What Qualipet Digital does

QUALIPET Digital AG is a Swiss family-owned specialty pet retailer, founded in 1982 by Rolf Boffa and led since May 2022 by his son Fabian Boffa. The company operates the largest specialized pet supply chain in Switzerland, with 87 physical stores across all cantons totaling 55,000 m² of retail floor space, complemented by a 24/7 e-commerce platform (qualipet.ch) serving Switzerland and Liechtenstein. Its assortment spans 25,000+ SKUs covering dogs, cats, small animals, birds, fish, reptiles, and horses/wild animals, including a veterinary therapeutic food category (Hill's Prescription Diet, Royal Canin Veterinary, Josera Help) sold exclusively online.

The technology stack centers on a Next.js e-commerce front end with Algolia-powered search, Cloudflare-delivered security and CDN, YouTube and Vimeo video integration, and analytics via Microsoft Clarity and Google Analytics. Advertising runs through DoubleClick, Facebook Pixel and Pinterest pixels, with consent management via CookieYes. The retail backbone is supported by ~800 employees, including a structured apprentice pipeline of ~100 retail specialists trained annually in zoological retail, with over 80% of staff being pet owners themselves.

Revenue is generated primarily through one-time retail and online sales of pet food, accessories and care products, with pricing on a per-transaction basis and free shipping above CHF 99. The Treuekarte loyalty program (1 point per CHF 1 spent, 500 points = CHF 20 voucher, double points on wet food) drives repeat engagement. An affiliate/commission layer is added through the Calingo pet insurance partnership, which offers a CHF 50 voucher upon activation and 15% discounts on exclusive brands (Harmony, Wildish, 360° Veterinary). The customer base is entirely B2C — Swiss individual pet owners — with no disclosed enterprise or wholesale concentration.

Name

Qualipet Digital

Legal name

QUALIPET Digital AG

Website

https://qualipet.ch

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Pet Supplies Retail

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 Supplies Omnichannel (CRAFAEAJ), Pet Food & Treats Retail (CRALAHAB), Pet Toys & Enrichment Retail (CRALAHAE), Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)

Keywords

• Pet retail stores
• Pet food supplies
• Pet accessories
• Veterinary diet food
• Pet care products

Headquarters

HQ city

Dietlikon

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Pet Supply Sales: Physical retail store sales of pet food, accessories, toys, and animal care products across 87 Swiss locations. Customers can also purchase online with home delivery or in-store pickup options.
2. Online E-commerce Sales: Direct-to-consumer online sales through qualipet.ch with home delivery via Swiss Post or Planzer Transport, and free pickup at selected stores for orders over CHF 99.
3. Pet Insurance Partnership Commission: Partnership with Calingo pet insurance provider, offering pet health insurance products with QUALIPET-exclusive benefits including 15% discount on Harmony, Wildish, and 360° Veterinary brands.

Pricing tiers

Distribution channels3 records

Marketing channels5 records

Core offering

QUALIPET is Switzerland's largest specialized pet supply retailer, operating 87 physical stores nationwide alongside a 24/7 online shop (qualipet.ch). The company sells an assortment of 25,000+ pet products spanning food, accessories, toys, habitats, grooming, and veterinary therapeutic diets for dogs, cats, small animals, birds, fish, reptiles, horses, and wild animals. Complementary offerings include a Treuekarte loyalty program, gift cards, and a Calingo pet insurance partnership.

Product overview

QUALIPET operates as a multi-channel pet specialty retailer combining an e-commerce platform (QUALIPET Onlineshop) with a physical retail footprint of 87 stores across Switzerland. The core offering centers on an extensive pet supply assortment (18,000+ products) spanning dog, cat, small animal, bird, fish, reptile, and horse/wildlife categories. The VET category provides veterinary therapeutic foods (Hill's Prescription Diet, Josera Help, Royal Canin Veterinary) exclusively online. The business complements its core retail operations with a loyalty program (Treuekarte), gift cards, and a pet insurance partnership (Calingo). The company serves Swiss pet owners through integrated online and offline channels.

Differentiator

Problem solved

Functional benefit

Products and services

• QUALIPET Onlineshop E-commerce platform selling 18,000+ pet products for dogs, cats, small animals, birds, fish, reptiles, and horses/wild animals. Available 24/7 with home delivery across Switzerland and free in-store pickup for orders above CHF 99. Serves Swiss and Liechtenstein pet owners looking for convenience and broad selection.
• VET (Veterinary Therapeutic Diet Food) Curated category of veterinary therapeutic food for dogs and cats with health conditions, including prescription diets for diabetes, urinary issues, joint problems, and allergies. Brands include Hill's Prescription Diet, Josera Help, and Royal Canin Veterinary. Sold exclusively online to pet owners whose animals require therapeutic nutrition.
• QUALIPET Treuekarte (Loyalty Card) Customer loyalty program awarding 1 Treuepunkt (loyalty point) per CHF 1 spent; 500 points are redeemable for a CHF 20 bonus voucher. Double points accrue on wet food sold in original packaging. Available as both digital and physical loyalty cards for repeat retail and online customers.
• QUALIPET Geschenkkarten (Gift Cards) Stored-value gift cards available for purchase in QUALIPET stores and via the online shop. Redeemable across all 87 QUALIPET stores and the qualipet.ch online shop for the full pet supply assortment. Intended as gifts for pet-owning friends, family, and customers.
• Calingo Haustierversicherung (Pet Insurance Partnership) Pet insurance co-marketed with Calingo, providing accident and health coverage for dogs and cats, including telemedicine and worldwide coverage. Policyholders receive QUALIPET-exclusive benefits: 15% discount on Harmony, Wildish, and 360° Veterinary brands, and a CHF 50 QUALIPET shopping voucher upon insurance activation after one year of coverage. Distributed via the Qualipet website and qualifying for commission-based affiliate revenue.

