What Beeztees does

Beeztees, legally International Pet Trade Service (IPTS) B.V., is a Netherlands-based wholesale distributor of pet toys and accessories, headquartered in Waalwijk and operating as a wholly owned subsidiary of the Dutch holding company Pet Supplies Beheer. The company distributes over 5,000 items across five pet categories (dogs, cats, rodents, birds, fish) globally, anchored by a portfolio of proprietary brands including the core Beeztees brand, the eco-friendly sub-brand Minus One by Beeztees, the lifestyle brand Designed by Lotte, and specialized product lines such as Sumo rubber dog toys, Cat Cubes modular habitats, and Parinca premium nylon walking accessories. Founded in 1969 and rebranded to Beeztees in May 2014, the company employs approximately 95 people and refreshes its assortment with more than 1,000 new items annually.

The company operates a B2B wholesale go-to-market targeting pet retailers, garden centers, and wholesale distributors across Europe and internationally, with revenue generated through bulk orders to business partners on 30-day payment terms ex-warehouse. Beeztees supports retailer relationships through value-added services including category management, shop fitting advice, private label manufacturing, the PetTradePortal online ordering platform, EDI-based automated data exchange (XML/CSV), direct container shipment logistics via Schenker, and a weekly-updated high-resolution image database. Distribution is reinforced by participation in major trade fairs (Interzoo, Anido, TRE, Dogpop, GRS) and supported by content marketing assets including the Beeztees Inspiration Magazine and customer journey research whitepapers.

In 2018, parent company Pet Supplies Beheer acquired 100% of German pet company Karlie Flamingo GmbH, expanding the group's footprint into Germany and broader European markets. Sustainability is operationally embedded through the Minus One sub-brand (using REPREVE recycled fibers, compostable materials, FSC-certified components) and through logistics optimization that the company reports as saving 270,000 kilos of cardboard, 585,000 km of driving distance, and over 400 tons of CO2 emissions annually. The company has received industry recognition including the GlobalPETS Forum Award 2021 for Exclusive Brands and the 2018 Welkoop Award for best 'thinking along' supplier.

Name

Beeztees

Legal name

International Pet Trade Service (IPTS) B.V.

Website

https://beeztees.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

51–100 employees

Short description

Beeztees is a Netherlands-based wholesale distributor of pet toys and accessories, serving pet retailers, garden centers, and wholesalers across Europe with over 5,000 SKUs across five pet categories under proprietary brands including Beeztees, Designed by Lotte, and Minus One.

Ownership category

akta.pro rank

Product category

Pet Supplies Wholesale Distribution

akta.pro primary industry

Pet Toys, Training & Enrichment Products Distribution (CRAOAKAE)

Keywords

• Pet supplies wholesale
• Pet accessories distribution
• Pet retail products
• Dog toys wholesale
• Pet brand manufacturing

Headquarters

HQ city

Waalwijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Pet Supplies Distribution: Beeztees operates as a wholesale distributor of pet supplies (toys and accessories) for dogs, cats, rodents, birds, and fish. They sell their own branded products (Beeztees, Designed by Lotte) as well as private label options to retailers. Revenue is generated through bulk orders to business partners, with terms of 30 days payment and delivery ex warehouse.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Beeztees designs, develops, and wholesale-distributes pet toys and accessories for dogs, cats, rodents, birds, and fish, offering more than 5,000 SKUs under its own brands (Beeztees, Designed by Lotte, Minus One by Beeztees) as well as private label options. The company sells ex-warehouse to pet retailers, garden centers, and wholesalers through its PetTradePortal online ordering system, trade fair presence, and direct container shipments, while also providing category management, shop fitting advice, and EDI-based automated data exchange.

Product overview

Beeztees is a pet supplies wholesale distributor specializing in toys and accessories for dogs, cats, rodents, birds, and fish. The company operates on a multi-brand strategy with its core Beeztees brand, the eco-friendly sub-brand Minus One by Beeztees, and the lifestyle brand Designed by Lotte. The product portfolio includes the Sumo rubber dog toy line, Puppy and Senior Dog product lines, Cat Cubes modular habitat system, Mix & Match and Premium Nylon Collections for walking accessories, Dog Beds Collection, Rodent Collection with complete accessories and snacks, Chicken Accessories made from recycled materials, and various complementary products including silicone bowls, melamine dishes, scratching posts, premium benches, and gift packaging. The company also offers business services including PetTradePortal for online ordering, an Image Database for product photos, category management, shop fitting advice, private label production, and automated data exchange via EDI/XML/CSV. Beeztees renews its product range annually with over 1,000 new items and has been in operation for over 45 years.

Differentiator

Problem solved

Functional benefit

Brands

• Designed by Lotte: A lifestyle brand for pet accessories, shown at trade fairs and presented as a distinct brand alongside Beeztees.
• Minus One by Beeztees
• Sumo
• Beeztees Cat Cubes
• Premium Nylon Collection (Parinca)
• Premium Benches

