What Mole Avon does

Mole Avon is a UK-based private retailer founded in 1966, operating an omnichannel country-store business from its headquarters in Crediton, Devon. The company runs four physical country stores in Axminster, Crediton, Okehampton, and Whitstone, complemented by a nationwide e-commerce website carrying over 20,000 products across nine core categories: farming supplies, pet and bird supplies, equestrian supplies, clothing, footwear, hardware, home and gift, outdoors and gardening, and food and drink. The assortment is anchored by authorized distribution relationships with premium brands such as Milwaukee, Stihl, Makita, Barbour, Land Rover, Ridgeline, Le Chameau, KONG, and Baileys Horse Feeds.

The business model is straightforward multi-category retail. Revenue is generated through one-time product sales both in-store and online, with standard unit pricing, VAT exemptions on certain animal feeds and pet foods, and ongoing sale/discount activity. Distribution channels include physical retail, e-commerce, free Click & Collect from any of the four stores, nationwide standard and next-day delivery (via DPD and Royal Mail), and free local delivery within a 20-mile radius of country stores on orders over £350. Online payments are processed through Stripe. Customer segments are broad and consumer-facing: farmers and smallholders, pet owners, horse owners and equestrians, country lifestyle customers, and homeowners and gardeners, with no single segment dominating disclosure.

Strategically, Mole Avon differentiates on breadth of rural assortment and regional convenience rather than technology or scale. The company has invested in omnichannel infrastructure, deepened brand partnerships, and most recently extended into adjacent renewable-energy services via a partnership with Bloom Renewables. The firm is privately held, independently owned, and employs 101–250 people. No revenue is publicly disclosed and no funding rounds, acquisitions, or leadership changes are recorded in the source material.

Name

Mole Avon

Legal name

Mole Avon

Website

https://moleavon.co.uk

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Agricultural and Country Retail

NAICS

Pet and Pet Supplies Retailers (45991), Building Material and Garden Equipment and Supplies Dealers (444), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

General Pet Supplies Retail (Multi-category) (CRALAHAA)

akta.pro secondary industries

Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pest Control & Animal Deterrents Retail (Garden/Outdoor Use) (CRAIAIAL)

Keywords

• Agricultural supplies
• Country store retail
• Pet supplies
• Equestrian products
• Rural hardware

Headquarters

HQ city

Crediton

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from selling physical products across multiple categories including farming supplies, pet supplies, equestrian equipment, clothing, footwear, hardware, home goods, outdoor equipment, and food/drink. Products are sold both in-store and online with standard pricing and VAT exemptions on certain items.

Pricing tiers

Distribution channels5 records

Marketing channels3 records

Core offering

Mole Avon Trading Limited operates four physical country stores in Devon, England, and a nationwide e-commerce website, retailing over 20,000 products across farming supplies, pet and bird supplies, equestrian equipment, country clothing, footwear, hardware, home and gift, outdoors and gardening, and food and drink categories. The company serves individual consumers including farmers, smallholders, pet owners, equestrians, country lifestyle customers, and homeowners through in-store shopping, Click & Collect, standard delivery, next day delivery, and local delivery channels.

Product overview

Mole Avon is an agricultural and countryside e-commerce retailer operating through both online channels and four physical country stores (Axminster, Crediton, Okehampton, Whitstone). The company offers over 20,000 products across nine core categories: Farming Supplies (animal medicines, feeds, fencing), Pet & Bird Supplies (dog/cat food, toys, beds), Equestrian Supplies (horse feed, supplements), Clothing (rural/workwear brands including Ridgeline, Barbour, Land Rover), Footwear (wellingtons, safety boots), Hardware (tools, electrical), Home & Gift, Outdoors/Gardening, and Food & Drink. The business model combines its own-store products with branded merchandise from sub-brands such as KONG pet toys, All For Paws, Baileys Horse Feeds, and Ridgeline clothing.

