Petio

What Petio does

Petio (株式会社ペティオ) is a privately held Japanese pet care products manufacturer headquartered in Tokyo and Osaka, with a nationwide operating footprint spanning regional sales branches across Sapporo, Sendai, Nagoya, Chushikoku, and Kyushu, a production facility in Himeji, and three logistics centers in Kobe, Kanto (Satte), and Kyushu (Ukihashi). The company designs, manufactures, and sells a comprehensive range of dog, cat, and insect pet products across 12 categories per animal including food, treats, walking and leash products, living accessories, grooming tools, toiletries, meals, outings, fashion, toys, and pest control. Sub-brands such as zuttone for senior pet care, Add.Mate for enhanced pet lifestyle, Plact for immune care, Marrow for snacks, Self Trimmer, Reel Lead, kerigurumi, and Saささみ巻き address more targeted consumer needs.

Petio's underlying operations combine in-house product formulation, branded product portfolio management, and multi-channel distribution spanning a proprietary e-commerce shop (petio.com/pshop/), pet retail stores, group company channels (Mikkabi Garden), and overseas operations through wholly-owned subsidiary PETIO (ShangHai) CO.,LTD. The company engages consumers through Instagram, X, TikTok, LINE, an annual multi-language catalog (Japanese, English, Chinese), a vet-supervised content hub, and the Petio Friends loyalty community offering product monitoring and campaign access.

The business model is hardware sales of branded consumer pet products, with revenue generated across both DTC e-commerce and third-party retail channels primarily in Japan. Petio has received the World Branding Awards 'Brand of the Year' recognition for four consecutive years, evidencing consumer brand equity. There is no public listing, no external venture or PE funding, and no parent company identified; ownership appears to be domestic Japanese corporate ownership across the parent and three wholly-owned subsidiaries.

Name

Petio

Legal name

株式会社ペティオ

Website

https://petio.com

Company type

Private

Operating status

Operating

Short description

Petio (株式会社ペティオ) is a privately held Japanese manufacturer and multi-channel retailer of dog, cat, and insect pet care products, including food, treats, grooming, accessories, and toys, serving pet owners across Japan through branded sub-brands, retail distribution, owned e-commerce, and a wholly-owned China subsidiary.

Ownership category

akta.pro rank

Product category

Pet Care Products

NAICS

Pet and Pet Supplies Retailers (459910), Dog and Cat Food Manufacturing (311111)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industries

Pet Food & Treats Retail (CRALAHAB), Functional & Veterinary Diet Pet Food (CRADAFAF), Pet Toys, Training & Enrichment Products Distribution (CRAOAKAE)

Keywords

• Pet food products
• Pet care supplies
• Pet grooming tools
• Pet toys and accessories
• Pet health supplements

Headquarters

HQ city

Osaka

HQ country

Japan

HQ region

Asia

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Pet Care Products: Petio generates revenue through the manufacture and sale of pet care products including dog and cat food, treats, grooming tools, accessories, and toys. Products are sold through multiple channels including direct-to-consumer online shop and retail pet stores.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Petio manufactures and sells a comprehensive range of physical pet care products for dogs, cats, and insects, including food, treats, grooming tools (e.g., Self Trimmer), leashes (e.g., Reel Lead), toys (e.g., kerigurumi), health supplements (Plact), snacks (Marrow), senior pet care items (zuttone), and lifestyle accessories (Add.Mate). Products are distributed through the company's own e-commerce shop at petio.com/pshop/, pet retail stores across Japan, and subsidiary channels including Mikkabi Garden. The company also publishes multilingual catalogs (Japanese, English, Chinese) and vet-supervised pet care educational content.

Product overview

Petio is a comprehensive pet products company offering a diverse portfolio of physical consumer products for dogs, cats, and insects. The core offering includes the main Petio brand along with sub-brands Add.Mate (focused on comfortable pet living) and ずっとね/Zut-tone (senior pet care). Product lines span 12 categories per animal type including food, snacks, walking/leash products, living accessories, grooming tools (Self Trimmer), toys (けりぐるみ/Keri-gurumi), and lifestyle products. The company operates an e-commerce online shop and maintains group companies including MIKKABI GARDEN for expanded pet-related services.

