Nobby Pet Shop

What Nobby Pet Shop does

Nobby Pet Shop GmbH is a privately held German B2B wholesaler of pet supplies, headquartered in Bocholt (Im Egeling 21) and founded in 1991. The company sells a comprehensive catalog of products across six pet categories — dogs, cats, small animals, aquarium/fish, birds, and miscellaneous (including books and seasonal items) — to specialty pet retailers (Fachhandel), garden centers, and pet stores through a login-gated dealer portal, with a €250 net minimum order for free delivery and standard 8-day payment terms.

Its product range combines proprietary sub-brands with distributed third-party brands. Owned labels include StarSnack (a multi-variant treat and snack line spanning BBQ, Cookies, Dental, freeze-dried, gluten-free, Mini, Sensitive, and Licky & Soups), Nobby Nature (100% natural chewing articles), DENTAL LINE (oral-health chew toys), and Full Reflect (reflective collars, leashes, and harnesses). Distributed brands include flexi (retractable leashes), WAHL (professional grooming clippers), Versele Laga (bird and small animal food), and Beaphar (pet healthcare and bird care).

The business model is a traditional wholesale distribution motion: revenue is generated through hardware sales to dealers, with tiered, login-based B2B pricing. Marketing and customer acquisition rely on the B2B e-commerce website (available in German and English), a dealer locator (Händlersuche), and trade-show presence in the pet industry. The geographic footprint centers on Germany and the broader DACH region, with early indicators of international retailer interest. Headcount is reported at 51-100 employees, with no public revenue or funding disclosures and no recorded leadership team or institutional ownership in the source material.

Name

Nobby Pet Shop

Legal name

Nobby Pet Shop GmbH

Website

https://nobby.de

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

Nobby Pet Shop GmbH is a privately held German B2B wholesaler, founded in 1991 in Bocholt, distributing a broad catalog of pet supplies across six animal categories through specialty pet retailers, garden centers, and pet shops, combining proprietary sub-brands (StarSnack, Nobby Nature) with distributed third-party brands (flexi, WAHL, Versele Laga, Beaphar).

Ownership category

akta.pro rank

Product category

Pet Supplies Wholesale

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industries

Treats & Chews (CRADAFAE), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

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

Headquarters

HQ city

Bocholt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet supplies wholesale distribution: Nobby Pet Shop GmbH operates as a B2B pet supplies wholesaler, selling their proprietary pet product lines (StarSnack treats, Nobby Nature natural chews, toys, accessories, clothing, beds, bowls, and grooming products) to pet specialty retailers and garden centers. The company also distributes third-party pet supply brands including flexi leashes, WAHL grooming products, Versele Laga bird food, and others. Revenue is generated through product sales to dealers and retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Nobby Pet Shop GmbH is a German pet supplies wholesaler and manufacturer that distributes its own proprietary brands (StarSnack treats, Nobby Nature natural chews, DENTAL LINE dental toys, Full Reflect reflective products) and third-party brands (flexi, Versele Laga, WAHL, Beaphar) to pet specialty retailers across the DACH region. The product range covers six pet categories including dogs, cats, small animals, birds, fish/aquarium, and miscellaneous items, with a B2B dealer portal enabling trade ordering and dealer-specific pricing.

Product overview

Nobby Pet Shop GmbH operates a comprehensive e-commerce platform for pet supplies, offering an extensive portfolio of products across six animal categories: dogs, cats, small animals (Kleintier), aquarium/fish (Aqua), birds (Vogel), and miscellaneous items including books and seasonal products. The product range includes proprietary sub-brands StarSnack (pet treats and snacks), Nobby Nature (natural chewing articles), flexi (retractable leashes), DENTAL LINE (dental care toys), and Full Reflect (reflective safety products), alongside complementary accessories for pet care, nutrition, grooming, transport, and housing. The company primarily serves the German-speaking European market with both B2C retail and B2B trade distribution channels.

Differentiator

Problem solved

Functional benefit

Brands

• StarSnack: A brand line of pet treats and snacks including various product variants such as BBQ, Cookies, Dental, Mini, Sensitive, and Gluten-Free options.

