Omlet

What Omlet does

Omlet is a UK-based direct-to-consumer pet product company founded in 2004 and headquartered in Banbury. It designs, manufactures, and retails design-led pet housing, furniture, and accessories across seven animal categories: chickens (Eglu coops, smart feeders, drinkers, runs, fencing, toys), dogs (memory foam beds, crates, bowls, blankets), cats (Freestyle cat trees, Catio enclosures, scratching posts, litter box furniture, beds), rabbits and guinea pigs (Eglu Go hutches, Zippi tunnel systems), hamsters/gerbils, and birds. Its technical differentiator is a proprietary plastic formulation used in the Eglu coop line, combined with a modular, app-connected smart product stack (Smart Autodoor, Smart No Waste Feeder) and a complementary accessory ecosystem (runs, fencing, weather protection, enrichment toys) that extends average customer value within each species segment.

The company operates exclusively through proprietary direct-to-consumer e-commerce, with ten country-specific storefronts serving the UK, US, Australia, Denmark, France, Germany, Italy, Ireland, the Netherlands, and Sweden. Pricing is unit-based, tiered by size and material, ranging from £10 accessories to £300+ coops, supported by a 180-day money-back guarantee and a 2-year warranty. Revenue is generated entirely through one-time product purchases, with no disclosed subscription or recurring component. Marketing is content-led (blog, forum, ambassador programme) and community-amplified across social platforms and affiliate partners, with over 9,446 five-star reviews cited as a trust signal. The company is privately held and founder-owned (co-founder Simon Nicholls serves as director; Mark Petheram is CFO), with no disclosed institutional investors, funding rounds, or M&A activity.

Name

Omlet

Legal name

Omlet

Website

https://omlet.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Omlet is a UK-based direct-to-consumer pet product company designing and manufacturing design-led housing and accessories for chickens, dogs, cats, rabbits, and small animals, sold through ten country-specific e-commerce storefronts.

Ownership category

akta.pro rank

Product category

Pet Products

NAICS

Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

Pet Supplies Omnichannel (CRAFAEAJ)

akta.pro secondary industry

Pet & Animal Supplies Marketplaces (CRAFABAH)

Keywords

• Pet products
• Chicken coops
• Dog beds
• Cat furniture
• Pet enclosures

Headquarters

HQ city

Banbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Omlet generates revenue primarily through direct-to-consumer online sales via their e-commerce platform. They sell pet products including chicken coops, dog beds, cat furniture, rabbit hutches, and accessories across multiple product categories. Revenue is generated through one-time product purchases with no recurring subscription component for core products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels11 records

Core offering

Omlet designs, manufactures, and sells innovative pet housing and care products direct-to-consumer through country-specific e-commerce websites. The portfolio spans chicken coops (Eglu line including Eglu Go, Eglu Go Up, Eglu Cube, Eglu Pro) with smart accessories, premium dog beds and crates, modular cat trees and outdoor enclosures, rabbit and guinea pig hutches with tunnel systems, hamster cages, and bird cages. Products emphasize durable materials, weather resistance, easy-clean design, and modularity, with select smart/connected offerings such as the app-controlled Autodoor and Smart No Waste Chicken Feeder.

Product overview

Omlet is a UK-based pet product company founded in 2004 that designs and manufactures a unified portfolio of innovative pet products. The product ecosystem is organized around companion animals: chickens (Eglu coops, Smart Autodoor, feeders, drinkers, runs, fencing, and enrichment toys), dogs (Memory Foam Bolster Dog Beds, Topology Luxury Dog Beds, Cushion and Nest Dog Beds, Super Soft Dog Blankets, Dog Crates, and Dog Bowls), cats (Freestyle Cat Trees for indoor/outdoor use, Catio Outdoor Enclosures, Catio Tunnel Systems, Switch LED Cat Scratching Posts, Cat Beds, Cat Balcony Enclosures, and Maya Cat Litter Box furniture), rabbits (Eglu Go Rabbit Hutch, Zippi Rabbit Tunnel System, Walk In Rabbit Runs), guinea pigs (Eglu Go Guinea Pig Hutch, Zippi Tunnel System), hamsters & gerbils (Omlet Hamster Cage with accessories), and birds (Geo Bird Cage). Products share common design principles of durability, easy cleaning, and aesthetic appeal, with several cross-species compatible accessories like the Caddi Treat Holder. The company operates across multiple international markets including UK, US, Australia, and EU countries.

Differentiator

Problem solved

Functional benefit

Brands

• Eglu: Chicken coops and rabbit/guinea pig hutches
• Fido
• Zippi
• Maya
• Caddi
• Autodoor

Products and services

• Eglu Chicken Coops Plastic chicken coops available in multiple sizes — Eglu Go (up to 3 chickens), Eglu Go Up (raised, up to 3 chickens), Eglu Cube (up to 6 chickens), and Eglu Pro (up to 10 chickens) — featuring weatherproof design, easy-clean droppings trays, anti-red mite construction, and modular run compatibility for backyard chicken keepers.
• Smart Autodoor

Quantifiable outcome

• 9,446+ 5-star customer reviews
• +2 more outcomes

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Chewy: Chewy is the largest US online pet supplies retailer. Comparable to Omlet as a pet D2C channel leader, though operating at vastly larger scale across food and consumables rather than design-led hardware.
• PetSafe: PetSafe (Radio Systems) offers a broad portfolio of pet containment, smart feeders, doors, and lifestyle products. Comparable to Omlet as a wider smart-pet incumbent, though distributed through retail rather than D2C.

Direct peers

• Catastrophic Creations: Catastrophic Creations designs premium handcrafted cat furniture (trees, climbers, shelves). Comparable to Omlet's Freestyle cat tree on premium, design-driven cat enrichment D2C positioning.
• Tuft & Paw: Tuft & Paw sells premium, design-forward cat furniture (trees, scratchers, beds) direct to consumers. Comparable to Omlet's Freestyle cat tree system on premium cat furniture D2C positioning.
• Sure Petcare (Animus): Sure Petcare (part of Animus) makes app-connected microchip cat flaps, feeders, and pet monitors. Highly comparable on connected pet hardware for companion animals, though focused on cats/dogs versus Omlet's chicken-led portfolio.
• Whisker (Litter-Robot): Whisker designs connected pet hardware (Litter-Robot, Feeder-Robot) sold D2C with premium positioning. Direct peer on smart, design-led pet tech D2C economics and brand-building playbook.
• Run Chicken: Run Chicken designs and sells automatic, app-connected chicken coop doors — the closest direct competitor to Omlet's Smart Autodoor in the connected chicken coop category.
• Flyte so Fancy: UK-based supplier of chicken coops, runs, and poultry housing accessories. Comparable to Omlet's Eglu range in target customer and channel (UK D2C), though with traditional wooden construction versus Omlet's plastic design.
• ChickCozy: ChickCozy makes automatic chicken coop doors targeted at backyard keepers, competing directly with Omlet's Smart Autodoor on convenience and predator protection.

Emerging players

• Petkit: Petkit makes connected pet feeders, water fountains, and litter boxes sold globally through e-commerce. Comparable to Omlet on smart pet hardware D2C, with stronger presence in Asia-Pacific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@omlet_pets
• Facebookfacebook.com/omlet.uk
• Instagraminstagram.com/omlet_uk
• Pinterestpinterest.com/omletuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Omlet