The company's model works similarly to a "wine of the month"-type club, with customers receiving gift packs throughout the year.

The surprise is that owners don't know what will be in the packs, other than that each one will include a pet spa product, a size-appropriate toy and a treat, the company reports. 

Surpise A Pet founder Cindy Pederson

"We want everyone involved to enjoy the element of surprise, so we're careful not to let shoppers know precisely what's in each package," said Cindy Pederson, founder of the new company. "We will share what categories are included, such as toys, treats and spa products, but the goal is to keep the final contents a secret until it arrives on the doorstep."

Products will include some that are designed specifically for Surprise a Pet and others that are available from pet boutiques but not mass retailers. The gift packs will include a letter providing detailed information about the included products.

The company currently offers packages with four or six packs shipped a year; both frequencies are priced at $25.95 per present (plus shipping). The company says that price will be "well below" the actual retail price of individual items. Package buyers will also receive a sterling-silver collar charm and a client discount number that will allow customers to reorder products at the company's website at prices up to 30 percent below retail value. The six-pack package also includes a birthday present for the pet.

 Customers can also order single gift packs on the site, including several designed for specific holidays and pet occasions, such as a new puppy gift.