Just Russel and Mollie: Building a payments foundation for European growth

About Just Russel

Great businesses are often built on simple observations. For Victor Mortreu, Co-Founder of Just Russel, it was this one: most pet owners want to give their animals the best possible care, but buying the right food in the right quantities is harder than it should be.

Their answer was Just Russel, launched in February 2020 – just two months before COVID turned the world upside down. Through their website, pet owners answer a detailed questionnaire about their dog or cat: breed, age, size, allergies, and even how many treats they get each day. Just Russel’s algorithm takes all of this into account and creates a personalised food plan, delivered directly to the customer’s door on a schedule that works for them.

The model is built around subscriptions. This means customers never unexpectedly run out of food, and they can pause, adjust, or postpone deliveries whenever they need to – for example, if they’re going on holiday. 

A week before each delivery, Just Russel sends a reminder email, giving customers the chance to add toys or treats to their order. The system adjusts the payment automatically.

Customers love Just Russel as much as their pets, but scaling a business across borders and expanding into new European markets isn’t easy.