“Staying grounded in reality and responding realistically to what’s happening now is what keeps a business resilient and growing.” — Donald Kng, founder and CEO of Vetreska
Vetreska has redefined pet care, turning scratch posts, litter boxes, and everyday essentials into luxury items coveted by fashion-forward owners. Behind the brand is Singaporean entrepreneur Donald Kng, who founded the company in 2017 with fellow Fashion Institute of Technology graduate Nico Li. In less than a decade, they have grown Vetreska from a start-up into one of China’s most recognisable pet lifestyle names.
Fuelled by nearly US$76 million in funding, Vetreska first made its mark in the Chinese market, but Kng’s ambitions extend far beyond. With hubs in Singapore, New York, and Japan, he envisions the company as the “LVMH of the pet world”, a house of brands that already spans premium pet food and high-end grooming.
That vision has taken root in Singapore with FUR, a luxury grooming space in Holland Village. Here, Vetreska brings its design-led, emotionally driven philosophy to life, reflecting a global shift in which pets are indulged with the same care, comfort, and luxury as their owners.
What has been your greatest professional risk?
The biggest professional risk we took professionally was in 2022, when I made the bold decision to pivot the company towards the global stage. At the time, 95 per cent of our revenue came from the domestic market in mainland China. Despite this, we redirected the majority of our budget and resources towards international expansion. Looking back, it was absolutely the right decision.
What’s the best advice you’ve received?
One of the best pieces of advice I’ve received is to be a realist. It is easy for founders to get swept up in their vision and lose sight of the current business climate. Dreaming big is essential, but staying grounded in reality and responding realistically to what’s happening now is what keeps a business resilient and growing.
What anchors you when you’re navigating uncertainty?
Support from my family and my dogs. Taking time off to clear my head has also been essential; it gives me the space to recalibrate and regain clarity, especially when navigating periods of uncertainty.
What changes in perspectives will have the biggest impact on your industry’s future?
I believe the act of humanising pets and seeing them as members of the family will continue to shape the future of our field. This shift changes the way pet parents choose products. They’re no longer buying out of necessity but (they are now doing so) with the intention of providing the best lifestyle possible for their pets.
What’s a lesson you learnt the hard way?
In 2021, there were early signs of a market slowdown in mainland China. Despite this, I still invested heavily (RMB100 million) into driving further growth in the Chinese market, even though not everyone on the team agreed with the decision.
While we did see an initial uptick, the momentum was short-lived. Tha experience prompted us to implement a fail-safe mechanism within the management team, helping us to become more deliberate in our decision-making process.
What belief did you hold early in your career that you’ve since outgrown?
When we first started, we believed that going into as many channels as possible or simply gaining exposure was inherently beneficial to the brand. I’ve since become more cautious and intentional about our decisions. Now, I think through exactly where we should devote our time and what resources to grow each platform or channel.
Photography by Eugene Lee of Enfinite / Hair & Makeup by Sophia Soh of Suburbs Studio
