TRIXIE
TRIXIE Heimtierbedarf is a German family-owned B2B wholesale supplier of approximately 6,000 pet products across five animal categories, serving 8,500+ retailers in 100+ countries from its automated Tarp headquarters and a new direct-to-consumer online shop.
- Company typePrivate
- Founded1974
- HeadquartersTarp, Germany
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What TRIXIE does
TRIXIE Heimtierbedarf Gmb & Co. KG is a German family-owned wholesale supplier of pet accessories, founded in 1974 by Bonnik Hansen in Flensburg and now headquartered in Tarp. The company distributes approximately 6,000 SKUs covering dogs, cats, birds, small animals, and reptiles to more than 8,500 retail customers in over 100 countries, with 60% of revenue generated outside Germany. Its primary go-to-market is a B2B wholesale model served by 50-person field sales teams covering Germany, Austria, the UK, France, the Netherlands, Belgium, and Luxembourg, with distribution partners handling the rest of the world; a direct-to-consumer online shop at trixie.shop supplements the wholesale channel.
The company has shifted over time from a trading-goods business to a proprietary product developer, supported by an in-house product management team of nearly 20 specialists spanning design, veterinary medicine, and dog training. The 15 million EUR automated high-bay warehouse at Tarp (approximately 98,000 sqm site, 52,000 sqm storage, 90,000 pallet spaces, 48,000 shuttle-system containers) underpins order fulfillment and export logistics. The portfolio is organized around the TRIXIE master brand and the BE NORDIC marine-conservation sub-brand, with the "Ventures by TRIXIE" program onboarding and distributing products from pet-industry startups such as Pets-Kitchen and Pezz.
TRIXIE is privately held under family/founder ownership with no evidence of external institutional investors. The Geschäftsleitung comprises Dirk Jessen, Burkhard Friedrichsen, and Danny Bollerey, with Volker Haak as Geschäftsführer; the company employs 600+ staff from 26 nationalities and reinvests profits into facility expansion rather than external funding. Recent strategic moves include a 2024 brand refresh with 800+ new product launches at Interzoo, a 2025 three-year UK 3PL fulfilment partnership, and the launch of its D2C online shop.
TRIXIE firmographics
Firmographics- Name
- TRIXIE
- Legal name
- TRIXIE Heimtierbedarf GmbH & Co. KG
- Website
- https://trixie.de
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- TRIXIE Heimtierbedarf is a German family-owned B2B wholesale supplier of approximately 6,000 pet products across five animal categories, serving 8,500+ retailers in 100+ countries from its automated Tarp headquarters and a new direct-to-consumer online shop.
- Ownership category
- akta.pro rank
TRIXIE industry classification
Industry- Product category
- Pet Supplies
- NAICS
- Pet and Pet Supplies Retailers (45991)
- SIC
- Wholesale-Miscellaneous Nondurable Goods (5190)
- akta.pro primary industry
- Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF)
- akta.pro secondary industries
- Pet Bedding, Furniture & Habitat Products Distribution (Beds, Crates, Aquariums) (CRAOAKAG), Pet Health & Wellness Distribution (Supplements, OTC, Preventives) (CRAOAKAC), Pet Toys & Enrichment Retail (CRALAHAE)
Keywords
Where TRIXIE is headquartered
LocationHeadquarters
- HQ city
- Tarp
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
TRIXIE business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Infrastructure, Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- B2B Wholesale - Pet Products: TRIXIE generates revenue by selling pet products (6,000+ articles for dogs, cats, birds, small animals, and reptiles) to retailers including pet stores, pet specialists, and other resellers. Products are sold under the TRIXIE brand and distributed globally.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
TRIXIE product offering
Product offeringCore offering
TRIXIE manufactures and distributes approximately 6,000+ pet products covering toys, leashes, harnesses, beds, cat furniture, grooming tools, travel accessories, and food items for dogs, cats, birds, small animals, and reptiles. The company operates primarily as a B2B wholesale supplier serving 8,500+ pet specialty retailers across 100+ countries, while also selling directly to end consumers through its trixie.shop online store.
