Pets Nature

What Pets Nature does

Pets Nature GmbH is a Fellbach-based German specialty pet food company founded in June 1999 by Martin Schupp and currently led by four managing directors (Martin Schupp, Christian Numsen, David Bäuerle, Dennis Vidal). The company operates a multi-brand portfolio of nine proprietary pet food brands covering premium cat food (catz finefood, Lucky Lou, Pawsome), dog food and treats (Lucky Jim, Chewies, dogz finefood, PURBELLO, yummeez), and supplements (Pets Nature Öle oils, sheepskin products), alongside distribution of third-party brands including Schesir, Acana, Orijen, and No Hide. Product differentiation is anchored in veterinarian-developed formulations with monoprotein recipes for sensitive pets, a "prey animal concept" for cats, postbiotics as a standard ingredient in Lucky Jim products, and DE-ÖKO-006 bio-certification through AbCert AG.

The business operates three distinct go-to-market channels: direct-to-consumer e-commerce via petsnature.de (with loyalty tiers, newsletter discounts, and PayPal/Stripe/Ratepay payment options), a dedicated B2B specialist trade portal at b2b.petsnature.de (serving specialist retailers and breeders with €50 minimum order and invoice/SEPA terms), and an exclusive international distributor network covering 14 countries across Europe and Asia. Shipping is handled through DHL GoGreenPlus for B2C and Hermes for B2B. Revenue mechanics are one-time purchase-based with no subscription model; unit prices range from approximately €0.69 for training snacks to €49.90 for cat food multipacks. The customer base spans conscious premium-pet owners, specialist pet retailers, breeders, and animal welfare organizations, with the latter receiving up to 30% discount under a dedicated program.

Distribution is supported by dedicated programs for breeders and animal welfare organizations, multi-channel paid marketing (Google, Microsoft, Meta, Pinterest, TikTok), Klaviyo email automation, YouTube content, and a Shopware-built storefront. Recent momentum includes the 2025 Pawsome double win at the German Brand Award and the pet & PET worldwide Product of the Year 2024/2025 Doppelsieg across both dog and cat food categories. The company holds no disclosed external institutional investors or parent entity; Pets Nature International GmbH in Liechtenstein supports international distribution.

Name

Pets Nature

Legal name

Pets Nature GmbH

Website

https://petsnature.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Pets Nature is a German specialty pet food company selling premium cat and dog nutrition through proprietary brands across a B2C e-commerce shop, a B2B specialist trade portal, and an international distributor network spanning 14 countries.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

Pet Food & Treats Retail (CRALAHAB)

akta.pro secondary industries

Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Premium pet food
• Pet nutrition products
• Pet food wholesale
• Veterinary pet food
• Cat and dog food

Headquarters

HQ city

Fellbach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2C E-commerce Sales: Direct-to-consumer online sales of premium cat and dog food through petsnature.de. Products include wet food, dry food, treats, snacks, dental care products, oils, and accessories. Revenue generated through one-time purchases with tiered loyalty discounts and bulk order promotions.
2. B2B Specialist Trade Sales: Wholesale and specialist trade sales through dedicated B2B portal (b2b.petsnature.de). Sells to pet specialist retailers, breeders, and animal welfare organizations in Germany and internationally. Revenue through bulk orders with trade margins and volume discounts.
3. Private Label Brands Portfolio: Revenue from proprietary brand portfolio including catz finefood, Lucky Lou, Pawsome, Chewies, Lucky Jim, dogz finefood, PURBELLO, yummeez, and Pets Nature oils. Multiple product lines across different price points and specializations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Pets Nature sells a proprietary portfolio of premium cat and dog food products — including wet food, dry food, treats, snacks, dental care, supplement oils, and natural sheepskin accessories — under owned brands such as catz finefood, Lucky Lou, Pawsome, Lucky Jim, Chewies, dogz finefood, PURBELLO, and yummeez. Products are sold directly to consumers through the petsnature.de online shop and to specialist retailers, breeders, and animal welfare organizations through the b2b.petsnature.de portal, with international reach via an exclusive distributor network across Europe and Asia. The company also distributes selected third-party premium brands (Schesir, Acana, Orijen, No Hide).

