Yorkshire-based subscription service for pet owners ITCH has launched with the announcement of a £5m investment.

The new start-up raised the funds from European seed fund Seedcamp, Nigel Wray, and YYX Capital among others.

The brand, which will offer subscription based ‘well-being’ products, begins trading with a flea treatment subscription service.

A further €11m is in Q4 of 2019 to support the brand roll out to the US in 2020.

Based in Leeds, the firm developed its flea treatment in collaboration with veterinary experts in order to make treating pets more convenient.

ITCH plans to offer products in the wider pet care market with personalised calming, skin, joint and dental products for pets, alongside an online community with pet-based content in collaboration with its team of veterinary specialists.

The start-up was co-founded James Cox, previously founder of sleep tech firm Simba.

“The popularity of direct-to-consumer goods brands offering products continues to grow at pace,” said Cox.

“Historically, pet owners have had little guidance, beyond going to the vet, when it comes to day to day questions that arise when it comes to pet wellbeing.”

“ITCH’s AI powered platform has been built to simplify this process, providing pet owners globally, with access to easy-to-digest content at the tip of their fingers.

“We code from the ground up, making it possible to react to any therapeutic requirement, tailor advice and integrate with third party tools to further enhance the experience. We’re not replacing vets, quite the opposite, we work with them, with the aim of separating the therapeutic care market from the critical care market.”