Product overview
TRIXIE is a European market leader in pet supplies offering approximately 6,000 products across five animal categories: dogs (Hunde), cats (Katzen), birds (Vögel), small animals (Kleintiere), and reptiles (Reptilien). The product portfolio includes toys, leashes, harnesses, beds, cat furniture, grooming tools, travel accessories, and food items. The company operates through multiple channels including a B2B online shop for registered retailers, a direct-to-consumer online shop (trixie.shop), and distributes via over 8,500 specialty retail customers worldwide. Notable sub-brands include the BE NORDIC marine conservation product line, while the TRIXIE Ventures initiative supports pet product startups through distribution partnerships with companies like Pets-Kitchen and Pezz.
Differentiator
Problem solved
Functional benefit
Brands
- BE NORDIC: Maritime product line supporting marine protection projects including ghost net recovery, clean-up operations, turtle protection, and plastic waste initiatives.
Products and services
- Dog Products (Hunde) Comprehensive range of products for dogs including leashes, harnesses, toys, beds, grooming tools, travel accessories, and food items, sold to pet retailers and end consumers.
- Cat Products (Katzen) Complete range of cat products including cat litter boxes, scratching posts, toys, beds, carriers, and accessories, sold to pet retailers and end consumers.
- Bird Products (Vögel) Products for birds including cages, toys, feeding accessories, and care items, distributed through pet retailers.
- Small Animal Products (Kleintiere) Products for small pets including cages, bedding, toys, and care accessories, distributed through pet retailers.
- Reptile Products (Reptilien) Products for reptiles including terrariums, heating equipment, lighting, and care supplies, distributed through pet retailers.
- BE NORDIC Product Series Maritime-themed sub-brand product line whose sales proceeds support marine conservation projects including ghost net retrieval, clean-up operations, and anti-plastic initiatives.
Companies that use TRIXIE
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
TRIXIE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
TRIXIE partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- 3PL (UK Logistics Provider)coreTRIXIE Pet Products entered into a three-year fulfilment partnership with 3PL to support UK expansion. The partnership leverages 3PL's advanced Fusion platform and Grade A warehousing to ensure efficient order processing, hygiene, and safety standards, improving logistics and reducing lead times.
- Pets-KitchenminorPets-Kitchen won the TRIXIE Ventures Award 2025 with healthy baking mixes for dog treats. The company creates celebration cakes, pup-cakes, and pup-bites using certified ingredients. TRIXIE Ventures connects startups with the pet industry and trade.
- Scientific Diving Association (SDA)minorTRIXIE supports SDA's ghost net recovery and beach cleaning initiatives as part of the BE NORDIC charity program for marine protection. The partnership began with a cleanup on Föhr island on Easter Saturday 2022.
- zookaufminorTRIXIE and zookauf organized a large donation campaign providing pet supplies worth over 60,000 EUR to animal shelters across Germany, supporting animal welfare organizations during difficult economic times.
- Stiftung Naturschutz Schleswig-HolsteinminorTRIXIE supports the Foundation for Nature Protection Schleswig-Holstein in moorland restoration projects. Donated 10,000 EUR in 2023 for renaturation measures to help restore healthy moors that serve as carbon dioxide storage.
- In MoceanminorSince January 2025, TRIXIE supports In Mocean, an initiative by sailors for coastal communities fighting the global plastic waste crisis, as part of the BE NORDIC marine protection program.
- A.D.R.E.M.C.A.minorTRIXIE supports A.D.R.E.M.C.A.'s artificial reef project along the French Atlantic coast to support marine ecosystems, part of BE NORDIC charity initiative.
- APOPO (HeroRATs)minorTRIXIE funds the training and care of HeroRATs specialized in detecting landmines and tuberculosis, supporting APOPO's life-saving work through donations.
- Verein Meer Leben e.V.minorTRIXIE supports surf therapy programs for children and young people with cancer through the Meer Leben association, as part of BE NORDIC charity initiatives.
