What NOI does

NOI (legal entity: Noi Srls) is a privately-held, founder-owned Italian limited liability company headquartered in Castelfidardo (province of Ancona), Italy. The company operates an online direct-to-consumer store (baludefendbaleo.com) selling natural pet care products under two main brand families: Balù Defend Difesa Naturale (natural antiparasitic protection including a patented botanical spray, spot-on treatments with neem, Baltic amber collars, and wipes) and BaLeo, which spans multiple sub-lines — BaLeo Gourmet (natural food, wet monoprotein meals, training treats, dental sticks), BaLeo Integra (supplements formulated with a veterinary university professor, covering intestinal, joint, anti-aging, detox, and calcium needs), and BaLeo Revolution / BriO' (grooming and color-care). All products are positioned as chemical-free, hypoallergenic, dermatologically tested, and produced under GMP standards with 100% photovoltaic energy, with INCI ingredients registered with the EU CPNP portal.

The company monetizes exclusively through one-time retail sales of its proprietary branded SKUs via its owned WooCommerce storefront, complemented by a small network of authorized physical resellers ("Rivenditori") and a warehouse pickup option at the Castelfidardo site. Pricing is unit-based, ranging from roughly €2.30 for sachets/wipes up to €81.70 for the summer Kit, with most core items priced between €5.90 and €54.00. Go-to-market is DTC, driven by paid acquisition (Google AdWords, Facebook Ads), organic social (Instagram, Facebook, YouTube, TikTok), an educational blog targeting pet-care keywords, and a 5% newsletter discount. Customers are Italian pet owners of dogs, cats, and ferrets seeking natural alternatives to conventional chemical antiparasitics and industrial pet food. Domestic shipping is handled via GLS courier with tiered rates (free over €89), while international orders are accepted only via custom email quote.

The firm is bootstrapped with no disclosed external funding, runs with a 1–10 employee footprint, and is led by two co-founders — Ingrid (creator of the Balù Defend line) and Silvia — whose personal pet-health narratives form the brand's origin story. The company holds one registered patent on its natural defense spray and a registered trademark on Difesa Naturale®, and is reported to have accumulated 5,000+ positive product reviews.

Name

NOI

Legal name

Noi Srls

Website

https://noisrls.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

NOI (Noi Srls) is an Italian DTC e-commerce company that sells natural, hypoallergenic pet care products — antiparasitics, supplements, food, treats, and grooming — under the Balù Defend and BaLeo brands directly to Italian dog, cat, and ferret owners via baludefendbaleo.com.

Ownership category

akta.pro rank

Product category

Natural Pet Care Products

NAICS

Animal Food Manufacturing (3111), Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Parasiticides & Ectoparasite Control (Flea/Tick/Heartworm) (HLAMAEAD)

akta.pro secondary industries

Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Manufacturing, Private Label & Co-Manufacturing for Animal Diets (HLAMAHAO), Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ)

Keywords

• Natural pet care
• Parasite defense products
• Pet grooming supplies
• Pet supplements nutrition
• Gourmet pet treats

Headquarters

HQ city

Castelfidardo

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: The company sells its own branded product lines (Balù Defend, BaLeo, BaLeo Integra, BaLeo Gourmet, BaLeo Revolution/BriO') directly to consumers through its owned e-commerce storefront. Revenue is generated through one-time product purchases across multiple categories including antiparasitics, supplements, food, and grooming products. International orders are handled via custom email quotes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

NOI formulates, manufactures, and sells a range of natural pet care products under the Balù Defend and BaLeo brands, covering parasite defense (sprays, spot-ons, amber collars), grooming (shampoos, wipes, detergents), nutritional supplements, and gourmet food and treats for dogs, cats, and ferrets. The company retails these products primarily through its own e-commerce storefront and a network of physical resellers, with distribution supported by GMP-certified, photovoltaic-powered production and patented botanical technology.