Products and services

• StarSnack A proprietary Nobby brand line of pet treats and snacks for dogs and cats, including variants such as StarSnack BBQ, StarSnack Cookies, StarSnack Dental, StarSnack gefriergetrocknet (freeze-dried), StarSnack Gluten- & Getreidefrei (gluten-free), StarSnack Licky & Soups, StarSnack Mini, and StarSnack Sensitive. Sold to pet specialty retailers through Nobby's wholesale dealer network.
• Nobby Nature A proprietary Nobby brand line of natural chewing articles and treats for dogs made from 100% natural dried raw materials, including goat ears, lamb ears, beef trachea, beef shoulder blade, and beef ribs. Distributed to pet retailers through Nobby's B2B dealer network.
• DENTAL LINE A proprietary Nobby brand line of dental care toys for dogs designed to promote oral health through chewing. Distributed through Nobby's wholesale dealer channel to pet specialty retailers.
• Full Reflect A proprietary Nobby brand line of reflective dog collars, leashes, and harnesses designed for enhanced visibility and safety during low-light conditions. Distributed through Nobby's B2B dealer network.
• flexi retractable leashes A distributed third-party brand of retractable dog leashes and walking accessories, including flexi NEW CLASSIC, flexi NEW NEON, and flexi Giant L Professional variants. Distributed by Nobby Pet Shop to pet retailers as part of their comprehensive pet accessories portfolio.
• Versele Laga bird food A distributed third-party Belgian brand of premium bird and small animal food including NutriBird, Cérébroy, and other bird food lines. Nobby Pet Shop distributes Versele Laga products through their dealer network to pet retailers.
• WAHL grooming products A distributed third-party brand of professional pet grooming clippers and equipment, including WAHL Smart Clip, WAHL Fidela, and WAHL Easy Pro+. Nobby Pet Shop distributes WAHL grooming products through their pet retailer network.
• Beaphar pet healthcare A distributed third-party brand of pet healthcare and bird care products. Nobby Pet Shop includes Beaphar products in their bird food and care category offerings distributed through their dealer network to pet retailers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• flexicoreChannel Partner/ Reseller/ Distributorflexi is a leading manufacturer of retractable dog leashes. Nobby Pet Shop distributes flexi products as part of their comprehensive pet accessories portfolio, offering flexi leashes and related products through their dealer network to pet retailers.
• Versele LagacoreChannel Partner/ Reseller/ DistributorVersele Laga is a Belgian manufacturer of premium bird and small animal food. Nobby Pet Shop distributes Versele Laga products including NutriBird, Cérébroy, and other bird food brands through their dealer network.
• WAHLminorChannel Partner/ Reseller/ DistributorWAHL produces professional pet grooming clippers and equipment. Nobby Pet Shop distributes WAHL grooming products including Smart Clip, Fidela, and Easy Pro+ through their pet retailer network.
• BeapharminorChannel Partner/ Reseller/ DistributorBeaphar is a manufacturer of pet healthcare and bird care products. Nobby Pet Shop includes Beaphar products in their bird food and care category offerings distributed through their dealer network.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dohrmann Tierbedarf: Dohrmann is a German pet supplies wholesaler offering accessories, care, and nutrition products to specialist retailers. It mirrors Nobby's model of broad multi-species B2B distribution to the Fachhandel channel.
• Vitakraft: Vitakraft is one of Germany's largest pet food and treat manufacturers with deep presence in treats, chews, and snacks for dogs, cats, birds, and small animals. It overlaps with Nobby's StarSnack and Nobby Nature own-brand positions in treats and natural chews.
• MultiFit Tiernahrung: MultiFit Tiernahrung is a German pet food and accessories wholesaler serving independent retailers. It competes with Nobby on B2B distribution of multi-category pet supplies to Fachhandel in the DACH region.
• Albert Kerbl: Albert Kerbl GmbH is a German family-owned wholesaler and manufacturer of animal supplies covering pet, livestock, and equestrian categories. It overlaps directly with Nobby on B2B distribution to specialist retailers and on own-brand product lines for pet accessories and care.
• H. von Gimborn: H. von Gimborn GmbH is a German manufacturer of pet care and hygiene products (grooming, supplements, care lines). It is comparable to Nobby on the grooming, hygiene, and pet wellness product segments distributed to retailers across Europe.
• TRIXIE Heimtierbedarf: TRIXIE is a German manufacturer and wholesaler of pet accessories, toys, and care products headquartered in Flensburg. It is the closest direct peer to Nobby in terms of product breadth (multi-category accessories and toys) and B2B distribution to pet specialty retailers in the DACH region.

Broad incumbents

• Zooplus: Zooplus is Europe's largest online pet retailer, now owned by Petland/Hellman & Friedman. While it operates a different model (D2C retail rather than B2B wholesale), it competes for the same end-consumer pet supply spend and exerts pricing pressure on Nobby's downstream retailers.
• Fressnapf: Fressnapf is the largest pet retail chain in Europe with hundreds of stores across Germany. It is both a potential customer of Nobby's wholesale supply and a downstream competitor to Nobby's dealer partners, making it a strategically important incumbent in the same channel.

Regional players

• Das Futterhaus: Das Futterhaus is a German franchise pet retail chain operating in the DACH region. It competes with Nobby's dealer network for shelf space, customer mindshare, and own-brand product placements in independent pet specialty retail.
• Kölle Zoo: Kölle Zoo is a German pet retail chain operating superstores across Germany, Austria, and Switzerland. As a regional pet specialist retailer, it is both a customer-channel outlet and a downstream competitive force versus Nobby's independent Fachhandel dealers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/nobbypetshop
• LinkedInlinkedin.com/company/nobby-pet-shop-gmbh

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 Nobby Pet Shop