TRIXIE

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.

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

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

• Pet supply wholesale
• Pet accessories manufacturing
• Pet product distribution
• Animal care products
• Pet retail supplies

Headquarters

HQ city

Tarp

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Core 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.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• 3PL (UK Logistics Provider)coreChannel Partner/ Reseller/ Distributor · 19 November 2025TRIXIE 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-KitchenminorStrategic or Co-development Partner · 10 June 2025Pets-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)minorStrategic or Co-development Partner · 16 April 2022TRIXIE 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.
• zookaufminorGTM or Marketing PartnerTRIXIE 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-HolsteinminorStrategic or Co-development PartnerTRIXIE 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 MoceanminorStrategic or Co-development PartnerSince 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.minorStrategic or Co-development PartnerTRIXIE 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)minorStrategic or Co-development PartnerTRIXIE 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.minorStrategic or Co-development PartnerTRIXIE 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

Direct 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

• YouTubeyoutube.com/c/TRIXIEHeimtierbedarf
• Facebookfacebook.com/trixie.heimtierbedarf
• LinkedInde.linkedin.com/company/trixie-heimtierbedarf
• Instagraminstagram.com/trixie.heimtierbedarf
• Pinterestpinterest.de/TrixieHeimtierbedarf/?eq=trixie%20heim&etslf=6386
• TikToktiktok.com/@trixie.heimtierbedarf

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 TRIXIE