BARK, Inc. is a dog-centric company that designs personalized products including toys, accessories, and consumables, sold directly and through retail partners, leveraging data-driven customization to expand in high-growth categories like consumables and pet services.

# Company Overview: BARK, Inc.

## Business Model and Mission
- **Mission:** To make all dogs happy, aiming to be the world’s favorite dog brand.
- **Core Philosophy:** Believes humans and dogs are better together; committed to personalized products and experiences tailored to individual dogs’ needs and personalities.
- **Product Development:** All products are designed and developed in-house under the BARK brand.

## Product Categories
- **Main Offerings:**  
  - **Toys & Accessories:** Includes subscription boxes of themed toys and treats, as well as standalone products like beds, leashes, and apparel.  
  - **Consumables:** Includes treats, chews, kibble, toppers, supplements, and dental products.
  - **Services:** BARK Air—a dog-specific air travel experience offering premium flights.

- **Key Subscription Products:**  
  - **BarkBox:** Monthly themed boxes of toys and treats, customizable based on dog profile data (size, allergies, play style).  
  - **Super Chewer:** Similar subscription service with durable toys and treats.

- **Retail and Distribution:**  
  - Products are sold directly to consumers via their own platform (Bark.co).  
  - Extensive retail presence in over **50,000 stores nationwide**, including Target, Walmart, Kroger, Petco, and PetSmart.  
  - Also sold online through third-party e-commerce sites like Amazon and Chewy.

## Business Segments
- **Direct-to-Consumer (DTC):**  
  - Represents approximately **86%** of total revenue in fiscal 2025.  
  - Driven primarily by subscriptions and proprietary product offerings.
- **Commerce (Retail & E-tailers):**  
  - Accounts for about **14%** of total revenue in fiscal 2025.  
  - Focused on expanding retail footprint and selling products in stores and online marketplaces.

## Financial Highlights (Fiscal Year Ended March 31, 2025)
- **Total Revenue:** ~$484.2 million (slightly decreased from ~$490.2 million in 2024).  
- **DTC Revenue:** ~$415.8 million (decreased by 4.7% from 2024).  
- **Commerce Revenue:** ~$68.3 million (increased by 27.2% from 2024).  
- **Gross Profit:** ~$302.0 million (slightly down from ~$302.2 million in 2024).  
- **Net Loss:** ~$32.9 million (improved from a loss of ~$37.0 million in 2024).  
- **Employees:** Approximately **691 full-time and part-time employees** (as of March 31, 2025).  
  - U.S. employees: 300  
  - Philippines employees: 377  
- **Customer Base:** About **169 million shares of common stock** outstanding as of May 29, 2025; estimated **78 stockholders of record**.

## Key Strategic Points
- **Product Focus:** Increased emphasis on consumables and services due to larger market size and resilience to tariffs.
- **Data and Personalization:** Leverages extensive first-party data and machine learning to personalize products and experiences.
- **Brand and Customer Engagement:** Robust customer service called “Happy Team” engages approximately **200,000 customers monthly**.
- **Growth Initiatives:**  
  - Expand in consumables (treats, kibble, toppers, dental).  
  - Grow retail presence, especially in larger stores and online marketplaces.  
  - Launch innovative services like BARK Air to diversify revenue streams.

## Summary
BARK, Inc. is a dog-centric company committed to designing proprietary, personalized products across toys, accessories, and consumables, sold directly to consumers and through retail partners nationwide. It emphasizes data-driven customization, customer engagement, and expanding into higher-growth categories like consumables and pet services, including air travel for dogs. The company employs around 700 people, serves millions of customers through extensive retail and online channels, and reported revenues of around $484 million in the fiscal year 2025, with a net loss of about $32.9 million.

BARK, Inc. is an omnichannel brand dedicated to creating innovative and personalized products and services for dogs, with a strong focus on customer engagement and satisfaction.

# BARK, Inc. Overview

BARK, Inc. is a prominent omnichannel brand focused on delivering innovative and personalized products and services for dogs. Established in 2011, the company is driven by the mission to make all dogs happy and has developed a strong presence in the pet product market.

## Key Business Segments
BARK operates through two primary business segments:
1. **Direct-to-Consumer (DTC)**: This segment primarily includes the subscription services BarkBox and Super Chewer, which provide monthly themed boxes of toys and treats tailored to the individual needs of dogs based on their size, play style, and dietary restrictions.
2. **Commerce**: This segment consists of the sale of BARK products through retail partnerships, which enables the brand to reach a broader audience outside their direct customer base.

## Products
BARK's product offerings encompass:
- **Toys & Accessories**: Involves revenue primarily from subscription services, with additional sales through various retail partners.
- **Consumables**: Includes dog food, treats, toppers, and dental products designed to enhance the overall health and happiness of dogs.

## Customer Base and Engagement
- **Customers**: BARK has successfully catered to millions of dogs and their owners, with a customer service team known as the "Happy Team" that proactively engages approximately **200,000 customers** each month.
- **Employees**: As of the end of the fiscal year March 31, 2024, BARK employs approximately **708 full-time and part-time employees**.

## Financial Performance
- **Revenue**: For the fiscal year ended March 31, 2024, BARK reported total revenue of approximately **$490.2 million**. This indicates an **8.4% decrease** compared to **$535.3 million** in the previous fiscal year.
  - DTC revenue accounted for **$436.4 million**, while revenue from the Commerce segment was **$53.7 million**.
- **Net Loss**: During the same fiscal year, BARK reported a net loss of **$37.0 million**, which is an improvement from a net loss of **$61.5 million** in fiscal 2023.

## Market Presence
BARK sells its products across more than **40,000 retail locations** nationwide, collaborating with major retailers like Target, Walmart, Kroger, Petco, and PetSmart. The brand is well-positioned to expand its consumables and retail presence as it continues to innovate and address the needs of dog owners.

## Growth Strategy
BARK's strategy focuses on:
- Investment in growth through enhanced marketing and new product development, particularly within the consumables category.
- Unifying customer experience by consolidating various brands and products under a single platform (bark.co).
- Continuing to build strong and personalized relationships with its customers, utilizing data-driven insights to tailor products and experiences.

In summary, BARK, Inc. is a mission-driven company dedicated to making dogs happy through a wide range of high-quality products and services, consistently engaging with a large customer base while striving for growth and innovation in the pet industry.

Bark, Inc.

10-K / June 4, 2025

10-K / June 3, 2024

10-K / June 4, 2025

Company Overview: BARK, Inc.

Business Model and Mission

Product Categories

Business Segments

Financial Highlights (Fiscal Year Ended March 31, 2025)

Key Strategic Points

Summary