Groomer’s Choice
Groomer's Choice is a U.S. wholesale distributor and manufacturer of professional pet grooming supplies, serving independent groomers, grooming salons, and chain accounts with proprietary House Brands, the BatherBox® bathing system, and third-party brands from its Sioux Falls, SD facility.
- Company typePrivate
- Founded1997
- HeadquartersSioux Falls, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Groomer’s Choice does
Groomer's Choice, a Senproco Inc. Company, is a U.S.-based wholesale distributor and manufacturer of professional pet grooming supplies founded in 1997 in Sioux Falls, South Dakota, and now owned by Harbour Group. The company serves primarily professional pet groomers, independent and mobile grooming salons, and national grooming chain accounts, with secondary direct-to-consumer sales via its BigCommerce-powered e-commerce site (groomerschoice.com). It manufactures a portfolio of proprietary House Brands — including BatherBox®, The Coat Handler, Green Groom, Bark2Basics, Bubble Bros, Crown Coat, Petology, Healthy Skin + Coat, and the acquired Showseason® line — at its Sioux Falls facility, while also distributing third-party brands such as Andis, Diamondg, Groomer's Edge, and Envirogroom.
Its flagship technical product is the BatherBox® Pet Bathing System ($699), a four-product commercial-grade bathing platform with Accu-Mixer™ technology that precisely dilutes shampoos and conditioners through built-in metering tips. The system claims a 50% reduction in bathing time and approximately 30% reduction in product usage compared to hand bathing, with concentrated formulas supporting dilution ratios up to 32:1. The portfolio spans coat care (shampoos, conditioners, sprays, colognes), grooming tools (clippers, shears, combs, brushes, nail grinders), equipment (tables, tubs, dryers, cages, bathing systems), pet health products, creative grooming supplies, and groomer apparel, distributed through direct e-commerce, store-locator retail, wholesale account pricing, and a national accounts program.
Groomer's Choice generates revenue primarily through one-time wholesale product sales (consumables, tools, equipment) and hardware sales (BatherBox®), with pay-as-you-go unit pricing and bulk/case discounts on select items. Same-day shipping on orders placed by 2:00pm CST and a 30-day satisfaction guarantee on House Brands support operational velocity. Recent strategic activity includes the August 2025 acquisition of Showseason Animal Products, a July 2025 partnership with Evolution Dog Wash for an exclusive automated dog wash model, and a June 2026 CEO transition to Tim Blankenbaker (formerly of Mars Petcare, Campbell's, Hanes, and Greeni).
Groomer’s Choice firmographics
Firmographics- Name
- Groomer’s Choice
- Legal name
- Groomer's Choice (a Senproco Inc Company)
- Website
- https://groomerschoice.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Groomer's Choice is a U.S. wholesale distributor and manufacturer of professional pet grooming supplies, serving independent groomers, grooming salons, and chain accounts with proprietary House Brands, the BatherBox® bathing system, and third-party brands from its Sioux Falls, SD facility.
- Ownership category
- akta.pro rank
Groomer’s Choice industry classification
Industry- Product category
- Professional Pet Grooming Supplies
- NAICS
- Pet and Pet Supplies Retailers (459910)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Pet Grooming Equipment & Salon Supply Distribution (CRAOAKAH)
- akta.pro secondary industries
- Pet Supplies Retail (CRALAIAI), Haircut & Styling (Breed-Specific/Custom) (HSANAAAD)
Keywords
Where Groomer’s Choice is headquartered
LocationHeadquarters
- HQ city
- Sioux Falls
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Groomer’s Choice business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wholesale B2B Product Sales: Primary revenue stream from wholesale distribution of professional grooming supplies including shampoos, conditioners, tools, equipment, and accessories to pet groomers and grooming salons.
- E-commerce Retail Sales: Direct-to-consumer sales through their website for professional groomers and pet owners purchasing grooming products, accessories, and equipment.
