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Swaggle, Australia's latest online pet store

New online pet store Swaggle embarks on a mission to deliver pet happiness

Today new online pet store, Swaggle officially embarks on a mission to deliver pet happiness. Swaggle is defined as the exact moment your pet displays happiness through joyful movement and as such, the brand was created to provide a new level of personalisation to help pets live their lives to the fullest.

Australia has one of the highest rates of pet ownership in the world [1], there are more pets than people in the country (28.9 million to be exact!). According to the 2024 Victorian Pet Census [2], 98% of owners say their pets have positively impacted their lives and as such, Swaggle works to return the favour to our pets.

Australians see pets as part of their family and want to provide the very best for them, however, they are faced with fragmented and overwhelming advice on which products and services are best for their breed.

Swaggle has developed an online shopping experience with their ‘petsonalisation’ offering which allows pet parents to easily find and understand the most relevant products for their pets, no matter what age, breed or life stage.

Swaggle’s petsonalisation engine has ingested data on hundreds of dog and cat breeds which provides powerful and relevant suggestions to support customers all the way through their pet’s life.

How it works:

1. A shoppable pet profile – create a Swaggle Pet Profile for your cat or dog by answering a few simple questions on your pet that endeavours to deeply understand their needs based on where they are in their life cycle. Once established, your pet profile will aid in providing relevant product suggestions for your pet’s age, size and breed.

2. Simple Thumbs Up logic across the site – an easy and trackable way to see which products are suggested for your specific pet and their needs ongoing.

3. Advanced search – select your pet when searching and find tailored product suggestions just for them.

Chad Burke, Head of Swaggle said: “We are so excited to launch Swaggle to the market to provide pet parents with an end-to-end pet personalisation experience. We know our pets have different needs throughout the various stages of life, and our goal is to support pet parents in pre-empting their needs with a speciality range of great value pet products.”

Swaggle is home to 100 categories of products from over 190 brands, including Royal Canin, Advance, Ivory Coat, Black Hawk, Nexguard Spectra, Lifewise and Hill’s Science Diet, catering to dogs, cats, birds, small pets like rabbits and guinea pigs, and fish.

To further support your pet's well-being, Swaggle will offer free online vet advice for all customers who create a pet profile. Pet parents will be able to call a vet nurse immediately or email a vet for a 24-hour response turnaround for free as part of their Swaggle service.

Swaggle also offers pet insurance, which is underwritten and issued by Guild Insurance, alongside 30% off your first Auto-Delivery*, capped at $30.

Whether your pet walks on four legs, two legs, swims or flies, you can find everything you need to help your pet live their best lives at

[1] Australian Medical Association Pets in Australia: A national survey of pets and people, 2022.
[2] Victorian Pet Census 2023 (held in July 2023, it received 37,460 responses).

About Swaggle

Australia's newest and swaggliest online pet store. Swaggle exists to deliver pet happiness to every doorstep with a wide range of Australia's leading brands, personalised product suggestions and free vet advice. Swaggle is a new business, part of the Coles Group, aiming to make you and your pet's life easier, so they can live life to the fullest.

*Max discount $30. Offer available to first time Auto-Delivery customers on eligible products. Offer not available in conjunction with any other coupon codes.

MEDIA RELEASE, 8th April 2024


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