What Breker does

Breker GmbH & Co. KG is a third-generation, family-owned German e-commerce retailer headquartered in Rüthen, specializing in hobby and small animal pet supplies. Founded in 1969 by Herbert Breker originally as Tier- und Laborbedarf Breker and renamed Hobby-Tierbedarf Breker in 1983 under Gerhard Breker, the company transitioned to internet sales in 1999 and now generates over 99% of its revenue through online channels. The 2024 leadership transition to David Breker marks the third generation at the helm.

The core business is the breker.de online shop, built on a Magento-based e-commerce platform, offering hundreds of products across housing, feeding, breeding, transport, hygiene, and care categories for rabbits, rodents, poultry, pigeons, and ornamental birds. The catalog combines Breker's own private-label line with a multi-brand portfolio of third-party brands (Duvo Plus, Covatutto/Novital, Karlie, TRIXIE, Witte Molen, Laroy Group, Hobby First, Little One, Hugro, Hauptner Herberholz, Interhygiene). The product range spans entry-level accessories priced around €0.15 up to premium equipment such as €949 mobile chicken coops, with starter/complete sets (e.g., Chicken Starter Set €49.90, Rabbit Set €85.90, Pigeon Set €57.00) bundling essentials for new owners. Distribution is supplemented by eBay and Amazon marketplace listings and a physical showroom established at the Rüthen headquarters in 2022, backed by a roughly 3,000 square meter warehouse expanded in 2020 with high-rack systems and 600 additional pallet storage spaces.

Breker's go-to-market is direct-to-consumer e-commerce targeting horizontal customer segments including hobby pet owners, professional and hobby breeders, and new pet owners. Marketing relies on content (animal care guides/Tierratgeber, print and digital catalogs), email newsletters, marketplace listings, and aggregated customer reviews (3,195 reviews at 4.96/5 across eBay, Facebook, Amazon, and ShopVote). Pricing is one-time unit pricing with volume bundles and occasional promotions; no subscription model is offered. Customer support, a 48-hour delivery promise, a 100% money-back guarantee, and professional qualified-personnel service are positioned as core trust signals for the niche hobbyist and breeder audience.

Name

Breker

Legal name

Breker GmbH & Co. KG

Website

https://breker.de

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Breker is a third-generation, family-owned German e-commerce retailer selling hobby and small animal pet supplies (housing, feeding, breeding, and care products for rabbits, rodents, poultry, pigeons, and ornamental birds) directly to hobbyists, breeders, and new pet owners through breker.de, eBay, Amazon, and an on-site showroom.

Ownership category

akta.pro rank

Product category

Pet Supplies & Equipment

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Pet Supplies Inventory-led Online Retailers (CRAFADAH)

akta.pro secondary industries

General Pet Supplies Retail (Multi-category) (CRALAHAA), Bird Supplies Retail (CRALAHAK), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL), Pet Care & Pet Supplies DTC (CRAFACAH)

Keywords

• Pet supplies retail
• Small animal equipment
• Poultry supplies
• E-commerce webshop
• Hobby animal products

Headquarters

HQ city

Rüthen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales - Pet Supplies: Primary revenue stream from selling pet supplies and accessories directly to consumers through online shop and physical store. Products include food, housing, care products, breeding equipment, and accessories for rabbits, rodents, poultry, pigeons, and ornamental birds. Over 99% of revenue comes from online sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Breker operates an online retail webshop (breker.de) selling hundreds of pet supplies and equipment for rabbits, rodents, poultry, pigeons, and ornamental birds. The catalog covers small animal housing (hutches, cages, enclosures), feeding and watering systems (automatic feeders, drinkers, hay racks), incubators, breeding and exhibition equipment, veterinary/hygiene products, and starter/complete sets for hobby animal keepers. The company distributes both its own private-label 'Breker' brand and multiple third-party brands (TRIXIE, Duvo Plus, Karlie, Witte Molen, Covatutto, Hobby First, Little One, Hugro, Laroy), generating over 99% of revenue through online channels.

