Australian Pet Supplies

What Australian Pet Supplies does

Australian Pet Supplies Pty Ltd. is an Australian-owned B2B wholesaler and manufacturer of pet products, headquartered and operating from a manufacturing facility at 67-69 Victoria Street, Smithfield, NSW (ABN 81 000 316 790). Founded in 1960, the company has been in continuous operation for over 50 years, producing pet food and accessories under its own proprietary brands — Feedwell (fish food and reptile food) and Cagemate (bird and aviary food) — alongside a broader assortment of aquarium, reptile, aviary, and general pet products (including sands, grits, and gravels). The company supplies pet retail stores, wholesalers, and pet-related commercial businesses (such as breeders and specialty pet facilities); it explicitly does not sell direct to the public.

The business model is straightforward B2B wholesale: revenue is generated through bulk product sales to trade customers, with no direct-to-consumer or e-commerce retail channel. Ordering is facilitated through three channels — phone orders ((02) 9604 1208), mail or email correspondence, and a physical showroom at the Smithfield site — supported by an informational company website. Pricing is quote-based and disclosed only on direct inquiry, consistent with a traditional wholesale model. No proprietary technology platform, digital commerce system, API, or software product is disclosed; the company's competitive positioning rests on its own-brand portfolio, manufacturing integration, trade-only channel focus, and long-standing customer relationships rather than on technology differentiation. The company is privately held with no disclosed parent, investors, funding rounds, M&A activity, leadership team, certifications, or awards, and operates exclusively within Australia.

Name

Australian Pet Supplies

Legal name

Australian Pet Supplies Pty Ltd.

Website

https://australianpetsupplies.net

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Australian-owned B2B wholesaler and manufacturer of aquarium, reptile, aviary, and general pet products under proprietary brands Feedwell and Cagemate, serving pet retail stores, wholesalers, and pet-related businesses across Australia since 1960.

Ownership category

akta.pro rank

Product category

Pet Supplies Wholesale

NAICS

Animal Food Manufacturing (31111), Animal Food Manufacturing (3111)

akta.pro primary industry

Dry Pet Food (Kibble) (AFADAFAA)

akta.pro secondary industries

General Pet Supplies Retail (Multi-category) (CRALAHAA), Bird Supplies Retail (CRALAHAK)

Keywords

• Wholesale pet supplies
• Pet food manufacturing
• Aquarium supplies wholesale
• Reptile food products
• Aviary bird food

Headquarters

HQ city

Smithfield

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Wholesale Pet Supplies Sales: Australian Pet Supplies generates revenue by manufacturing and selling pet products in bulk to retail stores, wholesalers, and pet-related businesses. The company operates as a B2B wholesaler offering aquarium, reptile, aviary, and general pet products under their own brands (Feedwell, Cagemate) as well as third-party pet supplies. Revenue is derived from product sales with no direct-to-consumer component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Australian Pet Supplies is a B2B wholesale manufacturer and supplier of pet products based in Smithfield, Sydney. The company produces its own branded pet foods—Feedwell for fish and reptiles, and Cagemate for birds—while also distributing a broad assortment of aquarium, reptile, aviary, and general pet products (including sands, grits, and gravels) exclusively to trade customers.

Product overview

Australian Pet Supplies is an Australian-owned B2B wholesaler and manufacturer of pet products and accessories. They operate exclusively as a wholesale supplier to retail stores, wholesalers, and pet-related businesses—not direct to consumers. Their product portfolio spans multiple pet categories including aquarium, reptile, aviary, and general pet products. The company manufactures its own branded specialty foods: Feedwell brand covers fish food and reptile food, while Cagemate covers aviary/bird food. These proprietary brands are complemented by a broad range of general pet products such as sands, grits, and gravels.

Differentiator

Problem solved

Functional benefit

Brands

• Feedwell: Brand for fish and reptile food products
• Cagemate

Products and services

• Feedwell Fish Food Fish food products manufactured by Australian Pet Supplies under the Feedwell brand for aquariums and aquatic pets; supplied wholesale to retailers, wholesalers, and pet-related businesses.
• Feedwell Reptile Food Reptile food products manufactured by Australian Pet Supplies under the Feedwell brand; supplied wholesale to retailers, wholesalers, and pet-related businesses.
• Cagemate Bird and Aviary Food Bird and aviary food products manufactured by Australian Pet Supplies under the Cagemate brand for birds; supplied wholesale to retailers, wholesalers, and pet-related businesses.
• General Pet Products (Sands, Grits and Gravels) Wide range of general pet products including sands, grits, and gravels for pet care and habitat substrates; supplied wholesale to retailers, wholesalers, and pet-related businesses.

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 indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Zoo Med Laboratories: US-based manufacturer of reptile, amphibian, and aquatic pet products distributed globally. Zoo Med competes with Feedwell's reptile food range and targets the same specialist reptile-keeper retail channel through B2B distribution.
• Exo Terra: Global reptile and amphibian husbandry brand offering food, habitats, and accessories. Exo Terra is a direct competitor in the reptile food category and competes for shelf space at the same independent pet retailers that Australian Pet Supplies serves.
• Vetafarm: Australian manufacturer of avian, reptile, and small animal nutrition and health products. Vetafarm directly overlaps with Australian Pet Supplies' bird and reptile food lines under Feedwell and Cagemate, competing for the same independent pet retailer customers in Australia.
• Aqua One: Australian aquarium products brand offering fish food, tanks, and aquatic accessories through pet retailers. Aqua One directly competes with Australian Pet Supplies' Feedwell fish food range and the aquarium category of general pet supplies.
• Passwell: Australian manufacturer of bird and poultry feed, including seed mixes, pellets, and supplements. Passwell is a like-for-like competitor in the aviary/bird category and overlaps with Australian Pet Supplies' Cagemate brand for bird specialty retailers.
• Wombaroo: Australian manufacturer of milk replacers and nutrition products for wildlife, birds, marsupials, and exotic pets. Wombaroo competes in the same specialty pet food manufacturing niche and sells through similar B2B channels to specialty retailers and breeders.

Broad incumbents

• Hagen Industries (Rolf C. Hagen): Global pet products manufacturer with strong presence in aquarium, bird, and small animal categories. Hagen is a much larger incumbent that competes across multiple of Australian Pet Supplies' specialty categories, including fish food and bird products.
• Tetra (Spectrum Brands): Global leader in aquarium and fish care products, including dry and tropical fish food, water treatments, and aquariums. Tetra directly competes with Feedwell's fish food range and dominates the broader aquarium category shelf at Australian pet retailers.
• Masterpet (Mars Petcare Australia): Australian pet food manufacturer (now part of Mars Petcare) producing branded pet foods across multiple categories. Masterpet is a broader incumbent competing for general pet retail shelf space, though concentrated in dog and cat rather than fish, reptile, and bird.

Others

• Petbarn: Australia's largest specialty pet retailer and a key trade customer for Australian Pet Supplies' wholesale range. While not a direct competitor, Petbarn is a primary distribution channel and a structural relationship that defines the company's revenue base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/australian-pet-supplies

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 Australian Pet Supplies