Omlet
- Company typePrivate
- Founded2004
- HeadquartersGenoa, Italy
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
Omlet firmographics
Firmographics- Name
- Omlet
- Legal name
- Omlet
- Website
- https://omlet.us
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Omlet industry classification
Industry- Product category
- Pet Housing & Accessories
- NAICS
- Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Pet Supplies Omnichannel (CRAFAEAJ)
- akta.pro secondary industries
- Pet Technology & Smart Devices Distribution (Trackers, Feeders) (CRAOAKAI), Pet Toys & Enrichment Retail (CRALAHAE), Pet Bedding, Crates & Carriers Retail (CRALAHAF)
Keywords
Where Omlet is headquartered
LocationHeadquarters
- HQ city
- Genoa
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Omlet business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure
Revenue model
- Direct E-commerce Sales: Omlet sells pet products directly to consumers through its e-commerce platform with country-specific websites. Products include chicken coops, pet runs, cat furniture, small animal habitats, and accessories. The majority of sales are one-time hardware purchases with some replacement parts and accessories as complementary revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing with free shipping threshold |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels10 records
Omlet product offering
Product offeringCore offering
Omlet designs, manufactures, and sells premium pet housing and accessories direct-to-consumer through its own e-commerce websites across 10 countries. Its flagship offerings are the Eglu line of plastic polymer chicken coops (Eglu Cube, Eglu Go, Eglu Go UP, Eglu Pro) and smart IoT-enabled accessories including the Smart Autodoor and Smart No Waste Feeder. The portfolio also spans rabbit hutches, Zippi tunnel systems, guinea pig hutches, hamster cages, bird cages, Freestyle modular cat trees, catios, and dog beds.
Product overview
Omlet is a UK-based premium pet product company founded in 2004 that offers a comprehensive portfolio of innovative pet products designed to bring pet owners closer to their animals. The product line centers on the Eglu chicken coop line (Eglu Cube, Eglu Go, Eglu Go UP, Eglu Pro) as the core flagship offering, complemented by smart technology add-ons including the Smart Autodoor, Smart No Waste Feeder, and Smart Chicken Coop Fan. Beyond chickens, the portfolio extends to rabbits (Eglu Go Rabbit Hutch, Zippi Rabbit Tunnel System), guinea pigs (Eglu Go Guinea Pig Hutch, Zippi Guinea Pig Tunnel System), hamsters (Omlet Hamster Cage), birds (Geo Bird Cage), cats (Freestyle Cat Trees, Cat Enclosures, Cat Beds, Litter Products), and dogs (Pet Beds). The products are available through the company's own e-commerce platform with international operations across multiple countries including the US, UK, Australia, and Europe. Omlet also offers educational services including a Product Testing Community and Chicken Keeping Course, as well as an Affiliate Program for marketing partnerships.
Differentiator
Problem solved
Functional benefit
Brands
- Eglu: Product line including chicken coops (Eglu Cube, Eglu Go, Eglu Pro), rabbit hutches, and guinea pig hutches
- Autodoor
- Zippi
- Freestyle
- Caddi
Products and services
- Eglu Cube Chicken Coop with Runs Modern plastic chicken coop for up to 6 large chickens featuring easy-clean technology and integrated runs, designed for backyard chicken keepers seeking a durable, weather-resistant, and predator-protected housing solution.
- Eglu Go Chicken Coop Compact, portable modern chicken coop designed for up to 3 large chickens, targeting smaller flocks with easy-clean plastic polymer construction.
- Eglu Go UP Portable Chicken Coop Elevated portable chicken coop designed for up to 3 large chickens, featuring a raised design for easier human access and improved predator protection.
- Eglu Pro Chicken Coop Omlet's largest chicken coop ever, accommodating up to 10 large chickens with a comprehensive run system, designed for backyard chicken keepers scaling up to homestead-scale flocks.
- Walk In Chicken Runs Large walk-in chicken runs available in sizes including 12ft x 12ft and 12ft x 15ft, providing secure outdoor space for backyard chicken flocks.
- Smart Autodoor Automatic Chicken Coop Door Opener Smart automatic chicken coop door controlled via mobile app, allowing remote opening and closing of the coop and remote flock monitoring for backyard chicken keepers.
- Smart No Waste Chicken Feeder Smart automatic chicken feeder that controls portion sizes to reduce feed waste and save money, designed for backyard chicken keepers.
- Insulated Stay Clean Chicken Waterer Insulated chicken waterer with cups and nipples that keeps water fluid in freezing conditions and cool in hot weather, designed for year-round backyard chicken keeping.
- Eglu Go Rabbit Hutch Modern plastic hutch from the Eglu product line designed specifically for rabbits, offering easy-clean, weather-resistant housing for rabbit owners.
- Walk In Rabbit Runs Outdoor walk-in rabbit runs providing secure exercise space for rabbits in backyard settings.
- Zippi Rabbit Tunnel System Modular interconnected tunnel system for rabbits connecting hutches to outdoor runs, with various components including tunnels, corners, towers and platforms for flexible enclosure configurations.
- Eglu Go Guinea Pig Hutch Modern plastic hutch from the Eglu product family designed for guinea pigs, offering easy-clean, weather-resistant housing for guinea pig owners.
- Zippi Guinea Pig Tunnel System Modular tunnel system for guinea pigs similar to the rabbit system, connecting hutches to runs with configurable components for flexible outdoor enclosure setups.
- Omlet Hamster Cage Secure, enriching, and easy-to-clean hamster cage habitat designed for hamster owners.