Differentiator

Problem solved

Functional benefit

Products and services

• Farming Supplies Agricultural farm supplies including animal medicines (cattle, sheep, pig, poultry), animal feeds, fencing materials, electric fencing supplies, pest and fly control, seeds, fertilisers, and farming equipment. Targeted at farmers and smallholders in the UK.
• Pet and Bird Supplies Pet care products including dog food, dog toys, dog beds, dog treats, cat supplies, small animal supplies, and bird feed. Targeted at UK pet owners across dogs, cats, small animals, and birds.
• Equestrian Supplies Horse care products including horse feed (e.g. Baileys Horse Feeds Meadow Sweet with Turmeric), equine supplements, horse health and care items, bridle wear, horse rugs, and stable equipment. Targeted at horse owners and equestrian enthusiasts.
• Country Clothing Rural and country clothing for men, women, and children including workwear, outdoor clothing, waterproofs, and branded apparel from manufacturers such as Barbour, Land Rover, Ridgeline, and Hoggs of Fife. Targeted at country lifestyle customers and rural workers.
• Footwear Rural and country footwear including wellingtons, walking boots, safety boots, and casual shoes from brands such as Dunlop, Le Chameau, and Muck Boots. Targeted at country lifestyle customers, farmers, and equestrians.
• Hardware Tools and hardware supplies including power tools, hand tools, electrical supplies, plumbing, fuels, oils, lubricants, vehicle hardware, and security products. Targeted at DIY users, farmers, and rural tradespeople.
• Home and Gift
• Outdoors and Gardening Gardening equipment, outdoor living products, outdoor machinery (chainsaws, lawnmowers), camping gear, heating essentials, and landscaping products. Targeted at homeowners, gardeners, and outdoor enthusiasts.
• Food and Drink Pantry items, frozen foods, chilled products, snacks, and beverages including beer, cider, wine, spirits, and tea and coffee. Targeted at general UK consumers.
• Bloom Renewables Solar Systems Solar energy systems for farms, homes, and rural businesses offered in partnership with Bloom Renewables. Targeted at Mole Avon's rural farming and homeowner customer base.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• Bloom RenewablesminorStrategic or Co-development PartnerBloom Renewables partnership offering solar systems for farms, homes, and rural businesses. Featured as a banner on the Mole Avon website under farming supplies, indicating a strategic partnership to provide renewable energy solutions to Mole Avon's customer base.
• StripecoreTechnology or IntegrationStripe is used as the secure payment processor for all online card transactions on the Mole Avon website, ensuring safe and secure payments for customers.
• DPDcoreChannel Partner/ Reseller/ DistributorDPD is used as the primary courier for standard and next day deliveries, enabling nationwide delivery services for online orders.
• Royal MailcoreChannel Partner/ Reseller/ DistributorRoyal Mail is used as a courier service for delivering online orders, providing additional delivery options alongside DPD.
• Major Brand Partners (Milwaukee, Stihl, Makita, Barbour, Land Rover, Ridgeline, etc.)coreChannel Partner/ Reseller/ DistributorMole Avon carries and resells products from major brands including Milwaukee (power tools), Stihl (outdoor machinery), Makita (power tools), Barbour (clothing), Land Rover (clothing), Ridgeline (clothing), Le Chameau (footwear), and many others. These brands are prominently displayed on the website and in-store.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Hooves & Hearts Equestrian: UK equestrian-focused retailer selling horse feed, supplements, riding wear, and stable equipment online. Comparable to Mole Avon's equestrian category on a niche, e-commerce-led basis.
• Just for Pets: Mid-sized UK pet retailer with online and physical stores offering pet food, accessories, and live animals. Comparable to Mole Avon's pet-category offering but specialised, lacking farming/equestrian breadth.
• Jollyes: UK pet superstore chain offering food, accessories, and grooming services across regional locations. Comparable in pet-category customer overlap; operates at larger national scale than Mole Avon's pet footprint.

Direct peers

• Mole Valley Farmers: UK farmer-owned cooperative operating a network of country stores selling farming supplies, animal feeds, equestrian, pet, and country clothing. Directly comparable to Mole Avon in product mix, customer base (farmers and rural lifestyle), and store-based distribution model across the southwest.
• Countrywide Farmers: UK farm and country supplies retailer offering farming, equestrian, pet, and rural lifestyle products across a multi-store footprint. Closely comparable to Mole Avon in category breadth and rural customer targeting, though with a broader national store network.
• Wynnstay Group: UK-listed agricultural supplies group combining farm retail stores with manufacturing of animal feeds. Comparable to Mole Avon across farming supplies, animal feeds, and country stores; operates at larger scale with vertically integrated feed production.
• Pets at Home: UK's largest specialist pet retailer with national store network, grooming, and veterinary services. Overlaps Mole Avon's pet-supplies category at significantly larger scale; demonstrates the national pet-retail competitive benchmark.
• Millbry Hill: Northern England country store chain selling country clothing, footwear, equestrian, pet, and home products across multiple physical locations. Comparable multi-category country-lifestyle model with shared brand partnerships such as Barbour and Le Chameau.
• Agricultural Central Trading: UK wholesale and retail supplier focused on agricultural and farming products, with a customer base overlapping Mole Avon's farmer and smallholder segment.

Broad incumbents

• B&M: UK-wide discount general merchandise retailer with broad product lines including pet, home, and outdoor categories. Indirect competitor for the home/gift/pet categories within Mole Avon's assortment at lower price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/moleavon
• Instagraminstagram.com/moleavon
• TikToktiktok.com/@moleavon?is_from_webapp=1&sender_device=pc
• LinkedInlinkedin.com/company/mole-avon-trading-ltd

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 Mole Avon