PetGround
PetGround is a Madrid-based Spanish e-commerce company selling 100% natural grass pads for dogs, cats, and rabbits as an eco-friendly alternative to disposable pet pads, operating direct-to-consumer via its own website with subscription options across the Iberian Peninsula.
- Company typePrivate
- Founded2019
- HeadquartersMadrid, Spain
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What PetGround does
PetGround S.L. is a privately-held Spanish e-commerce company founded in 2019 and headquartered in Madrid that sells 100% natural grass pads as an ecological alternative to disposable plastic pet pads. The company serves primarily dog owners (puppies in training, senior or post-operative dogs with incontinence, and apartment dwellers), with secondary offerings for cat owners seeking indoor enrichment and rabbit/rodent owners seeking dietary fiber and enrichment surfaces. Its core technology is a proprietary grass blend (80% Festuca Arundinacea / 20% Poa Pratensis) cultivated for over one year before harvest, packaged in FSC-certified cardboard with an organic soil substrate that neutralizes odors naturally for approximately two weeks of use.
The product line spans Standard (60x40cm, for pets up to 7kg), XL (117x40cm with reusable tray), XXL (80x80cm with two grass panels), a cat-specific grass bed, a rabbit/rodent grass pad, and a premium wooden-framed natural grass bed. The business operates exclusively through its own direct-to-consumer website (petground.es) with no third-party retail or marketplace presence, generating revenue through one-time purchases and a subscription program (up to 15% discount with weekly to bi-monthly delivery). The company also cross-sells complementary eco-friendly pet accessories (MENFORSANS attractants, enzymatic cleaners, biodegradable bags) to expand average order value. Fulfillment is restricted to the Iberian Peninsula (Spain and Portugal), excluding the Canary and Balearic Islands.
The company is founder-operated by Jesús and Loli, who also own the nursery that grows and prepares each order by hand, indicating a vertically integrated production operation. The company appears bootstrapped with no disclosed external funding, and operates with 1–10 employees. Distribution is supported by a multi-channel digital marketing strategy centered on Instagram community building (#petgrounder), influencer endorsements, paid Facebook/Instagram advertising, blog content, and email newsletters.
PetGround firmographics
Firmographics- Name
- PetGround
- Legal name
- PetGround S.L.
- Website
- https://petground.es
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PetGround is a Madrid-based Spanish e-commerce company selling 100% natural grass pads for dogs, cats, and rabbits as an eco-friendly alternative to disposable pet pads, operating direct-to-consumer via its own website with subscription options across the Iberian Peninsula.
- Ownership category
- akta.pro rank
PetGround industry classification
Industry- Product category
- Pet care products
- NAICS
- Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
- akta.pro secondary industry
- Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL)
Keywords
Where PetGround is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
PetGround business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales (One-Time): Individual product purchases including PetGround Standard, XL, XXL, grass replacement refills, and wood-frame beds. Customers select size variants at point of sale.
- Subscription / Recurring Delivery: Customers subscribe for recurring deliveries of PetGround products (grass refills, standard units) on weekly, bi-weekly, tri-weekly, monthly, or bi-monthly cadence. Subscribers receive up to 15% discount. Subscriptions can be paused or cancelled at any time.
