What Penn Plax does

Penn-Plax, Inc. is a privately held pet product manufacturer founded in the 1950s as a pet shop in Brooklyn, New York. The company has evolved into a wholesale manufacturer and supplier serving pet retailers worldwide, with corporate headquarters at 35 Marcus Blvd., Hauppauge, NY and a state-of-the-art distribution warehouse in Memphis, TN. Penn-Plax produces a broad portfolio spanning aquarium equipment (Cascade canister and hang-on filters, Tide & Treasure decorations), reptile habitats (Reptology Turtle Topper and Floating Turtle Pier platforms), dog products (Dry-Tech training pads, VacGroom grooming systems), cat toys (Cat Life), bird supplies (Bird Life), and small animal treats (Small Animal Life, Squeak Eats). The company also holds licenses to manufacture pet products under major entertainment brands including Barbie and Hot Wheels (Mattel) and Paw Patrol (Spin Master), providing differentiated licensed aquarium ornaments.

Penn-Plax operates exclusively through B2B wholesale and dealer channels, with no direct-to-consumer sales. Its go-to-market combines the Diamond Dealer Program for pet shops of all sizes, a dedicated eOrder dealer portal for ordering and pricing visibility, an FOB program for global container shipments with consolidation services, and private label/OEM manufacturing from concept to shelf. Revenue is generated through branded hardware sales, private label manufacturing for retailer-owned brands, and distribution-related services. The company enforces a MAP (Minimum Advertised Price) policy and requires dealer authentication for pricing, indicating a disciplined channel-partner motion.

The business remains family-controlled, with the Goldman family holding Co-CEO positions (Ricky Goldman and Terry Goldman) and an Executive Vice President role (Jasper Goldman). Functional leadership includes a COO, CFO, EVP, and directors across sales operations, marketing, and IT. Penn-Plax partners with SGS and ASTM International for third-party product testing and compliance, and maintains registered trademarks across its portfolio of sub-brands. Quality assurance, licensed brand relationships, and a multi-decade wholesale distribution network form the operational backbone of the business.

Name

Penn Plax

Legal name

Penn-Plax, Inc.

Website

https://pennplax.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

51–100 employees

Short description

Penn-Plax is a privately held pet product manufacturer founded in the 1950s, producing aquarium filters, reptile habitats, training pads, and licensed entertainment-branded products for B2B wholesale distribution to pet retailers worldwide.

Ownership category

akta.pro rank

Product category

Pet Products Manufacturing

NAICS

Other Animal Food Manufacturing (311119)

akta.pro primary industry

Pet Bedding, Furniture & Habitat Products Distribution (Beds, Crates, Aquariums) (CRAOAKAG)

akta.pro secondary industry

Pet Supplies & Consumables Distribution (Litter, Pads, Waste, Grooming) (CRAOAKAB)

Keywords

• Pet product manufacturing
• Aquarium filtration systems
• Reptile habitat supplies
• Pet wholesale distribution
• Licensed pet accessories

Headquarters

HQ city

Hauppauge

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Pet Product Sales: Penn-Plax manufactures and sells pet products wholesale to retailers. Products include aquarium equipment, reptile habitats, dog/cat/small animal supplies across multiple brands. They operate through dealer accounts and Diamond Dealer program.
2. Private Label Manufacturing: Sourcing and manufacturing of pet products under dealer brands, from concept to store shelf
3. FOB Program Services: Direct shipments to distribution centers with consolidations and container shipping capabilities worldwide

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Penn Plax manufactures and supplies a broad portfolio of pet products across aquatic, dog, cat, reptile, small animal, and bird categories through wholesale and dealer channels. Its proprietary brands include Cascade aquarium filters, Tide & Treasure aquarium décor, Reptology reptile habitats, VacGroom dog grooming tools, Dry-Tech training pads, and Cat Life, Small Animal Life, and Bird Life toys and treats. The company also produces licensed pet products under Barbie, Hot Wheels, and Paw Patrol, and offers private label manufacturing and FOB distribution services to retailers worldwide.

