What Wielink Dierenbenodigdheden does

Wielink Dierenbenodigdheden is a privately held Dutch family business founded in 1945 and headquartered at Kraton 5, 8271 RR IJsselmuiden, Netherlands. The company operates as a B2B wholesale distributor (groothandel) of pet foods and pet supplies, selling exclusively to retailers rather than to end consumers. Its customer base consists of Dutch pet specialty stores (dierenspecialzaken), garden centers (tuintcentra), and other resellers, which it supports with short communication lines, reliable service, and expert advice as stated differentiators. The entity is organized as a Dutch private limited company (BV) under the legal name Wielink Dierenbenodigdheden BV (previously Wielink Diervoeders BV).

The product assortment is organized by animal category and spans dogs, cats, birds, poultry, pigeons, rodents, farm animals, pest control and disinfection, fishing, and miscellaneous pet supplies. Wielink distributes third-party brands including Nutram (premium natural cat food), Barca Premium, Biokat's cat litter, and Frontline, alongside its own Zoolekker private label that covers dog snacks and treats, small-pack bird seeds in paperlook packaging, and other species-specific items. Recent catalog activity includes the Tweetfeed Catalogus 2025-2026 released in September 2025 and the April 2022 launch of Zoolekker small-pack bird seeds, indicating ongoing assortment refresh rather than category expansion.

The business model is straightforward wholesale distribution: revenue is generated through product sales to B2B retail customers, pricing is not publicly disclosed, and the company maintains a website (wielink.nl) plus Facebook and Instagram profiles for marketing. With approximately 12 employees and no disclosed funding, M&A, or external investment activity, Wielink presents as a long-tenured, stable, single-site SMB wholesale operator with no disclosed proprietary technology, no AI/ML capability, and no public financial reporting.

Name

Wielink Dierenbenodigdheden

Legal name

Wielink Diervoeders BV

Website

https://wielink.nl

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

11–50 employees

Short description

Wielink Dierenbenodigdheden is a Dutch family-owned B2B wholesale distributor of pet foods and supplies, founded in 1945 and serving pet specialty stores, garden centers, and resellers in the Netherlands with branded and Zoolekker private-label products.

Ownership category

akta.pro rank

Product category

Pet Supplies Wholesale Distribution

NAICS

Farm Supplies Merchant Wholesalers (42491)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Pet Food & Treats Distribution (CRAOAKAA)

akta.pro secondary industry

Pet Health & Wellness Distribution (Supplements, OTC, Preventives) (CRAOAKAC)

Keywords

• Wholesale pet supplies
• Pet food distribution
• Animal feed wholesale
• Pet specialty retail supply
• B2B pet products

Headquarters

HQ city

IJsselmuiden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale pet supplies distribution: Wielink operates as a wholesale distributor (groothandel) selling pet foods and pet supplies to retailers including pet specialty stores and garden centers. Revenue is generated through product sales to B2B customers with no direct-to-consumer sales.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Wielink Dierenbenodigdheden is a Dutch B2B wholesale distributor (groothandel) of pet foods and pet supplies, selling to retailers such as pet specialty stores (dierenspecialzaken) and garden centers (tuincentra). The company offers a broad assortment covering dogs, cats, birds, poultry, pigeons, rodents, farm animals, pest control, and fishing supplies, including its own Zoolekker private label brand and third-party brands such as Nutram.

Product overview

Wielink Dierenbenodigdheden is a wholesale pet supplies company operating as a family business since 1945, serving retailers in the pet industry. The product portfolio consists of a broad assortment organized by animal category: Dog products (Zoolekker brand snacks, treats, and dental chews), Cat products (Nutram brand holistic cat food in grain-free and specialized formulas, cat litter including Biokat's and Sivocat brands), Bird products (seeds, dried mealworms, bird food), Poultry products (grain mixes, grit, chick feed), Pigeon products, Rodent products (squirrel food, hedgehog food), Farm animal products, Pest control products, and Fishing supplies. The company operates primarily as a B2B wholesale distributor for pet specialty stores, garden centers, and other retailers, offering products under both their own Zoolekker private label and branded third-party products like Nutram, Frontline, Biokat's, and Seresto.

