Hagen Group
Hagen Group is a privately held Canadian pet products manufacturer founded in 1955, producing aquarium supplies (Fluval brand), small pet supplies, and smart pet hydration products for global consumer markets across mass, specialist, and e-commerce retail channels.
- Company typePrivate
- Founded1955
- HeadquartersBaie-d'urfe, Canada
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hagen Group does
Hagen Group is a privately held Canadian pet products company founded in 1955 and headquartered in Baie-d'urfe, Quebec, operating with 251–500 employees. The company manufactures and distributes a diversified portfolio of pet care products across three principal categories: aquarium supplies (including heaters and decorations, anchored by the Fluval brand), small pet supplies (competing in markets alongside Ferplast, Trixie, and Savic), and smart pet hydration products such as pet water fountains. Hagen competes in the global pet water fountain market alongside Radio Systems/PetSafe in a segment projected to grow from USD 183 million in 2024 to USD 427 million by 2035.
The business model centers on multi-tier retail distribution, with products sold through mass-market retailers, specialist pet stores, and e-commerce channels across North America (USA), Europe (UK, Italy), and Oceania (Australia). Hagen operates a vertical segmentation strategy spanning economy, mid-market, and premium price points, with premium and smart-connected subsegments growing at approximately twice the rate of economy models. Recent strategic activity includes the appointment of Billy Frey as Vice President of Strategic Growth to drive expansion of the company's dog and cat product portfolios, signaling an intent to diversify beyond the company's traditional aquarium and small-pet core.
Revenue mechanics are anchored in consumer pet product sales through diversified retail channels, with no disclosed pricing model, revenue figures, or ownership structure. Hagen faces competition from larger players including Mars Petcare and Spectrum Brands (owner of Tetra and Aqueon) as well as regional specialists. Leadership is held by President and CEO Rolf Hagen, with Matt McCorstin (VP Field Sales and Distribution), Luke Mullins (SVP Sales, USA), and Billy Frey (VP Strategic Growth) forming the senior commercial team.
Hagen Group firmographics
Firmographics- Name
- Hagen Group
- Website
- https://hagen.com
- Company type
- Private
- Founded year
- 1955
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Hagen Group is a privately held Canadian pet products manufacturer founded in 1955, producing aquarium supplies (Fluval brand), small pet supplies, and smart pet hydration products for global consumer markets across mass, specialist, and e-commerce retail channels.
- Ownership category
- akta.pro rank
Hagen Group industry classification
Industry- Product category
- Pet Supplies
- NAICS
- Pet and Pet Supplies Retailers (459910), Dog and Cat Food Manufacturing (311111)
- SIC
- Wholesale-Misc Durable Goods (5090)
- akta.pro primary industry
- General Pet Supplies Retail (Multi-category) (CRALAHAA)
- akta.pro secondary industries
- Aquarium & Fish Supplies Retail (CRALAHAI), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
Keywords
Where Hagen Group is headquartered
LocationHeadquarters
- HQ city
- Baie-d'urfe
- HQ country
- Canada
- HQ region
- North America
Markets served
Hagen Group business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Distribution channels3 records
Marketing channels3 records
Hagen Group product offering
Product offeringCore offering
Hagen Group manufactures, distributes, and sells a diversified portfolio of pet products including pet water fountains under smart hydration offerings, aquarium supplies such as heaters and decorations (notably under the Fluval brand), and small pet care items such as feeds and grooming tools. Products are sold under the Hagen and Fluval brand names across mass-market, specialist, and premium retail channels in North America, Europe, and Oceania.
Product overview
Hagen Group is a pet product company operating across multiple segments including smart pet hydration products (water fountains), aquarium supplies (heaters, decorations), and small pet supplies. The company competes in the global pet product market as a portfolio brand, facing competition from both global players like Mars Petcare and Spectrum Brands, as well as specialized manufacturers. The company has been expanding its dog and cat product portfolios under new strategic leadership.
Differentiator
Problem solved
Functional benefit
Products and services
- Pet Water Fountains Smart pet hydration products (pet water fountains) sold by Hagen Group as part of its smart pet hydration offerings, competing in the global pet water fountain market alongside Radio Systems/PetSafe. Targeted at urban pet owners seeking convenient, hygienic hydration solutions with smart technology features.
- Aquarium Products Aquarium heaters, decorations, kits, and related supplies manufactured by Hagen Group, sold under brands including Fluval across mass-market, specialist, and premium retail tiers for fish and aquarium hobbyists ranging from entry-level to premium/specialist purchasers.
