Pure & Wholesome have as a company started as an online store selling pure and wholesome products to and for the entire family. At one stage they sold Personal Care products as well as Household Design ones. As part of their new brand and website, they have slimmed and concentrated the range to be only for the four legged members. The website is now built in Shopify with eCom features. This was launched end of 2021 together with a new and more pet appropriate branding.