Cover Vestreska is the name to watch in the luxury pet industry
Vestreska is the name to watch in the luxury pet industry
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From cactus-shaped cat scratchers to MoMA collaborations, Vetreska is making big strides in leading the booming luxury pet industry—blending design, innovation, and a whole lot of love for our furry friends
From mere hunting companions and humble guardians of granaries, the roles of dogs and cats have evolved dramatically over the centuries. Today, our four-legged friends are adored as bona fide family members; they have dedicated social media accounts, star in our holiday cards, and even have their own birthday parties complete with gourmet cakes.
Enter the luxury pet market, a booming industry where gourmet snacks, bespoke furniture, designer accessories, and even spa retreats are no longer considered extravagant but essential. According to Future Market Insights, the global pet market is projected to soar from US$20.1 billion to US$44.5 billion in the next decade. Similarly, Market.us projects that the luxury pet accessories segment is expected to grow at a compound annual rate of 5.3 percent, reaching US$6.7 billion by 2033. This isn’t just about spoiling our pets; it’s a major cultural shift—one that mirrors the way we indulge ourselves.
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And within this landscape, one name is redefining high-end pet care: Vetreska. The brand is rewriting the rules of pet ownership with its fashion-forward designs and uncompromising quality—think chic furniture that wouldn’t look out of place in a high-end showroom, stylish accessories, and experiential wellness services. Vetreska is the very proof that the pet industry has become a hotbed of creativity, indulgence, and sophistication. After all, if we wouldn’t settle for anything less than luxury, why should our pets?
Above The founding team of Vetreska: Donald Kng, Wang Wen, and Nico Li
The founding team of Vetreska: Donald Kng, Wang Wen, and Nico Li
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The LVMH of the pet industry
That is how Donald Kng, CEO and co-founder of Vetreska, envisions the brand—a succinct yet ambitious declaration that sums up his aspirations to elevate pet care to the heights of luxury fashion.
While studying at Fashion Institute of Technology (FIT), Kng, together with fellow classmate Nico Li, chief strategy officer and co-founder of Vetreska, saw an untapped opportunity in the pet industry and knew it was ripe for transformation. Drawing from their fashion background to meld luxury, innovation, and emotional connection into pet care, they sought to offer products that transcend mere functionality to fulfil deeper emotional and aesthetic desires—allowing pets to feel more intertwined with their owners. “That's why we started Vetreska: to address a desire for pet products that extend beyond basic functions,” Kng explains.
Vetreska's Flora collection
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Their vision quickly materialised into a brand that defies convention. Vetreska’s watermelon-shaped litter boxes and cactus-inspired cat trees became instant cult favorites, proving that pet products could be as stylish as they are practical. Vetreska’s approach was more than just about aesthetics—it was about creating an emotional resonance between humans and their pets. “A pet is not a physical need, it’s an emotional need,” Kng emphasises. “So, a lot of pet-related consumption is emotional consumption.”
This insight propelled Vetreska into a global powerhouse and a brand to watch. From its early days as a boutique design studio in New York, the brand now boasts nine-figure annual revenues, a presence in over 20 markets, and partnerships with the likes of Disney and Le Bon Marché, thus cementing its status as the luxury lifestyle brand for pets.
Above Vestreska capitalised on the pet humanisation trend to transform human indulgences into innovative pet luxuries such as “bubble tea” cat snacks and freeze-dried “hot pot”
Vestreska capitalised on the pet humanisation trend to transform human indulgences into innovative pet luxuries such as “bubble tea” cat snacks and freeze-dried “hot pot”
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The new frontier: Pet humanisation
The emotional consumption Kng describes isn’t a niche behaviour; it’s the driving force behind the booming global pet care industry. Euromonitor reported that pet humanisation and premiumisation fueled a 5.9 percent surge in sales last year alone. Observing this shift, Vestreska capitalised on the pet humanisation trend to transform human indulgences into innovative pet luxuries. Case in point: “bubble tea” cat snacks and freeze-dried “hot pot”.
In Singapore, fish-based pet food has emerged as a local favourite, outperforming chicken and duck—a preference Vetreska is actively researching to better understand regional preferences. “The luxury pet industry is growing rapidly, but each market has unique nuances,” notes Wang Wen, Vetreska’s chief commercial officer. Highlighting how cultural tastes influence product choices globally, she adds that Vetreska keeps pace “by staying ahead of trends and focusing on design-driven innovation.”