- Cross-Sell Complementary Products: The store expanded to sell third-party eco-friendly pet products including toys (Rub Floating Dental Ball), food (Retorn dental sticks), hygiene (Menforsans urine attractant, enzymatic stain/odor remover, eco shampoo), and accessories (Earth Rated biodegradable bags, Botella Paseos Pro water bottle). These are sold as one-time purchases alongside core PetGround products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | PetGround Standard — 62×40cm cardboard box, for pets up to 7kg |
| Unit Pricing | Pay-as-you-go | Pack PetGround XL — 120×40cm, includes reusable tray + grass |
| Unit Pricing | Pay-as-you-go | Pack PetGround XXL — 80×80cm, includes reusable tray + 2 grass planks |
| Unit Pricing | Pay-as-you-go | Grass Replacement / Refill — multiple sizes for cardboard and tray variants |
| Subscription | Monthly | Subscription PetGround — recurring delivery with up to 15% discount |
| Unit Pricing | Pay-as-you-go | Cama de Césped Natural Premium — natural grass bed in pine wood frame |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
PetGround product offering
Product offeringCore offering
PetGround sells 100% natural grass pads (grown for over one year) in multiple sizes as an ecological, instinctive alternative to disposable pet pads. Its lineup includes PetGround Standard (for pets up to 7kg), XL and XXL versions for medium/large dogs, plus grass beds for cats and rabbits, with optional reusable trays or wooden frames. Products are sold one-time or by subscription (up to 15% off) and ship fresh within 24–48 hours across the Iberian Peninsula.
Product overview
PetGround is a Spanish e-commerce company offering natural grass products as an ecological alternative to disposable pet pads. The core product line consists of grass pads in four sizes (Standard, XL, XXL, and Gatos/Conejos) for dogs, cats, and rabbits. Products serve multiple purposes: as puppy trainers, reusable pads, natural beds, and olfactory mats. The company sells directly through its website with subscription options offering 15% discounts. Additional offerings include replacement grass pads, premium wooden beds with natural grass, and complementary accessories like MENFORSANS training sprays and enzymatic cleaners. The grass is 100% natural (80% Festuca Arundinacea, 20% Poa Pratensis) with over one year of maturation, providing approximately 2 weeks of use before replacement.
Differentiator
Problem solved
Functional benefit
Products and services
- PetGround Standard Natural grass pad (60x40cm cardboard box) for small to medium dogs up to 7kg. Functions as an ecological puppy trainer, reusable indoor pad, natural bed, and olfactory mat.
- PetGround XL (Empapador de Césped Natural) Natural grass pad (117x40cm) with reusable recyclable plastic tray for medium and large dogs (8–20kg), positioned as an indoor toilet pad.
- PetGround XXL (Pack PetGround XXL) Natural grass pad (80x80cm) with two grass panels and a reusable recyclable plastic tray for large and giant dogs over 20kg.
- PetGround Gatos (Cama de Césped Natural) Natural grass bed (62x40cm) for cats, used as a relaxation area, olfactory mat, and ecological alternative to traditional litter boxes.
- PetGround Conejos Natural grass pad for rabbits and rodents serving as a relaxing zone, olfactory mat, and natural corner. Rich in fiber to support digestive and dental health.
- Recambio de Césped Natural Replacement natural grass refills available in multiple sizes (S, XL, XXL) and configurations (cardboard box, plastic tray, wooden box) for existing PetGround units, available as one-time or subscription purchase.
- Suscripción PetGround Recurring delivery subscription for PetGround grass pads and refills with up to 15% discount and flexible cadence (weekly, bi-weekly, every 3 weeks, monthly, or every 2 months). Pause or cancel anytime.
- Cama de Césped Natural Premium Premium natural grass bed set in an elevated pine wood frame designed for rabbits and small pets. Available in S (64x44cm), XL (122x44cm), and XXL (84x84cm), with elevated design for air circulation and temperature regulation.
- Atrayente de Micciones MENFORSANS 125ml natural spray attractant made from plants and natural essences that recreates outdoor odors to encourage dogs to urinate in a designated area. Sold as a training reinforcement alongside PetGround grass pads.
- Eliminador Enzimático de Orines y Manchas MENFORSANS Enzymatic cleaner that removes urine stains and odors from household surfaces. Sold as a complementary accessory for unexpected accidents.
- Champú Eco MENFORSANS Eco-friendly, 100% biodegradable shampoo formulated for dogs and cats. Sold as a complementary eco-friendly pet hygiene accessory.
