Nature's Pet

What Nature's Pet does

Nature's Pet is a holistic pet supply retail brand operating as one of 13 wholly-owned sub-brands under EarthWise Pet, a privately held franchise coalition headquartered in Ashland, USA and dating to approximately 1983. The company sells high-quality, holistic pet food, treats, supplements, and raw pet food for cats and dogs, and complements its retail offerings with in-store services including grooming (operated under the GROOMBAR sub-brand), self-serve dog wash, and dog daycare at select locations. Its primary customer segment is US pet owners seeking holistic nutrition and expert guidance, served through a franchise-based physical retail network of "numerous stores" across the United States operated by independent franchisees.

The business generates revenue through three primary streams: retail product sales (pet food, treats, supplies) at franchise locations, service fees for grooming, daycare, and self-wash, and franchise licensing royalties. Pricing is not publicly disclosed and is set at the individual franchisee level; nutrition consultations with Certified Pet Dietitians are provided free of charge as a customer acquisition and retention mechanism. The company's primary differentiator is its Certified Pet Dietitian credentialing program, which requires hundreds of hours of coursework, readings, and examinations, creating a specialized talent pool that supports free in-store expert consultations. On the technology side, the company's only AI feature is "Ask EarthWise GPT," a beta-stage text-based NLP chatbot offering 24/7 personalized pet nutrition guidance, while broader marketing and education are delivered through blog content, a podcast, and social media channels on Instagram, Facebook, and YouTube. The company is privately held with no disclosed institutional investment, public listing, or executive leadership information in the source data.

Name

Nature's Pet

Legal name

EarthWise Pet

Website

https://naturespetmarket.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

251–500 employees

Short description

Nature's Pet is a holistic pet supply sub-brand within the EarthWise Pet franchise coalition, selling premium food, treats, and supplies for cats and dogs through franchise stores across the US, complemented by grooming, daycare, and free Certified Pet Dietitian consultations.

Ownership category

akta.pro rank

Product category

Pet Retail and Grooming Services

NAICS

Pet and Pet Supplies Retailers (45991), Pet Care (except Veterinary) Services (812910)

akta.pro primary industry

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

akta.pro secondary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

Keywords

• Holistic pet food retail
• Pet grooming services
• Pet nutrition consulting
• Dog daycare services
• Self-serve dog wash

Headquarters

HQ city

Ashland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Food and Supplies Retail: Sale of high-quality holistic pet food, treats, supplements, and raw pet food products through physical retail franchise locations.
2. Pet Services: Grooming, daycare, and self-wash services offered at physical store locations. Revenue generated through service fees at individual franchise stores.
3. Franchise Licensing: Revenue from franchisee licensing fees as part of EarthWise Pet's coalition of brands model. Franchisees operate independent stores under the brand umbrella.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Nature's Pet is a holistic pet supply and services brand operating as part of the EarthWise Pet franchise coalition. Its franchise stores sell high-quality holistic pet food (including raw food, treats, and supplements), pet toys, and supplies, and offer professional pet grooming, self-serve dog wash, and dog daycare services. The brand differentiates through free in-store Certified Pet Dietitian nutrition consultations and an AI-powered 24/7 "Ask EarthWise" nutrition chatbot.

Product overview

Nature's Pet is a holistic pet supply brand operating as part of the EarthWise Pet franchise coalition, which includes 12 pet-loving brands (EarthWise Pet, Nature's Pet, PET DEPOT, Loyal Biscuit, Dee-O-Gee, GROOMBAR, Wags to Whiskers, Bark Avenue, Pet Pros, All 4 Pets, Bentley's Pet Stuff, Protein for Pets, and Muttz). The company operates a multi-service model combining retail products with service offerings: Holistic Pet Food and Pet Toys & Supplies form the core product lines, complemented by Pet Grooming (including GROOMBAR), Self-Serve Dog Wash, Dog DayCamp, and Vet Resources. The company differentiates through a Certified Pet Dietitian program providing free in-store nutrition consultations, supported by an AI-powered Ask EarthWise nutrition expert chatbot for instant 24/7 guidance. Educational content through blogs and podcasts further supports the holistic pet wellness mission.

