What United Pets does

United Pets S.r.l. is an Italian designer and retailer of pet accessories for dogs and cats, headquartered in Milan and founded in 1999. Its core capability is industrial product design rather than software: the company develops its own sub-brand collections (CityLife, Complete Me, Gumi Line, AromaStories, Design Line, Happy Farm) across walking gear, feeding accessories, hygiene products, travel carriers, beds, clothing, and toys, and it complements the proprietary catalog with licensed co-branded collaborations, including those with Emporio Armani, adidas, SAVE THE DUCK, SELETTI, TUCANO, QEEBOO, and 10 Corso Como. Materials emphasis has shifted over time from recyclable polypropylene (since 1999) to 2nd life plastic and rPET fabric from recycled bottles (since 2020), and the company launched a stream of 'green collaborations' from 2021 onward.\n\nThe business is monetized primarily through a one-time-purchase direct-to-consumer e-commerce channel at unitedpets.com, available in five languages (Italian, English, German, French, Spanish), with unit pricing spread roughly across €3 to €299 and most items between €10 and €50. A dedicated 'Rivenditori' section supports a reseller/B2B2C channel into independent pet stores. Customer retention is driven by a loyalty points system (no subscription tier visible), newsletter signup with a 10% discount incentive, and Trustpilot review integration. No disclosed revenue, funding history, or institutional ownership is present in the source data, and the firm operates as a privately held Italian S.r.l. with 11-50 employees.\n\nCustomer segments are primarily persona-based — dog owners and cat owners seeking functional, design-led, and increasingly sustainable accessories — with sizes and categories spanning small to large dogs and multiple feline use cases (grooming, litter, feeding, scratching, sleeping). Marketing is concentrated on the owned storefront plus the cross-promotional flywheel generated by the premium brand collaborations.

Name

United Pets

Legal name

United Pets S.r.l.

Website

https://unitedpets.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

United Pets S.r.l. is a Milan-based Italian designer and online retailer of design-led, eco-friendly accessories — collars, leashes, beds, carriers, bowls, toys, and meal kits — for dogs and cats, sold through a multilingual e-commerce site and a reseller network, supplemented by licensed collaborations with brands such as Emporio Armani and adidas.

Ownership category

akta.pro rank

Product category

Pet Accessories

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

General Pet Supplies Retail (Multi-category) (CRALAHAA)

akta.pro secondary industries

Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM), Pet Toys & Enrichment Retail (CRALAHAE), Pet Bedding, Crates & Carriers Retail (CRALAHAF), Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF)

Keywords

• Pet accessories retail
• Designer pet products
• Dog walking gear
• Cat care accessories
• Eco-friendly pet supplies

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales: United Pets generates revenue through direct e-commerce sales of pet accessories and products to consumers. Products range from basic accessories (collars, bowls) to premium design items and collaboration pieces. The company operates on a one-time purchase model with no subscription component visible.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

United Pets designs, retails, and distributes a portfolio of pet accessories for dogs and cats — including collars, leashes, harnesses, bowls, beds, litter boxes, travel carriers, toys, apparel, and curated meal/walking kits — through its own multi-language e-commerce storefront and a reseller network. The product range combines proprietary sub-brand collections (CityLife, Complete Me, Gumi Line, AromaStories, Happy Farm) with licensed collaborations with adidas, Emporio Armani, SELETTI, SAVE THE DUCK, TUCANO, QEEBOO, and 10 Corso Como, sold at unit prices typically ranging from €3 to €250+.

Product overview

United Pets is an Italian e-commerce pet products company (United Pets S.r.l., based in Milan) offering a comprehensive portfolio of accessories and products for dogs and cats. The product lineup is organized around proprietary sub-brands (CityLife eco-friendly walking gear, Complete Me dog walking equipment, Gumi waterproof accessories, AromaStories calming toys, Happy Farm natural latex toys) alongside licensed collaborations (adidas pet collection, SAVE THE DUCK, SELETTI, EMPORIO ARMANI, TUCANO, QEEBOO, 10 CORSO COMO). Core product categories span feeding accessories (bowls, meal kits), hygiene products (litter boxes, waste bag dispensers), travel carriers, beds and cushions, clothing and rainwear, and toys. The company emphasizes eco-sustainability with recycled materials and green partnerships since 2021. Products are sold through a multi-language e-commerce platform (Italian, English, German, French, Spanish) with free shipping over €49.

