What Sergeant's Pet Care Products does

Sergeant's Pet Care Products, LLC is a U.S. consumer pet-care brand founded in 1868 and headquartered in Omaha, Nebraska, operating today as a wholly-owned subsidiary of PetIQ, LLC. The company manufactures and distributes over-the-counter flea and tick prevention products and grooming shampoos for dogs and cats, organized into three sub-brand families: GOLD (premium flea/tick), GUARDIAN and GUARDIAN PRO (collars, topicals, shampoos aimed at both mass and professional tiers), and Fur So Fresh (general-purpose and specialty grooming). Formulation technology relies on conventional insecticidal chemistry-permethrin and deltamethrin for adult flea/tick knock-down, piperonyl butoxide as a synergist, and insect growth regulators (pyriproxyfen, S-methoprene) that interrupt egg and larval development-and on contact-kill and waterproof topical delivery to differentiate from oral alternatives that require fleas to bite.

The brand's go-to-market is omnichannel and prescription-free: products are stocked at U.S. retail stores, pet suppliers, and online, with a highlighted distribution arrangement through Tractor Supply Co. for the GUARDIAN PRO line. Pricing is unit-based at pay-as-you-go cadence, with the brand explicitly positioned as an affordable alternative to veterinary-prescribed treatments; specific prices are not publicly disclosed. Customers are mass-market U.S. pet parents, segmented primarily by pet type (dog and cat owners) and secondarily by budget orientation, and the company serves the U.S. market only. The firm is one of eight brands in the PetIQ portfolio, indicating centralized corporate, distribution, and consumer-affairs infrastructure shared across sister brands. Headcount is reported at 251-500 employees, and no current funding, M&A, or leadership-change activity is disclosed in the input set.

Name

Sergeant's Pet Care Products

Legal name

Sergeant's Pet Care Products, LLC

Website

https://sergeants.com

Company type

Private

Founded year

1868

Operating status

Operating

Headcount range

251–500 employees

Short description

Sergeant's Pet Care Products is an OTC pet-care brand founded in 1868 in Omaha, Nebraska, selling affordable flea-and-tick preventions and grooming shampoos for dogs and cats across U.S. retail, online, and Tractor Supply Co., operating as a PetIQ subsidiary.

Ownership category

akta.pro rank

Product category

Pet Care Products

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

akta.pro secondary industries

Flea & Tick Bath/Shampoo Treatment (HSANALAE), Skin & Coat Therapy (Medicated/Hypoallergenic Shampoos) (HSANAAAL), Flea/Tick Bath & Parasite Treatment Add-Ons (HSANAAAI)

Keywords

• Pet care products
• Flea and tick treatment
• Pet grooming shampoos
• OTC pet healthcare
• Pet supplies manufacturing

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Care Product Sales: Sergeant's generates revenue through the sale of flea and tick prevention products (collars, topicals, shampoos, sprays) and grooming shampoos for dogs and cats. Products are sold as one-time purchases with repeat purchase potential as treatments need to be reapplied regularly (every 30 days for topicals, every 6 months for collars, every 10-14 days for shampoos).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Sergeant's Pet Care Products manufactures and sells affordable, over-the-counter pet care products for dogs and cats, including flea and tick treatments (collars, topicals, sprays, shampoos) and grooming shampoos. The portfolio spans sub-brands GOLD (premium flea/tick), GUARDIAN and GUARDIAN PRO (flea/tick collars, topicals, shampoos), SKIP-Flea (shampoo), and Fur So Fresh (grooming). Products are sold without prescription through mass retail, pet specialty, and online channels.

Product overview

Sergeant's Pet Care Products is a pet care brand offering affordable flea and tick treatments and grooming shampoos for dogs and cats since 1868. The product portfolio consists of three main sub-brands: GOLD (premium flea and tick products), GUARDIAN/GUARDIAN PRO (flea and tick collars, topicals, and shampoos), and Fur So Fresh (grooming shampoos). For dogs, products include flea and tick shampoos, sprays, collars, and topicals under GOLD and GUARDIAN lines, plus grooming shampoos under the Fur So Fresh line including All-Purpose, Gentle Guard (puppies), Hi-White (white dogs), Medicated, Oatmeal (sensitive skin), and Whiff Odor Control variants. For cats, products include flea and tick shampoos, squeeze-ons, collars, and topicals. The company is owned by PetIQ, LLC and products are available at retail stores and online without prescription.