Differentiator

Problem solved

Functional benefit

Brands

• Add.Mate: Brand that makes the lives of pets and their owners more comfortable and enriched.
• zuttone
• Plact
• Marrow
• Self Trimmer
• Reel Lead
• Saササミ巻き
• kerigurumi

Products and services

• Dog Food and Care Products Full portfolio of dog nutrition, treats, walking/leash, living, grooming, toiletries, dining, outings, fashion, toys, and pest-control products designed for dogs across all life stages, from puppies to seniors, sold to Japanese pet owners.
• Cat Food and Care Products Full portfolio of cat nutrition, treats, walking/leash, living, grooming, toiletries, dining, outings, fashion, toys, and pest-control products designed for cats across all life stages, sold to Japanese cat owners.
• Insect Care Products Pet products tailored for insect pets, including insect food and related items, sold through the company's online and retail channels in Japan.
• Self Trimmer (セルフトリマー) Self-grooming trimmer product line enabling pet owners to perform at-home grooming on dogs and cats conveniently without salon visits.
• Reel Lead (リールリード) Retractable dog leash line providing adjustable freedom and control during daily walks, sold to dog owners through Petio's online and retail channels.
• kerigurumi (けりぐるみ) Cat Toys Cat toy line specifically designed for cats' kicking and scratching behaviors, optimized around typical feline play behavior and popular on social media.
• Plact (プラクト) Immune Care Supplements Pet immune care supplement product line for dogs and cats, promoted through marketing campaigns focused on immune health support.
• Marrow Pet Snacks Dedicated pet snack sub-brand offering treats for dogs and cats sold through Petio's online shop and retail distribution.
• zuttone (ずっとね) Senior Pet Care Senior pet care sub-brand of Petio that offers products supporting comfort, daily life quality, and nursing care for senior dogs and cats.
• Add.Mate (アドメイト) Pet Lifestyle Products Pet lifestyle sub-brand of Petio that offers thoughtfully designed products intended to enhance the daily comfort and enrichment of pets and their owners.
• Petio Online Shop Direct-to-consumer e-commerce storefront operated by Petio at petio.com/pshop/ for purchasing the company's dog, cat, and insect care products online in Japan.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• PETIO (ShangHai) CO.,LTDcoreOthersWholly-owned subsidiary of Petio (派地奥上海商飾有限公司) based in Shanghai, China, handling Petio's business operations in China.
• 株式会社三ヶ日ガーデン (Mikkabi Garden Co., Ltd.)coreOthersGroup company based in Shizuoka, Japan, involved in the group's overall business operations and distribution.
• 株式会社PMJminorOthersGroup company of Petio based in Tokyo, supporting the group's operations.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Unicharm Petcare: Unicharm's pet care division is a leading Japanese manufacturer of pet hygiene, food, and care products. Directly competes with Petio across pet toiletry, food, and lifestyle categories for Japanese pet owners.
• Iris Ohyama: Japanese manufacturer and retailer of household and pet products including cages, pet beds, food, and accessories. Competes directly with Petio in Japan's mass-market pet supplies channel.
• Nihon Pet Food: Japanese pet food manufacturer producing dry food, wet food, and treats for dogs and cats under private label and proprietary brands. Overlaps with Petio's food and treat manufacturing and retail business.
• DoggyMan H.A. Co., Ltd. Long-established Japanese pet product manufacturer offering toys, treats, leashes, grooming tools, and food. Closely mirrors Petio's multi-category product breadth and Japan retail focus.
• Marukan Co., Inc. Japanese pet supplies brand specializing in small animal, dog, and cat products including cages, food, and accessories. Comparable to Petio's lifestyle and living product segments.

Broad incumbents

• Mars Petcare (Japan): Global pet food and care conglomerate operating brands like Pedigree, Royal Canin, and Whiskas in Japan. Competes with Petio in mainstream dog and cat food categories with significantly greater scale.
• Nestlé Purina Japan: Global pet food incumbent with established Japan presence across nutrition, treats, and care products. Competes broadly with Petio's premium nutrition and care brands like zuttone and Plact.

Regional players

• Yantai Zhongchong Pet Products: One of China's largest pet food manufacturers with growing brand presence domestically and internationally. Highly relevant as Petio expands via its Shanghai subsidiary into the Chinese market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/petio_official
• Instagraminstagram.com/petio_
• TikToktiktok.com/@petio_official_
• Facebookfacebook.com/PetioOffical

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 Petio