Number 1

What Number 1 does

Number 1 (Australia) Pty Ltd was an Australian proprietary limited company headquartered in Boronia, Australia, that supplied niche pet products including boosters, collagen sticks, compostable bags, dental sticks, and freeze-dried food for pets. The company was founded in 2013 by Terry Horsfall and Alan Keyes, who operated it as founder-controlled private business with no institutional backing or parent company structure evidenced in available sources. The product portfolio suggests a specialty retailer or distributor focused on health-and-wellness and sustainable categories within the Australian pet care market.

The company operated domestically in Australia serving customers in the pet care segment via its website (number-1.com.au) and customer contact channels including [email protected], [email protected], and a 1300-phone line. No information was disclosed regarding specific go-to-market channels, distribution relationships, customer segments served, or product pricing models. The company did not have a mobile app, API, or disclosed technology stack, indicating a traditional retail/distribution business model rather than a technology-enabled platform.

As stated on the company's official website, Number 1 (Australia) Pty Ltd has officially ceased operations. The closure notice acknowledges customers, staff, and partners for their support over the years, and the founders' legacy, while residual customer and account inquiries continue to be handled via email and phone. No specific closure date is disclosed in the source material, and no financial details, revenue figures, funding history, or shareholder information are available.

Name

Number 1

Legal name

Number 1 (Australia) Pty Ltd

Website

https://number-1.com.au

Company type

Private

Founded year

2013

Operating status

Closed

Headcount range

51–100 employees

Short description

Number 1 (Australia) Pty Ltd was an Australian pet product supplier founded in 2013 in Boronia, distributing boosters, collagen sticks, compostable bags, dental sticks, and freeze-dried food to Australian pet owners. The company has officially ceased operations.

Ownership category

akta.pro rank

Product category

Pet Supplies

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro industry

PRIMARYAFADAFAD

Freeze-Dried & Dehydrated Pet Food

Agriculture & Food Production/Animal Feed Manufacturing/Pet Food & Specialty Companion Animal Feed

SECONDARYHLAMAHAB

Companion Animal Maintenance & Wellness Nutrition

Healthcare & Life Sciences/Veterinary & Animal Health/Animal Nutrition & Therapeutic Diets

SECONDARYCRADAFAH

Natural/Organic & Limited-Ingredient Diets

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYCRADAFAF

Functional & Veterinary Diet Pet Food

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

Keywords

• Pet food supplies
• Pet treats
• Freeze-dried pet food
• Pet wellness products
• Compostable pet bags

Headquarters

HQ city

Ingleburn

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Core offering

Number 1 (Australia) Pty Ltd is a supplier of pet nutrition and care products, including nutritional boosters, collagen sticks, compostable waste bags, dental sticks, and freeze-dried food for pets. The company served the Australian pet care market from its Boronia, Victoria base.

Product overview

Number 1 (Australia) Pty Ltd was a company that has officially closed. Based on the closure notice page, no specific products, services, or product portfolio information was available in the source data.

Differentiator

Problem solved

Functional benefit

Products and services

• Boosters Pet nutritional boosters marketed under the Number 1 brand, designed to supplement pet diets with additional nutritional support. Targeted at Australian pet owners seeking enhanced pet wellness.
• Collagen Sticks Functional pet treats containing collagen, sold for joint health and nutritional benefits. Aimed at Australian pet owners seeking premium nutritional treats for their pets.
• Compostable Bags Environmentally friendly compostable pet waste bags supplied by Number 1 for Australian pet owners seeking sustainable waste management solutions for their pets.
• Dental Sticks Functional dental sticks for pets, designed to support oral hygiene and dental health. Aimed at Australian pet owners seeking dental care products for their pets.
• Freeze-dried Food Freeze-dried pet food products offered by Number 1, providing premium nutrition for pets through a minimally processed food format. Targeted at Australian pet owners seeking high-quality nutrition options for their pets.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves2 records

Broad incumbents

• Advance (Mars Petcare Australia): Mars Petcare's Australian super-premium pet food brand. Comparable as a domestic Australian pet nutrition competitor with broader portfolio, deeper distribution, and significantly greater marketing spend.
• Royal Canin: Global functional and breed/life-stage pet nutrition brand owned by Mars. Competes in the functional/therapeutic diet segment (dental, wellness) that overlaps with Number 1's dental sticks and booster offerings.
• Hill's Pet Nutrition: Global science-led pet nutrition brand (Colgate-Palmolive) with veterinary and functional diet lines. Comparable through functional nutrition positioning overlapping with dental and wellness products.

Direct peers

• Black Hawk Pet Care: Australian premium pet food and treat brand with a focus on natural, grain-free, and functional nutrition. Closely comparable product positioning (natural ingredients, functional treats) and Australian retail footprint.
• Open Farm: Premium pet food brand positioned on responsibly sourced, natural ingredients including freeze-dried and gently cooked lines. Comparable on the natural/limited-ingredient and freeze-dried pet food axes.
• Ziwi Peak: New Zealand-based premium pet nutrition brand specializing in air-dried and freeze-dried pet food. Most direct comparator on the freeze-dried pet food axis and a peer in the Australasian functional/natural segment.
• K9 Natural: New Zealand freeze-dried and raw pet food brand focused on high-meat, natural-ingredient nutrition. Direct peer in the freeze-dried subsegment and shared Australasian origin.
• Stella & Chewy's: US-based freeze-dried raw and baked pet food brand. Closely comparable product format (freeze-dried meals and treats) and premium positioning in the same category.
• VIP Petfoods: Australia's largest family-owned pet food manufacturer (Kangaroo, Ivory Coat, Farmers Market). Directly comparable as an Australian-headquartered pet food/treat producer serving the domestic market with branded nutrition products.

Others

• Petbarn: Australia's largest specialty pet retailer. Relevant as the dominant Australian channel for brands like Number 1 — distribution, shelf access, and customer relationship dynamics mirror the competitive context Number 1 operated in.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights4 records

Customer concentration

• LinkedInlinkedin.com/company/number-1-australia-pty-ltd

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 Number 1