What Pedigree Wholesale does

Pedigree Wholesale Ltd is a UK-based B2B pet product wholesaler founded in 1972 and headquartered in Nottingham. The company distributes more than 10,000 SKUs from leading third-party pet brands alongside 14 exclusive in-house brands spanning accessories, toys, natural treats, outdoor gear, and specialty nutrition across dogs, cats, birds, fish, reptiles, and small animals.

The company operates a BigCommerce-powered trade website (petproducts.co.uk) that supports 24-hour online ordering, CSV bulk ordering, quick re-order, order history, and a mobile app for partners. Two wholesale account tiers structure the buyer base: a Pallet Account for larger volume independent pet retailers with access to the full assortment, and a Box Delivery Account for smaller businesses with access to approximately 7,000 box-suitable SKUs. Orders placed by 1pm the day before delivery are shipped free on a next-day basis to UK business addresses, with payment by direct debit under credit-checked terms.

Pedigree Wholesale generates revenue through wholesale product margins on transactions with specialist independent pet retailers and a smaller cohort of pet-focused e-commerce businesses. Each partner is supported by a dedicated Business Development Manager or Telephone Account Manager using a category management approach, and is given access to point-of-sale materials, digital brochures, and free brand-led staff training via the Myagi platform. The company explicitly does not service marketplace sellers (Amazon, eBay), does not offer dropshipping, and operates exclusively within the United Kingdom.

Name

Pedigree Wholesale

Legal name

Pedigree Wholesale Ltd

Website

https://petproducts.co.uk

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

Pedigree Wholesale is a UK B2B wholesaler founded in 1972 that distributes over 10,000 pet products and 14 exclusive own brands to specialist independent pet retailers nationwide, via a BigCommerce trade website with free next-day delivery.

Ownership category

akta.pro rank

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Product Distribution: Pedigree Wholesale generates revenue by distributing pet products to specialist independent pet retailers. They stock over 10,000 products from leading pet brands and offer both their own exclusive brands and third-party brands. Revenue is generated through product margin on wholesale transactions. They offer Pallet Account and Box Delivery Account options with different minimum order requirements. Orders are placed online with free next day delivery to business addresses, paid via direct debit.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pedigree Wholesale distributes more than 10,000 pet products from leading brands — plus 14 in-house exclusive brands — to specialist independent pet retailers across the UK through a trade website (petproducts.co.uk). Retailers open a Pallet Account (full range, volume orders) or a Box Delivery Account (~7,000 box-suitable products, lower minimum orders), place orders online 24/7, and receive free next day delivery to business addresses.

Product overview

Pedigree Wholesale operates as a B2B wholesale platform supplying the independent UK pet retail sector since 1972. The core offering is a trade website platform enabling 24-hour online ordering with two account types: Pallet Account for larger volume retailers and Box Delivery Account for smaller businesses with approximately 7,000 box-suitable products. The company distributes over 10,000 products from leading pet brands alongside 14 exclusive own brands including All For Paws (accessories/toys), Chuckit! (dog fetch toys), Doodles Deli (natural treats), Hurtta (outdoor gear), JW (dog toys), Natures Deli (natural food), Petello (yak cheese chews), and RIO & Little One (small animal/bird food). Additional services include dedicated Business Development Managers, Myagi staff training platform, mobile app, and digital brochures. Product categories span Food & Treats, Accessories, Health & Hygiene, and Litter & Bedding across multiple animal types.

