PetCo

What PetCo does

PetCo GmbH (trading as PetCo Group) is an Austrian family-owned pet food company founded in 2014 in Vienna by Katharina and Stefan Miklauz. The company manufactures and distributes premium and super-premium dog and cat food under five consumer brands—DOG'S LOVE (2014), CAT'S LOVE (2017), WOW DOG (2018), PURE NATURE (2023), and WOW CAT (2024)—plus the insect-protein-based DOGS FOR FUTURE line and the CARNILOVE brand available through wholesale channels. Production is fully outsourced to regional partners, primarily a Styrian production cooperative and German producers, using 100% food-grade raw materials. The portfolio spans approximately 380 SKUs across wet food, dry food, supplements, snacks, and accessories, certified to IFS Food, ISO 9001:2015, BRCGS, FDA, EU Bio Siegel, USDA Organic, Austria Bio-Garantie, ClimatePartner, PETA Approved, and DLG standards. A notable technical differentiator is the DOGS FOR FUTURE line based on black soldier fly protein, positioning the company in the alternative-protein pet food niche.

The business operates a dual go-to-market. Direct-to-consumer revenue is generated through five branded e-commerce websites (dogslove.com, catslove.com, wow.pet, purenature.pet) with a Futter-Abo subscription option for recurring deliveries, accepting PayPal, Visa, Mastercard, Apple Pay, Klarna, and Pay by Bank. B2B revenue flows through a dedicated dealer portal at b2b.petco.group, gated by trade license verification, with dealer pricing, a €49 minimum order, and tiered free-shipping thresholds. Distribution is handled via Post, DPD, DHL, and freight carriers to specialist retailers across the DACH region, broader EU, and Switzerland (the latter through a partnership with MEIKO Heimtierbedarf). Marketing is digital-first, leveraging Google Ads, Meta Pixel, Facebook/Instagram, and Klaviyo email automation.

The company is structured as a lean brand owner. Reported headcount is 1–10 employees at the Vienna headquarters (Heiligenstädter Lände 19, 1190 Wien); all manufacturing is contracted out. PetCo has no external investors, no parent company, no recorded M&A activity, and no public funding rounds, and revenue is not disclosed. Management consists of Stefan Miklauz (CEO, previously co-founder of LaudaMotion) and Katharina Miklauz (CMO). The company reports 73.8% customer loyalty and a footprint of more than 10,000 points of sale across 12 European countries, with active product launches continuing into 2024.

Name

PetCo

Legal name

PetCo GmbH

Website

https://petco.group

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

PetCo GmbH is a Vienna-based, family-owned pet food brand owner that outsources production of premium and super-premium dog and cat food—across brands DOG'S LOVE, CAT'S LOVE, WOW, PURE NATURE, and DOGS FOR FUTURE—to regional partners, selling via DTC e-commerce with subscriptions and a B2B dealer portal to specialist retailers across 12 European countries.

Ownership category

akta.pro rank

Product category

Premium Pet Food Manufacturing

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (459910)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

akta.pro secondary industries

Alternative Protein & Sustainable Pet Food (insect/plant/cell-based) (CRADAFAI), Pet Food & Treats Retail (CRALAHAB), Pet Supplies Omnichannel (CRAFAEAJ)

Keywords

• Premium pet food
• Dog and cat nutrition
• Natural pet food
• Insect protein pet food
• Specialty pet retailer supply

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: PetCo sells directly to pet owners through branded e-commerce websites (dogslove.com, catslove.com, wow.pet, purenature.pet). Customers can purchase one-time or subscribe to recurring food deliveries (Futter-Abo). Payment accepted via PayPal, credit card (Visa, Mastercard), Apple Pay, Klarna, and Pay by Bank.
2. B2B Wholesale to Retailers: PetCo sells to specialist pet retailers (Fachhändler) through their B2B portal at b2b.petco.group. Retailers receive dealer pricing with minimum order requirements and volume-based free shipping thresholds. Products include the full brand portfolio: DOG'S LOVE, CAT'S LOVE, WOW DOG, WOW CAT, PURE NATURE, and CARNILOVE.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

PetCo GmbH is an Austrian family-owned pet food manufacturer producing super-premium and premium dog and cat food under brands DOG'S LOVE, CAT'S LOVE, WOW DOG, WOW CAT, and PURE NATURE, plus the innovative DOGS FOR FUTURE insect-protein line. Products are made from food-grade raw materials in regional facilities (primarily Styria, Austria and Germany) and sold directly to pet owners through branded e-commerce sites and through a B2B portal to specialist retailers across 12 countries.

Product overview

PetCo is an Austrian family business operating as a pet food manufacturer and distributor with a portfolio of five consumer brands plus specialty product categories. The core offering consists of DOG'S LOVE (premium flagship dog food launched 2014), CAT'S LOVE (premium cat food launched 2017), WOW DOG (affordable premium dog food launched 2018), WOW CAT (cat food launched 2024), and PURE NATURE (natural food brand launched 2023). The portfolio also includes the innovative DOGS FOR FUTURE sub-brand featuring insect protein. Beyond branded foods, PetCo offers specialty foods for pets with dietary requirements, supplementary feeds, snacks/treats, and selected accessories. All products emphasize regional Austrian production, sustainability, and food-grade quality standards.