Differentiator

Problem solved

Functional benefit

Brands

• Sergeant's GOLD®: Premium flea and tick treatment product line including shampoos, sprays, and squeeze-on topicals for dogs and cats
• Sergeant's GUARDIAN®
• Sergeant's GUARDIAN® PRO
• Sergeant's SKIP-Flea®
• Sergeant's Fur So Fresh®

Products and services

• Sergeant's GOLD® Flea & Tick Shampoo for Dogs and Puppies, Green Tea & Ginger Scent Flea and tick shampoo that kills fleas and ticks for up to 14 days and flea eggs for up to 30 days. pH balanced, non-staining formula with Green Tea & Ginger scent, for dogs 12 weeks and older.
• Sergeant's GOLD® Flea & Tick Spray for Dogs Water-based flea and tick spray in an 8 oz. trigger bottle that kills fleas and ticks and prevents reinfestation for up to 30 days, for dogs and puppies over 12 weeks of age.
• Sergeant's GUARDIAN® Flea & Tick Collar for Dogs, Fresh Scent Adjustable, waterproof, one-size-fits-all flea and tick collar that starts working on contact with fresh scent and provides up to 6 months of protection, for dogs and puppies 12 weeks of age and older.
• Sergeant's GUARDIAN® Flea & Tick Shampoo for Dogs, Clean Cotton Scent Flea and tick shampoo that washes away fleas and ticks and protects for up to 10 days, with a cleans, deodorizes, non-staining, pH balanced Clean Cotton scent formula.
• Sergeant's GUARDIAN® Flea & Tick Topical for Dogs Waterproof, quick-drying monthly topical that protects dogs from fleas, ticks, and mosquitoes for up to 30 days, available in three weight ranges: 7-33 lbs, 33-66 lbs, and 66+ lbs.
• Sergeant's GUARDIAN® PRO Flea & Tick Collar for Dogs, Fresh Scent Professional-grade water-resistant flea and tick collar with sustained release technology that prevents fleas from developing into biting adults and provides up to 6 months of protection, for dogs 12 weeks and older.
• Sergeant's GUARDIAN® PRO Flea & Tick Shampoo for Dogs, Spring Freesia Scent Professional-grade shampoo that kills fleas, ticks, and flea eggs and continues to kill fleas and ticks for up to 14 days without additional flea products, in a Spring Freesia scent for dogs 12 weeks and older.
• Sergeant's GUARDIAN® PRO Flea & Tick Topical for Dogs Professional-grade monthly topical that repels and kills mosquitoes and controls flea and tick reinfestation for up to 30 days, killing fleas through contact so they don't have to bite to die.
• Sergeant's® SKIP-Flea® & Tick Shampoo for Dogs & Puppies, Assorted Scents Flea and tick shampoo available in Clean Cotton, Ocean Breeze, and Hawaiian Ginger with Oatmeal scents that kills fleas and ticks for up to 10 days, for dogs and puppies over 12 weeks of age.
• Sergeant's® Fur So Fresh® All-Purpose Shampoo for All Dogs, Ocean Breeze Scent Gentle, soap-free hypo-allergenic all-purpose shampoo that adds sheen and body to coat while cleaning and deodorizing, with a pH balanced, non-staining formula and Ocean Breeze scent that lasts up to two weeks.
• Sergeant's® Fur So Fresh® Gentle Guard Shampoo for All Puppies, Baby Fresh Scent Tearless, non-irritating puppy shampoo designed for sensitive skin that enhances natural highlights and coat luster with a Baby Fresh scent.
• Sergeant's® Fur So Fresh® Hi-White Shampoo for White & Light-Colored Dogs, Vanilla Berry Scent Brightening shampoo specifically designed for white and light-colored dogs in an easy-to-rinse Vanilla Berry scent formulation that lasts up to 2 weeks.
• Sergeant's® Fur So Fresh® Medicated Shampoo for Dogs with Dry, Itchy, Flaky Skin, Green Tea with Tea Tree Oil Scent Deep cleansing medicated shampoo that helps relieve dry, itchy, and flaky skin, cleans and deodorizes in one step, with a Green Tea with Tea Tree Oil scent.
• Sergeant's® Fur So Fresh® Oatmeal Shampoo for Dogs with Sensitive Skin, Milk & Honey with Awapuhi Scent Gentle shampoo with 100% pure colloidal oatmeal and Awapuhi Hawaiian ginger plant in a hypo-allergenic, pH balanced, non-steroidal Milk & Honey scent formula that relieves dry, itchy, flaky skin.
• Sergeant's® Fur So Fresh® Whiff Odor Shampoo for Stinky Dogs, Fresh & Fruity Scent Extreme odor control shampoo that eliminates worst odors including skunk, in a soap-free, hypo-allergenic, pH balanced Fresh & Fruity scent formula with pears, citrus, and peach.
• Sergeant's GOLD® Flea & Tick Shampoo for Cats & Kittens, Spring Freesia Scent Flea and tick shampoo for cats and kittens in a Spring Freesia scent, 12 oz. bottle, for feline flea and tick protection.
• Sergeant's GOLD® Flea & Tick Squeeze-On for Cats and Kittens Topical squeeze-on flea and tick treatment for cats and kittens, with easy monthly application for feline flea and tick prevention.
• Sergeant's GUARDIAN® Flea & Tick Collar for Cats, Fresh Scent Adjustable flea and tick collar for cats with fresh scent, providing long-lasting flea and tick protection for cats.
• Sergeant's GUARDIAN® Flea & Tick Topical for Cats Monthly topical treatment for cats 6 lbs and over, 3-count package providing flea and tick protection.
• Sergeant's GUARDIAN® PRO Flea & Tick Collar for Cats, Fresh Scent Professional-grade flea and tick collar for cats with fresh scent, using sustained release technology for long-lasting protection.
• Sergeant's GUARDIAN® PRO Flea & Tick Topical for Cats Professional-grade monthly topical for cats 6 lbs and over, in a 3-count package that repels and kills fleas and ticks.
• Sergeant's® SKIP-Flea® & Tick Shampoo for Cats & Kittens, Coconut Berry Scent Flea and tick shampoo for cats and kittens with a Coconut Berry scent, 18 oz. bottle for feline protection.

