Fabric Helps Mellow Premium Expand Organic Pet Treat Business to the US

New York City customers are the first to receive fast delivery of all-natural pet chews

NEW YORK--(BUSINESS WIRE)--They say dogs don't have a concept of time, but that doesn't mean they should have to wait to get their favorite treats. That's why Fabric, the technology company that's reshaping retail fulfillment, is teaming with Mellow Premium to launch its premium organic pet chews to the United States market.

The collaboration begins in New York City, home to more than 1 million pet dogs and cats. Fabric’s fulfillment technology will allow Mellow to launch quickly and deliver products to their online customers faster than ever.

Founded in Canada in 2020, Mellow Premium manufactures its products to improve dogs' overall oral hygiene. Made from high-quality, all-natural ingredients such as Himalayan yak cheese, Mellow’s treats are high in protein and last longer than rawhide because they do not contain any binding agents or preservatives.

Pet food and treat retail sales grew nearly 10% every four weeks in 2021, reaching a sales volume of close to $900 million in December. Fabric provides brands like Mellow Premium with reduced operational costs and faster lead times for deliveries to keep pace with that growth.

“Fabric’s platform lets us fulfill and ship our treats faster than we ever have before and gives us a more accurate look at our inventory so that we can continue to exceed our customers’ expectations,” said Ajay Gaikwad, Mellow Premium’s founder. “By starting in New York, we can understand the needs of our American customers and be better prepared for our nationwide rollout.”

A majority of customers in a recent Fabric survey said free shipping and fast delivery were non-negotiable. Some 61% of consumers expect free next-day shipping, with 52% expecting it with a minimum purchase of only $40. However, outside of the retail giants, brands struggle — both financially and logistically — to meet those rising expectations.

“Mellow Premium is an ideal brand for this new era of commerce,” said Avi (Jack) Jacoby, Fabric’s CEO. “By improving their fulfillment operations, they’ll be able to boost profitability, sustainably deliver their treats and future-proof their supply chain.”

To learn more about how Fabric is helping direct-to-consumer brands like Mellow Premium meet the increasing expectations of e-commerce buyers, please visit www.getfabric.com.

About Mellow Premium

Mellow Premium is a Canadian company that was formed by a private family in 2020 in Mississauga Downtown with the goal of offering the greatest dental care for pet dogs. They consider pets to be members of the family. Mellow Premium was developed with the notion that every dog deserves a bright smile and strong white teeth. They have partnered with the world's leading manufacturers to bring pet owners high-quality dental care products. They also share free information on how to provide the best dental care for dogs. The founder, Ajay Gaikwad, is a graduate of the University of Mumbai, India, with a bachelor's degree in Information Technology. Ajay has worked as a software consultant in the retail, bank, and pension funds business. He is a passionate pet lover and aims to spread the love with his offerings from Mellow Premium. Follow Mellow Premium on Facebook and Instagram.

About Fabric

Fabric is a retail technology company that enables exceptional customer experiences from click to delivery. Its best-in-class intelligent robotics platform empowers brands in their quest for cost-effective, on-demand fulfillment. Founded in 2015, Fabric is backed by leading investors, including Temasek, Canada Pension Plan Investment Board (CPP Investments), Corner Ventures, Playground Ventures, Princeville Capital, Innovation Endeavors, Aleph, and others. Fabric is headquartered in Tel Aviv with a main office in New York and teams located throughout the United States.

For more information, visit www.getfabric.com.