Product overview

Pets Nature is a German pet food e-commerce company founded in 1999, headquartered in Fellbach near Stuttgart. The company operates as both an online retailer and brand owner, offering a comprehensive portfolio of premium cat and dog food products through its own e-commerce platform and B2B wholesale channels. The product portfolio consists of owned sub-brands including catz finefood® (wet/dry cat food following prey animal concept), Lucky Lou® (cat food for all life stages), Pawsome!® (budget-friendly grain-free cat food), Lucky Jim® (wet/dry dog food with Classic, Mono, MINI, Soulfood lines), Chewies® (dog treats and snacks), dogz finefood® (balanced wet dog food), PURBELLO® (monoprotein dog food for sensitivities), yummeez® (grain-free dog snacks), and Pets Nature Öle (supplement oils). The company also distributes third-party premium brands including Schesir™ (fish-based cat food), Acana™, Orijen™, and No Hide™. Additional offerings include natural sheep fur products and the platform provides nutritional consulting, guides, and FAQ resources. The e-commerce platform is built on Shopware technology.

Differentiator

Problem solved

Functional benefit

Brands

• catz finefood®: Premium cat food brand inspired by nature, featuring fresh meat, fish or seafood with oils, vegetables and fruits. Grain-free, no added sugar. Made in Germany since 2010. Includes CLASSIC, PURE, ORGANIC, RAGOUT IN SAUCE, MEATZ, PURE SNACKS, and Toyz product lines.
• Lucky Lou®
• Pawsome!®
• Lucky Jim®
• Chewies®
• dogz finefood®
• PURBELLO®
• yummeez®
• Pets Nature Öle

Products and services

• catz finefood® Premium wet and dry cat food brand inspired by nature, featuring fresh meat, fish or seafood with oils, vegetables and fruits. Grain-free, no added sugar, no artificial colors, flavors or preservatives. Includes CLASSIC, PURE, ORGANIC, RAGOUT IN SAUCE, FILLETS, MEATZ, PURE SNACKS, and Toyz product lines. Made in Germany since 2010.
• Lucky Lou®

Quantifiable outcome

• Doppelsieg (Double victory) at pet award 2024/2025 in both dog and cat food categories
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature3 records

Partnerships

21 partnerships are on record, tiered core and minor.

