Mintz represented VMG Partners, a growth equity firm with a two-decade track record of scaling iconic consumer brands, in its partnership with Scenthound, the nation's first and leading dog wellness franchise. VMG’s investment will reinforce Scenthound’s leadership in the pet industry and accelerate its mission of revolutionizing pet care through routine hygiene and wellness.

The investment from VMG positions Scenthound to scale its membership-based model, expand its national footprint, and advance its focus on proactive, accessible wellness for dogs. It also reflects broader momentum in the pet industry, which is projected to be valued at $277 billion by 2030.

The transaction reflects continued investor interest in scalable, health-focused consumer services and aligns with Mintz’s experience advising on middle-market growth investments in founder-led businesses.

The Mintz team was led by Dan Cowan and Garrett Galvin, and included Timothy Santoli, Benjamin Ferrucci, Laura Franco, Joanne Hawana, Michelle Capezza, Christopher Buontempo, Tom Pagliarini, Christopher Kinney, and Amy LoBue.

More information about the deal is available here.