How this UK Startup is Revolutionising Pet Food Delivery

February 3, 2020, the subscription-based pet supply store, has grown from a family-run business to one of the largest online pet shops in the UK with NetSuite.

Born out of the 2008 recession and a love of animals, was founded by Adam Taylor and his now-wife Lexi Taylor from their London home in 2009. Pioneering the first ever subscription pet food service, Bottomless Bowl, the company has gone from strength to strength, growing by 50 percent each year and now stocking a million pounds’ worth of merchandise and a range of over 10,000 products.

After losing his job during the recession, Adam moved back home, and, after witnessing his mother struggling to carry, and constantly running out of, pet food, he had his eureka moment.

Initially backed by a £5,000 Prince's Trust loan in 2010, and more recently, the award of a £400,000 Productivity Grant from the UK Government, has big plans for further expansion, including growing its international customer base.

With NetSuite, has been able to scale its critical business systems as it has rapidly grown in the UK, diversifying its services to include new subscription-based models and expanding internationally into France, Germany, Spain, Portugal and the Nordic region.

“In 2013, as we started to scale, we set out to find business software that would support our entrepreneurial spirit and allow us to focus on our growth,” said Adam Taylor, CEO, “As we have grown, NetSuite has always helped us punch above our weight and stay true to our promise of saving customers’ time when buying pet food and supplies. What I really like though is that NetSuite frees up enough of my time so that I can still personally write all of our customer communications. Being able to focus on delivering such a personal service is so important to us.” has used NetSuite to manage its business and minimise complexity, freeing the company to maintain personalisation during rapid expansion and enabling the company to increase efficiencies and control across financial, supply chain and marketing operations by eliminating manual and time-consuming processes and providing a real-time, consolidated view into key business data. By streamlining order management, invoicing and supply chain operations, NetSuite is helping tap into the rising demand for subscription-based services, a market expected to be worth £1 billion by 2022(opens in new tab). In addition, NetSuite’s marketing platform, Bronto, has helped personalise the customer experience and achieve retention rates of up to 80 percent, while NetSuite’s OneWorld functionality enables seamless currency calculations and foreign language translations direct from the platform.

“Like many of our high-growth customers, has achieved remarkable success by offering a new customer experience in a traditional market,” said Nicky Tozer, VP of EMEA, Oracle NetSuite. “We have provided a business platform that can scale with it, giving the company real-time visibility and control even as it expands across international markets. By implementing NetSuite, has been able to react quickly to new business opportunities, while maintaining the personal aspect of customer service for which it has become known.

For more, tune into “The NetSuite Podcast” to hear’s complete NetSuite customer success story. Listen on  Apple Podcasts(opens in new tab)Soundcloud(opens in new tab) or YouTube(opens in new tab).

NetSuite has packaged the experience gained from tens of thousands of worldwide deployments over two decades into a set of leading practices that pave a clear path to success and are proven to deliver rapid business value. With NetSuite, you go live in a predictable timeframe — smart, stepped implementations begin with sales and span the entire customer lifecycle, so there's continuity from sales to services to support.

Sales Chat

How is your business adapting to change?

Open Live Chat Call 1-877-638-7848