The story starts with me moving back home to live with my parents. We'd always grown up with pets and my parents always ran out of pet food because as they get older, they've struggled to carry the big heavy bags of cat and dog food come in. 

I looked to set up as subscription for them, and that's when I found that nobody else was doing this. And I thought, this is quite exciting. Back in 2009 subscription services were quite new, and pet food was quite immature eCommerce wise. So we were actually the first to launch a subscription service back in 2010.

Originally we used a courier aggregator - they would actually collect from us, as we were too small to have direct accounts with each courier. So they would print the labels and would physically collect the parcels for us - it was all pretty manual. As we grew, we tried to always stay abreast of courier and label partners, everything from GFS to Metapack and of course Shiptheory. 

There was ultimately a huge cost associated with Metapack and GFS. In Shiptheory, it was quite unique just to find somebody that specialises in integrating with all those couriers and be able to bring those labels in automatically. Also, the key part is that they do it very quickly, because you've got packages waiting for labels that add up quite quickly. So going for Shiptheory wasn't really a hard decision for us.