STV International

What STV International does

STV International Ltd is a privately held UK-based manufacturer of DIY pest control products, founded in 1993 and headquartered at Forge House, Little Cressingham, Thetford, Norfolk. The company designs, formulates, and manufactures a portfolio of 317+ active SKUs sold under five primary brands — The Big Cheese (rodent control), Zero In (insect control), Ultra Power (professional-grade solutions), Defenders (garden plant care), and Free To Go (biodegradable/poison-free options) — alongside sub-brands including Slugs Away, Mouse Out, Air Ace, and Plant Remedy. The range spans mechanical traps, baited boxes, sonic/ultrasonic repellers, aerosols, natural deterrents, dehumidifiers, and houseplant care products, covering rodents, insects, garden pests, and nuisance wildlife for non-professional consumers.

The go-to-market is trade-led: STV supplies garden centres, hardware stores, DIY chains, and supermarkets through a nationwide field sales team with regional coverage (including dedicated North West, North East, and Ireland representatives) and a trade-only e-commerce platform. Trade customers open accounts with volume-based discount pricing and credit limits, qualify for free delivery on orders above £500, and benefit from merchandising support, point-of-sale materials, and category management assistance via the Key Stockist program. End-consumer pricing is set via Recommended Retail Price per SKU, ranging from £1.99 (fly swats) to £51.99 (live animal traps). Revenue is generated through one-time branded product sales to trade and retail channels, plus licensing-style development deals and own-label manufacturing arrangements for retailers.

The company operates solely within the United Kingdom, with no disclosed international expansion beyond Ireland sales coverage. It is founder/management-owned with no external investment, no parent company, no subsidiaries, and no publicly disclosed revenue. STV positions itself as the UK's leading trade supplier of DIY pest control products, supported by 25+ years of operating history, in-house UK manufacturing and warehousing, multi-brand category coverage, and a layered sales infrastructure built around trade relationships rather than direct-to-consumer marketing.

Name

STV International

Legal name

STV International Ltd

Website

https://stvuk.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

STV International is a privately held UK manufacturer of DIY pest control products, supplying 317+ SKUs across five brands (The Big Cheese, Zero In, Ultra Power, Defenders, Free To Go) to trade retailers, garden centres, hardware stores, DIY chains and supermarkets via a nationwide field sales team and trade ordering platform.

Ownership category

akta.pro rank

Product category

DIY Pest Control Products

NAICS

Pesticide and Other Agricultural Chemical Manufacturing (32532), Building Material and Garden Equipment and Supplies Dealers (444)

akta.pro primary industry

Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps) (CRADAKAJ)

akta.pro secondary industries

Outdoor & Yard Pest Control (Lawn/Perimeter Treatments) (CRAJAHAE), Stored-Product & Pantry Pest Control (Moths, Beetles) (CRAJAHAL), Natural/Green Pest Control Products (CRAJAHAK)

Keywords

• DIY pest control
• Rodent control products
• Insect killer aerosols
• Garden pest deterrents
• Trade pest supplies

Headquarters

HQ city

Thetford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales (Retail): One-time product sales through B2C retail channels including garden centres, hardware stores, and DIY retailers. Products sold at RRP (Recommended Retail Price) to end consumers.
2. Product Sales (Trade): Trade account sales to business customers with volume-based discount pricing. Trade customers include garden centres, hardware stores, and retailers. Secure free delivery on orders over £500.
3. Development Deals: Custom development deals and own-label product arrangements for retailers requiring bespoke solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

STV International manufactures and supplies DIY pest control products for home and garden use, covering rodent control (baits, traps, repellers), insect control (aerosols, killers, electronic zappers), animal deterrents and live-capture traps, garden pest control (slug/snail barriers), dehumidifiers, and houseplant care. Products are organised under five sub-brands — The Big Cheese, Zero In, Ultra Power, Defenders, and Free To Go — and sold primarily through a B2B trade distribution model to UK garden centres, hardware stores, DIY retailers and supermarkets.

