PrettyLitter explained

PrettyLitter
Type:Private
Founders:Daniel Rotman[1]
Location:Los Angeles, California, U.S.
Parent:Mars

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]

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.[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.[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.

External links

Notes and References

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

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