What M-PETS ® does

M-PETS® is a Belgian B2B pet care products company headquartered in Vilvoorde, Flemish Brabant, founded in 2015 and operating with a small team of 11-50 employees. The company designs, brands, and distributes an extensive portfolio of pet accessories, toys, feeding solutions, grooming products, snacks, and lifestyle goods for dogs, cats, and small animals, organized across 30+ branded sub-collections including SMARTO (WiFi-enabled automatic food dispensers), Haute Couture (luxury harnesses), Urban Style (lifestyle accessories), Perfect Care (grooming), Wild, Elite, and seasonal/lifestyle themes.

The technology footprint is primarily physical-product focused, with the SMARTO line extending into connected IoT hardware enabling remote scheduling and portion-controlled feeding over WiFi. No software platform, AI/ML capabilities, APIs, or mobile applications are indicated in the available data, and the company emphasizes distribution reach and assortment breadth rather than proprietary technology.

M-PETS generates revenue through wholesale distribution of branded pet products to retailers, distributors, and industry professionals across 80+ countries, supplemented by a direct-to-consumer e-commerce storefront (m-pets.com) with localized country/language options. Pricing is unit-based in Euros via standard retail transaction model with no subscription or recurring component. Primary customer segments are B2B buyers — retailers seeking differentiated shelf assortments and regional distributors handling wholesale — with end pet owners reached indirectly through retail channels and directly via the website. The company maintains no disclosed ownership structure beyond an apparent family/sister relationship with the Luuks-up.com storefront, no disclosed funding rounds, and operates as a private entity.

Name

M-PETS ®

Legal name

M-PETS®

Website

https://mpets.eu

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

M-PETS® is a Belgian B2B pet care products company that designs and distributes a broad branded assortment of pet accessories, toys, feeders, grooming products, and smart pet hardware to retailers, distributors, and industry professionals across 80+ countries, with a complementary DTC e-commerce storefront.

Ownership category

akta.pro rank

Product category

Pet Care Products

NAICS

Pet and Pet Supplies Retailers (45991), Animal Food Manufacturing (3111)

akta.pro primary industry

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

akta.pro secondary industries

Pet Technology & Smart Devices Distribution (Trackers, Feeders) (CRAOAKAI), Pet Toys, Training & Enrichment Products Distribution (CRAOAKAE), Pet Bedding, Furniture & Habitat Products Distribution (Beds, Crates, Aquariums) (CRAOAKAG)

Keywords

• Pet care products
• Pet accessories
• Pet toys
• Pet grooming supplies
• Smart pet feeders

Headquarters

HQ city

Vilvoorde, Flemish Brabant

HQ country

Belgium

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Pet Product Sales: M-PETS generates revenue through wholesale distribution of pet care products to retailers, distributors, and industry professionals globally. Products are sold across multiple categories including toys, care & hygiene, food & water dispensers, accessories, and snacks for dogs, cats, and small animals.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

M-PETS ® designs, manufactures, and wholesale-distributes a broad portfolio of pet care products for dogs, cats, and small animals across multiple categories including toys, care & hygiene, food & water dispensers, accessories, carriers, bedding, snacks, and grooming supplies. The company sells primarily to retailers, distributors, and industry professionals in more than 80 countries, with additional direct-to-consumer sales through its own e-commerce storefront. It also operates a connected/smart product line (SMARTO) featuring WiFi-enabled automatic food dispensers.

Product overview

M-PETS® is a B2B pet care products company offering a diverse portfolio of pet supplies across three main animal segments: Dogs, Cats, and Small Animals. The company operates as a multi-brand platform with distinct sub-brands including SMARTO (smart technology-enabled feeders with WIFI), Haute Couture (luxury pet fashion), Urban Style (lifestyle accessories with ergonomic designs), Perfect Care (premium grooming shampoos), Wild (adventure products), CHEWOOD (dental chew toys), SAVAGE (heavy-duty chew toys), and over 30 additional branded collections. Product categories span Care & Hygiene (coating & skin, medical supplies, poop management), Play (eco toys, strategy toys, squeaker toys, seasonal toys), At Home (food dispensers, drinking fountains, beds, furniture), On Tour (carriers, harnesses, travel accessories, clothing), and Snacks (treats, dental snacks, freeze-dried). The SMARTO line represents their technology-enabled offering with connected food dispensers, while fashion sub-brands like Haute Couture and Urban Style target premium lifestyle segments. With presence in 80+ countries, the company provides both everyday essentials and premium collections through retail and distribution partners.

