Docg Store

What Docg Store does

Docg Store is a Brazilian pet care company founded in 2014 and headquartered in Curitiba, Paraná, operating through the legal entity FRANQUIAS DOCG LTDA. (CNPJ 22.578.669/0001-06). It describes itself as the first direct-selling company in the world operating in the pet segment while simultaneously acting as a franchiser. The company serves dogs and cats with a broad product portfolio organized into sub-brands including docg. (core consumer line), docg. Expert (professional grooming), docg. For Cats, LIOF (freeze-dried food), Ração d. (premium kibble), Snack Factory (jerky treats and biscuits), and Make Me (sunscreen). Categories span premium and super premium dry food, freeze-dried nutrition, functional treats, grooming cosmetics (shampoos, conditioners, leave-in, sunscreen), supplements in five formats (powder, paste, sauce, capsules, treats), home care cleaning products, dental care, paw care, perfumes, and pet hygiene accessories. Proprietary technical differentiators include vegan SPF 30 colored sunscreen formulations with UVA/UVB protection, multi-format supplement delivery, LIOF freeze-dried preservation, and puppy-specific formulations with amino acid complexes and natural preservatives, developed by in-house pet nutrition specialists.

The go-to-market combines four distribution channels: direct-to-consumer e-commerce via docg.com.br with nationwide Brazil delivery, PIX/credit card/installment payment options and a 5% PIX discount; physical franchise retail stores (docg. pet shops) providing in-person purchase and services; a wholesale/franchise distribution program for regional distributors and bulk buyers; and a B2B professional channel (docg. Expert) supplying grooming salons with tiered professional-grade products in multiple dilution ratios. Pricing is unit-based, denominated in Brazilian Reais, ranging roughly from R$14 (entry-level treats) to R$370 (large-format professional shampoo), with discounts and installments. Customer segments are primarily individual pet owners (long-tail SMB consumers), supplemented by pet grooming professionals, pet shop retailers, and wholesale distributors. Marketing is driven by a large educational blog (~40+ articles), Instagram (@docg.pet), Facebook, LinkedIn, WhatsApp direct contact, and trade show participation (Pet South America 2023). The company is privately held, has 101-250 employees, and operates exclusively in Brazil.

Name

Docg Store

Legal name

FRANQUIAS DOCG LTDA.

Website

https://docg.com.br

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Docg Store is a Brazilian pet care company founded in 2014 in Curitiba, selling premium dog and cat food, grooming cosmetics, supplements, and home care products via e-commerce, franchise retail, wholesale distribution, and a B2B professional grooming channel across Brazil.

Ownership category

akta.pro rank

Product category

Pet Care Products

NAICS

Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Pet Supplies Retail (CRALAIAI)

akta.pro secondary industry

Pet Grooming Supplies Retail (At-home) (CRALAHAG)

Keywords

• Pet care products
• Pet cosmetics
• Premium pet food
• Pet supplements
• Professional grooming supplies

Headquarters

HQ city

Curitiba

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct online sales through docg.com.br to consumers, offering products across categories including pet food, cosmetics, supplements, and home care with prices ranging from approximately R$14 to R$370.
2. Franchise Retail Stores: Revenue from franchise pet shop stores operating under the docg. brand, offering products and services to end consumers.
3. Wholesale Distribution: Wholesale/franchise model for distributors and bulk buyers, enabling wider distribution of docg. products through multiple channels.
4. Professional Product Lines: Specialized product lines for pet grooming professionals (Expert line) with professional-grade formulations sold through B2B channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Docg Store is a Brazilian pet care company that manufactures and sells a comprehensive portfolio of products for dogs and cats, including premium and super premium pet food, grooming cosmetics (shampoos, conditioners, leave-in treatments, sunscreens), nutritional supplements, home care cleaning products, and pet fragrances. The company also operates a professional-grade Expert line for grooming salons and distributes its products through direct-to-consumer e-commerce (docg.com.br), company-owned and franchise retail stores, and wholesale/distributor networks across Brazil.

Product overview

Docg Store is a Brazilian pet care company offering a comprehensive portfolio of pet products organized into two main segments: products for pet owners (tutores) and professional grooming products (Expert line). The core offerings include Premium and Super Premium dog and cat food (rações, treats, and freeze-dried LIOF), grooming cosmetics (shampoos, conditioners, leave-in treatments, reconstructive masks), sun protection (Make Me colored sunscreens), oral care (dental gel), paw care (moisturizers, dry shower spray), home care cleaning products, supplements in multiple formats (powder, paste, sauce, capsules, treats), and pet perfumes. The Expert line provides professional-grade grooming products with various dilution ratios for salons. The company operates through physical franchise stores and an e-commerce platform, serving dogs and cats with products spanning nutrition, grooming, health, and home care categories.

Differentiator

Problem solved

Functional benefit

Brands

• docg. Expert: Professional-grade pet grooming and cosmetics line for professional groomers and pet shops
• docg. For Cats
• LIOF
• Ração d.
• Snack Factory
• Make Me

Products and services

• Ração (Premium and Super Premium Dog Food) Premium and Super Premium dog food formulations for adult dogs and puppies across various sizes (small, medium, large breeds) including Premium, Premium Special, and Super Premium tiers.
• Snack Factory - Bifinho

Quantifiable outcome

• Products developed by pet nutrition specialists (Doutores em Nutrição Pet)
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Instituto Luísa MellminorOthersDocg supports the Instituto Luísa Mell, an NGO that rescues animals in risk situations, provides recovery care, and facilitates adoption. The institute operates a shelter in Ribeirão Pires (Greater São Paulo) caring for approximately 300 rescued dogs and cats. This is a social cause partnership supporting animal welfare rather than commercial collaboration.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Petco: Global specialty pet retailer with Brazilian operations offering food, grooming, and supplies. Comparable on integrated pet retail and cosmetics/grooming assortment.
• Royal Canin (Mars Petcare): Global premium pet nutrition brand with significant Brazilian presence. Comparable on premium/specialty pet food but operates as a global incumbent with much broader portfolio and marketing scale.
• Chewy: Leading US online pet retailer offering food, pharmacy, and pet care products. Comparable on multi-category DTC pet commerce model, though in a different geography.

Direct peers

• Petz: Brazil's largest specialty pet retail chain with hundreds of physical stores and a strong e-commerce platform. Directly comparable to Docg on pet retail vertical and Brazilian market focus, but at materially larger scale.
• Cobasi: Major Brazilian pet retail chain and e-commerce operator carrying food, cosmetics, accessories, and pharmacy products. Directly comparable on category breadth and Brazilian consumer base.
• Petlove: Brazil's leading online pet retailer offering food, accessories, cosmetics, and vet services. Comparable on multi-category pet assortment and Brazilian DTC distribution model.
• Premier Pet: Brazilian super-premium pet food manufacturer (a General Mills company) producing dog and cat food and treats. Comparable on premium pet nutrition positioning in the Brazilian market.
• GranPlus (Total Alimentos): Brazilian pet food manufacturer offering super-premium and premium dog and cat food lines. Comparable on pet food formulation, premium tier, and Brazilian distribution.
• Guabi Natural: Brazilian pet food and nutrition manufacturer (now part of EBFE Group) producing premium dog, cat, and specialty pet food. Comparable on Brazilian pet food manufacturing and premium positioning.

Regional players

• Biofresh (Nutrire): Brazilian pet food and treat manufacturer producing premium and super-premium dry food and treats. Comparable on Brazilian pet food manufacturing and premium positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/docg.pet
• Xx.com/docgpet

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Docg Store