What Animed Direct does

Animed Direct Limited is a UK-based e-commerce retailer of pet supplies and veterinary medicines, operating exclusively through its animed.co.uk website. The company is a wholly owned subsidiary of CVS (UK) Limited, a diversified veterinary group, and is headquartered in Diss, Norfolk. Founded in 2010, Animed Direct serves UK pet owners across five categories — dogs, cats, equine, small furries, and birds & exotics — offering pet food (including veterinary and hypoallergenic diets), prescription medications, healthcare products (flea/tick/worm treatments, joint care, dental, supplements), and accessories.

The e-commerce platform is built on Magento with a Hyva frontend framework, supporting product catalog, shopping basket, checkout, prescription ordering, and customer account functionality. Animed Direct is VMD (Veterinary Medicines Directorate) accredited as an Internet Retailer of Veterinary Medicines and RCVS (Royal College of Veterinary Surgeons) registered — regulatory credentials required to dispense prescription pet medications online in the UK. A subscription programme called Subscribe & Go provides repeat deliveries with per-order savings and loyalty rewards after three completed orders, creating a recurring revenue layer on top of one-time product sales.

The business model combines one-time product sales (food, accessories, medications) with a subscription recurring-revenue stream, monetized through unit pricing, free delivery above a £49 threshold, and regular promotional campaigns. Customer acquisition is driven by SEO-optimized category and product pages, content marketing through a Pet Care Hub, and organic social media presence on Facebook, Instagram, and TikTok. The company claims a customer base of 330,000+ and operates with 101–250 employees, with no physical retail presence, third-party marketplace listings, or B2B revenue streams disclosed.

Name

Animed Direct

Legal name

Animed Direct Limited

Website

https://animeddirect.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Animed Direct is a UK-based e-commerce retailer selling pet food, prescription medications, healthcare products, and accessories for dogs, cats, equine, small furries, and birds & exotics. Operating exclusively online as a wholly owned subsidiary of CVS (UK) Limited, it serves 330,000+ UK pet owners through a Magento platform with a Subscribe & Go subscription programme.

Ownership category

akta.pro rank

Product category

Online Pet Retail and Veterinary Pharmacy

NAICS

Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

Pet Supplies Inventory-led Online Retailers (CRAFADAH)

Keywords

• Online pet retail
• Veterinary pharmacy
• Pet prescription medications
• Pet food and supplies
• Pet healthcare products

Headquarters

HQ city

Diss

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product sales (one-time): Animed Direct sells a wide range of pet foods, medications, accessories, and supplements through its e-commerce website. Customers purchase individual products at listed prices. Products span multiple pet categories (dog, cat, equine, small furries, birds & exotics) and include both consumables and durable goods.
2. Subscribe & Go subscription: The Subscribe & Go programme offers repeat deliveries of pet products on a scheduled basis. Customers save on every order when subscribing, and loyalty rewards are earned after completing 3 orders. This creates recurring revenue from subscribers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Animed Direct is a UK-based online pet supplies retailer and pharmacy that sells pet food, prescription veterinary medicines, healthcare products, and accessories for dogs, cats, equine, small furries, and birds/exotics through its own e-commerce website. The company operates the Subscribe & Go subscription programme for scheduled repeat deliveries and offers free delivery on orders over £49 across the United Kingdom.