Scale indicators7 records
Recent moves9 records
Expansion highlights5 records
TRIXIE competitors and assessment
Company assessmentDirect peers
- Ancol Pet Products: UK-based pet accessories and toy manufacturer serving the British independent pet retail channel for over 50 years with proprietary branded products. Comparable as a European country-level accessories/pet products distributor targeting independent specialty retail.
- Rosewood Pet Products: UK-based developer and distributor of innovative pet toys, accessories, and care products sold through independent specialty pet retailers across Europe. Directly comparable as a UK-headquartered accessories/toy specialty distributor into the same indie pet retail footprint.
- Ferplast: Italy-based manufacturer and wholesaler of pet accessories, carriers, cages, and small animal/pet habitat products distributed across European pet retailers. Comparable as a large continental European accessories/habitat distributor with multi-species SKU breadth.
- Rogz: South Africa-headquartered pet accessories brand with global distribution in pet specialty channels across Europe, the UK, and beyond. Comparable as an international multi-category pet accessories brand sold through independent pet retail in overlapping markets.
- Savic: Belgian manufacturer of pet cages, habitats, carriers, and accessories for small animals, cats, dogs, and birds, distributed across European pet specialty retail. Comparable in multi-species habitat/accessories wholesale, operating in adjacent Benelux markets to TRIXIE.
- Hunter Industrieprodukte: German premium pet accessories manufacturer specializing in collars, leashes, harnesses, and travel gear for dogs, distributed through European specialty retail. The product focus (leashes, harnesses, travel) overlaps directly with TRIXIE's accessories-first core.
- Karlie Heimtierbedarf: Germany-based pet products company offering a broad accessories, toy, and care range for dogs, cats, and small animals through specialty retail and direct channels. It is TRIXIE's closest same-country peer in category mix, breadth, and German-headquartered wholesale-distributor positioning.
Broad incumbents
- Pets at Home Group: UK-listed omni-channel pet retail and product platform with own-brand manufacturing, grooming, and vet services serving British and select European consumers. Comparable at the broad-portfolio level only — not a direct competitor on wholesale B2B accessories distribution to independents, but a meaningful adjacent incumbent in European pet supplies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
TRIXIE social profiles
Digital presenceTRIXIE financial estimates
Financial estimateRevenue estimate
Valuation estimate
TRIXIE leadership team
Management profileNumber of profiles
Profiles8 records
TRIXIE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TRIXIE 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 TRIXIE
What does TRIXIE do?
TRIXIE manufactures and distributes approximately 6,000+ pet products covering toys, leashes, harnesses, beds, cat furniture, grooming tools, travel accessories, and food items for dogs, cats, birds, small animals, and reptiles. The company operates primarily as a B2B wholesale supplier serving 8,500+ pet specialty retailers across 100+ countries, while also selling directly to end consumers through its trixie.shop online store.
Is TRIXIE a public or private company?
TRIXIE is a private company. It is classified as family owned and is currently operating.
When was TRIXIE founded?
TRIXIE was founded in 1974. It employs 501 to 1,000 people.
Where is TRIXIE based?
TRIXIE is headquartered in Tarp, Germany, in the Europe region.
How does TRIXIE make money?
One revenue line is on record: B2B Wholesale - Pet Products.
Who are TRIXIE's main competitors?
Direct peers on record are Ancol Pet Products, Rosewood Pet Products, Ferplast, Rogz, Savic, Hunter Industrieprodukte and Karlie Heimtierbedarf. Pets at Home Group is listed as a broad incumbent.
Does TRIXIE have an API?
No public API is recorded for TRIXIE.
What industry is TRIXIE in?
TRIXIE's product category is Pet Supplies. Its primary akta.pro industry code is CRAOAKAF, Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers), with a secondary code of CRAOAKAG, Pet Bedding, Furniture & Habitat Products Distribution (Beds, Crates, Aquariums). Its NAICS code is 45991 and its SIC code is 5190.