What MidWest Homes for Pets does

Founded in 1921 and headquartered at 3142 S. Cowan Rd., Muncie, Indiana, MidWest Homes for Pets (legal entity: Mid-West Metal Products Company, Inc.) designs, manufactures, and wholesales pet containment, housing, and accessory products across four animal segments—dogs, cats, small animals, and birds—marketed through sub-brands including iCrate, LifeStages, Solutions, Feline Nuvo, Critter Nation, Ferret Nation, QuietTime, and Avian Adventures. The product portfolio covers wire crates and exercise pens, soft-sided travel crates, pet gates and vehicle barriers, cat trees/cubes/condos, cat and small-pet carriers, scratching posts, bedding (including the Defender Teflon-protected and EcoSpring orthopedic lines), small animal habitats, outdoor dog houses, bird travel cages, and accessory/kit SKUs. Core technology centers on wire-metal forming and textile products governed by proprietary quality testing to ASTM, American Society for Quality, AATCC, and ISTA standards, with an in-house testing lab linked to design, customer service, and production teams.

The company operates a wholesale-only model with no direct-to-consumer storefront; revenue is generated from one-time hardware product sales through an extensive authorized dealer network anchored by Petco, PetSmart, Amazon, Chewy, Walmart, Wayfair, and independent pet retailers. The Three-Tier Authorized Dealer Program provides volume rebates, cooperative advertising (50% reimbursement), and free POP signage. Pricing is not publicly disclosed and is set transactionally at the dealer/retailer level. Customer service is delivered through an Indiana-based contact center (800-428-8560) for warranty claims and replacement part orders, with a separate wholesale/distributor portal at midwestpetproducts.com. The company is privately held with no disclosed funding rounds or M&A activity, and is one of four companies identified as key players in the U.S. pet furniture market (USD 2.44B in 2025, projected USD 3.67B by 2032).

Name

MidWest Homes for Pets

Legal name

Mid-West Metal Products Company, Inc.

Website

https://midwesthomes4pets.com

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

11–50 employees

Short description

MidWest Homes for Pets, founded in 1921 and headquartered in Muncie, Indiana, designs and manufactures pet crates, carriers, exercise pens, gates, cat furniture, small animal habitats, beds, and bird cages, selling wholesale exclusively through authorized dealers and major retailers including Petco, PetSmart, Amazon, Chewy, Walmart, and Wayfair.

Ownership category

akta.pro rank

Product category

Pet Products and Pet Furniture

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Pet Bedding, Crates & Carriers Retail (CRALAHAF)

akta.pro secondary industries

Pet Bedding, Furniture & Habitat Products Distribution (Beds, Crates, Aquariums) (CRAOAKAG), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL), Pet Supplies Omnichannel (CRAFAEAJ)

Keywords

• Pet crates and kennels
• Pet carriers
• Pet exercise pens
• Pet bedding
• Cat furniture

Headquarters

HQ city

Muncie

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: MidWest Homes for Pets generates revenue through one-time hardware product sales including pet crates, carriers, kennels, exercise pens, gates, barriers, pet bedding, cat furniture, small animal habitats, and bird cages. Products are sold through third-party retail and dealer networks at wholesale prices, with no direct-to-consumer sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels11 records

Marketing channels5 records

Core offering

MidWest Homes for Pets designs and manufactures pet containment, habitat, and accessory products including wire and soft-sided crates and kennels for dogs, exercise pens and gates, pet bedding, cat trees and cubes, small animal habitats (for hamsters, guinea pigs, ferrets, rabbits), and bird cages. Products are sold exclusively wholesale through an authorized dealer network spanning major national retailers (Petco, Petsmart, Amazon, Chewy, Walmart, Wayfair) and independent pet supply stores, with no direct-to-consumer sales channel.