Differentiator

Problem solved

Functional benefit

Brands

• Nature's Pet: Holistic pet supply brand offering premium nutrition, treats, supplements, and raw food for cats and dogs.
• PET DEPOT
• Loyal Biscuit
• Dee-O-Gee
• GROOMBAR
• Wags to Whiskers
• Bark Avenue
• Pet Pros
• All 4 Pets
• Bentley's Pet Stuff
• Protein for Pets
• Muttz
• EarthWise Plus

Products and services

• Holistic Pet Food High-quality, holistic nutrition products for cats and dogs, including raw pet food, treats, and supplements, sold through Nature's Pet / EarthWise Pet franchise stores to support optimal pet health and wellness.
• Pet Toys & Supplies Safe, high-quality toys and pet care supplies providing enrichment and care products alongside the nutrition assortment, sold through Nature's Pet / EarthWise Pet franchise stores.
• Pet Grooming Professional grooming services for dogs and cats, including services delivered under the GROOMBAR brand, offered at Nature's Pet / EarthWise Pet franchise locations to maintain pet hygiene and appearance.
• Self-Serve Dog Wash Self-serve dog washing facilities at franchise stores that allow pet owners to bathe their dogs using provided equipment and space.
• Dog DayCamp Daytime daycare services for dogs at select franchise locations, providing social interaction, exercise, and supervised care while owners are away.
• Ask EarthWise AI Nutrition Expert AI-powered chatbot accessible via the EarthWise Pet website that provides 24/7 instant text-based answers to pet nutrition questions and directs users to in-store Certified Pet Dietitians for detailed recommendations. Currently in beta.
• Free Certified Pet Dietitian Nutrition Consultations Complimentary in-person consultations with Certified Pet Dietitians and Nutritionists at franchise store locations, providing personalized guidance to help pets achieve optimal health through proper nutrition.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Petco: National specialty pet retailer and services provider with full assortment including veterinary clinics. Competes directly with Nature's Pet on holistic food and grooming.
• PetSmart: Largest US specialty pet retailer offering food, supplies, grooming, daycare, and training across more than 1,600 stores. The dominant incumbent against which Nature's Pet competes on expertise and assortment depth.
• Chewy: Leading online pet retailer with autoship, pharmacy, and vertically integrated services. Represents the primary e-commerce headwind to Nature's Pet's physical franchise model.

Direct peers

• Hollywood Feed: Specialty pet retail chain emphasizing natural and holistic nutrition with in-store expertise and grooming services. Closely comparable assortment and premium positioning.
• Pet Supplies Plus: Largest independent pet franchise retailer in the US with neighborhood stores offering food, supplies, and services. Highly comparable franchise-based model and product-service mix.
• Mud Bay: Regional natural pet retail chain in the Pacific Northwest known for curated nutrition and knowledgeable staff. Comparable holistic-retail concept.
• PetPeople: Independent neighborhood pet retailer focused on natural foods, supplies, and pet expertise across multiple US states. Similar small-format specialty pet retail thesis.

Emerging players

• Healthy Spot: Boutique natural pet retail and grooming chain in California emphasizing holistic nutrition and premium services. Comparable on premium positioning, smaller scale.
• Kriser's Natural Pet: Natural pet retail and grooming concept with strong emphasis on holistic nutrition. Comparable specialty positioning but with narrower geographic footprint.

Others

• Bentley's Pet Stuff (historical context): Former independent natural pet retailer now operating within the EarthWise Pet coalition. Listed to reflect the parent brand's integration thesis, not as a competing peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/EarthWisePet
• Facebookfacebook.com/naturespetportland
• Instagraminstagram.com/earthwisepet
• Xx.com/naturespetor
• LinkedInlinkedin.com/company/naturespet

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries12 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 Nature's Pet