Pets in Peace

What Pets in Peace does

Pets in Peace is an Australian pet funeral and cremation service provider founded in 1999 by Bev and Martin Hopp in Brisbane, Queensland. The company operates four physical facilities across South East Queensland — Loganholme (head office), Clontarf, Ipswich, and Toowoomba — delivering private pet cremations, horse cremations, viewing services, premium expedited services, and home collection, supported by an extensive commemorative product catalogue (urns, paw prints, garden memorials, and 3D-printed jewellery). Its core technical infrastructure comprises purpose-built, custom-engineered cremators capable of handling pets up to 110 kg, a dedicated horse crematorium with custom transport, GPS-enabled transfer vehicles, and a proprietary 7-Point Pet Tracking System designed to ensure only the correct pet's ashes are returned to the owner. The company holds the distinction of being the first pet crematorium in Australia to receive IAOPCC accreditation.

Revenue is generated primarily through one-time service fees (cremation, viewing, premium tiers, home collection) plus product sales of memorial keepsakes, with payment plans available via Zip Pay and Vet Pay. Distribution is direct-to-consumer — via a 1800 phone line, an online booking form, physical walk-ins, and a Vet Portal used by veterinary clinics to refer clients. The customer base consists of individual pet owners (dogs, cats, birds, small animals, and horses), with veterinary clinics operating as a referral and channel partner. Pets in Peace is currently operated as a subsidiary of InvoCare PetCare Pty Ltd within the InvoCare Group, Australia's largest funeral, cemetery, and crematoria operator, and shares a sister-company relationship with Patch & Purr, an e-commerce store for memorial products.

Name

Pets in Peace

Legal name

INVOCARE PETCARE PTY LIMITED

Website

https://petsinpeace.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Pets in Peace is an Australian pet funeral and cremation service founded in 1999, operating four facilities across South East Queensland under InvoCare Group. It provides private cremation, horse cremation, viewing services, and a broad commemorative product range to individual pet owners and via veterinary clinic referrals.

Ownership category

akta.pro rank

Product category

Pet Funeral and Cremation Services

NAICS

Funeral Homes and Funeral Services (812210), Funeral Homes and Funeral Services (81221), Pet Care (except Veterinary) Services (812910), Pet Care (except Veterinary) Services (81291)

SIC

Services-Social Services (8300)

akta.pro primary industry

Pet Services (Grooming, Training, Daycare) (CRALAIAJ)

akta.pro secondary industry

Animal Shelters & Adoption Services (BPAGAIAA)

Keywords

• Pet cremation services
• Pet funeral services
• Pet memorial products
• Pet aftercare services
• Cremation services

Headquarters

HQ city

Loganholme

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Pet Cremation Services: Core revenue stream from private cremation services for household pets (dogs, cats, birds, rats, snakes, guinea pigs) and larger animals including horses. All cremations are individual/private, with ashes returned to owners in their choice of vessel or urn.
2. Commemorative Products and Keepsakes: Sale of memorial products including urns (metal, ceramic, timber vessels), jewellery (pendants, charms), paw castings (clay, framed), garden memorials (plaques, stones, urns), and packages. Products range from basic vessels to premium 3D-printed pendants in gold and silver.
3. Viewing Services: Paid viewing services including short viewing (30 min), long viewing (60 min), and cremation viewing (45 min). Pricing is in addition to cremation costs.
4. Premium and Home Collection Services: Premium services (Platinum - 1 business day return; Gold - 3 business day return) and prioritised home collection within 2 hours for additional charges.
5. Horse Cremation Services: Specialised cremation for horses with pricing from $1,300 for ponies (0-7H), including collection within 100km of Brisbane CBD and standard vessel return.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Pets in Peace provides private pet cremation services for companion animals (dogs, cats, birds, small pets) and horses, guaranteeing that all ashes are returned to the owner through a proprietary 7-Point Pet Tracking System. Services include private cremation, horse cremation, viewing rooms, premium expedited services (Platinum and Gold), and home collection, complemented by a broad range of commemorative products such as urns, paw prints, jewellery, and garden memorials.

