Naturally Urban

Our Story

Our tale begins in 2012 with Jamee, Brian’s lovable Golden-Doodle, bored of her crumby kibble. Switching Jamee over to a raw food diet was easy. Finding her new favourites often out of stock at the pet shop, however, was not.

With a busy work schedule, inconvenient pet store hours were frustrating, too, as was dragging home pounds of kitty litter for Tigger, Jamee’s finicky feline cohort. As things began to get hairy, an idea was born: to open the best Vancouver pet store and pet food delivery service.

Brian didn’t want to just start another business though, he wanted to build one with a heart. And so, the focus from the beginning was to create a company that cares about its customers (two and four-legged), its people and community more than profit.

Nearly a decade later, Jamee’s legacy lives on in Naturally Urban, an ethical, customer-driven pet supply store and delivery service with a difference, garnering over 500 5-star reviews and herds of loyal customers.

How we did it

We take great pride in being an impactful and sustainable business by living our core values of:

  • Selling only quality pet food and products with a focus on supporting like-minded companies using local, no by-product or below-par ingredients
  • Delivering to your door at the same prices as your local pet store
  • Customers can donate 2.5% of every purchase to a local charity of our customer’s choice – with over $40K donated thus far!
  • Treating our customers how we want to be treated – with over 500 five-star reviews across multiple online platforms
  • Paying all team-members a Living Wage
  • Convenient pick-up and delivery options using electric vehicles when possible


Vancouver customers can choose to either pick up in-store or free delivery or speedy same-day for $4.99 out to Langley. Southern BC residents (aside from remote areas) receive free shipping on orders of $100 or more. For anywhere else in North America, we offer 50% off Canada Post shipping rates, with frozen product the exception.

Meet the Team: The Arrangers!

Aplpha Dog
Brian Feldbloom
Founder & CEO

Top dog is former Flight Centre executive and Naturally Urban founder, Brian Feldbloom. When he’s not sniffing out the best wholesale deals for his customers, he’s donating to local charities on their behalf. His finger is always on the pulse of the pet food industry as well as his community, he tailors his business to his customer’s evolving needs.

Visionary and headstands!

Kaptain K9
Kris McRonney
Logistics & Client Services

Local actor and the prototypical good guy, KAPTAIN K9. There from the beginning, KAPTAIN K9 knows the ins and outs of the business better than anyone, organizing deliveries for KAT MAN and attending to the general needs of our clients.

That deadly smile!

The Paw
Adam Merpaw
Store General Manager

Whether it’s emergency litter or on-the-way-home kibble, visit THE PAW at Naturally Urban’s flagship store in East Vancouver. Having managed some of the city’s favourite eateries, THE PAW always has just the right thing on hand… or paw.

Firm grip on a nice stock.

Kat Man
Steve Moody
Lead Driver

Not all superheroes wear capes but some do drive a pretty cool car! Like KAT MAN, a writer for TV and film by day and Naturally Urban delivery driver whenever needed. Armed with the Kitty Tesla and everything your furry friend could need in a pinch, KAT MAN’s always got your back with prompt and professional service.