About Us

Our tale begins in 2012 with Jamee, Brian’s lovable Golden-Doodle, bored of her mundane 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.

Frustrated with a busy work schedule and inconvenient pet store hours, and tired of hauling home pounds of kitty litter for Tigger, Jamee’s finicky feline cohort, Brian sought an innovative solution. That's when the idea of Naturally Urban was born: a dream to establish the finest pet store and pet food delivery service in Vancouver.

But Brian's vision went beyond just starting another business; he yearned to build a company with a heart, one that prioritized its customers (both two and four-legged), its people, and community over profit. With this ethos in mind, we recently became a certified B Corporation, a testament to our dedication to meeting high social, environmental, transparency, and accountability standards.

From the outset, Brian emphasized the importance of supporting local and independent customers. As a result, at least 75% of Naturally Urban's revenue is sourced from these groups, irrespective of our growth. When we say 'local,' we refer to Vancouver's Lower Mainland and the southern portion of the Sea to Sky Corridor.

Nearly a decade later, Jamee’s legacy thrives in Naturally Urban, an ethical, customer-driven pet supply store and delivery service with a difference. We have proudly earned over 500 5-star reviews and an array of loyal customers. In the last year alone, approximately 99% of our customers were locally based.

Our commitment extends beyond our customers; we also prioritize purchasing the majority of our core products from local and independent suppliers, regardless of our company's growth. Our preference is to work with businesses independently owned within the Lower Mainland or the Southern Sea-to-Sky Corridor. In cases where suitable options are not available within this area, we extend our search to those within British Columbia, and if necessary, Canadian companies.

Our intentional approach, combined with our B Corp certification, powerfully underlines our strong commitment to enhancing local economic impact and setting a new standard in the pet industry. Naturally Urban isn't just a pet store; it's a testament to the power of business as a force for good.

How we did it

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 3% 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

Visit our new store

Visit our new store

Come see what all the bark is about and visit us at our new store in East Vancouver, conveniently located just off the Viaduct in tasty Chinatown. Pop by with your pooch for your pet food pick-up, free pet diet advice, and always a tasty treat for your good boi - tail-wagging good time guaranteed.

101-229 Keefer Street
Vancouver , BC, V6A 1X6

Store Hours
Monday - Friday 9am - 5pm

Meet the Team

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!

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!

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.

Mark Blancaflor

Lead Driver

Not all superheroes wear capes, but some do drive a pretty cool car! Like NU DOG, Naturally Urban delivery driver by day and local actor at night. Armed with the Kitty Tesla, the dealer of the pack has everything your furry friend could need in a pinch. Prompt and professional, NU DOG’s always got your back.

Loyal and dependable!