Sullivan Supply

What Sullivan Supply does

Sullivan Supply, Inc. is a privately held, family-owned supplier of livestock grooming and show supplies founded in 1989 and headquartered in Dunlap, Iowa. The company sells a comprehensive catalog of products targeting livestock exhibition across cattle, sheep, goats, and swine, including clippers and clipper blades, blowers (Air Express III, The Beast), brushes and combs (Roto Brushes, Smooth Operator, Wizard, and Smart Comb lines), feed supplements (fat cover, hair growth, electrolytes such as FIREWATER), show day equipment (halters, leads, adhesives, finish sprays), and general equipment such as chutes, fans, blocking stands, and show boxes. Many SKUs are Sullivan-branded proprietary items (Roto Brushes, Tail Clamp, Tail Bag 2.0, Top Gun Sprayer, Sullivan's Over Drive) while others are resold from third-party brands including Sunglo, Show-Rite, Denman, Andis, Lindner Show Feeds, Stock Show Secrets, and Natural Solutions.

The company operates a multi-channel distribution model combining direct-to-consumer e-commerce through sullivansupply.com, a wholesale dealer network managed through an online dealer portal, and direct show circuit sales where products are delivered to major livestock shows for customer pickup. Pricing ranges from roughly $2 (Top Gun bottle only) to over $310 (Ultimate Fan Cart), with subscribe-and-save options offering 5-10% discounts on consumable feeds and supplements. Value-added services include an in-house repair department for clippers, blowers, and fans at the Dunlap facility, plus blade sharpening at $9.95 per set.

Sullivan extends its commercial footprint with two community-building sub-brands: Stock Show U (complementary educational clinics and graduate programs) and The Pulse (a daily livestock news platform described as the industry's #1 source). The company also operates a $20,000 annual youth scholarship program targeting 4-H and FFA members, reinforcing brand loyalty with the next generation of livestock show participants. The customer base spans individual youth and adult exhibitors, professional show competitors, and authorized dealers and feed store retailers across the United States.

Name

Sullivan Supply

Legal name

Sullivan Supply, Inc.

Website

https://sullivansupply.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Sullivan Supply is a privately held, family-owned supplier founded in 1989 in Dunlap, Iowa that sells livestock grooming tools, show equipment, feed supplements, and daily care products to individual exhibitors, 4-H and FFA families, and a dealer network through e-commerce, wholesale, and show circuit sales.

Ownership category

akta.pro rank

Product category

Livestock Show Supplies

NAICS

Farm Supplies Merchant Wholesalers (42491)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Shearing, Hoof Trimming & Grooming Services (Production Animals) (AFAEALAL)

akta.pro secondary industry

Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ)

Keywords

• Livestock grooming supplies
• Show cattle products
• Animal feed supplements
• Livestock show equipment
• Show ring supplies

Headquarters

HQ city

Dunlap

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct E-commerce Sales: Online retail sales through sullivansupply.com website, selling products directly to livestock show participants, youth exhibitors, and their families
2. Dealer/Wholesale Distribution: Supplying products to dealers and retailers through dealer portal and wholesale accounts, including show circuit sales where products are delivered directly to shows
3. Subscription/Subscribe & Save: Products offered with subscribe and save discounts (5-10%) encouraging repeat purchases of consumable feed and grooming products
4. Show Circuit Sales: Attending major livestock shows across the country and delivering/selling products on-site at shows

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Sullivan Supply manufactures and distributes livestock grooming products, equipment, and feed supplements for show cattle, sheep, goats, pigs, and other livestock. The company sells branded grooming tools (blowers, brushes, combs), nutritional supplements for hair coat and body condition, and show ring equipment to individual exhibitors, dealers, and at livestock shows, with a Subscribe & Save recurring delivery program for ongoing supplement needs.