Product overview

Penn Plax is a pet product manufacturer and supplier offering a diverse portfolio of products across multiple animal categories including Fish/Aquatic, Dog, Cat, Reptile, Small Animal, and Bird. The product lineup includes branded sub-lines such as Cascade (aquarium filters and accessories), Tide & Treasure (aquarium decorations), Dry-Tech (dog training pads), Cat Life (cat toys), Small Animal Life (small animal treats and accessories), Reptology (reptile habitat products), and VacGroom (dog grooming tools). The company also distributes licensed products including Paw Patrol, Hot Wheels, and Barbie themed aquarium ornaments. Penn Plax operates an e-commerce wholesale platform (eOrder) for dealers and retailers to purchase products.

Differentiator

Problem solved

Functional benefit

Brands

• Cascade: Aquatic filtration products including Cascade Canister Filters and Cascade Hang On Filters
• Tide & Treasure
• Reptology
• VacGroom
• Dry-Tech
• Cat Life
• Small Animal Life
• Bird Life
• Squeak Eats
• Reptology

Products and services

• Cascade Canister Filters Canister filters for aquariums known for ease of use, reliability, and quiet operation, available in five model sizes for varying tank volumes. Sold to aquarium retailers and dealers.
• Cascade Hang On Filters Hang-on-back power filters for freshwater and saltwater aquariums, designed for straightforward installation and routine maintenance. Distributed to aquarium retailers.
• Betta Starter Kit Complete starter kit for betta fish keeping, including air pump, airline tubing, check valve, and sponge filter. Targeted at aquarium retailers and pet shops.
• Reptology Turtle Topper Above-Tank Basking Platform Above-tank basking platform that mounts to standard-size turtle tanks, 13 inches wide in black. Designed for aquatic turtle retailers and reptile specialty stores.
• Reptology Floating Turtle Pier Basking Platforms Floating basking platforms for aquatic turtles available in Small, Medium, and Large sizes to accommodate different turtle species and sizes. Sold through reptile and aquarium retailers.
• Reptology Turtle Platform Ramp Accessory ramp for Reptology turtle platforms measuring 17.5 inches L x 6 inches W, enabling turtles to climb onto basking platforms. Distributed to reptile product retailers.
• VacGroom Dog Grooming System Vacuum-assisted dog grooming system (model DOGV1) that removes loose hair during grooming. Sold through pet retailers and grooming supply dealers.
• Dry-Tech Housebreaking Pads Super absorbent housebreaking pads for dogs and puppies, 23 x 24 inches, available in 7, 14, 30, 50, and 100 count packs. Sold through pet retailers and trainers.
• Tide & Treasure Aquarium Decor Aquarium decoration line including plant replicas, coral ornaments, and driftwood in various sizes. Distributed to aquarium retailers and pet shops.
• Cascade Aqua-Mist Cylinders Bubble-producing cylinders that add bubbles and vital oxygenation to aquariums, 7/16 inch size, 80 pieces per pack. Sold through aquarium supply retailers.
• Cat Life Cat Toys Cat toy line including Fuzzy Balls, Tickle Stick Wands, Wiggle Wands, Plastic Balls, Silvervine Peacock Wands, Tiger Tail Wands, and assorted multi-pack toys. Sold through pet retailers in display-ready packaging.
• Small Animal Life Treats and Supplements Treats and supplements for small animals including Friend Fries (corn and rice flour treats), Popcorn Chews in tropical fruit and veggie flavors, and Alfalfa and Calcium Blocks for rabbits and guinea pigs. Distributed to pet retailers.
• Paw Patrol Mini Aquarium Ornaments Licensed Paw Patrol character aquarium ornaments featuring Chase, Marshall, Rubble, and Skye in mini sizes, sold individually or in 4-piece pre-packs. Distributed to aquarium retailers.
• Hot Wheels Aquarium Ornaments Licensed Hot Wheels car aquarium ornaments including Rodger Dodger, Night Shifter, Twin Mill, and 3-piece kits. Sold through aquarium and gift retailers.
• Barbie Mermaid Aquarium Kit Licensed Barbie and Friend Mermaid 2-piece kit for small aquariums. Distributed to aquarium retailers and gift shops.
• Reptile Ladder and Mirror Accessory 4-step ladder and mirror accessory for reptile habitats. Sold through reptile and general pet retailers.
• Private Label Manufacturing Full-service private labeling for dealers, handling pet product development from concept to store shelf under the dealer's own brand name. Offered to pet retailers and wholesalers.
• FOB Distribution Program Direct container shipments to dealers' distribution centers worldwide, including consolidations and minimum order quantities/volumes for cost efficiency. Available to wholesale pet product buyers.

