Brogaarden
Brogaarden ApS is a Danish specialty retailer (founded c.1899) selling proprietary and multi-brand animal feed, supplements, and care products across horses, dogs, cats, small pets, birds, exotics, and livestock via e-commerce in Denmark, Sweden, and Germany, physical stores, and a B2B division serving zoos and research institutions.
- Company typePrivate
- Founded-
- HeadquartersLynge, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Brogaarden does
Brogaarden ApS is a Danish privately held specialty retailer (CVR 10328497) founded c.1899 and headquartered in Lynge, Denmark, with a secondary distribution site in Slagelse. The company sells animal feed, nutritional supplements, care products, grooming equipment, treats and enrichment, leg protection, stable and field equipment, and adjacent lifestyle categories (clothing, footwear, wood pellets/firewood) primarily across horses, dogs, cats, small pets, birds, exotic animals, and farm livestock. Its core proprietary asset is the Brogaarden Optimal horse feed series — 10 formulations (Growth Balancer, Cool Sport, Performance, Slim & Healthy, Icelandic Power, Sport Power, Senior, Build & Shape, Icelandic Nature, plus müsli/pelleted variants) developed for Danish conditions — supplemented by an own-brand supplement line (Elektrolytter, Immulix, Vitamins & Minerals, B-Plus, QLC, Probiotikum Plus, Lacto Plus, YSY Blanding, Easy Bites) and sub-brands Brogaarden Breeders and Brogaarden Erhverv. Multi-brand distribution covers Dodson & Horrell, Hartog, HorseLux, NAF, Leovet, Kentucky Equine Research, Back on Track, and others.
The technology layer is a Shopify-based e-commerce storefront (brogaarden.eu/.se/.de) integrated with product catalog, order management, and a free advisory service (Gratis Foderplan) staffed by veterinarians and feed consultants who deliver telephone and email feeding plans. The company runs an omnichannel distribution model: owned e-commerce in Denmark, Sweden, and Germany; company-owned physical retail stores (Brogaardens foderbutikker); and a B2B/Erhverv division serving commercial customers, dealers, large accounts, zoos, and research institutions (including a research standardization/LAS program). Third-party logistics partners (PostNord, Danske Fragtmænd) enable 1–3 business day dispatch with free shipping above 2,400 DKK. Brogaarden holds ISO 9001 quality management certification (valid through 22.08.2028).
Revenue mechanics are transactional one-time unit pricing across both consumer (pay-as-you-go with weekly/monthly promotions) and B2B channels. Consumer pricing is low-ticket (DKK 100–1,500 supplements; DKK 150–500 horse feed) while B2B pricing is negotiated for volume. Marketing is content-led via an extensive article library (horses, dogs, cats, rabbits, birds, exotic animals), an email newsletter, an events program, and dedicated B2B partner materials. Leadership disclosed: Casper Bill, Director and co-owner.
Brogaarden firmographics
Firmographics- Name
- Brogaarden
- Legal name
- Brogaarden ApS
- Website
- https://brogaarden.eu
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Brogaarden ApS is a Danish specialty retailer (founded c.1899) selling proprietary and multi-brand animal feed, supplements, and care products across horses, dogs, cats, small pets, birds, exotics, and livestock via e-commerce in Denmark, Sweden, and Germany, physical stores, and a B2B division serving zoos and research institutions.
- Ownership category
- akta.pro rank
Brogaarden industry classification
Industry- Product category
- Pet and Animal Feed Retail
- NAICS
- Pet and Pet Supplies Retailers (45991), Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)
- akta.pro secondary industries
- Functional & Veterinary Diet Pet Food (CRADAFAF), Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ), Pet Food Toppers, Mixers & Broths (AFADAFAN)
Keywords
Where Brogaarden is headquartered
LocationHeadquarters
- HQ city
- Lynge
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Brogaarden business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Product Sales - E-commerce: Direct sales of feed, supplements, care products, equipment and accessories for horses, dogs, cats, and other animals through their online webshop with shipping to customers across Denmark, Sweden and Germany.
- Physical Retail Stores: Sales through Brogaardens foderbutikker (Brogaardens feed stores) - physical retail locations where customers can purchase products and receive in-person consultation.
- B2B / Wholesale: Business-to-business sales to retailers, large customers (storkunder), zoos, and research institutions through their dedicated B2B division.
- Own Brand Products: Sales of proprietary branded products including the Optimal-series feed, supplements, care products, and specialty items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer e-commerce pricing for individual customers |
| Unit Pricing | Pay-as-you-go | B2B pricing for business customers and retailers |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Brogaarden product offering
Product offeringCore offering
Brogaarden is a Danish retailer of animal feed, supplements, care products and accessories for horses, dogs, cats, rabbits and rodents, birds, exotic animals and livestock. Its portfolio includes the proprietary Brogaarden Optimal horse feed series and own-brand supplements, alongside multi-brand products from Dodson & Horrell, Hartog, NAF, LeMieux and others. The company distributes through its own e-commerce sites in Denmark, Sweden and Germany, physical feed stores, and a B2B division serving retailers, zoos and research institutions, supplemented by a free veterinary-led feed advisory service.
