Choice Pet
Choice Pet is a privately held regional specialty pet supply retailer operating 18 neighborhood stores across Connecticut, New York, and New Jersey, offering holistic and natural pet foods, self-serve dog wash, grooming, e-commerce, and third-party delivery to local pet owners.
- Company typePrivate
- Founded1979
- HeadquartersNorwalk, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Choice Pet does
Choice Pet, operating under the legal entity Choice Pet Food Distributors, Inc., is a privately held regional specialty pet supply retailer founded in 1979 in Norwalk, Connecticut. The company operates 18 neighborhood retail locations concentrated across Connecticut, New York, and New Jersey, supplemented by a Shopify-powered e-commerce storefront, a Choice Pet Loyalty mobile app on iOS and Android, and delivery integrations with DoorDash, Instacart, and (as of June 2026) Uber Eats/Uber/Postmates. Its core offering emphasizes holistic, organic, raw, and natural pet foods alongside conventional pet supplies, with value-added in-store services including self-serve dog wash stations at select locations and professional grooming at Ridgefield, Southbury, and Guilford.
Revenue mechanics are predominantly transactional retail merchandise sales across physical stores and e-commerce, augmented by recurring grooming and self-wash service revenue. The company curates premium and natural-oriented brands, runs community events (adoption days, V.I.P. Petcare wellness clinics), and maintains partnerships with Connecticut Humane Society, America's VetDogs, PawSafe Animal Rescue, Rock & Rawhide, and Stepping Stones Museum for Children to reinforce its community-positioned brand. Pricing is not publicly disclosed; loyalty program benefits are sourced from manufacturer discounts and a $0 Uber One delivery fee on eligible Uber Eats orders.
The company's go-to-market is omnichannel but locally anchored: dense physical presence in affluent Northeast suburbs functions as the primary acquisition and retention channel, while delivery and e-commerce extend reach without diluting the neighborhood-store identity. Leadership is small and operational (CFO Steve Rossetter, Director of Operations Lawrence Bocchiere, HR Manager Daria Pestone), and the most recent disclosed capital event is a 2017 $2.7M round from Petros Partners, supporting a steady, organic store-rollout strategy rather than venture-scale expansion.
Choice Pet firmographics
Firmographics- Name
- Choice Pet
- Legal name
- Choice Pet Food Distributors, Inc.
- Website
- https://choicepet.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Choice Pet is a privately held regional specialty pet supply retailer operating 18 neighborhood stores across Connecticut, New York, and New Jersey, offering holistic and natural pet foods, self-serve dog wash, grooming, e-commerce, and third-party delivery to local pet owners.
- Ownership category
- akta.pro rank
Choice Pet industry classification
Industry- Product category
- Specialty Pet Retail
- NAICS
- Pet and Pet Supplies Retailers (45991)
- SIC
- Retail-Misc General Merchandise Stores (5399), Retail-Food Stores (5400)
- akta.pro primary industry
- General Pet Supplies Retail (Multi-category) (CRALAHAA)
- akta.pro secondary industries
- Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Food & Treats Retail (CRALAHAB), Pet Supplies Retail (CRALAIAI)
Keywords
Where Choice Pet is headquartered
LocationHeadquarters
- HQ city
- Norwalk
- HQ country
- United States
- HQ region
- North America
Offices19 records
Markets served
Choice Pet business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Retail Store Sales: Physical retail sales from 18 neighborhood store locations across Connecticut, New York, and New Jersey. Stores offer pet food, supplies, grooming services, and self-serve dog wash facilities.
- E-commerce Sales: Online sales through Shopify-powered website with direct shipping to customers.
- Third-Party Delivery Platform: Revenue from partnerships with delivery platforms (DoorDash, Instacart, Uber Eats) where Choice Pet products are available for on-demand delivery.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Choice Pet product offering
Product offeringCore offering
Choice Pet operates a chain of 18 specialty pet supply retail stores across Connecticut, New York, and New Jersey, selling pet foods (including holistic, organic, and raw diets), pet supplies, and accessories for dogs, cats, fish, reptiles, and small animals. The company also offers in-store services including full-service grooming and self-serve dog wash stations, supported by an online storefront and a mobile loyalty application.
Product overview
Choice Pet is a regional pet supply retailer operating 18 physical store locations across Connecticut, New York, and New Jersey. The company offers a unified product portfolio combining physical retail stores with multiple digital commerce channels. Core offerings include an online e-commerce store (powered by Shopify) for direct purchases, supplemented by three third-party delivery integrations: DoorDash, Instacart, and the newly launched Uber Eats partnership (June 2026). In-store services include self-serve dog wash stations and professional grooming at select locations. The company also offers a mobile loyalty app for exclusive discounts. Choice Pet positions itself around holistic, organic, raw, and natural pet foods along with premium pet products.