- BatherBox® Bathing System: Sale of the proprietary BatherBox® Pet Bathing System hardware at $699.00, along with compatible shampoos and conditioners formulated specifically for optimal performance with the system.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bulk pricing for Andis blade care products |
| Unit Pricing | Pay-as-you-go | BatherBox Pet Bathing System equipment |
| Unit Pricing | Pay-as-you-go | House brand shampoo and conditioner gallons |
| Unit Pricing | Pay-as-you-go | Diamondg nail grinder bundles |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Groomer’s Choice product offering
Product offeringCore offering
Groomer's Choice is a wholesale distributor and manufacturer of professional pet grooming supplies, operating primarily as an e-commerce platform serving professional pet groomers and grooming salons. The company manufactures proprietary coat care products (shampoos, conditioners, sprays) under multiple house brands including BatherBox, The Coat Handler, Green Groom, Bark2Basics, Crown Coat, Bubble Bros, and Petology at its Sioux Falls, South Dakota facility. It also distributes third-party brands (Andis, Groomer's Edge, Showseason, Envirogroom) and sells professional grooming equipment, tools, and accessories.
Product overview
Groomer's Choice is a wholesale pet grooming supplies company and a Senproco Inc Company, operating primarily as an e-commerce platform for professional pet groomers. The company manufactures proprietary coat care products (House Brands) including BatherBox (bathing system and specialized shampoos/conditioners), The Coat Handler, Green Groom, Bark2Basics, Bubble Bros, Crown Coat, and Petology, all handcrafted in their Sioux Falls, South Dakota facility. The product portfolio spans coat care products (shampoos, conditioners, sprays), grooming tools (clippers, blades, shears, nail tools), equipment (tables, tubs, dryers, bathing systems), health products, creative grooming supplies, and groomer apparel. The company also distributes third-party brands including Andis, Diamondg, Groomer's Edge, and acquired Showseason (August 2025). The BatherBox Pet Bathing System represents their flagship equipment innovation, featuring Accu-Mixer technology for precise product dilution.
Differentiator
Problem solved
Functional benefit
Brands
- Bark2Basics: One of Groomer's Choice House Brands - all-purpose professional shampoos with various fragrances and colors.
- BatherBox
- Bubble Bros
- Crown Coat
- Green Groom
- Petology
- The Coat Handler
- Healthy Skin + Coat
- Diamondg
Products and services
- BatherBox® Pet Bathing System A commercial-grade 4-product pet bathing system priced at $699.00 that uses Accu-Mixer™ technology to precisely dilute shampoos and conditioners, featuring a non-recirculating design for fresh water/product mixture. Designed for professional groomers and high-volume grooming salons to dramatically reduce bathing time and product consumption.
- The Coat Handler Professional-grade coat care line including shampoos, conditioners, finishing sprays, and moisturizing skin cream. Trusted for over 30 years by professional groomers with concentrated small-batch formulas supporting dilution ratios up to 32:1 for cost efficiency.
- Green Groom All-natural, eco-friendly coat care product line blended with nature and luxury. Includes various shampoo formulas (White Dog, Shampoo + Conditioner, Oatmeal, Odor Eliminator, French Lavender & Chamomile, Ginger Orange, Green Clean, DandRUFF, Black Dog, Argan Oil) and Complete Coat Conditioner. Gallon shampoos range from $42.97 to $55.97.
- Bark2Basics Versatile all-purpose shampoo line with the same nourishing base formula but unique fragrances and colors. Includes Wild Berry and Sensi-Skin (for sensitive skin and allergies) varieties. Bark2Basics Wild Berry Shampoo 1 Gallon priced at $43.97.
- Crown Coat Premium coat care line launched in October 2024, designed to keep pets looking and smelling their best. Features a unique blend of cleansing ingredients and a fragrance-enhancing formula promising long-lasting freshness.
- Bubble Bros House brand shampoo line within the Groomer's Choice proprietary coat care collection, focusing on bubble-based cleaning solutions for professional groomers.
- Petology House brand coat care products within the Groomer's Choice proprietary product line, focusing on pet-specific grooming solutions.