Quantifiable outcome
- Replaces approximately 17.2 disposable plastic pads with a single natural grass product, reducing plastic waste per pet household by over 90%
- +3 more outcomes
Companies that use PetGround
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
PetGround technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PetGround partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Jesús y Loli (Nursery / Local Farmers)coreJesús and Loli are the owners of the nursery and are responsible for manually preparing each customer order with care. They grow and harvest the natural grass used in all PetGround products, ensuring quality control and freshness from farm to customer.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
PetGround competitors and assessment
Company assessmentBroad incumbents
- Chewy: Chewy is the largest US online pet retailer with a subscription and repeat-consumables model. Comparable to PetGround as a large incumbent in online pet supplies and recurring consumables, though its scale, breadth, and geography differ materially.
- PetSafe: PetSafe is a global pet product manufacturer and brand with broad offerings including indoor potty solutions (e.g., Pet Loo). Comparable to PetGround as a major incumbent in the indoor pet-waste management category, though it operates across a much wider portfolio than PetGround's grass-only focus.
Others
- Earth Rated: Earth Rated makes eco-friendly pet products, including the biodegradable waste bags that PetGround already cross-sells. It is an adjacent/thematic partner — same eco-pet target customer and overlapping brand mission — rather than a direct competitor.
Direct peers
- Fresh Patch: Fresh Patch delivers real grass patches for indoor dog use with a subscription model. It mirrors PetGround's natural-grass, freshness-anchored positioning and is targeted at the same apartment-dwelling, puppy-training, and senior-pet segments.
- Kiwoko: Kiwoko is a major Spanish specialty pet retailer with both physical stores and a strong online channel across dogs, cats, and small pets. Comparable to PetGround as a Spain-based pet-products retailer serving the same urban pet-owner base.
- Tiendanimal: Tiendanimal is Spain's largest omnichannel pet retailer with an extensive e-commerce catalog across dogs, cats, and small animals. It competes directly with PetGround for Spanish pet-owner spend, although it does not offer an in-house natural-grass consumable — making it a category-leading DIRECT_PEER.
- Doggie Lawn: Doggie Lawn is a US-based DTC real-grass pet toilet service that ships fresh, pre-grown grass patches on subscription. It is the closest direct competitor to PetGround in the natural grass potty-pad category, with near-identical product, subscription model, and customer profile (apartment/urban dog owners).
- Pretty Good Grass: Pretty Good Grass delivers real, farm-grown grass patches for indoor dog potty use on a subscription basis. Comparable to PetGround in core product (live grass patches), recurring revenue model, and focus on urban/renter customers seeking an alternative to disposable pads.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
PetGround social profiles
Digital presencePetGround financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetGround leadership team
Management profileNumber of profiles
Profiles2 records
PetGround funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetGround M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PetGround
What does PetGround do?
PetGround sells 100% natural grass pads (grown for over one year) in multiple sizes as an ecological, instinctive alternative to disposable pet pads. Its lineup includes PetGround Standard (for pets up to 7kg), XL and XXL versions for medium/large dogs, plus grass beds for cats and rabbits, with optional reusable trays or wooden frames. Products are sold one-time or by subscription (up to 15% off) and ship fresh within 24–48 hours across the Iberian Peninsula.
Is PetGround a public or private company?
PetGround is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PetGround founded?
PetGround was founded in 2019. It employs 1 to 10 people.
Where is PetGround based?
PetGround is headquartered in Madrid, Spain, in the Europe region.
How does PetGround make money?
Three revenue lines are on record. Product Sales (One-Time) is the primary driver. The others are subscription / Recurring Delivery and cross-Sell Complementary Products.
Who are PetGround's main competitors?
Broad incumbents on record are Chewy and PetSafe. Earth Rated is listed as an others. Direct peers are Fresh Patch, Kiwoko, Tiendanimal, Doggie Lawn and Pretty Good Grass.
Does PetGround have an API?
No public API is recorded for PetGround.
What industry is PetGround in?
PetGround's product category is Pet care products. Its primary akta.pro industry code is CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick), with a secondary code of CRALAHAL, Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters). Its NAICS code is 45991.