Product overview

MidWest Homes for Pets is a multi-category pet products company offering a comprehensive portfolio of pet containment, furniture, bedding, and accessory products across four animal segments: Dogs, Cats, Small Animals, and Birds. The product portfolio is organized into distinct brand lines: Dog products include wire crates (iCrate®, LifeStages®, Solutions®, Ovation®, Contour®, K9 Kennel®), soft-sided travel crates (Canine Camper™ Sportable and Tent Crate), exercise pens, pet gates, and outdoor dog houses (Eilio™). Cat products feature cat trees and furniture (Feline Nuvo®), cat cubes and condos (Curious Cat Cube®), carriers (Skudo™, Day Tripper™, Duffy™), scratching posts (Catty Scratch™), and playpens. Small Animal products encompass habitats for rats/ferrets (Critter Nation®, Ferret Nation®), hamster homes (Critterville® themed homes, Hamster Nation™), guinea pig habitats (Guinea Habitat™, Critterville® Cleo), rabbit hutches (Hoppity Habitat™, Wabbitat®), and complete accessory lines (Nation Accessories®). Bird products under the Avian Adventures® brand include Poquito travel cages. The company also produces bedding (QuietTime® with Defender™ and e'Sensuals® lines), training supplies (Dry Paws™ Training Pads, Handy Doody®), and crate accessories. All products are backed by a one-year manufacturer's warranty and quality testing per ASTM and AATCC standards. Founded in 1921 and headquartered in Muncie, Indiana.

Differentiator

Problem solved

Functional benefit

Brands

• Canine Campers: Tent crates for dogs, including Sportable and standard tent crate models
• Contour
• Day Tripper
• Duffy
• iCrate
• K9 Kennel
• Ovation
• QuietTime
• Spree
• Feline Nuvo
• Catty Scratch
• Critter Nation
• Critterville
• Ferret Nation
• Guinea Habitat
• Hamster Nation
• Hoppity Habitat
• Wabbitat
• Curious Cat Cube
• Skudo
• Nation Accessories
• Handy Doody
• Dry Paws
• Snap'y Fit
• Eilio
• Avian Adventures

