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PoochOnline.com, an e-commerce site hawking doggy couture, has taken a seed-stage investment from San Francisco firm Ecosystem Ventures to expand its selection of pet apparel, including snakeskin collars and miniature leather biker coats, reports the Wall Street Journal. Based in Saratoga, Calif., the site clearly targets affluent pet owners, also selling furniture and high-design beds and dog houses branded as “petchitecture.”

Operating in Silicon Valley, Europe and India, Ecosystem Ventures is also an investor in Facebook, massage device maker Zubio, electronic ink company Zikon, mom social network MothersClick and natural healing online community rVita. Earlier this year, the firm said it was working on raising a $10 million fund, but no further news on that has been released.

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