Differentiator

Problem solved

Functional benefit

Brands

• CityLife: Collection of pet accessories including leashes, harnesses, and walking bags
• Complete Me
• Gumi Line
• Aromastories
• Design Line

Products and services

• Meal Kit (Kit Pappa) Curated feeding set for dogs and cats that pairs the Pappy bowl made of food-contact-grade durable polypropylene with the Mustafà placemat made of vanilla-scented thermoplastic rubber, sold as a single kit.
• Minù Covered Litter Box and Cat Hygiene Range Cat hygiene product line covering covered litter boxes (Minù) plus accompanying hygienic trays, litter scoops, and replaceable charcoal filters for odor control.
• Travel Carriers and Bags (A.U.T.O., Mesh Bag ECO, Mesh Bag Xtra) Pet transport solutions including rigid carriers (A.U.T.O.), mesh travel bags (Mesh Bag ECO, Mesh Bag Xtra) made from recycled PET bottles, and additional travel bags for cats and small dogs.
• Pet Beds and Cushions (Cat Bush, Cat Cave, Chalet, Pillow) Pet bed and cushion range for dogs and cats that includes the bush-shaped Cat Cave cat bed (QEEBOO collaboration with integrated scratching post), the Cat Bush cat bed, the Chalet cabin-style dog bed, and Pillow cushions in denim and other materials.
• Dog and Cat Food Bowls (Pappy, Boss, Tail) Pet food and water bowl range including Pappy (polypropylene food-contact bowl), Boss (angled bowl for brachycephalic breeds), Tail (bowl with integrated tail handle), ceramic bowls, and anti-splash elevated bowls.
• Dog Clothing and Rainwear (Easy Rain, Bull, Warmy) Dog apparel line including Easy Rain waterproof jackets, Bull hooded sweatshirts, Warmy sweaters, and pajamas offered across multiple sizes and colors.
• Bon Ton Waste Bag Dispensers Bag dispensers for dog waste available as Bon Ton (regular, nano, and pearl variants), Citylife, and camouflage designs that clip onto leashes or belts.
• CityLife Collection Proprietary eco-friendly walking and feeding collection for dogs including soft harnesses, fast-fit harnesses, leashes, collars, snack dispensers, and portable snack bags made from sustainable materials.
• Complete Me Collection Complete Me dog walking gear collection combining harnesses, collars, leashes, bag dispensers, decorative accessories, and raincoats with adjustable straps.
• Gumi Line Waterproof Accessories Gumi Line is a waterproof pet accessories collection covering collars, leashes, and carriers engineered for durability and water resistance.
• AromaStories Calming Toy Collection AromaStories plush toy collection featuring calming essences and integrated squeakers in animal-inspired shapes, designed for pet wellness and entertainment.
• adidas Pet Collection Licensed pet product collaboration with adidas offering Cali T-shirts, adidas-branded collars, and shoulder bags for pets.
• SAVE THE DUCK x United Pets Outerwear Seasonal co-branded dog outerwear and accessories with SAVE THE DUCK including padded jackets, waterproof coats, and Pimpi dispensers produced in recycled polyester from an animal-free materials brand.
• SELETTI PETS (R)EVOLUTION Collaboration Design-led SELETTI collaboration featuring the PETS (R)EVOLUTION collection — ceramic bowls (Les Alpes, Maldive, Doggymood, New York themes), beds, and contemporary design accessories for dogs and cats.
• Emporio Armani Pet Accessories Premium limited-edition pet accessories co-branded with Emporio Armani, representing the company's highest-tier luxury collaboration.
• Design Line Collection Design Line is a design-focused sub-brand of pet accessories that emphasizes aesthetic design alongside functional performance.
• Cheewi Edible Dental Chews Cheewi is an edible dental chew line for dogs available in cheese and chicken flavors, formulated lactose-free and gluten-free with natural ingredients.
• Derbe Pet Care Products Derbe pet grooming and care line sold on unitedpets.com includes natural ear wipes, odor-control wipes, and perfumed shampoos for dogs.
• QEEBOO Cat Cave QEEBOO collaboration result is the Cat Cave, a multifunctional cat bed with an integrated scratching post designed in a quirky designer aesthetic.
