Pangolia Acquires Catster and Dogster Pet Brands from Belvoir Media Grou

Pangolia, a digital media and e-commerce startup, has announced an all-cash acquisition of the historic Catster and Dogster brands from Belvoir Media Group.

Established in 2019 by founder and entrepreneur Simon Treulle, Pangolia owns and operates a number of content sites in the pet space. This includes but is not limited to Hepper, Petkeen and Excited Cats. As of 2023, Pangolia’s organic search traffic in the pet space totalled more than 9 million unique visitors per month.

With their respective progenitor brands established in the 60s and 70s, both Catster and Dogster have a rich history of providing helpful advice to pet families in the USA as both a web publication and a print magazine.

Treulle said, “Both Catster and Dogster are like a member of the family to many pet parents. Every single time they read an article online or head out to the mailbox, they get the same quality information and entertainment they’ve come to love and expect over the years. At Pangolia, we don’t take that for granted. Our team of writers, editors and veterinary experts know that’s a big responsibility, and we can’t wait to meet the challenge.”

He continued: “The media landscape is obviously not the same thing it was decades ago or even years ago. Pangolia is a proudly digital-first content producer, which allows us to keep costs low and talk to pet families in places we wouldn’t otherwise be able to reach. Acquisitions like this mean beloved brands can be sustainable for years to come, and most importantly, our beloved pets can keep getting world-class help. Whether it’s our existing brands like Hepper and Petkeen or recent acquisitions like Dogster and Catster, we’re building brands for the long-term that can help pet families live a better life, for their whole life.”