Novital

What Novital does

Novital Srl is an Italian manufacturing company founded in 1976 and headquartered in Lonate Pozzolo, Province of Varese. The company designs, produces, and sells livestock farming and garden products under a "Made in Italy" label, operating 7 production lines that yield more than 200 SKUs. Its core branded franchises are COVATUTTO (incubators ranging from 7-egg to 162-egg capacities, with analog, digital, manual, and automatic variants) and ESTERINA (plucking machines in ABS and INOX stainless-steel variants), complemented by the GOLIA, BRAVÓ, DAVIDE, and ERCOLINO grain mills and shellers for processing animal feed. Supporting lines include food-grade, non-toxic plastic drinkers and feeders for poultry, quails, rabbits, and larger livestock (cattle, sheep, horses), automatic float-based watering systems, ORTO&ORTO modular garden containers, UV/electric/ultrasonic pest control devices, impact-resistant construction inspection chambers, and custom pet bowls.

All products are built around mechanical engineering and food-grade plastic construction, with COVATUTTO incubators specifically manufactured from food-grade fire-resistant materials. Novital sells exclusively through its own direct-to-consumer e-commerce website (novital.it), which is available in five languages (Italian, English, French, German, Spanish) and supported by an extensive content marketing blog covering poultry farming, incubation guides, coop construction, and balcony gardening. Pricing is per-unit, one-time purchase only, with no subscription or recurring billing, ranging from €0.07 accessories (chicken glasses) to €950 premium equipment (Esterina INOX Plus plucker) and premium incubators (Covatutto 162 Digitale Automatica at €750). The company is privately held, has no disclosed external investment, parent company, or subsidiaries, and employs 51–100 people.

Name

Novital

Legal name

Novital Srl

Website

https://novital.it

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

51–100 employees

Short description

Novital is an Italian manufacturer (founded 1976) of livestock and garden products, selling 200+ SKUs including incubators, plucking machines, grain mills, and animal husbandry accessories directly through its multilingual e-commerce website to small farmers, hobbyist breeders, and urban gardeners.

Ownership category

akta.pro rank

Product category

Livestock and Agricultural Equipment

NAICS

Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)

SIC

Farm Machinery & Equipment (3523), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Pest Control Product Supply (Fumigants, Traps, Lures, Applicator Equipment) (AFAOAIAN)

akta.pro secondary industry

Grain, Feed & Silo Stored-Product Pest Control (Bins, Mills, Elevators) (HSAMAHAG)

Keywords

• Livestock equipment
• Poultry incubators
• Plucking machines
• Grain mills
• Garden accessories

Headquarters

HQ city

Lonate Pozzolo

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Hardware product sales (direct e-commerce): Novital generates revenue through direct-to-consumer sales of physical products via its own e-commerce website. Customers purchase incubators, plucking machines, mills, drinkers, feeders, traps, construction accessories, and pet bowls as one-time purchases. The company ships products to customers directly through its online store, with pricing displayed in euros and various discount offers visible on the site.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Novital manufactures and sells a wide range of Made-in-Italy livestock and garden products, including egg incubators (Covatutto line), poultry plucking machines (Esterina line), grain mills and shellers, automatic drinkers and feeders for poultry, rabbits, and livestock, modular garden containers, pest traps and repellents, and plastic construction inspection chambers. Products are sold directly to end customers via the company's own multilingual e-commerce website.

Product overview

Novital is an Italian company founded in 1976 offering a comprehensive portfolio of livestock farming and garden products under the 'Made in Italy' brand. The product portfolio centers on three main areas: (1) COVATUTTO incubator line for poultry egg hatching with various capacity models (7L-162L), (2) Esterina plucking machines for feather removal in stainless steel and ABS variants, and (3) mills and shellers (GOLIA, BRAVÓ, DAVIDE, ERCOLINO models) for grain processing. Supporting product lines include drinkers and feeders for poultry, quails, rabbits, and livestock (cattle, sheep, horses), garden accessories including ORTO&ORTO modular vegetable containers, traps and mosquito nets for pest control, construction inspection chambers, and custom pet bowls. All products are manufactured with food-grade, non-toxic plastic materials. The company operates 7 production lines offering over 200 products.

Differentiator

Problem solved

Functional benefit

Brands

• COVATUTTO: Novital's incubator line designed and manufactured in Italy for maximum reliability, ease of use, and professional results for hobbyists and experienced breeders.
• ESTERINA

Products and services

• Covatutto Incubators

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Miller Manufacturing Company: US maker of small animal and poultry products (Little Giant brand) including waterers, feeders, incubators and poultry accessories; overlaps Novital's drinkers, feeders, and poultry accessory lines.
• Borotto: Italian egg incubator manufacturer based near Vicenza; directly competes with Novital's COVATUTTO incubator line in the Italian and broader European hobbyist market with overlapping egg-capacity tiers and pricing.
• Brower Equipment: US poultry equipment maker producing plastic waterers, feeders and related accessories for backyard and small-farm poultry; comparable to Novital's accessory lines for chickens and small birds.
• Rcom Co., Ltd. Korean egg incubator manufacturer with global distribution and a tiered product line (analog to automatic) analogous to Novital's COVATUTTO 7–162 series; comparable in hobbyist-focused feature set and capacity segmentation.
• OverEZ Chicken Coop: US-based maker of backyard chicken coops and small-scale poultry equipment; comparable target customer (hobbyist/backyard poultry keeper) and overlapping product category with Novital's poultry accessory offering.
• GQF Manufacturing Co. US poultry equipment manufacturer producing incubators, hatchery cabinets and related poultry supplies; directly competes with Novital's poultry product portfolio in the small-scale breeder segment.
• Brinsea Products Ltd: UK-based specialist in egg incubators, brooders and hatchery accessories for hobbyists and small breeders; comparable to Novital's COVATUTTO range in product category, target customer, and digital-direct distribution.

Broad incumbents

• Husqvarna Group: Swedish global manufacturer of outdoor power products for forest, park and garden (chainsaws, robotic mowers, trimmers); broad incumbent with adjacent products for small-scale agriculture, gardening and rural households that intersect with Novital's customer base.
• STIHL: German global leader in outdoor power tools and garden equipment (chainsaws, trimmers, blowers); broad incumbent operating at much larger scale with adjacent outdoor/agricultural end-users overlapping Novital's rural and gardening segments.
• FELCO: Swiss manufacturer of professional pruning shears, saws and cutting tools; broad incumbent in the premium garden/agricultural hand-tools category serving overlapping smallholder and gardening customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Novital_italia

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 Novital