City Farmers

What City Farmers does

City Farmers is a privately held Australian specialty retailer founded in 1991 and headquartered in Chatswood, with an employee base of 501–1,000. The firm operates primarily through its Petbarn brand, which functions as an omnichannel specialty pet retailer serving individual pet owners across seven categories — cats, dogs, birds, fish/aquatic, small pets, reptiles, and backyard chickens — as well as adjacent garden and pool supplies under the parent City Farmers identity.

Petbarn's platform combines physical retail stores across Australia with a full e-commerce website, a mobile app on iOS and Android, and a 30-minute click-and-collect capability. Distribution infrastructure supports multiple delivery tiers, including 2-hour on-demand delivery in metro areas for orders over AUD $159, next-day delivery over AUD $99, scheduled delivery over AUD $149, and free standard delivery over AUD $49. The company also operates a subscription-based Repeat Delivery service for food, litter, and health products, and a loyalty program accessed through the app.

The business model rests on three revenue streams: (1) one-time retail sales of pet food, supplies, accessories, and health products across physical and digital channels; (2) recurring subscription revenue via Repeat Delivery; and (3) services revenue encompassing grooming, puppy school, DIY and mobile dog wash, pet insurance, and integrated veterinary care delivered through partnerships with Greencross Vets, the Animal Referral and Emergency Network, and the Healthy Pets Plus membership program. The company also curates a portfolio of owned and exclusive pet brands (The Nosh Project, Leaps & Bounds, ProBalance) alongside third-party brands (Royal Canin, Hill's, Advance, Black Hawk, Ziwi Peak), and operates sub-brands such as PetWatch and PetAI. Petbarn's website notes 100K+ customer reviews, indicating an established consumer brand presence within the Australian pet category.

Name

City Farmers

Legal name

Petbarn

Website

http://www.cityfarmers.com.au/

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

501–1,000 employees

Short description

City Farmers is an Australian specialty retailer operating primarily through the Petbarn omnichannel pet retail brand, serving individual pet owners across cats, dogs, birds, fish, reptiles, small pets, and chickens with food, supplies, subscription delivery, grooming, and integrated veterinary services.

Ownership category

akta.pro rank

Product category

Specialty Pet Retail

NAICS

Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (81291)

akta.pro primary industry

Pet Supplies Retail (CRALAIAI)

Keywords

• Pet supplies retail
• Pet food products
• Veterinary services
• Pet grooming services
• Animal care accessories

Headquarters

HQ city

Chatswood

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet product sales: Retail sales of pet food, supplies, accessories, and health products through physical stores, e-commerce website, and mobile app.
2. Repeat Delivery subscription: Subscription-based repeat delivery service for pet food and supplies with scheduled automated shipments.
3. Services revenue: Revenue from ancillary services including grooming, puppy school, dog wash, mobile dog wash, pet insurance, and veterinary services.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

City Farmers is a specialty retailer of pet, garden and pool supplies operating an omnichannel pet retail platform across Australia. It sells pet food, health products, litter, treats, accessories, and supplies for cats, dogs, birds, fish, small pets, reptiles, and chickens through physical stores, an e-commerce website, and a mobile app. The business complements product sales with grooming, puppy training, DIY and mobile dog wash, veterinary care via Greencross Vets, pet insurance, adoption services, pet boarding, and a subscription-based Repeat Delivery service.

Product overview

City Farmers operates as a comprehensive pet supplies retail platform offering a diverse portfolio of products across multiple categories: pet food (cat, dog, bird, fish, reptile, small pet, chicken), health products (flea/tick/worm treatments, supplements, dental care), and general pet supplies (beds, toys, grooming tools, collars, carriers). The company offers both online shopping and physical store locations with delivery options including 2-hour delivery, next day delivery, and click-and-collect. Additional services include veterinary care through Greencross Vets, grooming services, puppy school training, pet insurance, adoption services, and a mobile app. The platform features multiple pet-specific brands and operates a subscription-based repeat delivery service for ongoing pet supply needs.

Differentiator

Problem solved

Functional benefit

Brands

• The Nosh Project: Pet food brand offering fresh and frozen food for dogs and cats
• Leaps & Bounds
• ProBalance
• Petbarn Foundation
• Healthy Pets Plus
• PetWatch
• PetAI
• Petbarn Grooming Academy

Products and services

• Cat Food

Quantifiable outcome

• 2-hour delivery available on qualifying orders
• +2 more outcomes

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Greencross VetscoreStrategic or Co-development PartnerGreencross Vets provides professional veterinary services integrated with Petbarn stores. Petbarn website features Greencross Vets as part of their Health & Wellness Centre, offering services including microchipping, vaccinations, desexing, dentistry, and 24/7 WebVet consultation.
• Animal Referral and Emergency NetworkcoreStrategic or Co-development PartnerAustralia's largest network of veterinary referral hospitals providing 24/7 emergency vet care. The dedicated expert staff help with complex cases and unexpected emergencies around the clock.
• Healthy Pets PluscoreGTM or Marketing PartnerMembership program offered through Greencross Vets providing integrated health coverage and benefits for pets.
• Hanrob Pet HotelminorChannel Partner/ Reseller/ DistributorPet accommodation services partnered with Petbarn for pet boarding and hotel services.
• The Nosh ProjectminorChannel Partner/ Reseller/ DistributorFresh pet food brand available through Petbarn stores and website as a curated brand partner.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCMmNH-oEDpTqkcEbegRRvUQ
• Facebookfacebook.com/petbarn
• Instagraminstagram.com/petbarn
• TikToktiktok.com/@petbarnau
• LinkedInlinkedin.com/company/city-farmers

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 City Farmers