Quantifiable outcome

• Flea and tick protection for up to 30 days with topical treatments
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered key retail partner, parent/corporate and sibling brands.

• Tractor Supply Co.key retail partnerChannel Partner/ Reseller/ DistributorSergeant's GUARDIAN PRO products are proudly sold at Tractor Supply Co. locations, providing distribution through this major pet and rural lifestyle retailer.
• PetIQ (Parent Company)parent/corporateStrategic or Co-development PartnerSergeant's is a brand within the PetIQ brand family, which includes Advecta, CapStar, Minties, NextStar, PetArmor, Sentry, and VetIQ. PetIQ, LLC is the parent company managing the portfolio of pet care brands.
• PetIQ Brand Family (Sister Brands)sibling brandsOthersSergeant's operates alongside sister brands Advecta, CapStar, Minties, NextStar, PetArmor, Sentry, and VetIQ under the PetIQ corporate umbrella. These brands may share distribution, manufacturing, or operational resources.

Scale indicators2 records

Recent moves5 records

Expansion highlights2 records

Direct peers

• Farnam (Central Garden & Pet): Farnam's pet care line is a direct competitor in OTC flea/tick, grooming, and companion-animal health products, sold through the same mass and farm/ranch retail channels as Sergeant's.
• Sentry: Sentry is a sister brand under PetIQ that competes head-to-head with Sergeant's in OTC flea/tick collars, topicals, and grooming — making it the closest direct peer from a product, channel, and price-positioning standpoint.
• Adams (Wellmark International): Adams is a direct competitor in OTC flea/tick shampoo, spray, and household products for pets, with overlapping retail and value-tier positioning versus Sergeant's.
• Zodiac (Wellmark International): Zodiac is a direct competitor in OTC flea/tick collars, sprays, and household products for dogs and cats, sharing mass-market retail placement and budget positioning with Sergeant's.
• Hartz: Hartz is a long-standing direct competitor to Sergeant's in the OTC flea/tick and pet grooming category, offering collars, topicals, sprays, and shampoos across the same mass-retail channels at comparable value price points.
• PetArmor: PetArmor, also under PetIQ, is a direct OTC flea/tick peer of Sergeant's, offering similar topical and collar products at comparable mass-market price points with overlapping retail distribution.

Broad incumbents

• Virbac: Virbac offers both OTC and prescription dermatology, parasiticides, and pet hygiene products, overlapping with Sergeant's in flea/tick, medicated shampoo, and skin-and-coat categories.
• Boehringer Ingelheim Animal Health: Boehringer Ingelheim markets the Frontline Plus and Frontline Gold OTC flea/tick topicals, which compete directly with Sergeant's topicals and are sold through the same mass and veterinary-channel retailers.
• Elanco Animal Health: Elanco owns the K9 Advantix II and Advantage II OTC topical lines that directly compete with Sergeant's topical products, while also operating a broader prescription and farm-animal health portfolio.
• Central Garden & Pet: Central Garden & Pet owns Farnam and other OTC pet/health brands and is a broader incumbent competing with the PetIQ/Sergeant's portfolio in pet supplies, OTC health, and lawn/garden-adjacent categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sergeantspet
• Facebookfacebook.com/Sergeants

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Sergeant's Pet Care Products