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SureFlap changes name to Sure Petcare in line with future strategy

We are delighted to confirm that we are changing our company name from SureFlap to Sure Petcare effective from today.  This reflects the changing needs of the pet care industry providing more innovative products to support owners with valuable insights to proactively care for their pets. 

Our range includes the SureFlap Microchip Pet Door Connect which is the first-ever app-controlled pet door which will be shortly available in Australia in the summer. We are now preparing to launch a range of smart connected doors, feeders and other products which will provide owners with important data and insight into their pet's behaviour, activities and routines so that they can look after their pets' health and wellbeing in a more proactive way.

Should you require any further information, please do not hesitate to contact me at any time.

With kind regards


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- Sure Petcare becomes the brand name, which will bring together the

family of brands including SureFlap, SureFeed and SureSense -


Cambridge, UK (12th September 2017) - SureFlap, the pet technology specialist, today announced that it has changed its name to Sure Petcare.  The move is part of a rebranding initiative to better align the company’s name with its future strategy to expand its connected product range.


Sure Petcare now incorporates three distinct sub-brands:

      SureFlap which represents the Microchip Cat Door, Microchip Pet Door and the Microchip Pet Door Connect;

      SureFeed which includes the Microchip Pet Feeder and the Sealed Pet Bowl and;

      SureSense which is the company’s hand-held pet Microchip Reader.


Dr Nick Hill, founder and CEO of Sure Petcare said: “We are embarking on an exciting journey to transform the way people care for their pets.


“For many years, we have been at the forefront of innovation in the pet care market with our unique range of microchip operated pet products. We see the development of smart connectivity in pet care as the new frontier, set to have a major impact on the industry and giving owners unprecedented insight into their pets’ health and wellbeing.”


Earlier this year, the company launched the first-ever app-controlled pet door in the UK - the Microchip Pet Door Connect – which will shortly be available in Australia. After a period of intensive development, the company is now preparing to launch a range of smart connected pet doors, feeders and other products beyond its current offering.  These products will provide owners with important data and insight into their pets’ behaviour, activities and routines so they can look after their pets’ health and wellbeing in a more proactive way.


In 2015, Sure Petcare joined the Allflex Group - world leaders in animal identification and intelligence.  This has given Sure Petcare access to market-leading technology and expertise such as activity monitoring, advanced algorithms and identification microchips with added temperature sensing capability.


“With all this developing technology and plans to bring established products in line with our future direction, it was time to rethink how we presented ourselves to the market. The new brand identity reflects our goals and importantly, puts ‘pet care’ at the heart of everything we do,” said Dr Nick Hill.


The pet tech industry is seeing major growth, with the global market predicted to reach US$2.36bn (AUS$2.9bn) by 2022, according to Grand View Research.  This coupled with the growth of the global smart home market, which is likely to reach US$53.45 (AUS$51.22bn) billion by 2022 (Zion Market Research), presents a huge opportunity for Sure Petcare.


The pet technology market is ready for change and we are in the best position to capitalise on this opportunity.  We are firmly committed to providing innovative pet solutions that help owners care for their pets in new ways.  We are a company that never stands still, continually innovating, moving forward and investing heavily in the future. The new brand identity embodies this,” concluded Dr Nick Hill.


As well as the name change, the company has redesigned its logo to extend and complement its existing brand identity.  The new logo was designed exclusively in-house.


Head of Brand and Creative for Sure Petcare, Piers Hampson said: “We developed the new logo that gives a nod to SureFlap’s heritage but also represents the future as Sure Petcare.  The design, based on interlocking rings and continuous loops, represents the bond or link that all owners have with their pets and the new way in which our products will connect them through a constant stream of data. This flowing form takes its final shape as a paw that we hope will become synonymous with our products and the way in which they help pets.”

- ends -


Notes to editors:

SureFlap Ltdwill remain the legal company name.  Sure Petcare is a trading name of SureFlap Ltd.


About Sure Petcare:

Sure Petcare, the pet technology specialist, provides pet products that empower owners to care for their pets in entirely new ways.


Founded in 2007, Sure Petcare has developed an award-winning range of microchip-operated pet doors and feeders including the Microchip Cat Door, the Microchip Pet Door, Microchip Pet Feeder and Sealed Pet Bowl which solve many problems commonly experienced by pet owners.


Through continuous innovation, Sure Petcare launched its first connected product - the Microchip Pet Door Connect in 2017, which enables pet owners to control the pet door using an app.


The company’s near-term product roadmap features a portfolio of connected products designed to provide proactive pet care by giving owners data and insight into their pets’ day-to-day behaviours, activities and routines.  Over time, this information provides a greater understanding of their pets’ health and wellbeing.


Sure Petcare products have been used by pet owners across the globe for almost ten years.  The company sells direct, through retail, pet stores and leading veterinary practices in 35 countries.


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