Velocity

What Velocity does

Velocity International is a B2B wholesale distributor of premium pet food and supplies headquartered in Dubai, United Arab Emirates, serving five Gulf Cooperation Council (GCC) countries: UAE, Oman, Qatar, Kuwait, and Bahrain. The company operates as an authorized or exclusive distributor for more than 15 international pet product brands, including Stella & Chewy's, Primal Pet Foods, Nulo, Merrick, Inaba, Odourlock (Intersand), EcoTech Marine, Tropic Marin, Almo Nature, and Tropiclean, among others. Its product portfolio spans dog food and treats, cat food and accessories, aquatics and marine life support equipment, and pet healthcare and hygiene products.

The company's core operations center on a cross-dock distribution facility in Dubai that enables regional fulfillment across the Middle East. Velocity runs a dedicated B2B ordering portal (wholesalepetfood.ae) alongside structured Reseller and Vendor programs that onboard pet retailers and international manufacturers into its distribution network. The company also operates a direct-to-consumer partner brand, PetCentral, serving end consumers alongside its wholesale business. Revenue is generated through wholesale distribution margins on pet products sold to retailers, pet shops, and pet product businesses across the region. Pricing is quote-based for business customers and is not publicly disclosed.

The business model is asset-light wholesale distribution with supplier-side brand partnerships and buyer-side reseller enrollment. Marketing is content-driven via the company website and blog, focusing on pet nutrition education and brand storytelling. There is no proprietary technology stack; the core competitive differentiation lies in exclusive distribution rights, brand portfolio breadth, and the regional cross-dock logistics network. The company is privately held with no disclosed funding, ownership structure, or financial metrics.

Name

Velocity

Legal name

Velocity International

Website

https://vintllc.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Velocity International is a Dubai-based B2B wholesale distributor of premium pet food and supplies, serving retailers across five GCC countries (UAE, Oman, Qatar, Kuwait, Bahrain) with exclusive distribution rights for 15+ international brands.

Ownership category

akta.pro rank

Product category

Wholesale Pet Food & Supplies Distribution

NAICS

Pet and Pet Supplies Retailers (459910)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Pet Supplies & Consumables Distribution (Litter, Pads, Waste, Grooming) (CRAOAKAB)

akta.pro secondary industry

Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF)

Keywords

• Pet food distribution
• Wholesale pet supplies
• B2B pet products
• Aquatics supplies distribution
• Pet brand distribution

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Pet Product Distribution: Velocity International generates revenue by purchasing pet food and supplies in bulk from manufacturers and selling them to retailers, pet stores, and businesses across the UAE and Middle East at wholesale prices. The company operates as an authorized distributor for multiple international pet food brands.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Velocity International is a B2B wholesale distributor of premium pet food, treats, supplies, and aquatics products serving retailers and businesses across the Middle East (UAE, Oman, Qatar, Kuwait, and Bahrain). The company purchases pet products in bulk from international manufacturers and resells them through its WholesalePetFood.ae portal and structured reseller program, supported by a cross-dock distribution center.

Product overview

Velocity International operates as a B2B wholesale pet food and supplies distributor serving the Middle East region (UAE, Oman, Qatar, Kuwait, Bahrain). The company distributes a comprehensive portfolio of pet products through its WholesalePetFood.ae platform and physical distribution network. The product portfolio includes multiple categories: Dog Food/Treats/Supplies (dry, wet, raw freeze-dried, treats, healthcare), Cat Food/Supplies/Accessories (dry, wet, raw, treats, litter, litterbox, feeders, healthcare), Aquatics & Marine Life Support (marine salt, additives, fish/coral food, lighting, pumps, filtration), and Healthcare & Hygiene products. The company represents numerous branded product lines including Stella & Chewys, Primal Pet Foods, Odourlock, Inaba, Nulo, Merrick, Ecotech Marine, Tropic Marin, Almo Nature, and Tropiclean. The distribution model connects international pet product manufacturers with regional retailers and businesses.

Differentiator

Problem solved

Functional benefit

Brands

• PetCentral: D2C (Direct-to-Consumer) partner brand operated by Velocity International for serving end consumers alongside their B2B wholesale operations.