Product overview

NOI Srls operates an e-commerce platform offering natural pet products under two main sub-brands: Balù Defend Difesa Naturale and BaLeo. Balù Defend focuses on natural parasite defense including patented spray, spot-on treatments, amber collars, and wipes. BaLeo encompasses multiple lines: BaLeo Gourmet (natural foods and treats), BaLeo Integra (supplements formulated by veterinary professors), and BaLeo Revolution/Briò (professional grooming products). The portfolio also includes hygiene and cleaning products, dental care items, and bundled kits. All products are made in Italy with GMP-certified production and 100% photovoltaic energy, featuring natural ingredients without silicones, petrolatum, or harsh chemicals.

Differentiator

Problem solved

Functional benefit

Brands

• BaLeo Gourmet: Natural snacks and wet food for dogs, featuring 100% Italian dehydrated meats and complete monoproteic meals. Products include soldini (training treats), stick dentals, La Pappa Pronta ready meals, and PURA monoproteic wet food in various protein sources (pork, salmon, lamb, beef).
• BaLeo Integra
• BaLeo Revolution e BriO'
• BalùDefend Difesa Naturale

Products and services

• Linea Balù Defend Difesa Naturale (Natural Parasite Defense Line) A sub-brand product line of natural parasite defense products for dogs, cats, and ferrets, including spray, spot-on, amber collar, wipes, butter, and kits built around a patented synergistic botanical formula.
• Collare BaLeo in Ambra Baltica (Baltic Amber Collar)

Quantifiable outcome

• Repels up to 200 insect species through synergistic botanical action
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• EgogeaminorOthersEgogea is credited as the developer/agency that built and maintains the company's website, as evidenced by the footer attribution 'Made by Egogea' on baludefendbaleo.com.

Scale indicators3 records

Direct peers

• Farmina Pet Foods: Italian natural pet food manufacturer with strong premium/natural positioning and broad product portfolio (dry, wet, supplements). Highly comparable as a multi-category Italian natural pet brand scaling internationally.
• Stella & Chewy's: Premium natural/raw pet food brand with strong DTC and specialty retail presence. Comparable premium-natural positioning to BaLeo Gourmet.
• Only Natural Pet: US-based natural pet care brand and retailer offering natural food, supplements, flea/tick alternatives, and grooming — closely mirroring Noi's multi-category natural pet portfolio.
• Almo Nature: Italy-headquartered natural pet food brand with a clean-ingredient, premium positioning and DTC plus retail distribution. Comparable in domestic origin, natural pet positioning, and category breadth.
• Vet's Best: Natural pet wellness brand specializing in flea/tick alternatives, grooming, and supplements with veterinary endorsement. Comparable to Noi's Balù Defend and BaLeo Integra lines.
• Forza10: Italian-founded natural/hypoallergenic pet food and supplement brand with a similar 'natural, veterinary-formulated' positioning and multi-country European distribution. Directly comparable multi-category natural pet wellness approach.
• NaturVet: Long-established US natural pet supplement brand covering joint, digestive, skin/coat, and wellness. Highly comparable to Noi's BaLeo Integra supplement range.
• Ark Naturals: Natural pet wellness company with patented/unique formulations for supplements, dental, and parasite defense. Comparable product differentiation and category overlap with Noi.

Broad incumbents

• Wellness Natural Pet Food: Large-scale natural pet food brand under WellPet. Overlaps with Noi's natural food positioning but operates at significantly greater scale and broader distribution.
• Burt's Bees for Dogs: Mass-market natural pet grooming and care line backed by a large CPG parent (Clorox). Comparable natural-ingredient grooming portfolio but operates as a sub-brand within a global CPG portfolio.

Market position

Strengths5 records

Weaknesses4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC68tlcXDuFUMnE0F3YDzJdA
• Facebookfacebook.com/BaluDefendDifesaNaturale
• Instagraminstagram.com/baludefend_baleo
• TikToktiktok.com/@baludefend

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 NOI