Current Global Wins Paws & Co Ahead Of Its UAE Launch
Current Global MENAT has won the launch communications mandate for Paws & Co, a pet care, health and wellness business preparing to open in the UAE.
- Agency: Current Global MENAT
- Client: Paws & Co, a new pet care, health and wellness business
- Mandate: launch communications and PR, introducing what the company calls its connected pet healthcare ecosystem
- Market: the UAE, with around 2 million pets
- Market size cited: $285 million in 2025, projected to reach $390 million by 2031
What Current Global Will Do For Paws & Co
Launching a proposition rather than a clinic. Matt Butterworth, co-founder of Paws & Co, said that for many pets and pet parents the current process is fragmented, reactive and clinical, that the way people see their pets has changed while the veterinary experience has not kept pace, and that the company wanted to rip up the institutionalised playbook and build a pet healthcare experience that feels different.
Peter Jacob, managing director of Current Global MENAT, said that as a father of two dogs he knows first-hand there is no shortage of vets, and that this is not simply another entrant into the market but a business founded on changing how people think about pet healthcare, built around the needs of pets, pet parents and veterinary professionals.
Why The Category Is Worth Watching
Because pet care is one of the few consumer categories where spending has been reclassified upwards. Treating an animal as family changes what an owner will pay and what they expect the experience to feel like, and a market moving from $285 million to a projected $390 million in six years is small in absolute terms but growing on a premiumisation curve rather than a volume one.
Butterworth said the company has a partner in Jacob and the Current Global team that understands its intention and wider growth ambitions.
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