Animates NZ Holdings Ltd

What Animates NZ Holdings Ltd does

Animates NZ Holdings Ltd is a New Zealand-headquartered, privately held specialty pet retailer founded in 1995, operating an integrated omnichannel ecosystem that combines a nationwide e-commerce platform (animates.co.nz), a network of physical retail stores, and a chain of 13+ Animates Vetcare veterinary clinics concentrated in the Auckland, Wellington, and Central North Island regions. The company serves pet-owning consumers across seven primary categories — dogs, cats, fish, small pets, birds, reptiles, and chickens — plus a Health & Wellbeing line, distributing both third-party premium partner brands (Royal Canin, Hill's Science Diet, Eukanuba, Purina Pro Plan, BlackHawk, Kong, Nexgard Spectra, ZiwiPeak) and owned sub-brands Aqua One and Marina in the aquarium category.

The underlying technology platform is a transactional e-commerce system integrated with the Petpoints loyalty programme, the Repeat Delivery subscription service, and a store-locator with multi-mode fulfilment options including guaranteed 2-hour delivery, same-day delivery, click-and-collect, and standard shipping. In-store services — professional grooming salons, DIY dog wash stations, puppy preschool, and puppy & dog school — are co-located with retail, while the affiliated Vetcare clinics provide a separate but brand-adjacent veterinary revenue stream.

Revenue mechanics are diversified across one-time retail product sales (the dominant stream), recurring subscriptions (Repeat Delivery, Frequent Feeder pet-food programme), in-store service fees (grooming, training, DIY wash), veterinary consultations through Animates Vetcare, and gift card float. Pricing is promotional and tiered: a 20% new-customer offer, up to 25% sitewide sales, a $79 free-delivery threshold, Afterpay BNPL both online and in-store, and Petpoints loyalty tiers escalating from Member to invite-only Platinum with vouchers, free services, and free delivery. Marketing is omnichannel — organic social (Facebook, Instagram, YouTube, TikTok, LinkedIn), a Pet Talk content hub driving SEO, and email/SMS promotions tied to the loyalty programme. Customer segmentation is horizontal across pet categories, with dog and cat owners as the primary monetising cohort.

Name

Animates NZ Holdings Ltd

Legal name

Animates NZ Holdings Ltd

Website

https://animates.co.nz

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Animates NZ Holdings Ltd is a New Zealand specialty pet retailer and integrated veterinary services provider, operating retail stores, an e-commerce platform (animates.co.nz), and 13+ Animates Vetcare clinics serving dog, cat, fish, small pet, bird, reptile, and chicken owners across the North Island.

Ownership category

akta.pro rank

Product category

Pet Supplies Retail

NAICS

Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991), Pet Care (except Veterinary) Services (81291)

akta.pro primary industry

Pet Supplies Retail (CRALAIAI)

akta.pro secondary industries

Pet Supplies Omnichannel (CRAFAEAJ), Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet Food & Treats Retail (CRALAHAB), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Pet supplies retail
• Veterinary clinic services
• Pet food delivery
• Pet grooming services
• Pet loyalty programme

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Sale of pet food, accessories, toys, bedding, grooming products, and health supplies across multiple pet categories including dogs, cats, fish, small pets, birds, reptiles, and chickens. Products sold through physical retail stores and e-commerce platform.
2. Pet Services: In-store services including professional grooming salon, DIY dog wash stations, and puppy preschool training programmes. Additional vet services offered through Animates Vetcare clinics.
3. Gift Cards: Sale of physical gift cards and eGift cards available at retail stores, supermarkets (Pak N Save, New World), The Warehouse, petrol stations, and dairies. Cards valid for 3 years from purchase.
4. Loyalty Programme Revenue: Revenue supported through loyalty programme engagement driving repeat purchases. Petpoints earned at 1 point per NZD$1 spent on qualifying purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Animates operates a multi-channel pet retail business in New Zealand, selling pet food, accessories, health supplies, and toys across dogs, cats, fish, small pets, birds, reptiles, and chickens through physical retail stores and an e-commerce platform. The offering is extended with in-store services including professional grooming, DIY dog wash, puppy preschool, and dog school, plus an affiliated veterinary clinic chain (Animates Vetcare). Customers access purchases via standard, same-day, 2-hour guaranteed, click & collect, and automated Repeat Delivery subscription options, with ongoing value delivered through the multi-tier Petpoints loyalty programme.

Product overview

Animates NZ Holdings Ltd operates a multi-channel pet retail ecosystem consisting of a unified e-commerce platform (animates.co.nz), physical retail stores with integrated services, and a chain of Animates Vetcare veterinary clinics. The core offering includes an extensive pet supplies range spanning dog, cat, fish, small pet, reptile, bird, and chicken categories, with products covering food, treats, health supplies, toys, bedding, housing, and accessories. This is complemented by in-store services including professional grooming salons, DIY dog wash stations, puppy preschool training, and dog school programmes. The company differentiates through subscription and loyalty offerings including Repeat Delivery (20% discount), the Petpoints loyalty programme with tiered benefits (up to 15% Frequent Feeder discounts), and the Frequent Groomer Programme ($50 voucher after 4 grooms). Delivery options include standard, 2-hour guaranteed, same-day, and click & collect. The product portfolio includes sub-brands Aqua One (aquarium equipment) and Marina (aquarium accessories), alongside partner brands such as Royal Canin, Hill's Science Diet, Eukanuba, Purina Pro Plan, BlackHawk, Kong, Nexgard Spectra, and ZiwiPeak.

Differentiator

Problem solved

Functional benefit

Brands

• Petpoints: Loyalty programme offering points on purchases, tiered membership benefits (Member, Bronze, Silver, Gold, Platinum), anniversary vouchers, free delivery for Gold and Platinum members, free DIY dog washes, and grooming service vouchers.