Product overview

Breker is an online pet supplies retailer specializing in hobby animal and small pet supplies. The company operates primarily as an e-commerce platform (breker.de) distributing hundreds of products across a multi-brand portfolio. The offering is organized around core product categories: small animal housing (rabbit hutches, guinea pig cages, rodent enclosures, pigeon lofts, poultry coops), feeding and watering equipment (automatic feeders, hay racks, feeding stations, nipple drinkers, automatic watering systems, heated bowls), brooding and hatching (incubators ranging from 7 to 162 eggs), health and hygiene (disinfectants, medications, vitamins, pest control), and general accessories (transport boxes, grooming tools, bedding, nesting materials). Breker sells its own private label 'Breker' brand alongside third-party brands including duvo plus, Covatutto (Novital), Hobby First, Little One, Witte Molen, Trixie, Hugro, and Laroy Group. The company also offers pre-assembled Starter Sets and Complete Sets (Komplett-Sets) bundling essential equipment for specific animals (pigeons, guinea pigs, chickens, rabbits). An app-controlled poultry feeder represents the most technology-forward product in the portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• Small Animal Hutches & Enclosures (Kaninchenställe & Kleintierställe) Wooden and metal rabbit hutches, guinea pig cages, rodent enclosures, and mobile runs in various sizes (50×50 cm to 120×287 cm), some with outdoor runs or double-door designs, for hobby rabbit and small animal keepers.
• Incubators / Egg Hatching Machines (Brutmaschinen) Semi-automatic and fully automatic egg incubators for poultry and small birds, including Covatutto (Novital) models, in capacities ranging from 7 to 162 eggs, targeted at hobby poultry breeders.
• Automatic & Manual Feeders (Futterautomaten) Automatic and manual feeding devices for poultry, birds, rabbits, and rodents in capacities from 0.375 kg to 12 kg, in plastic and metal, including an app-controlled fully automatic 3 kg poultry feeder with stand device.
• Drinking Systems (Tränken & Tränkeanlagen) Automatic watering systems, nipple drinkers, siphon drinkers, bottle drinkers (1–30 L), heated water bowls, and warming devices for rabbits, poultry, pigeons, and rodents.
• Hay Racks & Feeding Stations (Heuraufen & Futterstationen) Hay racks, feeding stations, and combination units with integrated hay racks, litter trays, and water bottles in wood, metal, and plastic, sized for small to large breeds of rabbits and rodents.
• Starter & Complete Sets (Komplett-Sets) Pre-assembled starter and complete bundles for pigeons, guinea pigs, chickens, and rabbits, combining essential accessories such as feeding stations, drinkers, nesting materials, and hay racks in one package, including the Pigeon Starter-Set.
• Veterinary & Hygiene Products (Tiermedizin & Tierhygiene) Animal medicines, disinfectants, natural remedies, pest control, vitamins, feed supplements, syringes, and odor eliminators for poultry, rabbits, pigeons, and small animals.
• Animal & Pest Traps (Tierfallen) Live traps and pest control devices including insect traps, mouse traps, rat traps, mole traps, and cage traps for unwanted wildlife around animal enclosures.
• App-controlled Automatic Poultry Feeder (Geflügel Futterautomat App-gesteuert) Featured new product: a fully automatic, app-controlled poultry feeder with 3 kg capacity and integrated stand device for hobby poultry keepers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• Covatutto (Novital)coreChannel Partner/ Reseller/ DistributorCovatutto is an Italian manufacturer brand distributed by Breker. Novital produces Covatutto-branded products including incubators, egg testers, and poultry equipment sold through Breker's platform.
• Duvo PluscoreChannel Partner/ Reseller/ DistributorBelgian manufacturer brand featured prominently in Breker's product catalog, offering bird care products, small animal accessories, and pet supplies.
• KarliemajorChannel Partner/ Reseller/ DistributorReliable partner with innovative concepts for rodents and birds. Karlie produces small animal care products distributed through Breker's platform.
• TRIXIE HeimtierbedarfmajorChannel Partner/ Reseller/ DistributorGerman manufacturer for small pet supplies whose products are distributed through Breker's sales channels.
• Witte MolenmajorChannel Partner/ Reseller/ DistributorBrand offering small animal and bird feed products, available through Breker's product catalog.
• Laroy GroupcoreChannel Partner/ Reseller/ DistributorBelgian group whose products are distributed via Breker, including Laroy branded small pet and bird supplies.
• Hobby FirstmajorChannel Partner/ Reseller/ DistributorFeed and care product brand for small animals and birds, included in Breker's product assortment.
• Little OnemajorChannel Partner/ Reseller/ DistributorSmall animal feed brand distributed through Breker's catalog.
• HugrominorChannel Partner/ Reseller/ DistributorBird care products including bird snacks and treats sold via Breker platform.
• InterhygieneminorChannel Partner/ Reseller/ DistributorHygiene and disinfection products for animal care distributed through Breker.
• Hauptner HerberholzmajorChannel Partner/ Reseller/ DistributorProfessional manufacturer for animal breeding supplies whose products are featured in Breker's catalog.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Kölle Zoo: Kölle Zoo operates a network of large-format German pet superstores with extensive small animal, bird, and pond assortments. While its scale and store footprint differ materially from Breker, its broad coverage of the hobby pet segment makes it a broad incumbent peer.
• Fressnapf: Fressnapf is Germany's largest brick-and-mortar pet retail chain with ~1,700 stores and an expanding online shop. It carries a broad pet supplies assortment including small animal and bird categories that overlap with Breker's, but its mass-market positioning and physical scale make it a broad incumbent rather than a direct specialty competitor.
• Das Futterhaus: Das Futterhaus is a German specialty pet retail chain (over 350 stores) with a strong focus on small animals, birds, and pond/aquatic categories. It serves hobby animal keepers with a comparable assortment to Breker but through a physical-store-led omnichannel model, making it a broad incumbent in the same specialty category.
• Zooplus: Zooplus is the largest online pet retailer in Europe, operating a pan-European e-commerce platform selling food, accessories, and supplies across all pet categories. It is a broad incumbent that competes with Breker across overlapping product lines (small animal, bird, and hobby pet supplies) but at significantly greater scale and breadth.
• Amazon (Pet Supplies DE): Amazon's German pet supplies marketplace competes with Breker across overlapping SKUs and through Breker's own marketplace listings on its platform. Its scale, Prime logistics, and aggressive pricing make it a broad incumbent that sets the price-discovery benchmark for online hobby pet purchases.