- Geo Bird Cage Modern geometric bird cage available in various color combinations including cream/black, teal/black, and teal/white, designed for design-conscious bird owners.
- Cat Enclosures and Catios Outdoor cat enclosures including Catio outdoor cat runs, balcony enclosures, and tunnel systems providing safe outdoor access for indoor cats.
- Freestyle Cat Trees Modular indoor and outdoor floor-to-ceiling cat trees with customizable components including bamboo platforms, cushions, scratching posts, hammocks, bridges, and beds that can be configured to fit any space.
- Cat Beds Cat beds including Freestyle Nest Cat Beds, Donut Cat Beds, and Tipi Cat Beds in various styles and colors for cat owners.
- Cat Litter and Litter Boxes Cat litter products including silica, tofu, pine, clay and paper varieties, plus Maya cat litter box furniture for cat owners.
- Smart Chicken Coop Fan Smart fan accessory designed for chicken coops as part of the smart coop ecosystem, providing temperature regulation for backyard chicken flocks.
- Outdoor Pet Runs Large outdoor pet runs available in 12ft x 12ft and 12ft x 15ft sizes, usable for various pets including chickens, rabbits, and other small animals.
Quantifiable outcome
- Sales reached £40 million in 2021
- +2 more outcomes
Companies that use Omlet
Customer profileSegments4 records
Ideal customer profiles4 records
Omlet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Omlet partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Omlet competitors and assessment
Company assessmentDirect peers
- K&H Pet Products: US-based manufacturer of heated and insulated pet beds, outdoor products, and small animal solutions. Comparable to Omlet on premium specialty pet products (notably the Insulated Waterer category) and on serving climate-sensitive pet owner needs.
- Ferplast: Italian-headquartered pet products company offering cages, carriers, cat trees, and small animal habitats across Europe and globally. Highly comparable to Omlet's range of pet housing, runs, and cat furniture, with overlapping customer base in the premium pet owner segment.
- MidWest Homes for Pets: US-based manufacturer of pet crates, enclosures, and housing solutions sold through retail and online channels. Comparable to Omlet on core pet housing/furniture category and on premium positioning within the broader pet supplies market.
- Petmate: Pet housing and travel products company offering kennels, crates, carriers, and outdoor enclosures. Comparable to Omlet on durable pet housing and outdoor runs, with overlapping customer base among dog, cat, and small pet owners.
- Trixie Pet Products: German pet products manufacturer and retailer with deep range in cat trees, small animal enclosures, runs, and pet accessories. Directly comparable to Omlet on product breadth across multiple pet categories and on premium-positioned pet housing.
- Petsafe (Radio Systems Corporation): Major smart pet tech and containment brand offering smart doors, feeders, and connected pet products. Closely comparable to Omlet's smart autodoor, smart feeders, and IoT-enabled coop ecosystem as a connected pet housing competitor.
- Little Giant (Miller Manufacturing): Manufacturer of poultry and small animal equipment including chicken coops, waterers, and feeders. Directly comparable to Omlet's core chicken-keeping product line and addressable customer base among backyard poultry keepers.
Emerging players
- Armarkat: Cat furniture specialist offering cat trees, scratching posts, and pet beds. Partial overlap with Omlet's Freestyle cat tree line and broader cat furniture category among design-conscious cat owners.
- Catit: Cat-focused brand offering cat trees, scratchers, litter products, and enrichment. Partial overlap with Omlet's Freestyle cat tree, scratching post, and litter categories, particularly among premium cat owners.
Broad incumbents
- Pets at Home: UK's largest specialist pet retailer with broad omnichannel pet products, services, and veterinary care. Comparable to Omlet on UK pet retail market overlap and on premium pet product category, though vastly broader in assortment and physical retail presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Omlet social profiles
Digital presenceOmlet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Omlet leadership team
Management profileNumber of profiles
Omlet funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Omlet M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Omlet
What does Omlet do?
Omlet designs, manufactures, and sells premium pet housing and accessories direct-to-consumer through its own e-commerce websites across 10 countries. Its flagship offerings are the Eglu line of plastic polymer chicken coops (Eglu Cube, Eglu Go, Eglu Go UP, Eglu Pro) and smart IoT-enabled accessories including the Smart Autodoor and Smart No Waste Feeder. The portfolio also spans rabbit hutches, Zippi tunnel systems, guinea pig hutches, hamster cages, bird cages, Freestyle modular cat trees, catios, and dog beds.
Is Omlet a public or private company?
Omlet is a private company. It is classified as private equity controlled and is currently operating.
When was Omlet founded?
Omlet was founded in 2004. It employs 51 to 100 people.
Where is Omlet based?
Omlet is headquartered in Genoa, Italy, in the Europe region.
How does Omlet make money?
One revenue line is on record: direct E-commerce Sales.
Who are Omlet's main competitors?
Direct peers on record are K&H Pet Products, Ferplast, MidWest Homes for Pets, Petmate, Trixie Pet Products, Petsafe (Radio Systems Corporation) and Little Giant (Miller Manufacturing). Emerging players are Armarkat and Catit. Pets at Home is listed as a broad incumbent.
Does Omlet have an API?
No public API is recorded for Omlet.
What industry is Omlet in?
Omlet's product category is Pet Housing & Accessories. Its primary akta.pro industry code is CRAFAEAJ, Pet Supplies Omnichannel, with a secondary code of CRAOAKAI, Pet Technology & Smart Devices Distribution (Trackers, Feeders). Its NAICS code is 45991.