- Diamondg Nail Grinders Professional nail grinding system featuring diamond-coated bits for precision grinding. Includes Professional Series Nail Grinder ($83.99), Micro Nail Grinder ($44.99), and diamond rotary bits. Pro Bundle (Green) priced at $229.99 with $28.98 savings vs. purchasing separately. Brand claims 'Over 500,000+ happy dogs' served.
- BatherBox Shampoos Specially-formulated shampoos designed for optimal performance with the BatherBox Bathing System. Includes Go To Shampoo (coconut oil-infused everyday shampoo) and Hypo Shampoo (tearless, sulfate-free formula for sensitive skin and puppies).
- BatherBox Conditioners Conditioners formulated for use with the BatherBox Bathing System. Includes Go To Conditioner (smoothing, nourishing, detangling) and Hypo Conditioner (gentle restoration and rehydration for sensitive skin).
- Showseason® Animal Products Acquired brand (August 2025) known for premium shampoos, conditioners, finishing sprays, and colognes developed for discerning professional groomers. Continues to operate under its established formulas and brand identity under Groomer's Choice ownership.
- Andis Clippers and Blade Care Professional-grade clippers and blade care products distributed by Groomer's Choice, including the 5-in-1 Cool Care Plus Spray (blade coolant, disinfectant, lubricant, cleaner, and rust preventative) at $6.99 each with bulk case pricing ($24 off per case of 12), and Blade Drive Assembly products.
- Grooming Equipment Full range of professional grooming equipment including tables (electric, stationary, hydraulic, foldable), tubs (electric, inline, mini, stationary, walk-in), dryers (neck, salon, standing, cage), cages, arms, bathing systems, mats, stools, restraints, storage, and vacuums.
- Grooming Tools Professional grooming tools including clippers and blades, combs and brushes, deshed and demat tools, nail tools (clippers, grinders, files), shears (straight, curved, thinners, blenders), and stripping tools.
- Pet Health Products Health and wellness products including cleaning supplies, dental care, ear care, eye care, first aid, flea and tick treatments, food supplements, nail care, skin care (itch relief, ointments, sprays), and behavior modification products.
- Creative Grooming Supplies Creative grooming accessories including bandanas, paints, ribbons, bows, ties, and other decorative items for creative grooming stylists.
- Groomer Apparel Work attire for groomers including tops, jackets, smocks, vests, pants, capris, leggings, protective gloves, waterproof gloves, aprons, shoes, masks, and towels.
Quantifiable outcome
- 50% reduction in bathing time using BatherBox system
- +2 more outcomes
Companies that use Groomer’s Choice
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Groomer’s Choice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Groomer’s Choice partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- EnvirogroomminorGroomer's Choice now carries Envirogroom products, adding a new standard in natural grooming to their portfolio. Envirogroom began its story in 1997, similar to Groomer's Choice's founding timeline.
- Showseason® Animal ProductscoreGroomer's Choice Pet Products acquired Showseason Animal Products, expanding its grooming product offerings and improving supply chain and delivery services. Showseason continues operating under its established formulas and brand identity while benefiting from Groomer's Choice resources.
- Evolution Dog WashcoreGroomer's Choice partnered with Evolution Dog Wash to bring an exclusive model designed specifically for professional groomers. This collaboration provides groomers with an all-in-one solution through Groomer's Choice, making it easier than ever to access products and support for automated dog wash operations.
- Paragon Pet SchoolminorPartnership to offer Notes from the Grooming Table by Melissa Verplank in digital format, providing grooming education resources through Groomer's Choice distribution.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Groomer’s Choice competitors and assessment
Company assessmentDirect peers
- PetEdge: PetEdge is a leading B2B wholesale distributor of pet grooming supplies, equipment, and pet care products serving professional groomers and salons. It is a direct competitor in the same professional grooming distribution category with comparable product breadth and customer base.
- Coastal Pet Products: Coastal Pet Products manufactures and distributes collars, leashes, harnesses, and grooming products with strong presence in the professional pet channel. They compete in wholesale distribution and manufacturing of grooming-related accessories that professional groomers purchase alongside Groomer's Choice offerings.
