate about creating the ideal destination for Pet lovers to find everything they need for their treasured pet. From our vibrant online marketplace to buy everyday essentials and inspirational treats through to our services and Blogazine to find information, we invite everyone to join our community, share our passion for our treasured pets and find some amazing inspirational products sourced from around the world.'
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