The New York–based startup behind the popular dog-toy and dog-treat subscription service BarkBox is an emerging player in the $86 billion pet industry. Bark produces more than 35 playful, pun-in-cheek products each month—a fiery-haired “Dognald” chew toy and “Playwatch” squirrels dressed as lifeguards among them—and sells them via subscription boxes, retailers including Target and Urban Outfitters, and on barkshop.com. Here are five ways Bark turned our doggie devotion into more than $200 million in revenue a year.
Pick the right pack
After cofounding Bark in 2012, CEO Matt Meeker, along with creative lead Henrik Werdelin and COO Carly Strife, built out a team that includes veterans of legacy toy makers such as Lego, Mattel, and Hasbro, plus stand-up comedians who know their way around pop culture. Together, they come up with toys that are both functional and whimsical.