Differentiator
Problem solved
Functional benefit
Products and services
- Pet Grooming Services
Companies that use Choice Pet
Customer profileNamed customers1 record
Segments1 record
Choice Pet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Choice Pet partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Uber EatscoreChoice Pet joined the Uber Eats platform in June 2026, enabling on-demand delivery of pet supplies through Uber Eats, Uber, and Postmates apps. Uber One members receive $0 delivery fee on eligible retail orders. This partnership expands Choice Pet's delivery reach into New York and Connecticut markets.
- DoorDashcoreChoice Pet offers home delivery from all stores through DoorDash partnership, allowing customers to order pet supplies for direct delivery.
- InstacartcoreChoice Pet products are available for delivery through Instacart platform, providing another delivery option for customers.
- V.I.P. PetcareminorV.I.P. Petcare provides affordable, high-value wellness and preventative veterinary care through Community Clinics hosted at Choice Pet locations. Services include microchipping, vaccinations, Rx flea and tick control, heartworm prevention, testing and deworming.
- Stepping Stones Museum for ChildrenminorNon-profit educational museum for children; Choice Pet supports through community partnership.
- America's VetDogsminorOrganization that provides service dogs to disabled veterans; Choice Pet supports through community partnership.
- Connecticut Humane SocietyminorLeading resource in Connecticut for companion animal welfare; Choice Pet supports through community partnership.
- Rock & RawhideminorProvides distraction therapy and noise/stress reduction donations of toys, chew items, and supplies to shelters; Choice Pet supports through community partnership.
- PawSafe Animal RescueminorAnimal rescue organization; Choice Pet supports through community partnership.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Choice Pet competitors and assessment
Company assessmentDirect peers
- Pet Supplies Plus: Largest independent pet retail franchise in the U.S. with hundreds of neighborhood locations, directly comparable to Choice Pet's multi-store specialty pet retail model with grooming and self-serve wash offerings.
- Kriser's Natural Pet: Multi-location natural and holistic pet retailer focusing on premium food, grooming, and self-serve wash — almost a direct positioning analog to Choice Pet's value proposition.
- Pet People: Regional neighborhood pet supply chain in the Midwest and Mid-Atlantic combining premium products with grooming and self-serve wash, mirroring Choice Pet's integrated retail-plus-services model.
- Wag N' Wash Natural Pet Food & Grooming: Natural pet food and self-serve dog wash retail chain that combines specialty retail with in-store services — a near functional analog to Choice Pet's store format.
- Hollywood Feed: Regional premium pet retail chain with strong community engagement and emphasis on natural and holistic products, comparable to Choice Pet's premium positioning and event-driven marketing.
Regional players
- Mud Bay: Pacific Northwest-based natural pet retail chain with comparable holistic-product positioning and multi-store footprint, illustrating how regional premium chains scale.
Broad incumbents
- Petland: Established franchised pet retail chain offering pet supplies, grooming, and live animals nationally; competes with Choice Pet in the specialty pet retail category.
- PetSmart: Largest North American specialty pet retailer with broad assortment, in-store grooming salons, and training services — the dominant incumbent competing for the same pet-owner wallet share as Choice Pet.
- Petco: National specialty pet retailer with grooming, training, veterinary services and an expanding premium natural assortment — competing broadly with Choice Pet across the tri-state footprint.
Emerging players
- BarkBox: Subscription-based direct-to-consumer pet product company; adjacent rather than directly overlapping, but represents the digital-native competitive shift in pet retail that Choice Pet's omnichannel strategy must counter.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Choice Pet social profiles
Digital presenceChoice Pet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Choice Pet leadership team
Management profileNumber of profiles
Choice Pet funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Choice Pet 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 Choice Pet
What does Choice Pet do?
Choice Pet operates a chain of 18 specialty pet supply retail stores across Connecticut, New York, and New Jersey, selling pet foods (including holistic, organic, and raw diets), pet supplies, and accessories for dogs, cats, fish, reptiles, and small animals. The company also offers in-store services including full-service grooming and self-serve dog wash stations, supported by an online storefront and a mobile loyalty application.
Is Choice Pet a public or private company?
Choice Pet is a private company. It is classified as venture growth investor backed and is currently operating.
When was Choice Pet founded?
Choice Pet was founded in 1979. It employs 11 to 50 people.
Where is Choice Pet based?
Choice Pet is headquartered in Norwalk, United States, in the North America region.
How does Choice Pet make money?
Three revenue lines are on record. Retail Store Sales are the primary driver. The others are E-commerce Sales and third-Party Delivery Platform.
Who are Choice Pet's main competitors?
Direct peers on record are Pet Supplies Plus, Kriser's Natural Pet, Pet People, Wag N' Wash Natural Pet Food & Grooming and Hollywood Feed. Mud Bay is listed as a regional player. Broad incumbents are Petland, PetSmart and Petco. BarkBox is listed as an emerging player.
Does Choice Pet have an API?
No public API is recorded for Choice Pet.
What industry is Choice Pet in?
Choice Pet's product category is Specialty Pet Retail. Its primary akta.pro industry code is CRALAHAA, General Pet Supplies Retail (Multi-category), with a secondary code of CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick). Its NAICS code is 45991 and its SIC code is 5399.