Product overview

STV International is a UK-based manufacturer and supplier of DIY pest control products operating through multiple sub-brands. The portfolio is organized by pest type and use case: The Big Cheese handles rodent control (bait, traps, repellers); Zero In addresses insect control (flies, wasps, ants, moths, bed bugs); The Big Cheese Pets & Wildlife covers animal deterrents and live-capture traps; Ultra Power provides professional-grade formulations; and Defenders focuses on garden plant protection including Slugs Away slug control. Supporting product lines include Free To Go (biodegradable/poison-free traps), Mouse Out (non-poison mouse prevention), Air Ace (dehumidifiers/moisture control), and Plant Remedy (houseplant care). The company also operates a trade ordering platform for B2B customers. Products target both on-shelf retail and off-shelf display merchandising, with the total catalogue comprising 317 products across 5 main brands.

Differentiator

Problem solved

Functional benefit

Brands

• The Big Cheese: Rodent control products brand - traps, baits, and deterrents for mice and rats
• Zero In
• Ultra Power
• Defenders
• Free To Go
• Slugs Away
• Mouse Out
• Air Ace

Products and services

• The Big Cheese Rodent Control
• Zero In
• The Big Cheese Pets & Wildlife
• Ultra Power
• Defenders
• Free To Go
• Mouse Out
• Slugs Away
• Zero In Air Ace
• Plant Remedy (Zero In)
• Bug Bat
• Trade Ordering Platform

Quantifiable outcome

• 25+ years of market leadership in UK DIY pest control

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Key Stockist RetailerscoreChannel Partner/ Reseller/ DistributorStrategic partnership program for independent hardware and garden retailers to develop pest control category sales and grow revenue and profits. Partners stock Core Ranges and receive merchandising support, point-of-sale materials, and category management assistance.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pelsis Group: Global pest control products manufacturer headquartered in the UK (Lancashire), owning multiple specialist brands across rodent, flying insect, and stored-product categories. Closest like-for-like peer on product breadth, multi-brand structure, and UK manufacturing base.
• Russell IPM: UK-based manufacturer of pest monitoring, bio-based, and trap products including insect pheromone and sticky-trap systems. Direct peer in pest CPG manufacturing with technology-driven product differentiation in traps and biological control.
• PelGar: UK-based manufacturer of rodenticide, insecticide, and professional pest control products. Direct peer — competing in the same DIY/professional pest CPG category, with similar trade and retail distribution in the UK and export markets.
• Bell Laboratories: US-founded global rodent control product manufacturer (block baits, place packs, stations). Direct peer for STV's Big Cheese rodent portfolio, with comparable all-weather block bait and bait station technology.
• Killgerm Group: UK-headquartered supplier of professional and consumer pest control products and equipment. Direct peer in rodent/insect control product manufacturing and distribution, with overlap in UK trade accounts.
• Agropharm: UK-based pest control product manufacturer specialising in fly control and household insecticides. Direct peer for STV's Zero In and Ultra Power aerosol and insect killer ranges, with overlapping UK retail customers.
• Woodstream Corporation: US-based manufacturer of DIY consumer pest control brands including Victor (rodent traps), Havahart (live traps), and Safer (insecticides). Direct peer in DIY consumer pest CPG with comparable rodent/trap and humane-trap portfolio to STV's Big Cheese and Free To Go ranges.

Emerging players

• Thermacell: US-based outdoor mosquito and insect repellent technology company (butane- and rechargeable-powered repellers). Emerging player with partial overlap in STV's Big Cheese Pets & Wildlife sonic/ultrasonic repeller category, focused on a higher-priced outdoor lifestyle niche.

Broad incumbents

• SC Johnson: Global consumer packaged goods company owning major pest control brands (Raid, Off!, Baygon). Broad incumbent competing head-to-head with STV in UK supermarkets on fly/wasp/mosquito insecticides but as part of a much wider household portfolio.

Others

• Envu: Formerly Bayer's Environmental Science pest and turf business, now an independent global pest control product company. Broad incumbent competing across professional and consumer pest CPG categories, with deep R&D and regulatory capability exceeding STV's.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/stvpestcontrol
• Facebookfacebook.com/STVPestControl
• LinkedInlinkedin.com/company/stv-international-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 STV International