Products and services

• Wholesale Pet Food & Supplies Distribution

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

Nine partnerships are on record, tiered core and minor.

• Stella & ChewyscoreChannel Partner/ Reseller/ DistributorStella & Chewys is a premium raw and freeze-dried pet food brand distributed by Velocity International across the UAE and Middle East. Velocity serves as the authorized distributor for Stella & Chewys products including dinner patties, meal mixers, freeze-dried raw morsels, and the Stella's Solutions health-focused product line.
• Primal Pet FoodscoreChannel Partner/ Reseller/ DistributorPrimal Pet Foods offers raw and kibble-in-the-raw recipes for dogs and cats made with real whole foods and no synthetic vitamins or minerals. Distributed exclusively by Velocity International in the Middle East region.
• Nulo Pet FoodcoreChannel Partner/ Reseller/ DistributorNulo provides high-protein, low-carbohydrate, and probiotic-rich dog and cat food recipes. Velocity International distributes Nulo products across the UAE and Middle East markets.
• Odourlock (Intersand)coreChannel Partner/ Reseller/ DistributorOdourlock ultra-premium cat litter made from 100% pure natural sodium bentonite clay. OdourLock litter can absorb up to six times its weight in liquid. Velocity International serves as the exclusive Middle East distributor.
• InabacoreChannel Partner/ Reseller/ DistributorInaba produces low-calorie, grain-free cat and dog treats and wet food. Velocity International distributes Inaba products including Churu treats across the UAE and Middle East region.
• MerrickcoreChannel Partner/ Reseller/ DistributorMerrick is a premium pet food brand committed to quality nutrition since 1988. Merrick products feature high-quality meats, fresh caught fish, and real fruits and vegetables with no fillers or artificial additives. Distributed by Velocity International.
• EcoTech MarinecoreChannel Partner/ Reseller/ DistributorEcoTech Marine manufactures aquarium equipment including VorTech pumps, Radion LED lights, and Vectra return pumps. Velocity International distributes EcoTech Marine products for aquatics and marine life support across the Middle East.
• Tropic MarincoreChannel Partner/ Reseller/ DistributorTropic Marin produces premium marine salt and aquarium supplements for reef aquariums. Velocity International distributes Tropic Marin products across the UAE and Middle East.
• PetCentralminorChannel Partner/ Reseller/ DistributorPetCentral is Velocity International's direct-to-consumer partner website serving end consumers in the UAE with pet products.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mars Petcare (Middle East): Global pet food manufacturer with regional operations that intersect Velocity's territory; represents both a potential vendor partner and competitive threat in regional distribution.
• Nestlé Purina PetCare: Global pet food giant with MENA presence that competes and partners with regional distributors like Velocity for channel reach.
• Pet Supplies Plus (USA): Large U.S.-based pet retail and distribution franchise operator with multi-brand pet product sourcing capabilities analogous to Velocity's wholesale + light retail model.

Direct peers

• Dhafra International Foodstuffs & Co: Major UAE food and pet food distributor with multi-brand wholesale capabilities into the GCC, comparable in scale and channel structure.
• Pets Delight: UAE-based online pet retailer/distributor carrying premium international pet food brands across dog, cat, and aquatic categories, with overlapping vendor relationships.
• Al Mas Distribution (Al Mas Trading): UAE-based pet food and pet care products distributor serving the Gulf region with multi-brand wholesale operations comparable to Velocity International.
• Pawpad Pets & Distribution: Gulf-focused pet product distribution and retail brand with similar international brand portfolio distribution in the MENA region.
• Petsy: Online pet products retailer and distributor in the UAE/MENA region with a similar multi-category pet product assortment and cross-border sourcing model.

Emerging players

• VetSupply: Online-first pet supply distributor serving a regional market with multi-brand assortment and B2B/B2C mixed model similar to Velocity's portal + D2C approach.

Regional players

• PetCircle: Leading Australian online pet retailer/distributor with broad multi-brand assortment and proprietary logistics; comparable business model to Velocity, but operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Velocity