Co-founder, Pet Circle

James Edwards at Pet Circle

James Edwards built the warehouse software and delivery system before the consumer brand, solving how to get heavy pet food to the door intact.

James Edwards holds a PhD in applied mathematics and a computer science degree. He co-founded Pet Circle with Mike Frizell, a former investment banker and management consultant, and served as chief operating officer.

The idea began in January 2011 at Vibewire in Ultimo. Edwards built the warehouse software and delivery system first. The hard problem was shipping 20kg paper bags of pet food without damage, which the team tackled in 2012.

AirTree Ventures invested in 2012, and the company raised A$3 million in 2014, when Paws for Life became Pet Circle. Turnover passed A$70 million in 2017.

A Series C of A$125 million in December 2021 valued the company at over A$1 billion. Pet Circle launched pet insurance in May 2023 and raised A$75 million in July 2023.

Read the full Pet Circle founder story

What is James Edwards's education?

James Edwards holds a PhD in applied mathematics and a computer science degree.

How did James Edwards start Pet Circle?

Pet Circle began in January 2011 at Vibewire in Ultimo, Sydney. It launched in 2011 as Paws for Life and was renamed Pet Circle in 2014.

What is James Edwards's role at Pet Circle?

James Edwards co-founded Pet Circle with Mike Frizell and served as chief operating officer. He built the warehouse software and delivery system first.