Products and services

• Sumo rubber dog toys Line of strong rubber dog toys designed for interactive play, mental stimulation, and dental care, available in multiple variants including Sumo Play, Sumo Fit, Sumo Team, Sumo Dental, Sumo Fit Stick, and Sumo Mini. Targeted at pet retailers and wholesalers for resale to dog owners.
• Cat Cubes modular cat furniture Modular cat habitat system with four cube types (Sleep, Dinner, Play, Scratch) that can be mixed and matched, designed to appeal to both cats and owners and to serve as elegant in-store display items for pet retailers.
• Mix & Match Nylon Collection Nylon dog collars, harnesses, and leashes in 18 colors and designs that can be mixed and matched, available in four sizes for customizable pet accessories.
• Premium Nylon Collection (Parinca) Premium dog collars, leashes, and harnesses with neoprene lining for comfort, pull protection, weather resistance, reflective elements, and lockable closures. Includes Premium Comfort Harness and Premium Y-Harness.
• Minus One by Beeztees Eco-friendly pet supplies sub-brand offering sustainable alternatives within each product group for dogs and cats, manufactured using REPREVE recycled fibers, compostable materials, and FSC-certified components.
• Dog Beds Collection Dog cushions and beds including Ferro dog baskets with non-slip bottoms and machine-washable covers, and Yali fluffy Donut Dog beds with raised edges in ultra-soft plush.
• Premium Benches and Wire Dog Crates Premium benches and wire dog crates with 15% thicker wires than standard for increased strength and stability, including matching accessories, crate covers, water bowl holders, and pet beds in orange and beige colors.
• Rodent Collection Complete range for rodents including labyrinths, playhouses, sleeping houses, baskets, teepee tents, feeding bowls, hay containers, running discs, wheels, snack rollers, brain games, gnaw mixes, burgers, treat sticks, hay bales, and treat salads.
• Chicken Accessories (recycled plastic) Seven functional chicken products made from 100% recycled plastic from drinking cartons, including Feed Tower, Feeder, Snack Tower, Snack Ball, Chicken Swing, Play and Snack Tower, and Snack Roller, divided into EAT, SNACK, and PLAY categories.
• Silicone dog toys and bowls Dog toys and food/water bowls made of silicone with stainless-steel trays, featuring wide uphill silicone edges to collect splashing water or food, dishwasher safe and foldable for portability.
• Melamine Food Bowls Melamine food bowls for dogs and cats available as individual bowls and dinner sets in cheerful bright colors.
• Cat Scratching Posts Nine different cat scratching post designs including high posts with play rope for climbing and posts with hiding places for napping, featuring trendy designs and neutral colors to suit any interior.
• PetTradePortal B2B ordering platform Online ordering and product information platform providing real-time access to net prices, article availability, supply status, and automated order processing capabilities for Beeztees business partners.
• Designed by Lotte lifestyle brand Lifestyle brand for pet accessories with focus on design and trends, presented as a distinct sub-brand alongside Beeztees and targeting European retailers and garden centers.

Quantifiable outcome

• Saves 270,000 kilos of new cardboard annually through shipping box reuse
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Pet Supplies BeheercoreOthers · 1 January 2014Dutch holding company and mother company of Beeztees. Parent organization that owns Beeztees and acquired Karlie Flamingo.
• Karlie Flamingo GmbHcoreStrategic or Co-development PartnerGerman-based pet company acquired by Pet Supplies Beheer (Dutch holding and mother company of Beeztees). Acquisition included 100% of shares and trade names 'Karlie Flamingo' and 'Karlie'. This expands Beeztees' presence in the German and broader European market.
• SchenkerminorOthersSelected forwarder for container shipments. Used for economic shipping tariffs for direct container shipments to business partners.
• EFSA (European Furniture Suppliers Association)minorStrategic or Co-development PartnerEuropean group of suppliers active in garden and lifestyle industry. Beeztees became member to stay current on trends and designs, and to invest in product development and innovation.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hunter: Hunter is a German premium pet accessories manufacturer offering collars, leashes, harnesses, and lifestyle pet products. Its brand-led, design-forward positioning and European trade distribution model directly mirror Beeztees' mid-market premium approach.
• Flamingo Pet Products: Flamingo is a Belgium-based pet products brand offering toys, accessories, and care products for dogs, cats, and small animals. As a Benelux-headquartered peer, it competes directly with Beeztees in one of its core regional markets.
• Karlie Flamingo: Karlie Flamingo is a German pet products brand now under the same parent holding as Beeztees. With comparable assortment breadth across dogs, cats, small animals, and birds, it is both a sister brand and the most direct operational peer in terms of category coverage.
• Rogz: Rogz is an international designer and manufacturer of pet accessories (collars, leads, harnesses, toys). Its design-led assortment and global distribution through pet specialty channels overlaps substantially with Beeztees' product and customer strategy.
• Rosewood Pet Products: Rosewood is a UK-based pet product company offering toys, beds, and accessories for cats, dogs, and small animals. It serves a similar independent retail and garden center wholesale customer base across Europe.
• Trixie: Trixie is the largest German pet products manufacturer and wholesaler, offering a comparable multi-category assortment of toys, accessories, and care products for dogs, cats, small animals, and birds. It competes head-to-head with Beeztees across the same European B2B and retailer channels.
• Ancol Pet Products: Ancol is a UK-based pet accessories manufacturer supplying collars, leads, toys, and grooming products through B2B wholesale. Its multi-decade history and trade-channel focus make it a direct comparable to Beeztees on go-to-market and product depth.
• Ferplast: Ferplast is an Italian pet products manufacturer with broad ranges in cages, aquariums, and accessories. Its scale and multi-category B2B distribution across Europe make it a strong operational and geographic comparable.

Regional players

• MPS Italia: MPS Italia is an Italian pet accessories wholesaler serving Southern European retail channels. It overlaps with Beeztees on product categories and B2B model but is primarily focused on Mediterranean markets rather than the Benelux/DACH core.

Broad incumbents

• PetSafe: PetSafe is a global pet products brand under Radio Systems, offering training, containment, toys, and lifestyle products. As a much larger, globally diversified incumbent with broader product categories, it represents the upper-scale competitive destination for pet accessories distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Pinterestpinterest.com/beeztees
• Instagraminstagram.com/beeztees
• Xx.com/beeztees
• Facebookfacebook.com/beeztees
• LinkedInlinkedin.com/company/beeztees

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Beeztees