Scenthound Partners with VMG to Accelerate Growth and Cement Leadership in Dog Wellness

Pet Industry Leader and Category Creator Receives Backing from New Capital Partner to Fuel Next Era of Growth

JUPITER, Fla., Oct. 6, 2025 /PRNewswire/ -- Scenthound, the nation's first and leading dog wellness franchise, has announced its partnership with VMG Partners, a growth equity firm with a two-decade track record of scaling iconic consumer brands. This investment marks a pivotal step in Scenthound's mission to transform the way pet parents care for their dogs through routine hygiene and wellness.

As the pet industry races toward a projected value of $277 billion by 2030, Scenthound stands apart as a category creator, focused exclusively on five core areas of dog wellness: skin, coat, ears, nails, and teeth. With VMG's support, the brand is poised to accelerate growth, expand its footprint nationwide, and continue innovating its membership-based model that makes essential care accessible for all dogs.

"For more than 20 years, we've dedicated our careers to dogs, and for the past decade we've built Scenthound as the first and only brand focused entirely on routine hygiene," said Tim Vogel, Co-Founder and CEO of Scenthound. "We created this category, and we're proud to lead it. VMG recognizes the power of what we've built, and their alignment with our mission makes them the right partner to help us grow, while keeping our vision and leadership firmly in place."

Since its inception, VMG has partnered with founder-led businesses, bringing strategic guidance, operational expertise, and an extensive network of consumer brand leaders. Scenthound's co-founders Tim and Jessica Vogel will continue to lead and control the business.

"It's been clear to us from our first meeting with Tim and Jessica years ago that Scenthound is a special concept," said McConnell Smith, Partner at VMG. "Their focus on proactive, preventative health has the potential to help all dogs live longer and healthier lives. We couldn't be more excited to support Scenthound as they bring this unique service to more dogs and families nationwide."

VMG's decision to invest in Scenthound was driven by:

• A differentiated business model in a massive, rapidly growing category.
  
  
• A loyal and expanding membership base driven by pet parents' focus on proactive, recurring wellness.
  
  
• A proven leadership team with a track record of innovation and brand building.
  
  
• A franchise model with strong momentum, attracting growth-minded and committed, talented franchise partners.

With this new partnership, Scenthound is positioned to further cement its leadership in dog wellness and drive the next era of growth in the pet industry.

Jefferies acted as Scenthound's exclusive financial advisor on the transaction. Legal counsel to VMG was provided by Mintz, Levin, Cohn, Ferris, Glovsky and Popeo, P.C. and to the Company by Akerman LLP.

To learn more about the brand, visit www.scenthound.com or follow the brand on Instagram and LinkedIn. To find out more about franchise opportunities, visit www.franchise.scenthound.com.

About Scenthound 
Founded in 2015, Scenthound, the nation's first dog wellness franchise concept, offers monthly hygiene services for affordable and accessible routine dog care. With a unique focus on pet health and hygiene, the brand's services are elevated through the integration of innovative technology, including its proprietary S.C.E.N.T. Check^® (Skin, Coat, Ears, Nails, and Teeth) detailing an assessment of each dog's external well-being following its monthly visit to a 'Scenter.' Today, Scenthound has finalized plans for over 300 franchised and corporate-owned locations across 30 states and is positioned for explosive growth across the U.S. For more information about Scenthound's unique membership offerings, visit www.scenthound.com or follow the brand on Instagram, Facebook, and LinkedIn. To find out more about franchise opportunities, visit www.franchise.scenthound.com.

About VMG Partners

VMG Partners is a growth equity firm founded in 2005 to identify and support the growth of innovative founders and iconic consumer brands. The firm makes minority and majority investments across the pet, health and wellness, beauty and personal care, and food and beverage categories. For more information on VMG Partners, please visit www.vmgpartners.com.

Media Contact : Marisa Beaumont, Fishman Public Relations, [email protected] or 847.945.1300

SOURCE Scenthound