Quantifiable outcome

• High-volume order processing with accuracy and timeliness from Memphis warehouse

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered supporting and core.

• SGSsupportingOthersThird-party testing and certification company used by Penn-Plax to verify product safety and compliance with national and international standards. Testing conducted through SGS ensures products meet required safety standards for aquarium resin paint and other materials.
• ASTM InternationalsupportingOthersAmerican Society for Testing and Materials partnership for product testing. Penn-Plax conducted tests through ASTM for lead, soluble metals, phthalates and more, receiving seal of approval after passing required tests.
• Barbie (Mattel)coreTechnology or IntegrationLicensed partnership for Barbie-branded aquarium ornaments and products including Barbie and Friend Mermaid kit. Penn-Plax holds license to produce pet products under the Barbie brand.
• Hot Wheels (Mattel)coreTechnology or IntegrationLicensed partnership for Hot Wheels-branded aquarium ornaments including Rodger Dodger, Night Shifter, Twin Mill and 3-Piece Kit. Penn-Plax holds license to produce pet products under the Hot Wheels brand.
• Paw Patrol (Spin Master)coreTechnology or IntegrationLicensed partnership for Paw Patrol-branded aquarium ornaments featuring characters Chase, Marshall, Rubble, and Skye. Penn-Plax holds license to produce pet products under the Paw Patrol brand.

Scale indicators2 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• United Pet Group (Tetra): Tetra, owned by United Pet Group (a Spectrum Brands division), is a leading aquarium products brand including filters, food, and décor. Directly comparable as an aquarium-category manufacturer/wholesaler serving pet retailers with overlapping hardware and consumables lines against Penn-Plax's Cascade and Tide & Treasure brands.
• Aqueon: Aqueon is a major aquarium products brand offering filters, heaters, lighting, and décor. It competes head-to-head with Penn-Plax's Cascade canister and hang-on filter lines and Tide & Treasure décor within independent pet retailers and chain pet accounts.
• Zoo Med Laboratories: Zoo Med is a leading reptile and amphibian products manufacturer (lighting, habitats, food, supplements). Directly comparable to Penn-Plax's Reptology reptile habitats, turtle basking platforms, and herpetological supplies via wholesale pet channels.
• Exo Terra: Exo Terra is a global reptile and amphibian habitat products brand (terrariums, décor, lighting). Competes with Penn-Plax's Reptology line in reptile enclosures and habitat accessories distributed through pet specialty and online retailers.
• Fluker's: Fluker's manufactures herpetological and insect-based pet products including reptile foods, habitats, and accessories. Directly comparable in the reptile/small animal wholesale category where Penn-Plax operates Reptology and Small Animal Life lines.
• Petmate (Doskocil): Petmate is a broad pet products manufacturer and wholesaler serving mass and pet specialty retailers with crates, bedding, toys, and feeding/watering products. Comparable in multi-category B2B pet wholesale with overlapping distribution model and dealer programs.
• JW Pet: JW Pet designs and distributes pet toys and accessories across cat, dog, and small animal categories via wholesale channels. Closely comparable to Penn-Plax's Cat Life, Bird Life, and Small Animal Life lines in the wholesale pet toy/accessory space.

Broad incumbents

• Radio Systems (PetSafe): Radio Systems Corporation owns PetSafe, Invisible Fence, and other pet brands and is a much larger broad pet products manufacturer. Operates in adjacent categories (training, containment, wellness) and competes for shelf space and dealer relationships across pet specialty distribution.
• Nylabone: Nylabone (Central Garden & Pet) is a leading pet chew and toy brand serving the same independent pet retail and chain store channels as Penn-Plax. Overlaps in dog and small animal consumables/accessories at wholesale.
• Central Garden & Pet: Central Garden & Pet is a large diversified pet and garden products company owning Nylabone, Four Paws, Kaytee, and others. A broader incumbent competing across multiple categories where Penn-Plax competes, especially through independent pet retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/pennplaxpetproducts
• YouTubeyoutube.com/@penn-plax
• Facebookfacebook.com/176368134933
• LinkedInlinkedin.com/company/penn-plax-inc.
• Instagraminstagram.com/pennplaxpetproducts

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Penn Plax