Current Global Secures Paws & Co. PR Mandate Ahead of UAE Debut

Current Global MENAT has secured the public relations mandate for Paws & Co., an upcoming pet care, health and wellness business preparing to launch in the UAE as it seeks to introduce a more personalised and connected approach to veterinary care.

The partnership will see Current Global lead communications for Paws & Co.’s market debut, supporting the brand’s vision of creating a pet healthcare experience that reflects the evolving relationship between pets and their owners.

Supporting a New Pet Healthcare Experience

Paws & Co. is positioning itself around the growing trend of pets being viewed as family members, with its model extending beyond traditional veterinary treatment to focus on a more consistent and personalised experience.

According to research commissioned by the company, 80% of pet parents in the UAE describe their pets as being like one of their children, highlighting changing expectations around transparency, accessibility and tailored care.

Addressing a Growing UAE Market

The launch comes as the UAE’s pet care sector continues to expand.

The market was valued at $285 million last year and is projected to exceed $390 million by 2031, driven by rising pet ownership, growing attention to animal welfare and initiatives supporting responsible pet care.

Recent efforts by Dubai Municipality, including an integrated pet shelter and a digital adoption platform, reflect the broader momentum behind pet welfare across the country.

Current Global’s Communications Mandate

As part of the mandate, Current Global MENAT will introduce Paws & Co. to the UAE market while communicating the company’s vision for a connected pet healthcare ecosystem designed to support pets, pet parents and veterinary professionals alike.

Peter Jacob, Managing Director, Current Global MENAT, said the opportunity goes beyond launching another veterinary brand, describing Paws & Co. as a business built around rethinking how people experience pet healthcare.

He said the brand’s ambition is to create an experience designed around the needs of pets, their families and veterinary professionals rather than simply expanding the number of veterinary providers in the market.

Building a Connected Ecosystem

Paws & Co. plans to promote a broader approach to pet healthcare centred on preventive care, responsible ownership and improved health outcomes, while creating an ecosystem that also supports veterinary professionals.

Matt Butterworth, Co-Founder of Paws & Co., said many pet owners currently experience fragmented and reactive veterinary care, despite changing expectations around how pets are viewed within families.

He added that the company set out to build a healthcare experience that feels more personal, consistent and reassuring, describing Current Global as a communications partner that understands both the brand’s vision and its longer-term growth ambitions.

Preparing for the UAE Launch

The appointment gives Current Global MENAT responsibility for shaping Paws & Co.’s market introduction at a time when consumer expectations around pet care are evolving alongside broader growth in the UAE’s pet economy.

As the business prepares for its launch, the partnership will focus on establishing Paws & Co.’s brand narrative while communicating its ambition to create a more connected and family-focused pet healthcare experience.