VioVet
VioVet is a UK-based online retailer selling prescription and non-prescription pet medications, food, accessories, and equine supplies directly to pet owners through viovet.co.uk. It is VMD-accredited and operates as a subsidiary of Pinnacle Pet Group Ltd.
- Company typePrivate
- Founded2006
- HeadquartersLuton, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What VioVet does
VioVet Ltd is a UK-based, pure-play online retailer of pet supplies founded in 2006 and operating from Bedford (registered) and Luton, with 101–250 employees. The company sells prescription and non-prescription pet medications, pet food across multiple formats (dry, wet, frozen/raw, freeze-dried, breed- and life-stage-specific), accessories, and equine supplies under a single e-commerce storefront at viovet.co.uk. VioVet holds VMD accreditation (registration 2045577) and operates from RCVS-registered premises, enabling prescription medication dispensing supervised by RCVS-registered veterinarians.
The product catalog spans dogs, cats, horses, small pets, birds, reptiles, fish, and farm animals, featuring established brands such as Hill's, Royal Canin, Purina, Orijen, Boehringer, Vetoquinol, and WeatherBeeta, alongside a small own-brand range that includes VioVet Soft Chicken Training Treats and VioVet TermaWorm tablets. VioVet is a subsidiary of Pinnacle Pet Group Ltd, and no external funding rounds have been disclosed.
Revenue is generated through transactional one-time purchases supplemented by subscription/regular delivery options, with pricing ranging from budget (~£1.52 worming tablets) to premium (~£77.99 breed-specific dry dog food) and free standard delivery on orders over £35. Customer acquisition relies on digital channels including content marketing via a pet-care blog, email newsletters, paid digital advertising, and the Awin affiliate partnership, targeting UK pet owners across multiple animal categories. Revenue is not publicly disclosed and the company serves only the UK domestic market.
VioVet firmographics
Firmographics- Name
- VioVet
- Legal name
- VioVet Ltd
- Website
- https://viovet.co.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- VioVet is a UK-based online retailer selling prescription and non-prescription pet medications, food, accessories, and equine supplies directly to pet owners through viovet.co.uk. It is VMD-accredited and operates as a subsidiary of Pinnacle Pet Group Ltd.
- Ownership category
- akta.pro rank
VioVet industry classification
Industry- Product category
- Online Pet Supplies Retail
- NAICS
- Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Online Veterinary Pharmacies & E-commerce Retailers (HLAMAIAF)
- akta.pro secondary industries
- E‑prescribing, Pharmacy Ordering & Medication Management (Rx, Refills, Home Delivery Integrations) (HLAMAGAF), Specialty Veterinary Therapeutics Distribution (Oncology, Dermatology, Endocrinology) (HLAMAIAH), Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ)
Keywords
Where VioVet is headquartered
LocationHeadquarters
- HQ city
- Luton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
VioVet business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- E-commerce Retail Sales: VioVet generates revenue through direct online sales of pet medications (prescription and non-prescription), pet food, toys, equipment, and equine supplies. Customers purchase products through the website with delivery to their homes. The business model is transactional with one-time purchases, supplemented by subscription/regular delivery options for recurring purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Variable product pricing with free delivery threshold |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
VioVet product offering
Product offeringCore offering
VioVet is a UK-based online retailer selling pet medications (both prescription and non-prescription), pet food, accessories, and equine products directly to consumers via its viovet.co.uk website. Prescription veterinary medicines are dispensed under the supervision of RCVS-registered veterinarians as a VMD-accredited internet retailer. The assortment covers dogs, cats, horses, small pets, birds, reptiles, fish, and farm animals, featuring premium brands such as Royal Canin, Hill's, and Purina alongside VioVet's own-label products.
Product overview
VioVet is a UK-based online pet retailer offering a unified e-commerce platform for pet medications, food, and supplies. The core offering combines prescription veterinary medications (dispensed under registered vet supervision) with non-prescription health products, pet foods across multiple formats (dry, wet, frozen/raw, freeze-dried), accessories, and equine supplies. The platform serves dogs, cats, horses, small pets, birds, reptiles, fish, and farm animals. Featured brands include Hill's, Royal Canin, Purina, Orijen, and equestrian brands like Topspec, NAF, and Global Herbs. VioVet is a subsidiary of Pinnacle Pet Group Ltd.