Differentiator

Problem solved

Functional benefit

Brands

• Zoolekker: Private label brand for pet food and treats including bird seeds, dog snacks, and other animal products

Products and services

• Hond Voeding (Dog Food and Treats) Complete assortment of dog food products including dry food, wet food, treats, dental chews, dried meats, and specialty diets, supplied wholesale to pet retailers.
• Kat Voeding (Cat Food) Cat food products including dry food, wet food, and specialized nutrition for kittens, adults, and senior cats, including grain-free and holistic recipes from brands like Nutram.
• Kattenbakvulling (Cat Litter) Cat litter products including clumping, non-clumping, and various scent options such as Biokat's and Sivocat brands.
• Vogel Voeding (Bird Food) Bird food including seeds, dried mealworms, specialized bird feed, and insect-based nutrition such as Nutri Worms (BSF) for outdoor and pet birds.
• Pluimvee Voeding (Poultry Feed) Poultry feed including grain mixes, grit, green feed, chick feed, and treats such as Kippenmuesli met Insecten for chickens.
• Duif Producten (Pigeon Products) Pigeon products including feed and supplements supplied wholesale.
• Knaagdier Producten (Rodent Products) Food and accessories for small animals including rodents, hedgehogs, and squirrels.
• Boerderijdieren Producten (Farm Animal Products) Farm animal feed and supplies for goats, sheep, and horses.
• Bestrijding en Ontsmetting (Pest Control and Disinfection) Pest control and disinfection products for pet retailers, including flea and tick treatments such as Frontline Combo Cat.
• Visserij Producten (Fishing Supplies) Fishing supplies and equipment supplied wholesale to retailers.
• Zoolekker Private Label Brand Private label brand for pet food and treats including bird seeds, dog snacks, dried meats, bones, and natural chewing snacks for dogs. Available under Wielink's Zoolekker brand or under a retailer's own Private Label.
• Kleinverpakking Vogelzaden (Small Packaging Bird Seeds) Small-format packaged bird seeds under the Zoolekker brand or retailer Private Label, presented in paperlook packaging with a viewing window for retail sale.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• NutramcoreOthersNutram is a supplier of natural cat food products that Wielink distributes. Nutram products are part of Wielink's premium cat food assortment, including grain-free and holistic recipes for cats.
• Barca PremiumminorOthersBarca Premium is a pet food brand featured in Wielink's product portfolio.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Vitakraft: Vitakraft is a large German manufacturer of pet food and care products (birds, small mammals, cats, dogs) sold through European wholesale channels. A broader incumbent in the same pet categories Wielink serves, with deeper brand and category management capability.
• Petco Group (Aurelia): Petco Group is a Dutch-based European B2B distributor and brand owner of pet products (food, treats, accessories) operating at scale across multiple European countries. Comparable to Wielink as a larger incumbent in the same wholesale trade with broader geographic reach.

Direct peers

• Vital Supplies: Vital Supplies is a Dutch B2B wholesale distributor of pet food, treats, and accessories serving pet specialty retailers across the Netherlands. It is the closest direct peer to Wielink in geography, customer base, and product range.
• Agras Pet Supplies: Agras Pet Supplies is a Dutch wholesale distributor of pet products to pet specialty stores and garden centers, with a comparable assortment across companion animals. Direct competitor to Wielink on the Dutch dierenspecialzaken channel.
• Beaphar: Beaphar is a Dutch manufacturer and supplier of pet healthcare, pharmaceuticals, supplements, and treats, distributing through pet specialty and garden channels across Europe. Comparable to Wielink on pet health distribution (e.g., Frontline-style OTC preventives) and Dutch heritage.
• Coppens Diervoeding: Coppens Diervoeding is a Dutch animal feed manufacturer and supplier producing compound feed for poultry, pet, and hobby animals. Overlaps with Wielink on poultry feed, small animal feed, and farm animal categories distributed to Dutch resellers.
• Mifuma: Mifuma is a German manufacturer and supplier of small animal and pet food distributed to retailers across Europe. Comparable to Wielink on small animal and bird food assortment and B2B specialty channel.
• Versele-Laga: Versele-Laga is a Belgian manufacturer and distributor of pet food and care products covering birds, rodents, dogs, cats, and pigeons. Directly comparable to Wielink on assortment breadth (especially birds, pigeons, rodents) and pan-European B2B distribution.
• Kruidenier Diervoeders: Kruidenier is a Dutch wholesale distributor of pet and hobby animal feeds including birds, poultry, and small animals. Closely comparable to Wielink on multi-category (birds/poultry/small animals) assortment and Dutch B2B channel.

Regional players

• Foppen Petfood: Foppen is a Dutch pet food manufacturer (notably for cats) supplying retailers and private label customers in the Netherlands. Comparable to Wielink as a Dutch-based pet food supplier into the same channel; overlaps on Nutram-style premium cat food.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Wielink-diervoeders-1725082931092836
• Instagraminstagram.com/wielinkdierenbenodigdheden
• LinkedInlinkedin.com/company/wielink-dierenbenodigdheden

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 Wielink Dierenbenodigdheden