Product overview

Sullivan Supply is a livestock show supplies company serving the industry since 1989 with innovation, integrity, and family values. The company operates as an e-commerce catalog retailer offering a comprehensive portfolio of livestock show products organized into main categories: Blanket/Tubes (blankets, muzzles, tubes, wraps), Blowers (Air Express III, The Beast, and accessories), Clippers and clipper accessories, Daily Care products (conditioners, dyes, shampoos, treatments), Equipment (chutes, fans, feed equipment, sheep/goat stands, show boxes, show sticks, stalling, whips), Feed supplements (appetite, body fill, calming, complete feeds, electrolytes, energy, fat cover, hair growth, joint care, muscle, weight management), Grooming Tools (brushes, combs including Sullivan branded combs like Smooth Operator, Doublestuff, Wizard, and Smart Comb lines, plus replacement blades), Halters (various types), Show Day products (adhesives, finish sprays, paints, removers), and Merchandise. Key branded products include Roto Brushes (industry standard for hair growth and volume), Sullivan Top Gun sprayers, Tail Clamp, Tail Bag 2.0, and various feed supplements like Fluffy Cows melatonin products, BIG WIG, WOOLLY, and multiple fat cover supplements (DYNE, GAME ON, FINAL COVER, YOLKED, THICC, Glu Coat). The company also offers repair services for clippers, blowers, and fans, plus blade sharpening.

Differentiator

Problem solved

Functional benefit

Brands

• The Pulse: The industry's #1 source for daily livestock news, complementary customer advertising and immediate show results.
• Stock Show U

Products and services

• Air Express III High-velocity livestock grooming blower used by cattle, sheep, and goat exhibitors to remove loose hair and debris during fitting and show preparation.
• The Beast Heavy-duty livestock grooming blower designed for high-volume use in show barns and clipping rooms.
• Roto Brushes Rotary grooming brushes used to work grooming products into livestock hair coats and stimulate hair growth for show preparation.
• Over Drive Feed supplement formulated to support livestock performance, appetite, and condition during show preparation.
• Fluffy Cows Feed supplement supporting hair coat and body condition in show cattle and calves.
• BIG WIG Hair coat product designed to promote fuller, fluffier hair in show livestock.
• WOOLLY Hair coat supplement supporting fuller hair growth in show lambs, goats, and cattle.
• DYNE High-calorie liquid energy supplement used to add body condition and finish to show livestock.
• GAME ON Energy and fat cover supplement for show livestock requiring additional body condition.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sunglo Feeds: Sunglo is a show-livestock feed and supplement brand (GAME ON, SUMO) distributed through Sullivan and competing brands. It targets the same show feed and fat cover categories with overlapping SKUs.
• PBS Animal Health: PBS Animal Health is a catalog and online distributor of livestock health, grooming, and show supplies. It competes with Sullivan for both small-acreage producers and active show families.
• Weaver Leather Livestock: Weaver Leather Livestock is a direct competitor, selling livestock show tack, grooming supplies, and show equipment to the same 4-H/FFA and open-show exhibitor base. Its catalog overlaps heavily with Sullivan's grooming, halter, and show day product categories.
• Premier 1 Supplies: Premier 1 Supplies is a direct-mail and online retailer serving sheep, goat, and small ruminant producers with supplies including grooming, showing, and animal health. It overlaps significantly with Sullivan's sheep and goat show category.
• Show-Rite: Show-Rite is a show livestock feed and supplement brand (YOLKED) sold alongside Sullivan products. It directly competes in the fat cover, hair growth, and complete feed subcategories.
• Kalmbach Feeds: Kalmbach Feeds produces show livestock feeds and supplements (including brands sold via Sullivan) and operates its own retail channels. It competes directly in the show-feed category and increasingly in the broader show-supply bundle.
• Valley Vet Supply: Valley Vet Supply is an online retailer serving livestock producers and exhibitors with grooming, animal health, and equipment products. Its assortment and customer base materially overlap with Sullivan's, particularly in the small-to-mid producer segment.
• Jeffers Livestock & Pet Supplies: Jeffers is a long-standing direct-to-consumer retailer of livestock and pet supplies, including show and grooming categories. It competes with Sullivan on catalog breadth and direct shipping to exhibitors.
• Stock Show Secrets: Stock Show Secrets is an educational content platform and product brand (e.g., BIG WIG hair growth supplement is sold on Sullivan's site) that targets the same livestock show exhibitor audience. It competes for attention in the educational/content layer and overlaps in branded nutritional products.

Broad incumbents

• Tractor Supply Co. Tractor Supply Co. is a national farm-and-ranch retailer with broad assortment across livestock grooming, animal health, and show-day basics. While not a show-specialist, its scale, store footprint, and Neighbor's Club loyalty program compete with Sullivan for the casual to mid-tier exhibitor customer.

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sullivansupply

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 Sullivan Supply