Differentiator

Problem solved

Functional benefit

Brands

• All For Paws: Exclusive pet accessory brand offering pet toys, beds, and lifestyle products.
• Bingham Farms
• Chuckit!
• Cooper & Co
• Doodles Deli
• Gigwi
• Walter Harrisons
• Hurtta
• JW
• Natures Deli
• Nobblys
• Petello
• RIO & Little One
• Sportspet

Products and services

• All For Paws Exclusive in-house pet accessories and toys brand offering beds, toys, cooling products and travel accessories for retailers seeking quality lines with margin opportunity.
• Bingham Farms Exclusive in-house brand offering pet treats and food products with a quality and margin focus for independent pet retailers.
• Chuckit! Exclusive in-house dog toy brand specialising in fetch toys, ultra balls and interactive play products for dogs.
• Cooper & Co Exclusive in-house pet product brand with a focus on retail margin opportunities.
• Doodles Deli Exclusive in-house natural pet treat brand specialising in air-dried products including rabbit ears, natural bones and body parts for dogs.
• GiGwi Exclusive in-house pet toy brand offering diverse play products for pets.
• Walter Harrisons Exclusive in-house pet food and treats brand providing quality nutrition products for retailers.
• Hurtta Exclusive in-house outdoor and performance pet gear brand offering dog clothing, harnesses and outdoor accessories designed for active dogs.
• JW Exclusive in-house dog toy brand specialising in interactive and comfort toys for dogs.
• Natures Deli Exclusive in-house natural pet food brand offering quality nutrition products with high meat content.
• Nobblys Exclusive in-house pet treat brand offering quality products for retailers.
• Petello Yak Cheese Chews Exclusive in-house brand specialising in yak cheese chew products for pets.
• RIO & Little One Exclusive in-house brand for small animals and birds, offering specialised food and forage products.
• Sportspet Exclusive in-house pet brand offering quality pet products for retailers.
• Myagi Staff Training Platform Free online staff training platform from major brands, integrated into Pedigree Wholesale's offering to enable retailer employee education.
• Pedigree Wholesale Mobile App Mobile application enabling quick ordering and account management for retailers on the go.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Jollyes: UK high-street pet retail chain carrying similar multi-category pet product ranges across food, accessories, health, and aquatics. Comparable downstream competitor that influences what products independent retailers must compete against.
• Pets at Home: UK's largest specialist pet retailer with hundreds of stores plus veterinary, grooming, and own-brand product lines. Adjacent because it controls downstream demand that Pedigree's retailer customers depend on, and competes in own-brand pet food/treats via its VIP tier.
• Chewy: US online-led pet supplies retailer and pharmacy with extensive SKU breadth, own-brand range, and embedded retailer/consumer services. Comparable as a large multi-category pet product distributor that demonstrates the scale-up trajectory of digitized pet supply distribution.
• Animed Direct: UK online-led pet supplies and veterinary product retailer carrying a deep food, accessory, and health SKU range across multiple species. Comparable as a multi-category UK pet product distributor/retailer hybrid that competes for the same consumer wallet.
• PetSmart: US pet retail chain with national distribution, exclusive brand portfolio, and omnichannel ordering infrastructure. Comparable as a broad multi-category pet product distributor/retailer that influences manufacturer sourcing and competitor benchmarking for Pedigree's own-brand strategy.
• Pets Corner: UK family-owned specialist pet retailer chain with strong independent-spirit positioning and own-brand portfolio. Closely comparable to Pedigree in ethos and target consumer, though retail-led rather than distribution-led.
• Zooplus: Europe's largest online pet supplies retailer with deep SKU coverage across food, accessories, and health products. Comparable as a large-scale multi-category pet product distributor serving online/D2C demand that Pedigree currently elects not to serve via marketplace channels.

Others

• Mars Petcare: Global pet food manufacturer (Pedigree, Whiskas, Royal Canin, James Wellbeloved, Burgess) and key supplier whose brands are distributed via Pedigree's platform. Comparable as a major upstream supplier that increasingly influences wholesale supply economics and direct-to-retailer dynamics.
• Nestlé Purina: Global pet food manufacturer (Felix, Purina ONE, Bakers, Pro Plan) and a key upstream supplier-partner whose products are distributed through Pedigree's trade platform. Comparable as a principal supplier whose direct-to-retail strategy shapes wholesale disintermediation dynamics.

Direct peers

• Perro Group: UK pet products wholesaler supplying independent retailers across multiple pet categories, with overlapping GTM motion to Pedigree Wholesale's specialist indie retail base. Most directly comparable UK pet product distributor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Pedigree Wholesale