Products and services

• Animates Online Store E-commerce storefront (animates.co.nz) selling pet food, accessories, toys, health supplies and equipment across all pet categories (dogs, cats, fish, small pets, birds, reptiles, chickens). Supports standard, same-day, 2-hour, click & collect, and Repeat Delivery subscription fulfilment, for individual pet owners across New Zealand.
• Animates Retail Stores National chain of physical pet supplies superstores across Auckland, Central North Island and Wellington, with in-store grooming salons, DIY dog wash stations, puppy preschool facilities and knowledgeable pet-loving staff. Sell food, accessories, health products and equipment across all pet categories.
• Animates Vetcare Clinics Affiliated veterinary clinic chain providing consultations, vaccinations, surgical procedures, dental care, and emergency veterinary services for household pets including dogs, cats and other animals. Clinics are located in Auckland (Botany Downs, Glenfield, Glen Innes, Milford, Richmond Road/Grey Lynn), Central North Island (Hokowhitu, Palmerston North, Pitama Road, Hamilton/Te Rapa) and Wellington (Kaiwharawhara, Miramar, Petone, Paraparaumu, Waikanae).
• Animates Grooming Salon Professional pet grooming service at select Animates retail locations, offering full groom, advanced groom, and hygiene services for dogs and cats. Available to Petpoints loyalty members at Bronze, Silver, Gold and Platinum tiers via grooming vouchers.
• Animates DIY Dog Wash Self-service dog wash facilities available at store locations, allowing customers to bathe their pets using provided equipment with no appointment needed. Free DIY dog washes are included as a loyalty benefit at Silver, Gold and Platinum Petpoints tiers.
• Animates Puppy Preschool Puppy training and socialisation programme conducted at retail store locations to help puppies develop good behaviour and social skills. Sold as a discrete enrolment programme for puppy owners.
• Animates Puppy & Dog School Structured training programme for dogs of various ages, helping owners and pets develop obedience and behavioural skills through scheduled lessons at Animates locations.
• Repeat Delivery Subscription service enabling automatic recurring delivery of pet food and supplies at customer-defined intervals, with a 20% discount on qualifying orders and free standard shipping on orders over NZD $39. Customers can adjust frequency and items.
• Petpoints Loyalty Programme Free loyalty programme awarding 1 Petpoint per NZD $1 spent, with tiered membership benefits including anniversary vouchers, free DIY dog washes, grooming vouchers and free delivery at upper tiers (Silver, Gold, Platinum). Marketed under the sub-brand Petpoints.
• Animates Gift Cards Physical and eGift cards redeemable across Animates retail and online stores. Distributed via retail stores, supermarkets (Pak N Save, New World), The Warehouse, and selected petrol stations and dairies throughout New Zealand. Cards valid for 3 years from purchase. Balance checks and registration available via Gift Station.
• Saving Lives Programme Pet adoption programme run in partnership with animal shelters, facilitating pet adoptions through Animates store locations. While adoption itself is not a paid product, the programme is operated as a standalone branded initiative that drives customer engagement and footfall.

Quantifiable outcome

• 2-hour delivery guarantee with full refund if not delivered on time
• +3 more outcomes

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pet Valu: Canadian specialty pet retailer with ~600 stores across Canada and the US offering pet products and grooming services. Comparable by virtue of specialty pet retail footprint, in-store services, and loyalty-driven repeat purchase model.
• Pets At Home Group plc: UK specialty pet retailer operating stores, grooming salons, and the Vets4Pets veterinary franchise alongside a tiered loyalty programme (the Pets Club). Closest model match to Animates given its combined pet retail + services + vet + omnichannel structure.
• Petbarn: Australia's largest specialty pet retailer (owned by Woolworths Group) operating ~280 stores across Australia with grooming and an online platform. Direct analog for Animates' national specialty pet retail footprint.
• Pet Supplies Plus: US franchise-based specialty pet retail chain with in-store grooming, self-wash stations, and online ordering. Comparable omnichannel services model and mid-market positioning relative to Animates.
• PETstock (EBOS Group): Australian specialty pet retail chain acquired by NZ-listed EBOS Group, offering pet products, grooming salons, vet services, and an online platform across ANZ. Highly comparable omnichannel pet ecosystem to Animates with regional overlap in Australia/NZ.

Broad incumbents

• Chewy: US online-first pet retailer offering comprehensive pet supplies with subscription delivery (Autoship) and pharmacy/vet services. Comparable online retail and subscription mechanics to Animates' e-commerce and Repeat Delivery platform.
• PetSmart: North America's largest specialty pet retailer with stores, grooming salons, PetsHotel boarding, and a growing vet offering (Banfield legacy). Larger-scale incumbent operating a similarly integrated product+services model.
• Petco Health and Wellness: US-based specialty pet retailer operating stores, grooming, training, and vet hospitals under the Petco brand. Direct US analog to Animates' integrated retail+vet+services value proposition, though materially larger.
• Fressnapf: Europe's largest pet retailer (including the Maxi Zoo banner) operating stores across multiple European countries with grooming and online channels. Comparable omnichannel specialty pet ecosystem at a larger scale.

Emerging players

• Best Friends Pets: Canadian independent pet retail chain with grooming and community-oriented value proposition. Comparable mid-size specialty pet retailer model, though smaller scale and fewer services than Animates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AnimatesNZ
• YouTubeyoutube.com/user/animatesnz
• Facebookfacebook.com/animatesnz
• LinkedInnz.linkedin.com/company/animates-new-zealand
• Instagraminstagram.com/animatesnz
• TikToktiktok.com/@animatesnz

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Animates NZ Holdings Ltd