Quantifiable outcome

• Over 18,000 products available online and 25,000+ in total assortment
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• CalingocoreStrategic or Co-development Partner · 1 January 2024Partnership with Calingo pet insurance provider offering exclusive benefits to QUALIPET customers including 15% discount on Harmony, Wildish, and 360° Veterinary brands. After one year of insurance coverage, customers receive a CHF 50 QUALIPET shopping voucher. The partnership enhances customer retention and provides recurring revenue through insurance referrals.
• Tierhilfe HoffnungminorOthersSwiss animal welfare organization dedicated to improving conditions for stray dogs in Romania. QUALIPET supports through product donations, food supplies, and funding for medical procedures and neutering programs.
• VSAT (Verein Schweizer Ausland Tierschutz)minorOthersIndependent non-profit animal welfare organization founded in August 2015. All board members work voluntarily. QUALIPET supports their animal welfare initiatives.
• Animal Police AssociationminorOthersOrganization working to improve animal welfare conditions on Mallorca. Founded due to concerns about animal mistreatment on the popular island. QUALIPET provides support for their mission.
• FELLizminorOthersAnimal welfare organization supporting two animal shelters in Spain with financial donations. Funds used for food, medical care, renovations, and projects. QUALIPET contributes to their efforts.
• Animal-HappyendminorOthersSwiss organization rescuing neglected, abused, and tortured dogs in Southern and Eastern Europe since 2006. Animals receive medical care and are rehomed in Switzerland or their country of origin. Also conducts extensive neutering programs.
• Strays SharmminorOthersOrganization dedicated to stray animals in Egypt, led by Sibylle Nadja. Main activities include catching and neutering strays, helping injured animals, and providing food and care.
• Bundesamt für Veterinärwesen (BVET)minorOthersFederal Food Safety and Veterinary Affairs Office - the Swiss governmental body responsible for animal health and welfare. QUALIPET maintains informational partnership providing resources on animal welfare regulations.
• Verband Zoologischer Fachgeschäfte der Schweiz (VZFS)minorOthersSwiss association of zoological specialist retailers founded in 1967. Functions as the professional organization for Swiss pet shops. QUALIPET is an active member.
• Schweizerische Kynologische Gesellschaft (SKG)minorOthersSwiss Cynological Society - umbrella organization of approximately 400 clubs with over 66,000 members. Affiliated with the Fédération Cynologique Internationale (FCI). QUALIPET supports their activities.
• Lorica AGminorOthersSwiss reptile breeder supplying QUALIPET with exotic animals. Founded to provide controlled and sustainable alternative to wild-caught specimens. Successfully breeding over 60 species since 2012.
• Swiss PostminorOthersNational postal service used for standard package delivery. Handles orders up to 30kg per package.
• Planzer Transport AGminorOthersSwiss transport company handling larger shipments and bulky goods delivery based on service area.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Zooplus: Europe's leading online pet retailer; competes with QUALIPET's e-commerce channel on price, assortment breadth, and delivery across Switzerland and Liechtenstein.
• Jollyes: UK specialty pet retail chain competing on multi-category assortment, in-store expertise, and online presence; comparable mid-sized specialty pet retail playbook.
• Pet at Home: UK specialty pet retail chain with stores, veterinary services, and omnichannel model; structurally comparable to QUALIPET's store-plus-online-plus-services approach, though operating in a different geography.
• Maxi Zoo: Pan-European specialty pet retail chain operating physical stores in Switzerland; directly comparable multi-category pet assortment and omnichannel model.
• Fressnapf: Europe's largest specialty pet retail chain with significant Swiss footprint via Fressnapf.ch; competes head-on with QUALIPET on assortment, expert advice, and omnichannel retail in Switzerland.
• Tom & Co. Benelux-headquartered specialty pet retail chain; comparable multi-store specialty model with omnichannel presence.

Broad incumbents

• PetSmart: Largest US specialty pet retailer; comparable assortment breadth, in-store services, and loyalty/insurance-style partnerships, though at materially larger scale.
• PETCO: Large US pet specialty retailer with stores, veterinary services, and digital; serves as a broad incumbent benchmark for omnichannel pet retail scale and category extension.
• Amazon Switzerland: Major online marketplace competing on price, assortment, and delivery speed in pet supplies; relevant comparable for the e-commerce pressure on QUALIPET's online channel.

Others

• Caliqo: Swiss pet insurance provider partnered with QUALIPET; included as an ecosystem participant since insurance partnership is a meaningful recurring revenue lever for QUALIPET.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/qualipet
• Facebookfacebook.com/qualipet
• Instagraminstagram.com/qualipet
• Xx.com/qualipetch

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Qualipet Digital