- Bio-Derm Laboratories (Bio-Groom): Bio-Groom is a manufacturer of professional pet grooming products including shampoos, conditioners, and sprays. They compete directly with Groomer's Choice's house brands in the professional grooming channel with similar concentrated formulas and product positioning.
- Davis Manufacturing: Davis Manufacturing produces professional pet grooming products including shampoos, conditioners, and topical treatments. They target the same professional groomer base with comparable concentrated formulas and wholesale distribution approach.
- Chris Christensen Systems: Chris Christensen Systems distributes premium professional grooming tools, blades, and finishing products targeting show and professional groomers. They overlap with Groomer's Choice in tools, blades, and high-end coat care categories.
- Top Performance Products: Top Performance Products designs and distributes specialized pet grooming equipment and supplies targeting professional groomers and show handlers. They compete with Groomer's Choice in specialty tools, equipment, and show-related product categories.
Broad incumbents
- Andis Company: Andis is a leading manufacturer of professional clippers, trimmers, and blade care products. Groomer's Choice distributes Andis products as a third-party brand but they are also a broader incumbent whose products compete in the same professional grooming channel.
- Petco Health and Wellness: Petco is a large pet retail and services chain offering in-store grooming services and grooming products. While not a direct distributor, they shape the broader grooming services market that drives demand for Groomer's Choice's professional customers.
- Mars Petcare: Mars Petcare is a global pet care conglomerate with brands across pet food, treats, and care products. The new Groomer's Choice CEO brings Mars Petcare experience, and Mars represents both a potential competitive threat and a partnership/exit opportunity.
Emerging players
- Earthbath: Earthbath manufactures natural pet grooming products including shampoos and conditioners with a focus on eco-friendly formulations. They overlap with Groomer's Choice's Green Groom and Envirogroom lines in the natural grooming category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Groomer’s Choice social profiles
Digital presenceGroomer’s Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Groomer’s Choice leadership team
Management profileNumber of profiles
Profiles2 records
Groomer’s Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Groomer’s Choice M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Groomer’s Choice
What does Groomer’s Choice do?
Groomer's Choice is a wholesale distributor and manufacturer of professional pet grooming supplies, operating primarily as an e-commerce platform serving professional pet groomers and grooming salons. The company manufactures proprietary coat care products (shampoos, conditioners, sprays) under multiple house brands including BatherBox, The Coat Handler, Green Groom, Bark2Basics, Crown Coat, Bubble Bros, and Petology at its Sioux Falls, South Dakota facility. It also distributes third-party brands (Andis, Groomer's Edge, Showseason, Envirogroom) and sells professional grooming equipment, tools, and accessories.
Is Groomer’s Choice a public or private company?
Groomer’s Choice is a private company. It is classified as private equity controlled and is currently operating.
When was Groomer’s Choice founded?
Groomer’s Choice was founded in 1997. It employs 51 to 100 people.
Where is Groomer’s Choice based?
Groomer’s Choice is headquartered in Sioux Falls, United States, in the North America region.
How does Groomer’s Choice make money?
Three revenue lines are on record. Wholesale B2B Product Sales are the primary driver. The others are E-commerce Retail Sales and batherBox® Bathing System.
Who are Groomer’s Choice's main competitors?
Direct peers on record are PetEdge, Coastal Pet Products, Bio-Derm Laboratories (Bio-Groom), Davis Manufacturing, Chris Christensen Systems and Top Performance Products. Broad incumbents are Andis Company, Petco Health and Wellness and Mars Petcare. Earthbath is listed as an emerging player.
Does Groomer’s Choice have an API?
No public API is recorded for Groomer’s Choice.
What industry is Groomer’s Choice in?
Groomer’s Choice's product category is Professional Pet Grooming Supplies. Its primary akta.pro industry code is CRAOAKAH, Pet Grooming Equipment & Salon Supply Distribution, with a secondary code of CRALAIAI, Pet Supplies Retail. Its NAICS code is 459910 and its SIC code is 2840.