Products and services

• Canine Camper Sportable Tent Crate A patent-pending portable tent crate for dogs with a folding steel frame, ventilated mesh windows, water-resistant material, snap-lock straps, and a synthetic sheepskin pad, designed for worry-free pet travel.
• Canine Camper Tent Crate A multi-use portable tent crate for dogs designed for easy setup and travel, with ventilation and durable materials.
• iCrate Dog Crate Wire dog crate with a free divider panel for adjustable sizing as puppies grow, including slide-bolt door latches for security.
• LifeStages Dog Crate Wire dog crate designed with a divider panel to adjust crate size as puppies grow into adult dogs.
• Solutions Heavy Duty Dog Crate Heavy-duty dog crate available in single and double door configurations, designed for large breed dogs with durable construction.
• Ovation Single Door Crate Single door dog crate with premium design and construction for secure pet containment.
• Contour Dog Crate Dog crate featuring contoured design elements for enhanced pet comfort and aesthetics.
• K9 Kennel Kennel-style dog crate designed for secure pet containment.
• Exercise Pen Freestanding indoor/outdoor exercise pen for dogs with configurable panel options, mesh tops, sunscreen covers, and add-on panels.
• LifeStages Exercise Pen Exercise pen designed for growing puppies and compatible with LifeStages crate systems.
• Steel Pet Gate Steel pet gate for doorway and staircase safety barriers, available in decorative wood finishes and glow-in-the-dark options.
• Wood Pet Gate Wooden pet gate with decorative styling for home interior use.
• Glow in the Dark Steel Pet Gates Steel pet gates with glow-in-the-dark visibility strips for nighttime safety.
• Extra-Wide Wood Pet Gate Extended-width wooden pet gate designed for larger doorway openings.
• Vehicle Pet Barrier Pet barrier for vehicles to safely contain pets during car travel.
• QuietTime Pet Beds Pet bedding line including bolster beds, orthopedic beds, cuddle beds, crate mats, fashion beds, and reversible patterns, with the Defender line offering Teflon fabric protection and the e'Sensuals luxury line.
• QuietTime Defender Orthopedic Beds Premium orthopedic pet beds with memory foam and EcoSpring technology for senior or arthritic dogs.
• Signature QuietTime Memory Foam Sofa Bed High-end memory foam sofa bed for cats with premium comfort features.
• Eilio Wood Doghouse Traditional wood outdoor dog house with an optional insulation kit for cold weather protection.
• Eilio Doghouse Insulation Kit Insulation kit designed for Eilio wood doghouses to provide warmth in cold climates.
• Feline Nuvo Cat Furniture Modern cat trees and furniture with multiple style options including wicker, silver mesh, mocha cream, mushroom diamond, and script print designs.
• Curious Cat Cube Cat cube and condo system for cats to climb, hide, and lounge, available in cube, condo, and cottage configurations.
• Feline Nuvo Grand Cat Furniture Large-format cat scratching furniture combining scratching posts with climbing and resting platforms.
• Skudo Cat Travel Carrier Cat travel carrier designed for safe and stress-free transportation of cats.
• Skudo Travel Carrier Travel carrier for small pets with secure closure and ventilation.
• Cat Playpen Enclosed containment area for cats providing safe indoor space for play and rest.
• Catty Scratch Cat scratching pad designed to satisfy feline scratching instincts while protecting household furniture.
• Day Tripper Pet Backpack Pet backpack carrier for hands-free transport of small pets during outdoor activities.
• Duffy Expandable Pet Carrier Expandable pet carrier that grows with pets for extended use through multiple life stages.
• Critter Nation Multi-level habitat for small animals such as rats and ferrets with modular add-on capabilities.
• Ferret Nation Spacious ferret habitat designed specifically for ferret comfort and safety, with multiple levels.
• Critterville Hamster Homes Themed hamster habitats available in designs including Arcade, Brisby, Brisby Loft, Butterfly, Hot Rod, Ladybug, and Race Car styles.
• Critterville Cleo Guinea pig home designed with features appropriate for guinea pig size and behavior.
• Guinea Habitat Guinea pig habitat with expandable design and compatible accessories.
• Hamster Nation Hamster habitat providing a complete living space for hamster care.
• Hoppity Habitat Rabbit Hutch Outdoor or indoor rabbit hutch providing shelter and exercise space for rabbits.
• Wabbitat Rabbit Home Rabbit habitat available in standard and deluxe configurations with extension options.
• Critterville Small Animal Exercise Pen Exercise pen for small animals providing additional roaming space beyond their habitat.
• Nation Accessories Complete line of habitat accessories for Nation-series cages including ramps, shelf covers, pan covers, cozy cubes, hammock hideaways, hide and seek tunnels, privacy covers, and scatter guards, available in Purple/Teal and Mushroom Diamond patterns.
• Critterville Water Bottle Water bottle designed for small animal habitats ensuring constant fresh water access.
• Spree Pet Carrier Small animal carrier available in standard, plastic door, and top-loading configurations for safe pet transport.
• Poquito Avian Hotel Travel bird cage from the Avian Adventures line designed to keep traveling birds happy, healthy, and active.
• Avian Adventures Bird Cages Bird product line from the Avian Adventures sub-brand specializing in travel cages and avian accessories.
• Dry Paws Training Pads Absorbent training pads for puppy housetraining with moisture-wicking technology.
• QuietTime Crate Covers Fabric crate covers that create a den-like environment for dogs, with Defender Teflon-protected versions available.
• Snap'y Fit Food and Water Bowl Secure-fit food and water bowl that attaches to crate interiors.
• Handy Doody Waste Rake Pet waste cleanup tool for yard maintenance and training area cleanup.
• Crate Dolly Rolling dolly for transporting dog crates, facilitating mobility of pet containment units.
• Starter Kit Puppy training kit including essential supplies for new puppy owners.

Quantifiable outcome

• Cuts housebreaking time in half and solves behavioral problems (as stated in cooperative advertising program)
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and major.