Product overview
Brogaarden is a Danish pet and animal feed retailer founded in 1899 with over 125 years of experience, operating primarily as an e-commerce platform alongside physical stores. Its product portfolio is organized around animal categories: horses (its largest category), dogs, cats, rabbits and small rodents, birds and poultry, exotic animals, and minipigs/sheep/goats. The core horse offering centers on the proprietary Brogaarden Optimal Serie of 10 feed variants and a complementary own-brand supplements line (Elektrolytter, Immulix, Vitamins & Minerals, B-Plus, QLC, Probiotikum Plus, Lacto Plus, YSY Blanding, Easy Bites), alongside horse herbs and multi-brand products from Dodson & Horrell, Hartog, HorseLux, NAF, and others. Supporting horse categories include grooming tools, leg protection (gamacher/klokker), treats and enrichment, care products (hoof oil, shampoo, insect spray), and equipment. The dog and cat category spans food (BARF, kibble, wet food), treats, toys, beds, coats, and supplements. The company also serves rabbits/rodents, birds/poultry, exotic animals, and livestock, as well as adjacent categories like stable/field equipment, wood pellets/heating products, and clothing/footwear. Brogaarden differentiates through a free feed advisory service staffed by veterinarians and feed consultants, plus B2B services for dealers, large customers, and research institutions.
Differentiator
Problem solved
Functional benefit
Brands
- Brogaarden Optimal: Own-brand horse feed series consisting of 10 different feed variants for all types of horses at all levels, composed according to Danish conditions.
- Brogaarden Breeders
- Brogaarden Erhverv
Products and services
- Brogaarden Optimal Serie Horse Feed
- Brogaarden Own-Brand Horse Supplements
Companies that use Brogaarden
Customer profileSegments8 records
Ideal customer profiles4 records
Brogaarden technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Brogaarden partnerships and signals
Strategic signalScale indicators4 records
Recent moves1 record
Expansion highlights6 records
Brogaarden competitors and assessment
Company assessmentDirect peers
- Musti Group: Nordic omnichannel pet care retailer operating across Finland, Sweden, Norway, and the Baltics. Directly comparable in product breadth (feed, accessories, care) and multi-channel model, and competes in the same Scandinavian geographies as Brogaarden.
- Zooplus: Leading European online pet retailer selling feed, accessories, and care products across more than 30 countries. Closely comparable e-commerce-led model and is a direct competitor in Sweden and Germany as well as a price benchmark for Denmark.
- Dodson & Horrell: UK-based horse feed and supplement brand that Brogaarden actively resells in Scandinavia. Comparable on the horse feed/nutrition product line and represents both a supplier and a benchmark for what Brogaarden's own Optimal series competes against.
- Hartog: Dutch horse feed manufacturer carried in Brogaarden's catalog. Comparable on equine feed products, and a peer for evaluating own-brand horse feed positioning and competitive benchmarks in Northern Europe.
- Kentucky Equine Research: Internationally recognized equine nutrition research and supplement company. Resold by Brogaarden and highly comparable on the nutritional science / equine supplements axis that underpins Brogaarden's veterinary advisory differentiator.
- HorseLux: Danish horse feed and supplement brand. A direct local competitor on the same Danish equine nutrition shelf, and a useful comparison for Brogaarden's own-brand Optimal positioning in its home market.
- Bitiba: Value-oriented European online pet retailer (sister brand to Zooplus). Competes in the same online feed-and-accessories category across Germany and Sweden, applying direct pricing pressure on multi-brand resellers like Brogaarden.
- NAF (Natural Animal Feeds): UK-based equine supplement and feed brand distributed globally and stocked by Brogaarden. Comparable on the equine supplements category, and a useful peer for evaluating the proprietary supplements line that Brogaarden sells alongside its own Optimal brand.
Broad incumbents
- Fressnapf: Europe's largest pet supplies retailer with a strong physical and online presence in Germany and other European markets. Overlaps with Brogaarden on the German storefront and competes on assortment breadth and price across most categories.
Regional players
- Aveve: Belgian agricultural and pet/equestrian retailer with strong feed and accessory assortment. Comparable product mix and customer base, but primarily serves Benelux rather than Scandinavia, making it a regional benchmark rather than head-to-head competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Brogaarden social profiles
Digital presenceBrogaarden compliance and trust
Trust signalCompliance1 record
Brogaarden financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brogaarden leadership team
Management profileNumber of profiles
Profiles1 record
Brogaarden funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brogaarden M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Brogaarden
What does Brogaarden do?
Brogaarden is a Danish retailer of animal feed, supplements, care products and accessories for horses, dogs, cats, rabbits and rodents, birds, exotic animals and livestock. Its portfolio includes the proprietary Brogaarden Optimal horse feed series and own-brand supplements, alongside multi-brand products from Dodson & Horrell, Hartog, NAF, LeMieux and others. The company distributes through its own e-commerce sites in Denmark, Sweden and Germany, physical feed stores, and a B2B division serving retailers, zoos and research institutions, supplemented by a free veterinary-led feed advisory service.
Is Brogaarden a public or private company?
Brogaarden is a private company. It is classified as family owned and is currently operating.
When was Brogaarden founded?
Brogaarden was founded in -1. It employs 11 to 50 people.
Where is Brogaarden based?
Brogaarden is headquartered in Lynge, Denmark, in the Europe region.
How does Brogaarden make money?
Four revenue lines are on record. Product Sales - E-commerce is the primary driver. The others are physical Retail Stores, B2B / Wholesale and own Brand Products.
Who are Brogaarden's main competitors?
Direct peers on record are Musti Group, Zooplus, Dodson & Horrell, Hartog, Kentucky Equine Research, HorseLux, Bitiba and NAF (Natural Animal Feeds). Fressnapf is listed as a broad incumbent. Aveve is listed as a regional player.
Does Brogaarden have an API?
No public API is recorded for Brogaarden.
What industry is Brogaarden in?
Brogaarden's product category is Pet and Animal Feed Retail. Its primary akta.pro industry code is HLAMAHAB, Companion Animal Maintenance & Wellness Nutrition, with a secondary code of CRADAFAF, Functional & Veterinary Diet Pet Food. Its NAICS code is 45991 and its SIC code is 200.