The Feed Bag Pet Supply Company

What The Feed Bag Pet Supply Company does

The Feed Bag Pet Supply Company (The Feed Bag Pet Supply Co, LLC) is an independently owned and operated single-location retail pet supply store based at 10900 N. Port Washington Road in Mequon, Wisconsin, serving pet owners across the greater Milwaukee, Ozaukee County, North Shore, and Washington County areas. The company is led by owner Mark Haslam and operates without external funding, parent-company affiliation, or institutional investment. Its go-to-market is entirely direct-to-consumer via a physical storefront, with no e-commerce channel disclosed.

The core product offering centers on nutrition-oriented pet foods and supplies for dogs, cats, small animals, caged and wild birds, and reptiles, with a curated selection including kibble, raw/frozen, freeze-dried, and gently cooked diets across 10 freezers of raw food. Products are purchased fresh from distributors weekly rather than warehoused, distinguishing the assortment from grocery and big-box retailers. Service lines layered onto the retail base include professional grooming (full-service bath and groom), a self-service DIY dog wash, an indoor heated dog fitness/therapy pool (14x26x4 ft) offering hydrotherapy and rehabilitation sessions with package pricing, live freshwater/saltwater fish and coral sales with aquarium supplies, small reptile sales, and referrals to dog training classes.

Revenue is generated through one-time product purchases plus professional service fees (grooming, hydrotherapy, DIY wash), with a loyalty rewards program ($5 per $250 spent) and brand-specific frequent buyer programs (8/10/12 bags for one free). The business is anchored by a content-led marketing approach (Facebook, monthly email newsletter, owner-authored blog, YouTube) and strong community positioning through the Fairy Dog-Mother Project food donation initiative, rescue group meet-and-greets, and long-standing support of Pine View Wildlife Rehabilitation since 2003.

Name

The Feed Bag Pet Supply Company

Legal name

The Feed Bag Pet Supply Co, LLC

Website

https://feedbagpetsupply.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

The Feed Bag Pet Supply Company is an independently owned single-location pet supply store in Mequon, Wisconsin, offering nutrition-oriented foods, supplements, grooming, DIY dog wash, hydrotherapy, and aquatics to pet owners in the greater Milwaukee/Ozaukee County area.

Ownership category

akta.pro rank

Product category

Pet Supply Retail

NAICS

Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (812910)

akta.pro industry

PRIMARYCRALAHAB

Pet Food & Treats Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Pet Supplies Retail

SECONDARYCRALAHAL

Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters)

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Pet Supplies Retail

Keywords

• Pet supply retail
• Dog grooming services
• Raw pet food
• Dog hydrotherapy
• Freshwater aquatics

Headquarters

HQ city

Mequon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Retail Pet Product Sales: Revenue from selling pet foods, treats, toys, supplements, and supplies. Products include kibble, raw/frozen diets, dehydrated foods, and various pet care items. The store purchases fresh from distributors weekly.
2. Grooming Services: Professional grooming services including full service bath and full service groom. Services for dogs with various coat types. Walk-in services for nail trims also available.
3. Fitness Pool / Hydrotherapy: Dog swimming sessions in a therapy pool. Offers 15-minute and 30-minute sessions. Package deals available for multiple sessions.
4. Aquatics and Livestock Sales: Sale of freshwater fish, saltwater fish, corals, pond fish, live plants, invertebrates, and some small reptiles.
5. Do-It-Yourself Dog Wash: Self-service dog washing facilities with use of tubs, shampoos, conditioners, brushes, combs, towels and dryers included.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

The Feed Bag Pet Supply Company is an independently owned brick-and-mortar pet supply store selling nutrition-oriented dog, cat, small animal, bird, reptile, and wild bird foods and supplies, including ten freezers of raw and freeze-dried diets. The store also operates an in-house professional grooming salon (full baths, full grooms, walk-in nail trims), a self-service DIY dog wash, a freshwater and saltwater aquatics department with livestock, and a heated indoor dog fitness/hydrotherapy pool offering 15- and 30-minute swim sessions and multi-pack deals.