• 10 Corso Como Limited Edition Collection Limited-edition pet collection produced in partnership with the 10 Corso Como Milan concept store, reinforcing United Pets' Italian design heritage.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• adidascoreStrategic or Co-development Partneradidas has a dedicated section on United Pets website featuring pet apparel and accessories including T-shirts (Cali collection, €35), collars (€55), and shoulder bags (€120) bearing the adidas brand. This is a branded collaboration creating a premium pet line.
• SAVE THE DUCKcoreStrategic or Co-development PartnerSeasonal collaboration featuring waterproof and padded outerwear for dogs including puffers, jackets, and dispenser accessories. Products range from €19.60 to €55.30. SAVE THE DUCK is known for animal-free materials.
• SELETTIcoreStrategic or Co-development PartnerDesign collaboration featuring PETS (R)EVOLUTION collection including ceramic bowls (€70), beds, and accessories with contemporary design aesthetics. Multiple product lines including New York, Les Alpes, Maldive, Doggymood themes.
• EMPORIO ARMANIflagshipStrategic or Co-development PartnerPremium collaboration creating limited edition pet accessories under the Emporio Armani brand. This is the highest-profile collaboration indicating United Pets' premium positioning strategy.
• QEEBOOminorStrategic or Co-development PartnerDesign collaboration featuring Cat Cave product - a multifunctional cat bed with scratching post. QEEBOO is known for quirky design objects.
• 10 Corso ComominorStrategic or Co-development PartnerLimited edition collaboration with the iconic Milan concept store 10 Corso Como, reinforcing United Pets' Italian design heritage and premium retail positioning.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Savic: Savic is a Belgian designer and manufacturer of pet accessories including carriers, litter boxes, beds, and bowls. Comparable on design-led positioning, product categories, and European distribution model.
• Croci Group: Croci is an Italian pet accessories manufacturer with a broad product line covering carriers, beds, toys, and hygiene products. Closely comparable to United Pets on category breadth, B2B retailer distribution, and Italian market roots.
• Hunter (Dog & Horse Accessories): Hunter is a German manufacturer of premium dog accessories (collars, leashes, harnesses, beds) with strong design positioning. Highly comparable to United Pets on premium aesthetic and dog-walking category focus.
• MiaCara: MiaCara is a German premium design brand for dog and cat accessories, focused on designer beds, bowls, and lifestyle products. Closely comparable on premium design positioning, European distribution, and aesthetic differentiation.
• M-PETS: M-PETS is a Belgian brand offering a broad range of pet accessories including beds, carriers, bowls, and toys with design-led positioning. Comparable on product breadth, design aesthetic, and European retail distribution.
• Ferplast: Ferplast is one of Italy's largest pet product manufacturers and retailers, offering carriers, beds, bowls, toys, and accessories for dogs, cats, and small animals. Direct overlap with United Pets on product categories, Italian design heritage, and European distribution footprint.

Broad incumbents

• Trixie Heimtierbedarf: Trixie is one of Europe's largest pet accessories brands with a 7,000+ SKU catalog spanning dogs, cats, birds, and small animals. Comparable to United Pets in core dog/cat accessory categories but vastly broader in assortment and geographic scale.

Emerging players

• Kurgo: Kurgo is a US-based pet accessories brand focused on dog travel gear, harnesses, and outdoor products. Comparable on active lifestyle accessories category and travel/carrier product lines.
• P.L.A.Y. (Pet Lifestyle and You): P.L.A.Y. is a design-forward pet bed and accessory brand with sustainability positioning. Comparable to United Pets on design differentiation and eco-conscious consumer targeting.
• Camden Rose: Camden Rose offers natural and eco-friendly pet accessories in the US market. Comparable to United Pets' eco-friendly positioning and sustainable material sourcing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 United Pets