- Small Pet Supplies Small pet care supplies including animal feeds, grooming tools, and bug bite flakes forming Hagen's diversified small pet portfolio, targeted at owners of rabbits, hamsters, and other small animals and sold alongside competing brands such as Ferplast, Trixie, and Savic.
Companies that use Hagen Group
Customer profileSegments3 records
Ideal customer profiles3 records
Hagen Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Hagen Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Radio Systems CorporationcoreHagen Group and Radio Systems are identified as the two leading players expanding smart pet hydration offerings in the global pet water fountain market. Radio Systems (PetSafe brand) launched products featuring HydroSpin™ technology. Both companies are driving market growth from USD 183 million in 2024 to projected USD 427 million by 2035, with Hagen Group competing alongside Radio Systems in the 8% CAGR market.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Hagen Group competitors and assessment
Company assessmentDirect peers
- Spectrum Brands Holdings: Spectrum Brands owns Tetra and Aqueon, the direct aquarium product competitors to Hagen's Fluval brand across heaters and other aquatics equipment.
- Ferplast: Ferplast is identified alongside Hagen as a direct competitor in the small pet supplies market, particularly in Europe (e.g., Italy), with overlapping product portfolios for rabbits, hamsters, and small animals.
- Trixie Heimtierbedarf: Trixie is a European specialist competitor to Hagen in small pet supplies, sharing distribution through specialist pet retail channels across multiple European markets.
- Savic: Savic is named alongside Hagen as a competitor in Italy's small pet supplies market, with overlapping cages, bedding, and small animal accessory offerings.
- Radio Systems Corporation: Radio Systems (PetSafe brand) is the other co-leader in the global pet water fountain market, directly competing with Hagen in smart pet hydration with products like the HydroSpin-connected fountain.
Broad incumbents
- Mars Petcare: Mars Petcare is a global pet care giant referenced as competing broadly in the pet product market, dwarfing Hagen in scale across food, treats, and increasingly accessories and tech.
- Central Garden & Pet: Central Garden & Pet is a diversified pet and garden products company with significant overlap in pet supplies distribution and brand portfolio management comparable to Hagen's multi-category approach.
Emerging players
- Petlibro: Petlibro is a smart pet product challenger in connected hydration and feeding devices, competing with Hagen in the smart pet hydration category from a tech-native position.
- Aqua Design Amano (ADA): ADA is a premium aquascaping brand competing with Hagen's Fluval in the higher-end aquarium equipment and aquascaping supplies segment.
Others
- Petco Health and Wellness Company: Petco is a major specialty pet retailer that stocks Hagen's products; while not a direct manufacturer competitor, it is a critical distribution channel and indicator of Hagen's go-to-market reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Hagen Group social profiles
Digital presenceHagen Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hagen Group leadership team
Management profileNumber of profiles
Profiles4 records
Hagen Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hagen Group 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 Hagen Group
What does Hagen Group do?
Hagen Group manufactures, distributes, and sells a diversified portfolio of pet products including pet water fountains under smart hydration offerings, aquarium supplies such as heaters and decorations (notably under the Fluval brand), and small pet care items such as feeds and grooming tools. Products are sold under the Hagen and Fluval brand names across mass-market, specialist, and premium retail channels in North America, Europe, and Oceania.
Is Hagen Group a public or private company?
Hagen Group is a private company. It is classified as unknown and is currently operating.
When was Hagen Group founded?
Hagen Group was founded in 1955. It employs 251 to 500 people.
Where is Hagen Group based?
Hagen Group is headquartered in Baie-d'urfe, Canada, in the North America region.
Who are Hagen Group's main competitors?
Direct peers on record are Spectrum Brands Holdings, Ferplast, Trixie Heimtierbedarf, Savic and Radio Systems Corporation. Broad incumbents are Mars Petcare and Central Garden & Pet. Emerging players are Petlibro and Aqua Design Amano (ADA). Petco Health and Wellness Company is listed as an others.
Does Hagen Group have an API?
No public API is recorded for Hagen Group.
What industry is Hagen Group in?
Hagen Group's product category is Pet Supplies. Its primary akta.pro industry code is CRALAHAA, General Pet Supplies Retail (Multi-category), with a secondary code of CRALAHAI, Aquarium & Fish Supplies Retail. Its NAICS code is 459910 and its SIC code is 5090.