• DHL GoGreenPluscoreChannel Partner/ Reseller/ DistributorB2C shipping partner providing carbon-conscious shipping services. Pets Nature offers free shipping for orders over €39 through DHL GoGreenPlus.
• HermescoreChannel Partner/ Reseller/ DistributorB2B shipping partner for specialist trade orders. Standard shipping €15, free from €200 order value. Pallet shipping for orders over 240kg.
• PayPalcoreTechnology or IntegrationPayment processing partner for credit/debit cards, PayPal payments, PayPal Pay Later, Google Pay, and Apple Pay through PayPal integration.
• Landbell AGminorOthersPackaging waste recycling partner for compliance with German packaging regulations (Verpackungsverordnung). Authorized take-back operator.
• Canipet (Czech Republic)coreChannel Partner/ Reseller/ DistributorExclusive distributor for Czech Republic market. Contact: Petr Novotny, Ve žlíbku 1800/77, 19300 Praha 9.
• I&I Pet Supplies (Netherlands)coreChannel Partner/ Reseller/ DistributorExclusive distributor for Netherlands. Contact: Isabelle van Benthem, Baan 70, 8307AW Ens.
• Malanico (Netherlands)coreChannel Partner/ Reseller/ DistributorExclusive distributor for Netherlands. Contact: Evenboersweg 1, 7711 GX Nieuwleusen.
• Penefit International Co., Ltd. (China)coreChannel Partner/ Reseller/ DistributorExclusive distributor for China. Contact: 4000 168 980, [email protected]. Unit 04, 7/F, Bright Way Tower, No. 33 Mong Kok Road, Kowloon, HK.
• Global Pet Nutrition Inc. (Japan)coreChannel Partner/ Reseller/ DistributorExclusive distributor for Japan. Contact: +81-3-6284-1981. Olinas Tower 10F, 4-1-3 Taihei, Sumida-ku, Tokyo, Japan 130-0012.
• GINGERPAW SG PTE. LTD. (Singapore/Malaysia)coreChannel Partner/ Reseller/ DistributorExclusive distributor for Singapore and Malaysia. Contact: 190 woodlands industrial park E5 #06-09 SG-757516.
• Palmar OÜ (Estonia)minorChannel Partner/ Reseller/ DistributorDistributor for Estonia market. Contact: Tiina Maar, [email protected].
• T-Trading (Finland)minorChannel Partner/ Reseller/ DistributorDistributor for Finland. Contact: Tuomas Järvinen, [email protected], +358 40 351 9959.
• Natural World (Greece)minorChannel Partner/ Reseller/ DistributorDistributor for Greece. Contact: Olympou 1, 12461 Haidari (Athens).
• Pets Nature International GmbH (Liechtenstein)minorChannel Partner/ Reseller/ DistributorDistributor for Liechtenstein. Contact: Elgagass 17, 9496 Balzers. Email: [email protected].
• MOLOS Sp. z o.o., Recovet Sp z o. o., Genus Sp. z o.o. (Poland)coreChannel Partner/ Reseller/ DistributorMultiple distributors covering Poland. MOLOS: ul. Swierkowa 52, 05-850 Wieruchow. Recovet: Graniczna 62, 93-428 Lodz. Genus: 05-500 Stara Iwiczna.
• GRANU s.r.o. and CAYOS s.r.o. (Slovakia)minorChannel Partner/ Reseller/ DistributorDistributors for Slovakia. GRANU: Pri celulózke 1388/31, 010 01 Žilina. CAYOS: Kalinčiakova 2, 97405 Banská Bystrica.
• Macja hisa d.o.o. (Slovenia)minorChannel Partner/ Reseller/ DistributorDistributor for Slovenia. Contact: [email protected], +386 40 810 707.
• CITY-ZOO GmbH and DA Pet Supplies AG (Switzerland)coreChannel Partner/ Reseller/ DistributorDistributors for Switzerland. CITY-ZOO: Eichenweg 1, 4410 Liestal. DA Pet Supplies AG: Ruchfeldstrasse 15, 04142 Münchenstein.
• Todli (Ukraine)minorChannel Partner/ Reseller/ DistributorDistributor for Ukraine. Contact: [email protected].
• Shopware AGcoreTechnology or IntegrationE-commerce platform provider for both B2C and B2B online shops. Joint responsibility for data processing under GDPR.
• AbCert AGminorOthersOrganic certification body providing DE-ÖKO-006 certification for bio-certified products.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wolfsblut: German premium dry and wet dog food brand positioned around natural, species-appropriate nutrition. Comparable to Pets Nature on premium positioning, multi-brand specialist pet food portfolio, and German specialist retail distribution.
• PerNaturam: German premium natural pet food manufacturer specializing in BARF and holistic nutrition for dogs and cats. Directly comparable to Pets Nature on premium natural positioning, veterinary-aligned formulations, and German specialist retail presence.
• Terra Canis: Munich-based premium raw and cooked dog/cat food brand sold primarily D2C and via specialist retail. Closely comparable to Pets Nature on premium positioning, German specialty retail distribution, and proprietary formulations developed with veterinary input.
• GranataPet: German premium pet food brand known for pomegranate-based formulations and natural ingredient positioning. Comparable to Pets Nature on German premium pet food brand model and similar D2C plus specialist retail channels.
• Schesir (Agras Delic): Italian premium wet cat and dog food brand focused on fish-based recipes. Directly comparable to Pets Nature on premium wet food positioning, and is also a third-party brand distributed by Pets Nature, indicating overlapping positioning in the specialist trade channel.
• Herrmann's Manufaktur: German premium wet food manufacturer for dogs and cats, focused on natural ingredients and 'made in Germany' quality. Comparable to Pets Nature on premium wet food category focus, specialist retail distribution, and German brand manufacturing heritage.
• Yarrah Organic Petfood: Dutch organic and premium pet food brand with strong European distribution including DACH markets. Comparable to Pets Nature on organic-certified positioning, premium natural ingredient story, and multi-country European distribution model.

Broad incumbents

• Zooplus: Europe's largest online pet retailer with a much broader multi-brand marketplace model and significantly larger scale. Comparable as a D2C pet food channel competitor in Germany and Europe, but operates at far greater scale than Pets Nature's specialist brand-owner model.
• Fressnapf: Europe's largest specialty pet retail chain with hundreds of physical stores plus online, and growing own-brand portfolio. Comparable to Pets Nature as a German pet retail channel where Pets Nature's premium brands compete for shelf space and consumer attention.
• Dehner: Major German garden center and pet retailer with its own pet food private label portfolio. Comparable to Pets Nature as a German pet retail competitor, though broader in category scope and larger in scale, and competes for the same premium pet owner segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@petsnature
• Facebookde-de.facebook.com/Petsnature
• LinkedInde.linkedin.com/company/pets-nature-gmbh
• Xx.com/petsnature

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Pets Nature