Product overview

Pets in Peace is a pet memorial and cremation service provider offering a comprehensive suite of aftercare services for beloved pets. The core offering is private cremation services for various animals including dogs, cats, horses, and small pets (rats, birds, snakes, guinea pigs). The service portfolio includes: core cremation services (Private Cremation and Horse Cremation), viewing services, premium expedited services (Platinum and Gold), and home collection options. Supporting the cremation services is an extensive range of commemorative products including keepsakes (paw prints, fur clippings), urns (metal, ceramic, timber vessels), paw castings, garden memorials (urns and plaques), memorial jewellery (pendants with ashes/fur, 3D printed pieces), and bundled memorial packages. The company also provides grief support resources and a veterinary portal for clinic bookings. All services are backed by the company's IAOPCC accreditation and 7-point pet tracking system.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Cremation Service Individual cremation service where each pet is cremated in their own chamber, guaranteeing all ashes are returned to the owner. Includes collection from home or vet clinic and personal delivery of ashes, with all individual pet cremations conducted in their own chamber to ensure only the pet's ashes are returned.
• Horse Cremation Service Dignified private cremation service for horses using a custom-designed horse crematorium that accommodates horses of all sizes. Includes guaranteed private cremation, collection within 100 km of Brisbane CBD, and return of ashes in a standard vessel.
• Viewing Services Private viewing rooms for families to say final goodbyes to their pets before cremation. Options include Short Viewing (30 min, $90), Long Viewing (60 min, $160), and Cremation Viewing (45 min, $215).
• Premium Services (Platinum & Gold) Priority cremation services offering faster return of ashes. Platinum service returns ashes within one business day; Gold service returns ashes within three business days. Subject to availability and metro areas only.
• Home Collection Prioritised dignified collection of pets from the owner's home within two hours of booking, available 7 days a week including public holidays, for an additional charge.
• Vet Portal Online portal for veterinary clinics to manage cremation bookings and submit booking requests on behalf of clients, supporting seamless aftercare coordination.
• Urns (Metal & Ceramic) Full range of memorial urns including ceramic urns ($95 Small/Medium/Large/Extra Large), paw print slate metal urns, enamel metal urns, and scattering tubes ($170-$245).
• Timber Vessels Wooden memorial vessels including oak and cherry photo boxes, wooden boxes, and horse-specific wooden chests and photo boxes for ash return.
• Paw Castings Three-dimensional moulds of pet paws available as freestanding, mounted, or framed options in gold or silver finish.
• Garden Urns and Plaques Outdoor memorial products including garden plaques in sandstone and granite, garden memorial urns, river stones, and acrylic rock urns for placement in gardens.
• Memorial Jewellery Jewellery pendants containing pet ashes or fur including crystal pendants ($75), eternity pendants ($370), gold vermeil and sterling silver pendants, and 3D printed paw/portrait pendants in 9ct gold ($1,365-$2,000) or sterling silver ($810-$990).
• Memorial Packages Bundled memorial packages combining cremation with commemorative products, including Horse Remembrance Trio, Scattering Package, Ceramic Package, Wood Package, Metal Package, Memorial Package, Pocket Pet Package, Tribute Package, and Eco Package.
• Ink Paw Print Timeless keepsake ink impression of pet's paw printed in ink ($30) for remembrance.
• Clay Paw Print 3D clay impression of pet's paw presented in a photo case ($110).
• Fur Clipping Lock of pet fur kept as a memorial keepsake placed inside an envelope ($20).
• Memorabilia Additional memorial items including memorial vase urns, sandstone eternal candles, and framed paw prints with poem engravings.

Quantifiable outcome

• All individual pet cremations conducted in own chamber, guaranteeing only your pet's ashes are returned
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Sophie's LegacycoreOthersPets in Peace is genuinely proud to support Sophie's Legacy, an organisation dedicated to improving mental health, kindness, and wellbeing within the veterinary industry. The company recognises the emotional load carried by veterinary professionals and contributes to this cause.
• Guide Dogs AustraliaminorOthersCommunity partner supported by Pets in Peace as part of their commitment to animal welfare organisations and local community events.
• Pets in the ParkminorOthersCommunity event supported by Pets in Peace as part of their commitment to local animal community organisations.
• Flynn's WalkminorOthersCommunity initiative supported by Pets in Peace as part of their animal welfare community outreach.
• Animal Welfare League QueenslandminorOthersCommunity partner supported by Pets in Peace as part of their commitment to animal welfare organisations.
• Patch & PurrcoreStrategic or Co-development PartnerSister company operating as an online store for memorial products including urns, keepsakes, and jewellery. Customers may be redirected to Patch & Purr for online purchases of commemorative items.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• Patch & Purr: Sister company under InvoCare PetCare Pty Ltd, operating an online store for pet memorial products including urns, keepsakes, and jewellery. Listed as a strategic partner with mutual referral flow from Pets in Peace, and most directly comparable as the product-focused extension of the same pet aftercare ecosystem.
• Guide Dogs Australia: National charity breeding and training guide dogs, supported by Pets in Peace as a community partner. Comparable as an adjacent animal welfare organisation with shared community involvement rather than direct service overlap.
• Sophie's Legacy: Australian charity dedicated to improving mental health, kindness, and wellbeing within the veterinary profession. Comparable as a strategic community partner receiving support from Pets in Peace, and as an ecosystem participant addressing adjacent welfare issues in the veterinary industry.
• Animal Welfare League Queensland: Queensland-based animal welfare organisation supported by Pets in Peace as part of its community outreach. Comparable as an adjacent ecosystem participant in animal welfare with potential referral overlap and shared brand association.
• VetPay: Australian veterinary and pet care financing provider, listed as a payment plan option for Pets in Peace customers. Comparable as an enabling service provider in the pet care ecosystem that supports customer affordability for veterinary and aftercare services.

Broad incumbents

• InvoCare Group: Parent conglomerate and Australia's largest provider of funeral, cemetery, crematoria, and related services, with brands including White Lady Funerals and Simplicity Funerals. Comparable as a diversified death-care operator that owns Pets in Peace and provides operational, regulatory, and expansion expertise relevant to the pet cremation market.

Direct peers

• Vellerbys Pet Cremation: Australian pet cremation provider offering private and communal cremation services with memorial product ranges. Comparable as a direct competitor offering similar end-to-end pet aftercare services across Australia.
• Agape Pet Cremation: Independent Australian pet cremation service offering private cremation, ash return, and memorial products. Comparable as a direct competitor in the same niche with similar business model, target customer, and service mix.
• Pets Heaven: Australian pet cremation and memorial services provider offering individual cremation, urns, and keepsakes. Comparable as a direct competitor in the Australian pet aftercare space with similar service portfolio and target customer base of grieving pet owners.

Regional players

• Eden Hills Pet Cremation: South Australia-based pet cremation and memorial park offering private cremation, viewings, and memorial products. Comparable as a regional Australian pet aftercare operator with similar service structure, though operating in a different geography (Adelaide) than Pets in Peace's Queensland focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/PetsInPeacePL
• LinkedInlinkedin.com/company/pets-in-peace-pty-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Pets in Peace