Differentiator

Problem solved

Functional benefit

Products and services

• DOG'S LOVE Flagship premium dog food brand produced in Austria using 100% food-grade raw materials; grain-free formula without artificial preservatives or flavor enhancers, developed with veterinary support. Sold through dogslove.com and the B2B dealer portal.
• CAT'S LOVE Premium cat food brand offering grain-free food without artificial preservatives and flavor enhancers, produced in Austria with regional ingredients and CO2-neutral production. Sold through catslove.com and the B2B dealer portal.
• WOW DOG Value-oriented premium dog food brand offering complete nutrition through smart recipes at an attractive price point. 100% produced in Austria with local and seasonal ingredients, free from artificial additives and cereals. Sold via wow.pet and B2B channel.
• WOW CAT Premium cat food launched in 2024, offering high-quality protein with purely natural ingredients and valuable additives at attractive prices for kittens, adult cats, and senior cats. Sold through wow.pet and B2B channel.
• PURE NATURE Natural pet food brand featuring local ingredients, regional production, GMO-free formulation, and largely recyclable packaging. Covers all life stages for dogs and cats with veterinary-tested products. Sold through purenature.pet and B2B channel.
• DOGS FOR FUTURE (Insect Protein) Innovative dog food sub-line based on insect protein (black soldier fly), offering a healthy and sustainable alternative to conventional protein sources with omega-3 and omega-6 fatty acids and all essential amino acids; easily digestible for allergy sufferers. Sold under the DOG'S LOVE family via dogslove.com.
• CARNILOVE Pet food brand available through PetCo's B2B dealer portal alongside the other premium brands, expanding the trade assortment for specialist retailers (Fachhändler).
• Snacks and Treats Treat products for rewards during training or as healthy snacks between meals, offered across PetCo's brand portfolio (DOG'S LOVE, CAT'S LOVE, WOW, PURE NATURE).
• Pet Food Subscription (Futter-Abo) Recurring pet food delivery subscription available via dogslove.com and catslove.com; customers set delivery intervals and receive regular shipments of their chosen products. Recurring revenue offering.

Quantifiable outcome

• 73.8% customer loyalty rate
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• Kindertraum FoundationminorStrategic or Co-development PartnerPetCo is a food partner for selected therapy and assistance dogs for children with special needs. The company also provides financing for assistance dogs and makes regular donations to selected animal welfare organizations.
• ClimatePartnercoreStrategic or Co-development PartnerOfficial ClimatePartner certification committing to low CO2 emissions and investment in certified climate protection projects. Enables CO2-neutral production and delivery claims.
• MEIKO HeimtierbedarfminorChannel Partner/ Reseller/ DistributorSwiss trading partner enabling Swiss distribution of PetCo products. Contact: [email protected]. Direct shipping to Switzerland is not possible due to customs regulations, so MEIKO serves as the official Swiss importer.
• Styrian Production CooperativecoreImplementation/ SI/ Consulting PartnerRegional agricultural and food production cooperative in Styria (Steiermark), Austria. Produces DOG'S LOVE wet food using strictly tested ingredients, mostly sourced directly from local farmers. All raw materials are food-grade quality and processed to highest specifications.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BEWI Dog (Bewital Petfood): German family-owned premium pet food manufacturer producing super-premium dry and wet food under multiple brand families. Comparable to PetCo's multi-brand premium strategy and DACH-focused family business model.
• Josera Petfood: German premium pet food manufacturer producing dry food, treats, and snacks with focus on natural ingredients and sustainable production. Closely comparable to PetCo as a European regional premium/super-premium manufacturer serving specialist retail and D2C channels.
• Yarrah Organic Petfood: Dutch organic pet food brand with strong European distribution, certified organic ingredients, and sustainability messaging. Comparable to PetCo on the natural/organic premium positioning and pan-European specialist retail presence.
• Herrmann's Manufaktur: German premium wet food manufacturer focused on organic, grain-free, and species-appropriate recipes with short ingredient lists. Directly comparable to PetCo's natural, veterinary-developed formulations and specialist retail focus.
• Happy Dog / Happy Cat: German family-owned premium pet food brand with a broad product range across life stages and breed sizes. Comparable to PetCo as a regional premium manufacturer emphasizing natural ingredients and family-brand heritage in the DACH market.
• Wolfsblut (Healthfood24): German premium/ancestral pet food brand offering grain-free recipes inspired by wolves' natural diet. Comparable to PetCo as a DACH premium brand using natural, high-protein formulations distributed via specialist retailers and online.
• Terra Canis: Munich-based premium natural pet food manufacturer offering wet food, dry food, and snacks with food-grade ingredients and veterinary-developed recipes. Directly comparable to DOG'S LOVE positioning and Austrian/German specialist retail distribution model.

Emerging players

• Green Petfood (GREENFIBER): German insect-protein-based pet food brand using black soldier fly protein as a sustainable alternative. Most directly comparable to PetCo's DOGS FOR FUTURE line and signals the emerging competitive landscape in alternative-protein pet nutrition.

Broad incumbents

• Nestlé Purina (Purina): Global mass-market pet food giant offering premium and super-premium lines (e.g., Purina ONE, Pro Plan, Beyond) with extensive European distribution. Comparable as a competitor in the same product category but with vastly larger scale, marketing, and R&D resources.
• Mars Petfood (Royal Canin, Whiskas): Global pet care conglomerate with premium brands including Royal Canin and broad European retail presence. Comparable as an incumbent competing across the same product category with significantly greater scale and brand budgets.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/about

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 PetCo