Product overview

The Feed Bag Pet Supply Company is an independently owned pet supply retail store offering a comprehensive range of pet products and services. The core product offering centers on nutrition-oriented pet foods including dog food, cat food, raw frozen diets, freeze-dried foods, and supplements for dogs, cats, small animals, birds, and reptiles. The store provides specialty services including a professional grooming salon (Full Service Bath, Full Service Groom, DIY Dog Wash), a dog fitness pool with hydrotherapy sessions, and dog training class referrals. Additional offerings include wild bird products (seed, feeders), aquatics supplies with live fish sales, small animal supplies, and a community-focused Fairy Dog Mother Project for pet food donations. The Rewards Program and Frequent Buyer Programs provide customer loyalty incentives. The portfolio emphasizes health-oriented, natural and holistic products with a focus on premium nutrition.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog Food and Diets Wide variety of dog foods including kibble, raw frozen food, freeze-dried, and gently cooked diets. Focus on nutrition-oriented, species-appropriate foods with meat as primary ingredients for dog owners.
• Dog Supplements Supplements including dental, joint health, mobility, skin and coat, digestive support, anxiety, flea and tick, omega-3s, fish oils and vitamins for dogs.
• Raw and Frozen Bones and Diets Commercial raw diets in patties or nuggets, frozen raw bones, and freeze-dried raw diets for dogs and cats.
• Cat Food and Diets Cat and kitten foods including kibble, raw frozen food, freeze-dried, and gently cooked varieties.
• Cat Supplements Supplements for cats supporting various health needs.
• Dog Toys, Treats and Chewing Products Toys for every age, lifestyle and budget including squeaky toys, balls and Frisbees. Treats for training, potty training and rewards. Raw marrow bones and chewing products.
• Wild Bird Products Birdseed blends, straight seeds, suet, bird feeders and supplies. Brands include Wild Delight with Advanced Finch Mix, Fruit and Berry, Cardinal Mix and Supreme Mix.
• Small Animal Supplies Food, treats, bedding, litter, western hay, cages and supplies for small animals.
• Caged Bird Products Bird toys, perches, natural branches and stimulating products for caged birds.
• Aquatics and Supplies Aquariums, tanks, bowls, maintenance equipment, fish food, water quality tests, medications, aquarium decor and pond products. Also includes small reptiles such as crested geckos, fire-bellied toads, tadpoles and chameleons.
• Live Fish and Livestock Freshwater fish, saltwater fish, pond fish, saltwater corals, live plants and invertebrates. Feeder items including goldfish, guppies, ghost shrimp, crickets, mealworms and frozen feeder mice/rats.
• Professional Grooming Services Full service bath (shampoo, conditioner, brushing, nail trimming, ear cleaning, anal gland expression) and full service groom (bath plus ear hair removal and haircut). Walk-in services for nail trims, teeth brushing and face trims.
• DIY Dog Wash Self-service dog wash with waist-high bathtubs, included conditioner and moisturizing shampoo, brushes, combs, towels and dryer.
• Dog Fitness Pool / Hydrotherapy Indoor heated therapy pool (14 feet wide, 26 feet long, 4 feet deep, 77-82°F) for dogs. Services include hydrotherapy for recovery, weight reduction, arthritis relief and fitness. Life jackets provided. Sessions $40 per 15 minutes or $50 per 30 minutes with package deals available.
• Puppy Basics Products Crates, puppy food and supplies for new puppies.
• Aging and Mobility Products Help Em Up Harness, GingerLead for mobility assistance, car ramps and steps, and Comfy Cone e-collars for aging, injured or post-surgical dogs.
• Fairy Dog Mother Project Community donation program providing pet food to families in financial crisis through the Family Sharing Food Pantry. Has donated over 30,000 lbs of food. Sponsored by NutriSource Pet Foods.

Quantifiable outcome

• Dogs lose weight effectively - one case showed 27 pound weight loss (from 109 to 82 pounds) through swimming combined with dietary changes
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

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 minor and core.

• Pine View Wildlife Rehabilitation CenterminorStrategic or Co-development Partner · 1 January 2003Active supporters since 2003. Donate products and support fundraisers to assist volunteers in caring for orphaned or injured Wisconsin wildlife. Goal is to rescue, rehabilitate and release whenever possible.
• NutriSource Pet FoodscoreStrategic or Co-development PartnerPrimary sponsor of the Fairy Dog-Mother Project. Has generously agreed to assist with a price reduction on dog and cat food for the community donation program helping families in need.
• Middle West Distributors, Inc.minorStrategic or Co-development PartnerSponsor of the Fairy Dog-Mother Project, contributing to the company's community outreach initiative to help keep pets with families during financial hardship.
• Local Dog and Cat Rescue GroupsminorStrategic or Co-development PartnerStore welcomes rescue groups to bring adoptable animals for Meet & Greet Events on Saturdays and Sundays. Allows potential adopters to meet foster parents for true insights into pet behaviors. Rescue groups include For Cats Sake, Greyhound Pets of America, and others listed on Links page.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Kriser's Natural Pet: Independent natural/holistic pet retail chain emphasizing premium nutrition, knowledgeable staff, and in-store education — the closest model parallel to The Feed Bag's curated, nutrition-first approach.
• Bentley's Pet Stuff: Independently operated pet supply retailer focused on natural foods, community engagement, and staff expertise, with a similar single-store-to-multi-store growth profile.
• Hollywood Feed: Regional chain of independent pet supply stores known for curated natural pet food, strong staff knowledge, and community involvement — comparable operating model and customer promise.
• Mud Bay: Employee-owned independent pet retail chain offering curated natural foods, strong staff expertise, and services like self-wash and grooming — closely aligned with The Feed Bag's in-store experience.
• Pet People: Independent pet supply retailer emphasizing knowledgeable staff, premium nutrition, and in-store pet experiences — overlapping value proposition and customer base with The Feed Bag.
• Healthy Spot: Premium independent pet retail and care concept combining curated nutrition, grooming, and customer education — directly comparable in its blend of premium retail and service offerings.

Broad incumbents

• Pet Supplies Plus: Larger franchise pet retail chain with broader assortment and lower price positioning; competes for the same suburban pet-owner customer base on convenience and value.
• PetSmart: National pet retail incumbent carrying natural and specialty pet food alongside grooming services; competes for the same household pet-supply dollars with scale advantages.
• Chewy: Dominant online pet retailer offering subscription, autoship, and broad assortment including premium/raw diets; key structural competitor for any non-in-store purchase intent.

Emerging players

• Dogtopia: Growing pet care services franchise focused on daycare, spa, and wellness — adjacent to The Feed Bag's grooming and hydrotherapy service lines and useful proxy for service-led scaling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCUHEoWFveYFRsjsZ5RQ7VmQ/videos
• Facebookfacebook.com/FeedBagPetSupplyMequon
• LinkedInlinkedin.com/company/the-feed-bag-pet-supply

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 The Feed Bag Pet Supply Company