Mumbies raises funds to scale

Milwaukee-based Mumbies, a natural pet products company, is raising $400,000 through a SAFE note to support its next stage of growth. Founder Bradley Will said the funding will help the company scale production, expand its product line, and meet increasing demand.

“Right now, we’re constantly sold out,” Will said. “This funding will allow us to expand our inventory, hire key warehouse staff, and scale the marketing efforts that are already working for us.”

The round comes as Mumbies participates in the gener8tor accelerator, which Will described as a crash course in venture growth. “It’s like an MBA bootcamp,” he said. “You learn what you’re capable of and what it really means to step into the CEO role. It pushed me to think differently about leadership and fundraising.”

The company’s current fundraising round is structured as a SAFE note, a common funding tool for early-stage startups. A SAFE note, short for Simple Agreement for Future Equity, is a type of investment contract introduced by Y Combinator in 2013 to simplify seed funding compared to traditional convertible debt.

Under a SAFE note, investors provide capital in exchange for the right to receive equity later, typically when the company raises a priced funding round, is acquired, or goes public. Unlike loans, SAFE notes don’t accrue interest, don’t have a maturity date, and don’t require repayment, making them a flexible, non-debt instrument for startups.

When a change in company status occurs, like a funding round or acquisition, the SAFE note converts into shares, usually preferred stock, based on agreed terms such as a valuation cap or discount rate. For founders like Will, the SAFE structure offers a way to raise funds quickly while deferring valuation negotiations until the next round of financing.

Balancing purpose and profitability

Mumbies offers natural, sustainable pet products that include coffee wood chew sticks, freeze-dried bison liver treats, and coconut husk rope toys. The company donates a portion of proceeds to animal rescue organizations and ultimately aims to support shelters through a sustainable model.

“I believe it’s possible to do well while doing good,” Will said. “It’s harder to do things this way, but I don’t want to reach the end of my journey without helping along the way.”

While some potential investors have encouraged him to think about an exit strategy, Will said his focus remains on building a lasting, mission-driven company that helps dogs and their owners. “I’d rather build something that can sustain and help the problem as we go,” he said. “If I can save even a few hundred dogs, that’s worth it.”

Thinking big

Will envisions Mumbies evolving beyond its current product line into a curated e-commerce platform featuring top natural pet brands, an intentional alternative to the overwhelming online pet marketplaces that currently exist.

“I want to build the ‘Thrive Market’ for pets,” he said. “Our own products will serve as the essentials, like Amazon Basics or Costco’s Kirkland brand, and we’ll feature other innovative, health-promoting brands alongside them.”

To achieve that vision, Will said he is looking for investors who share the company’s values. “I’m seeking aligned partners who love dogs and see the bigger mission,” he said. “This isn’t just about profit; it’s about creating something meaningful.”

Lessons from the journey

As a second-time founder, Will said his background in marketing and sales has helped him navigate startup life, but the fundraising process has been an eye-opener.

“Entering the world of raising capital was completely new to me,” he said. “I’ve always been a bootstrapper. But through gener8tor, I’ve learned to find the right partners and not rush into funding that doesn’t align with our goals.”

“You have to think radically big,” Will said. “If your vision doesn’t sound a little impossible, you’re not thinking big enough.”

To learn more about Mumbies, connect with the company here.