Above Vetreska’s Oasis Cactus Collection
Above Featuring the cactus-inspired cat scratcher
Vetreska’s Oasis Cactus Collection
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One of Vetreska’s most iconic creations is the cactus-inspired cat tree, a product that has become synonymous with the brand. This idea was born when Li noticed the rapid growth of the succulent plant’s market in China and observed several millennial women in China owning one of these plants at home. Inspired by this, the team designed a cat scratcher modelled after the most popular succulent: the cactus. The product became an instant hit upon its launch, cementing Vetreska’s reputation for blending functionality with aesthetics. Building on this success, Vetreska applied the same strategy to other products, creating hits such as the watermelon-themed Kitty Kove litter box in China and citrus-inspired pet toiletry products in the U.S., each tailored to resonate with local consumer preferences.
Above Vetreska’s Pick-a-poop collection
Above The collection features dispensers and poop bags in an array of scents
Vetreska’s Pick-a-poop collection
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Not only does Vetreska have a keen eye on what’s next in terms of products, but they also recognise immense potential in emerging markets, viewing them as key drivers of growth for the luxury pet industry. Wang shared that Korea—where Vetreska has already seen success through pop-ups in Hyundai Department Stores—stands out due to its rising pet ownership and growing demand for premium, design-centric pet accessories. Kng also notes that Latin America—Brazil, in particular—has emerged as a surprising “dark horse” for Vetreska. “Brazil has shown unexpectedly rapid growth,” shares Kng, highlighting how distributors at the Global Pet Expo identified Vetreska’s vibrant, fruity designs as a perfect match for Brazil’s sunny, samba-inspired lifestyle.
Vetreska’s ascent to becoming a global pet luxury brand is also the result of strategic and impactful collaborations. “One of our most defining collaborations has been with the Museum of Modern Art (MoMA) Design Store,” Wang proudly shares. “We partnered with the museum to redefine pet products through artistic flair and modern design, marking their first-ever venture into pet accessories.” The exclusive Chroma collection debuted in 2023 at the MoMA Design Store’s Modern Pets pop-ups in New York, as well as online.
Above Vetreska teamed up with MoMA to create the Chroma collection
Above The pet bowl and mat set from the Chroma collection
Vetreska teamed up with MoMA to create the Chroma collection
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Moving forward, Vetreska is embarking on a three-year partnership with Mandai Wildlife Reserve in Singapore. “Through this initiative, we’re sponsoring the care of rescued animals at the Singapore Zoo’s KidzWorld while reimagining pet-friendly zones like the Kitty Corner and Canine Clubhouse with Vetreska’s signature design language,” Wang explains, sharing how this meaningful project combines animal welfare, immersive storytelling, and design innovation—reflecting the very essence of what Vetreska stands for.
Fur, Vetreska’s pet boutique, spa and daycare centre, at One Holland Village
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The Vetreska vision for a pet-centric future
As Vetreska continues to redefine the luxury pet industry, its vision for the future is simple: to craft immersive experiences that will elevate pet care. Building on the success of Fur, its pet boutique, spa and daycare centre, the brand is set to expand its presence in Singapore with three new store locations, including one on Orchard Road. Each new space will showcase Vetreska's signature design philosophy, engaging all five senses to create a truly elevated experience for two- and four-legged visitors.
Looking beyond the retail experience, Vetreska is also shaping a long-term vision that seamlessly integrates pets into human lifestyles by creating an ecosystem that combines design, innovation, and nutrition. Be it through fashion-inspired accessories, cutting-edge pet nutrition solutions like Gimmo, or thoughtfully designed spaces, Vetreska is redefining what it means to be a modern pet owner.
For Kng, the status quo is never enough. As a pet owner himself, he believes that the industry should always strive for more—more creativity, more joy, and more ways to celebrate the deep emotional bond between humans and animals. “While some might ask 'If it ain’t broke, why fix it?' I fundamentally disagree,” he reflects.
“I hope that Vetreska can be a driving force for industry to continuously innovate for the betterment of our pets because they deserve nothing less than the same depth of love they give us every day.”
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Credits
Images: Vetreska