Others

• JR Farm: JR Farm is a German manufacturer of natural small animal feeds, treats, and herbal supplements headquartered in Lower Saxony. It overlaps with Breker's assortment in pet food and treats and operates as an adjacent supplier/brand within the same ecosystem.
• Duvo+ (Laroy Group): Duvo+ is the pet supplies brand of Belgian group Laroy, producing small animal, bird, and cat accessories. As one of Breker's featured third-party brands, it operates as a supplier/partner ecosystem participant rather than a direct channel competitor.
• TRIXIE Heimtierbedarf: TRIXIE is one of Europe's largest pet supplies manufacturers and brand owners, producing small animal, dog, cat, and bird accessories. It is a major supplier/brand partner to Breker (and to most German pet retailers) and therefore an adjacent ecosystem participant rather than a direct channel competitor.

Direct peers

• Bitiba: Bitiba is the value-focused online pet supplies shop owned by Zooplus, operating a similar inventory-led e-commerce model targeting price-conscious European pet owners. Its catalog and pure-play digital delivery model closely mirror Breker's structure, positioning it as a direct digital peer.
• DocGoy: DocGoy is a smaller German online retailer specializing in animal health, hygiene, supplements, and pest-control products for hobby animals and small pets. Its category focus on small animal pharmaceuticals and care products overlaps directly with Breker's Tiermedizin & Tierhygiene offering and DTC online model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights1 record

Customer concentration

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 Breker