What Perro-Perro does

Perro-Perro is a Netherlands-based online retailer of pet products, operating as a sole proprietorship under owner Jochen van Erp from Asten and shipping to consumers in the Netherlands, Belgium, Germany, and Luxembourg. The company is positioned as a specialist online store for Doggie Dooley dog toilets—an underground enzymatic waste disposal system sold under license from HTpet.com (formerly Hueter Toledo) and marketed as the most sold dog toilet since 1968. Around this anchor product, Perro-Perro has assembled a focused catalog of complementary pet goods, including Waste Terminator enzyme powders and tablets, Odormute odor eliminators, Omega Paw cat litter boxes and interactive dog toys, HT-Pet indestructible balls, and specialty dry dog food from Pooch and Mutt and Biofood. The product line also extends to small mammals and bird supplies as adjacent categories.

The business runs on a standard WooCommerce e-commerce stack with no proprietary platform technology, no mobile app, and no disclosed AI or data capabilities. Revenue is generated through direct-to-consumer one-time purchases at unit prices generally ranging from €3.95 to €88.95, supplemented by an optional B2B breeder, pet-pension, and cattery program that offers 8% volume discounts on orders above €100. Marketing relies on organic SEO, an email newsletter, and a basic Facebook presence, while trust is signaled by a WebwinkelKeur certification with an 8.6/10 rating across 204 reviews. Fulfillment is handled via PostNL, DPD, and DHL with a €35 free-shipping threshold.

The go-to-market motion is a horizontal direct-to-consumer e-commerce play in a niche category, with no subscription layer, no enterprise contracts, and no disclosed third-party retail distribution. The company has no institutional funding, no parent organization, and no recorded M&A activity, making it a bootstrapped, owner-operated specialty retailer whose value proposition rests on category expertise, multi-brand product curation, and Dutch-language customer service rather than scale, technology, or network effects.

Name

Perro-Perro

Legal name

Perro-Perro Jochen van Erp

Website

https://perro-perro.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Perro-Perro is a Netherlands-based online pet supplies retailer operated as a sole proprietorship, specializing in Doggie Dooley dog toilets and complementary products (cat litter boxes, toys, odor control, specialty dry food) for consumers and breeder accounts across the Netherlands, Belgium, Germany, and Luxembourg.

Ownership category

akta.pro rank

Product category

Online Pet Supplies Retail

NAICS

Pet and Pet Supplies Retailers (459910), 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 Litter, Waste & Odor Control Retail (CRALAHAH), Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet Food & Treats Retail (CRALAHAB), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL)

Keywords

• Pet supplies retail
• Dog waste management
• Cat litter solutions
• Natural pet food
• Online pet store

Headquarters

HQ city

Asten

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Perro-Perro generates revenue through direct e-commerce sales of pet products including Doggie Dooley dog toilets, pet toys, dog food, cat products, and accessories. Products are sold as one-time purchases with no subscription model mentioned. Revenue is generated from individual consumer transactions and professional breeder accounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Perro-Perro operates an online store selling dog and cat supplies, with a specialty focus on the Doggie Dooley underground dog toilet system and Waste Terminator enzymatic digester consumables. The catalog also includes Omega Paw self-cleaning cat litter boxes, interactive dog toys (treat balls, puzzle balls, indestructible balls), Odormute enzyme odor removers, and natural dry dog food from Pooch and Mutt and Biofood. All sales are made through the company's own e-commerce website with direct shipping to consumers in the Benelux and Germany.

Product overview

Perro-Perro is an online pet supplies retailer based in the Netherlands, offering a focused portfolio of pet products across dogs and cats, with specialized sub-brands. The core product line is the Doggie Dooley dog toilet system — an underground waste digester with associated Waste Terminator enzymatic powders and tablets — alongside Omega Paw branded toys (Tricky Treat Ball, Gripper Ball, TUGGY BALL, Paw-zzle Ball) and accessories, Soft-Flex dog balls, the HT-Pet Virtually Indestructible Ball, and Odormute enzyme odor eliminators. For cats, Omega Paw Roll'n Clean mechanical self-cleaning litter boxes and accessories are offered. Perro-Perro also stocks dry dog food from Pooch and Mutt (gluten-free, grain-free formulations with functional herb blends) and Biofood (natural products including sheep fat snacks and rawhide chews). The company acts as an online reseller, aggregating third-party branded pet products rather than offering a unified platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Doggie Dooley 3800X Dog Toilet
• DD3000 Metal Doggie Dooley Dog Waste Processor
• DD2000 PVC Doggie Dooley Dog Waste Processor
• Doggie Dooley 3500 Pyramid Dog Toilet
• Doggie Dooley Spare Parts (Lids)
• Waste Terminator Enzymatic Powder
• Waste Terminator Enzymatic Tablets
• Odormute Enzyme Odor Eliminator
• Odormute Scented 425g Bulk Pack
• Omega Paw Tricky Treat Ball
• Soft-Flex Swirl Ball
• Onverwoestbare Paw-zzle Ball
• TUGGY BALL
• Gripper Ball – Soft Flex
• Virtually Indestructible Ball (VIP Best Ball) by HT-Pet
• Omega Paw Roll'n Clean Self-Cleaning Cat Litter Box
• Omega Paw Cat Litter Mat
• Pooch and Mutt Natural Dry Dog Food
• Biofood Dry Dog Food and Snacks
• Breeder / Pet Pension / Cattery B2B Program

Quantifiable outcome

• Doggie Dooley has been the most sold dog toilet since 1968
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Bol.com: Largest Dutch e-commerce marketplace with a substantial pet supplies category including food, toys and accessories. Comparable as a Dutch online channel for pet products, but competes on breadth and logistics rather than specialist curation.
• Fressnapf: Leading European pet supplies retailer with stores and a strong online channel across Germany, Netherlands and Benelux. Comparable as a broad pet assortment incumbent serving the same Dutch/German consumer base, but at much greater scale.
• Jollyes: UK specialty pet retailer combining physical stores and online with broad assortment across dogs, cats and small animals. Comparable in specialist pet retail positioning but operates primarily in a different geography.

Direct peers

• Medpets: European online pet pharmacy and supplies retailer focused on health, supplements and OTC pet products. Comparable to Perro-Perro's supplement and wellness SKU range and Dutch-Belgian customer base, with a similar online-only model.
• Zooplus: Europe's largest online-only pet supplies retailer, selling food, accessories and health products across multiple species. Directly comparable to Perro-Perro in DTC e-commerce motion, multi-country European shipping, and assortment breadth in pet supplies.
• Bitiba: Online pet retailer operating across Europe with a discount-led, broad-assortment model. Comparable to Perro-Perro in pure-play DTC pet e-commerce, cross-border shipping, and SKU breadth across dogs and cats.

Regional players

• Pets Place: Dutch specialty pet retail chain with both stores and online presence. Comparable to Perro-Perro as a Netherlands-based multi-category pet retailer serving Dutch consumers, though with a physical footprint Perro-Perro lacks.
• DierenPlaza: Dutch online pet supplies retailer offering food, toys and accessories for dogs, cats and other animals. Closely comparable to Perro-Perro in market (Netherlands), pure-play online model and mid-market assortment breadth.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/perro-perro

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 Perro-Perro