Sparkle was founded around a simple belief:
Dog grooming could be better.
Not simply a better appointment. A better model.
One built around routine wellness, recurring relationships, consistent quality and a hospitality-led experience for pets and the people who care for them.
That idea became Quick-Service Pet Care (QSPC).
Today, Sparkle has secured $6 million in strategic growth financing led by Companion Fund, the venture capital fund managed by Digitalis Ventures in partnership with Mars Petcare.
The investment follows a period of rapid development for Sparkle, including more than 600 licenses awarded in just 24 months to multi-unit franchise partners across the country.
The right partner for the next stage
Digitalis brings deep experience across pet care and animal health. Through its Companion Funds and partnership with Mars Petcare, Digitalis invests in companies using science, technology and design to improve the lives of pets and pet owners.
That perspective made the partnership particularly meaningful to Sparkle.
“Capital is important, but the right capital matters more,” said Joe Aeppli, co-founder and chief operating officer of Sparkle. “Digitalis understands pet care, understands what it takes to build companies at scale and brings a perspective that can make us better. This gives us greater capacity to strengthen the business and support our franchise partners as the system expands.”
Digitalis saw an opportunity not only in Sparkle’s early momentum, but in the model and people behind it.
“What stood out to us about Sparkle was the combination of a differentiated consumer proposition and a team that understands how to build and scale a franchise system,” said Ben Jacobs, partner at Digitalis. “They have demonstrated strong early adoption while remaining focused on the capabilities required to build a durable business over the long term.”
From transactions to trusted care
Dog grooming remains a large, highly fragmented category.
Sparkle believes routine hygiene and grooming should be a more consistent part of a dog’s overall wellness.
QSPC is the model behind that belief.
It combines recurring memberships, standardized operating systems, proprietary technology and a hospitality-driven customer experience designed to move the category from a transactional service to a routine, trusted care experience.
For pet parents, that means stronger relationships with the people caring for their dogs.
For franchise partners, it creates a more consistent, repeatable business built around recurring customer relationships.
From franchise development to operating growth
Sparkle currently has 10 salons open nationwide, expects to finish 2026 with at least 20 operating locations and has more than 30 additional openings planned for 2027.
That shift from franchise development to unit growth represents the next stage for the company.
The goal is not simply to open more salons. It is to help franchise partners build strong businesses while delivering a consistently high-quality experience for pets and pet parents across every Sparkle market.
That is the opportunity ahead, and the work this investment helps accelerate.
About Sparkle Grooming Co.
Founded in 2022, Sparkle Grooming Co. is a wellness-focused dog grooming franchise redefining routine pet care through a modern, membership-driven model. As the creator of Quick-Service Pet Care (QSPC), Sparkle combines high-quality hygiene and grooming, proprietary technology and hospitality-led service to create a more consistent, trusted care experience for pets, pet parents and franchise partners.
About Digitalis Ventures
Digitalis Ventures invests in companies addressing complex problems in human and animal health. Through its Companion Funds, the firm invests in companies leveraging science, technology and design to improve animal health and supports founders across stages of company development. Companion Fund was launched by Mars and Digitalis to back companies using science, technology and design to improve the lives of pets, pet owners and veterinarians. Learn more at digitalisventures.com.
Media Contact for Sparkle
Joshua Levitt
Not your average franchise.
Sparkle is where routine pet care meets small-box retail + social service. Our membership-based QSPC is an essential companion for any dog's health + well-being.
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