Differentiator

Problem solved

Functional benefit

Brands

• SMARTO: Automatic food dispensers and smart pet feeding solutions with WiFi connectivity
• Haute Couture
• Urban Style
• BBQ
• Brainy Games
• Carnivore
• Elite
• Charmy
• Chewtopia
• Christmas Toys
• Cooling
• Creamy
• Crunchy Bites
• Daily
• Gentle Dog
• Hairdo
• Hiking
• My Scratchy
• Natur'Luxe
• Panther
• Perfect Care
• Poo
• Shampoo
• Sixties
• Snack Attack
• Terra
• Trusty
• Viaggio
• Wild
• Wondercat
• Glam
• On The Road
• Rainy Day
• Party Time
• CHEWOOD
• SAVAGE
• PROCARE

Products and services

• SMARTO Automatic Food Dispenser with WiFi WiFi-enabled automatic food dispenser that allows pet owners to provide timely, perfectly portioned meals remotely. Sold under the SMARTO by M-PETS product line featuring smart pet feeding solutions.
• Food & Water Dispensers Automated and manual feeding solutions including smart dispensers and drinking fountains for dogs, cats, and small animals.
• Leashes, Collars & Harnesses Walking and restraint accessories for dogs and cats including standard and retractable options, plus fashion collections such as Haute Couture and Urban Style.
• Dog Carriers Pet carriers and travel bags for safe transportation of dogs and cats.
• Baskets, Cushions & Mats Resting and sleeping products including beds, baskets, cushions, and mats for all pet types.
• Cat Litter Boxes & Accessories Cat litter boxes, trays, mats, and deodorizing products for feline hygiene.
• Pet Snacks & Treats Edible pet treats including creamy treats, snacks, rawhide, freeze-dried snacks, and dental snacks for dogs and cats.
• Medical Supplies Veterinary and first-aid supplies for pets including bandages (e.g., PROCARE Cohesive Bandages) and medical accessories.
• Grooming Products Pet grooming supplies including coats & skin care, brushes, wipes, towels, sprays, and the Perfect Care line of shampoos for dogs and cats.
• Pet Toys Comprehensive toy line for dogs, cats, and small animals, including eco & natural toys, dental toys (e.g., CHEWOOD), tough chewer toys (e.g., SAVAGE), outdoor, seasonal, strategy/interactive, squeaker, and latex toys.
• Pet Clothing & Shoes Pet clothing and footwear including Rainy Day dog shoes, Urban Style raincoats, and other weather-resistant and fashion apparel for dogs and cats.
• On the Road Foldable Dog Water Bottle 2-in-1 foldable water bottle for dogs available in 200ml-550ml capacities, featuring a lavender purple color option, designed for travel and outdoor use.

Quantifiable outcome

• Presence in 80+ countries worldwide

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Luuks-up.comminorOthersLuuks-up.com is identified as 'our sister store' on the M-PETS website, indicating a related company under the same ownership or corporate group. It appears to be a separate e-commerce operation for related products.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Catit: Cat-specialist product brand (toys, scratchers, litter, fountains, food puzzles) carried in the same specialty pet retail channels — partial overlap with M-PETS' Wondercat and My Scratchy cat-focused sub-brands.

Direct peers

• HUNTER (HUNTER GmbH): German pet accessories/lifestyle brand focused on harnesses, collars, leashes and premium pet fashion — closely overlaps M-PETS' Haute Couture, Urban Style and Glam collections and targets the same specialty pet retailers.
• Savic: Belgian-headquartered pet products manufacturer (cages, carriers, accessories) distributing internationally through pet retail — the closest geographic peer with a near-identical multi-category B2B GTM.
• Ferplast: Italian pet products manufacturer/distributor selling cages, carriers, toys, and accessories across dogs, cats and small animals through a global retail network — same multi-category B2B model and European base as M-PETS.
• Rogz: South African pet accessories brand (collars, leads, harnesses, toys) distributed globally to pet retailers — comparable B2B multi-category model and lifestyle-led branding to M-PETS.
• Rosewood Pet Products: UK-based B2B pet gift and accessories brand offering toys, grooming, collars, treats and lifestyle lines to independent pet retailers — overlap with M-PETS' broad assortment and independent-channel B2B focus.
• Karlie (Karlie-Flamingo): German-based multi-category pet products brand distributing toys, accessories, training, and care lines globally through retailers — highly comparable GTM (B2B wholesale, broad assortment, mid-size brand) to M-PETS.

Broad incumbents

• PetSafe (Radio Systems): Global pet products company best known for containment, smart feeders and connected devices — the most direct incumbent competing with M-PETS' SMARTO WiFi food dispenser line.
• KONG Company: Iconic pet toy and accessories brand with global mass-market distribution — overlaps with M-PETS' toy/enrichment category (Chewtopia, Carnival, Savage, Brainy Games) but operates at significantly larger scale and brand recognition.
• Trixie Heimtierbedarf: One of Europe's largest pet accessories and care wholesalers/manufacturers with thousands of SKUs across dogs, cats, small animals and birds — a much larger established player that competes head-to-head with M-PETS for the same retailer shelf space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/mpetsglobal
• LinkedInlinkedin.com/company/mpets
• Instagraminstagram.com/mpets_global/?hl=en
• TikToktiktok.com/@mpets_global?_t=ZG-8sqK311XRw0&_r=1

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 M-PETS ®