• PetcocoreChannel Partner/ Reseller/ DistributorNational pet specialty retailer and authorized dealer for MidWest Homes for Pets products including crates, pet beds, and pet furniture. Products available both in physical stores and online through petco.com.
• PetsmartcoreChannel Partner/ Reseller/ DistributorMajor pet retail chain partner offering MidWest Homes for Pets products through nationwide physical locations and petsmart.com online store as part of featured brands program.
• AmazoncoreChannel Partner/ Reseller/ DistributorPrimary e-commerce marketplace partner operating MidWest Homes for Pets brand store on Amazon, making products widely available for online purchase globally.
• ChewycoreChannel Partner/ Reseller/ DistributorLeading online pet retailer carrying MidWest Homes for Pets products including crates, carriers, and pet furniture through their e-commerce platform.
• WalmartmajorChannel Partner/ Reseller/ DistributorMass merchant partner distributing MidWest Homes for Pets products through physical Walmart stores and walmart.com online marketplace.
• WayfairmajorChannel Partner/ Reseller/ DistributorOnline home goods and furniture retailer carrying MidWest Homes for Pets products including pet beds and furniture on wayfair.com. Includes Wayfair Canada operations.
• Independent Pet RetailerscoreChannel Partner/ Reseller/ DistributorNetwork of independent pet supply retailers participating in Three-Tier Authorized Dealer Program offering extended warranties, volume rebates, cooperative advertising assistance, and free POP signage and consumer education materials.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ware Pet Products: Ware Pet Products is named alongside MidWest as one of four key companies in the U.S. pet furniture market and specializes in small animal habitats, cages, and pet containment — directly overlapping MidWest's Critter Nation, Ferret Nation, Critterville, and Guinea Habitat product families.
• PetPals Group: PetPals Group is identified alongside MidWest as one of the four key players in the U.S. pet furniture market, offering pet beds, crates, and lifestyle furniture for dogs and cats. Comparable mid-sized manufacturer selling through U.S. pet retail and mass channels.
• K&H Pet Products: K&H designs and manufactures heated and non-heated pet beds, outdoor pet houses, and pet furniture — categories that directly overlap MidWest's QuietTime bed and Eilio outdoor doghouse lines. K&H is identified alongside MidWest as a key player in the U.S. outdoor pet house and furniture market.
• Go Pet Club: Go Pet Club is named alongside MidWest as one of the four key companies in the U.S. pet furniture market, focused on dog crates, cat trees, pet beds, and outdoor pet houses — directly overlapping MidWest's core product range with strong e-commerce distribution on Amazon and Wayfair.
• Veehoo Pet Products: Veehoo is identified alongside MidWest as a key player in the outdoor pet house and furniture segment and competes with MidWest's Eilio wood doghouses and pet beds via Amazon and DTC channels.
• Petmate (Doskocil Manufacturing): Petmate is a leading U.S. manufacturer of plastic and wire pet crates, carriers, kennels, beds, and outdoor pet houses. Direct competitor to MidWest Homes for Pets across both dog containment and pet furniture categories, sharing the same wholesale-to-retail distribution model into mass and pet-specialty channels.

Others

• Frisco (Chewy private label): Frisco is Chewy's flagship private-label pet brand covering crates, beds, gates, carriers, and pet furniture. Sold through the same retailer that is one of MidWest's largest channel partners, Frisco represents the principal private-label substitution threat to MidWest's crate and bed lines.

Emerging players

• Carlson Pet Products: Carlson designs and sells pet gates, crates, and outdoor containment products sold through Amazon, Chewy, and pet specialty retail. It directly overlaps MidWest's Pens, Gates & Barriers category and competes for similar mid-tier crate and gate shelf space.
• Midlee Design / IRIS USA pet line: IRIS USA and similar value-oriented importers (Midlee, Yaheetech) compete with MidWest's entry-level wire crates, exercise pens, and pet furniture at lower price points on Amazon and Walmart, putting downward pressure on MidWest's mass-channel pricing.

Broad incumbents

• PetSafe (Radio Systems Corporation): PetSafe is a large, multi-category pet brand offering crates, gates, beds, and containment solutions alongside training, containment electronics, and lifestyle products. Comparable to MidWest in crates and gates, but with a broader portfolio, larger marketing spend, and global retail presence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/midwesthomesforpets

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MidWest Homes for Pets