Product overview

Animed Direct is a UK-based e-commerce pet supplies retailer offering a comprehensive range of products across multiple pet categories (dogs, cats, horses, small furries, and birds/exotics). The core offering consists of pet foods (dry, wet, treats, veterinary diets, hypoallergenic, and specialized formulas), prescription medications sourced from UK suppliers, and healthcare products covering flea/tick/worm treatments, joint care, dental health, and nutritional supplements. Additional product lines include pet accessories such as toys, grooming supplies, beds, collars, and clothing. The business operates a subscription service called Subscribe & Go for recurring deliveries with loyalty rewards, and maintains an educational Pet Care Hub with expert pet care articles.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog Food Dry, wet, treats, veterinary diets, hypoallergenic, health condition, freeze dried, natural, grain free, and puppy food for dogs, sold online to UK pet owners.
• Cat Food Wet, dry, veterinary diets, health condition, treats, natural, and kitten food for cats, sold online to UK pet owners.
• Pet Prescription Medication Genuine UK-sourced veterinary medicines and prescription medications for pets, dispatched through Animed Direct's VMD-accredited online pharmacy to customers with a valid prescription.
• Dog Healthcare Products Healthcare products for dogs including flea/tick/worm treatments, joint and mobility, skin and coat, dental, digestion, eye and ear, supplements, diabetes, urinary, stress and anxiety, first aid and recovery, and ageing support.
• Cat Healthcare Products Healthcare products for cats including flea/tick/worm, urinary, digestion, supplements, ageing, stress, eye and ear, joint and mobility, diabetes, skin and coat, dental, first aid and recovery, and hairball treatment.
• Dog Accessories Accessories for dogs including toys, grooming, beds/blankets/crates, collars/leads/harnesses, bowls/mats, coats/clothing, poo bags/hygiene/clean up, seasonal/travel, and cooling products.
• Cat Accessories Accessories for cats including cat litter/trays/accessories, toys, bowls/feeding accessories, beds/blankets, grooming, and collars/tags/leads.
• Equine Healthcare Products Healthcare products for horses including first aid/recovery, supplements, skin and coat, stress and anxiety, hoof care, digestion, joint and mobility, and eye care.
• Small Furries Products Food, accessories (bowls, toys, travel/harnesses, grooming, bedding/litter/hygiene), and healthcare products (parasite control, first aid, digestion, supplements, eye/ear care, stress relief) for rabbits, guinea pigs, hamsters, and other small pets.
• Birds & Exotics Products Food, parasite control, supplements, cleaning and hygiene, general healthcare, first aid, and stress and anxiety relief products for birds and exotic pets.
• Subscribe & Go Subscription Service Subscription programme offering scheduled repeat deliveries of pet products with savings on every order and loyalty rewards after three completed orders, designed to drive recurring revenue and customer retention.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

One partnership is on record.

• CVS (UK) LimitedcoreOthersAnimed Direct Limited is a wholly owned subsidiary of CVS (UK) Limited. CVS is a major veterinary group in the UK, providing Animed Direct with corporate backing, operational infrastructure, and access to veterinary expertise and supply chains.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Pets at Home: The UK's largest omnichannel pet retailer, combining physical superstores, an online shop, grooming salons, and a veterinary group (Vets4Pets). Direct overlap with Animed Direct on online pet food, accessories and healthcare, plus a competing in-house vet prescription fulfilment capability.
• Jollyes: UK specialist pet retailer with a growing network of high-street stores plus an online shop across food, accessories, healthcare and live animals. A second-tier UK omnichannel incumbent relative to Pets at Home; comparable offer to Animed Direct on the categories both are stocked in.
• Chewy: The largest pure-play online pet retailer in the US, with a subscription autoship programme, in-house pharmacy (Chewy Pharmacy), and broad pet food/healthcare/accessory assortment. Used as a strategic benchmark for the DTC online pet retail model Animed Direct operates, although operating in a different geography.
• PetSmart: North American omnichannel pet retailer combining physical stores with a large online catalogue and adjacent veterinary services. Comparable to Animed Direct's blended retail-plus-pet-healthcare proposition at much larger scale.

Direct peers

• Zooplus: Europe's leading pure-play online pet retailer with a subscription-heavy catalogue spanning food, accessories and healthcare across dogs, cats and small pets. Closely comparable DTC e-commerce model, broad SKU breadth and recurring delivery mechanics to Animed Direct, with the key difference being multi-country European scale rather than single-country UK focus.
• VioVet: Long-established UK online pet supplies and veterinary pharmacy retailer selling prescription medicines, diets and accessories direct to consumers. Directly competes with Animed Direct on the prescription medication category and overlapping pet food and accessory ranges in the UK DTC channel.
• VetUK: UK-based online retailer of pet medications, foods and accessories, including prescription vet medicines. A near-direct competitor to Animed Direct in the online veterinary pharmacy niche with overlapping customer segments and product mix.
• Bitiba: Discount online pet supplies retailer (sister brand to Zooplus) operating in the UK with a heavily promotional price-led positioning on pet food and accessories. Direct competitor on price-sensitive commodity pet supplies where Animed Direct is also active.

Others

• Mars Petcare (online direct): Parent of Royal Canin, Pedigree, Whiskas and other major pet food brands that Animed Direct retails at scale. Relevant adjacency as a wholesale supplier relationship; brand-direct commerce initiatives (e.g., brand DTC sites) could be viewed as potential ecosystem competitors to specialist retailers.
• Amazon UK Pet Supplies: General marketplace capturing significant share of UK commodity pet food, accessory and OTC pet healthcare purchases. A structural competitor for non-prescription basket share and a key reference point for delivery economics across the UK pet retail category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AnimedDirect
• Instagraminstagram.com/animed_uk
• TikToktiktok.com/@animed_uk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Animed Direct