Differentiator
Problem solved
Functional benefit
Companies that use VioVet
Customer profileSegments2 records
Ideal customer profiles2 records
VioVet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
VioVet partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- VMD (Veterinary Medicines Directorate)coreVioVet is an accredited registered internet retailer of veterinary medicines (registration 2045577) under the regulatory oversight of the UK Veterinary Medicines Directorate. Medication dispensing is supervised by RCVS-registered veterinarians including Nicholas Garside BVetMed MRCVS, Sophie Meers BVetMed MRCVS, and Victoria Clark BVSc MRCVS.
- AwinminorAwin affiliate marketing partnership for conversion tracking and attribution. VioVet uses Awin's tracking technology to measure marketing performance and affiliate conversions through cookies and pixel tracking.
- Pinnacle Pet Group LtdcoreVioVet Ltd is a subsidiary of Pinnacle Pet Group Ltd, a parent company in the pet supplies retail sector. This corporate relationship provides operational scale and resources for the online retail business.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
VioVet competitors and assessment
Company assessmentDirect peers
- VetUK: UK-based online retailer of pet medications, food, and accessories with prescription dispensing. Direct competitor to VioVet in the UK online pet pharmacy category, with similar product mix and regulatory accreditation model.
- Pet Drugs Online: UK-based online pet pharmacy retailer competing in prescription and OTC medications, food, and supplies. Closely comparable to VioVet's core prescription dispensing and medication-focused assortment.
- Animed Direct: UK online pet pharmacy and supplies retailer owned by Animalcare. Comparable to VioVet across prescription medications, OTC health products, and food, with overlapping customer segments and veterinary verification workflow.
- Zooplus: Europe's leading online pet retailer, offering food, accessories, and medications across multiple European countries. Closely comparable to VioVet as a pure-play online pet supplies retailer, though operating at significantly larger scale and broader geographic reach.
- Direct4Pet: UK online pet retailer offering food, treats, accessories, and medications. Comparable to VioVet as a domestic online-only competitor in the same horizontal pet supplies category.
Broad incumbents
- Pets at Home: The UK's largest specialist pet care retailer, operating 450+ stores combined with an online channel, VIP loyalty programme, and in-store veterinary practices. Directly comparable to VioVet across pet food, accessories, and prescription medication, with the structural advantage of omnichannel scale and brand trust.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
VioVet social profiles
Digital presenceVioVet financial estimates
Financial estimateRevenue estimate
Valuation estimate
VioVet leadership team
Management profileNumber of profiles
Profiles1 record
VioVet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VioVet M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VioVet
What does VioVet do?
VioVet is a UK-based online retailer selling pet medications (both prescription and non-prescription), pet food, accessories, and equine products directly to consumers via its viovet.co.uk website. Prescription veterinary medicines are dispensed under the supervision of RCVS-registered veterinarians as a VMD-accredited internet retailer. The assortment covers dogs, cats, horses, small pets, birds, reptiles, fish, and farm animals, featuring premium brands such as Royal Canin, Hill's, and Purina alongside VioVet's own-label products.
Is VioVet a public or private company?
VioVet is a private company. It is classified as corporate owned and is currently operating.
When was VioVet founded?
VioVet was founded in 2006. It employs 101 to 250 people.
Where is VioVet based?
VioVet is headquartered in Luton, United Kingdom, in the Europe region.
How does VioVet make money?
One revenue line is on record: E-commerce Retail Sales.
Who are VioVet's main competitors?
Direct peers on record are VetUK, Pet Drugs Online, Animed Direct, Zooplus and Direct4Pet. Pets at Home is listed as a broad incumbent.
Does VioVet have an API?
No public API is recorded for VioVet.
What industry is VioVet in?
VioVet's product category is Online Pet Supplies Retail. Its primary akta.pro industry code is HLAMAIAF, Online Veterinary Pharmacies & E-commerce Retailers, with a secondary code of HLAMAGAF, E‑prescribing, Pharmacy Ordering & Medication Management (Rx, Refills, Home Delivery Integrations). Its NAICS code is 45991.