What EarthWise Pet does

EarthWise Pet is a franchise coalition operating over 200 locally-owned pet retail and wellness stores across the United States, organized under the parent entities NPM Franchising LLC and Pet Pros LLC. The company traces its operating history to 1977 and has assembled a family of 13+ brand banners including EarthWise Pet, Nature's Pet, PET DEPOT, Loyal Biscuit, Dee-O-Gee, GROOMBAR, Bark Avenue, Pet Pros, All 4 Pets, Bentley's Pet Stuff, Protein for Pets, Muttz, and Wags to Whiskers, each addressing distinct regional and segment niches within holistic pet retail.

The platform offers curated holistic pet food (premium third-party brands such as Acana, Orijen, The Honest Kitchen, Stella & Chewy's, and Primal Pet Foods), pet toys and supplies, professional dog and cat grooming (including the GROOMBAR premium spa concept), self-service dog wash facilities, and Dee-O-Gee Dog DayCamp daycare at select locations. A differentiated in-store service is provided by Certified Pet Dietitians, who complete hundreds of hours of advanced training and offer free nutrition consultations regardless of purchase intent. The company's AI offering is the Ask EarthWise chatbot, a GPT-based text interface trained on the company's nutrition program and currently in beta. Marketing is driven through owned educational content (blog, podcast, video library), social media, the AI chatbot, email newsletters, and a veterinarian referral partnership program.

EarthWise Pet's revenue mechanics span franchise fees and royalties from independent franchisees, retail product sales at the store level, transactional grooming, self-wash and daycare service fees, and lead-generation through free dietitian consultations. The corporate headcount sits at 101-250 employees supporting the franchise system, and no public revenue, funding, or valuation data is disclosed. Distribution is exclusively domestic, US-focused, and asset-light by design.

Name

EarthWise Pet

Legal name

NPM Franchising LLC

Website

https://earthwisepet.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

101–250 employees

Short description

EarthWise Pet is a US franchise coalition of 200+ locally-owned pet retail and wellness stores operating under 13+ brand banners, offering holistic pet food, grooming, daycare, self-wash, and free Certified Pet Dietitian consultations to dog and cat owners.

Ownership category

akta.pro rank

Product category

Pet Retail and Wellness Services

akta.pro primary industry

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

akta.pro secondary industries

Special Diet & Assisted Feeding Support (Prescription/Timed Feeding) (HSANAJAH), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

Keywords

• Holistic pet nutrition
• Pet grooming services
• Pet supply retail
• Dog daycare services
• Franchise pet stores

Headquarters

HQ city

Wenatchee

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Pet Food & Supplies: Sale of holistic pet food, treats, supplements, toys, and supplies through company-owned and franchise retail stores. Products include premium brands like Acana, Orijen, The Honest Kitchen, Stella & Chewy's, and proprietary formulations.
2. Professional Pet Grooming Services: Professional grooming services offered at stores, including breed-specific trims, spa treatments, bathing, nail trimming, and custom cuts. Cat grooming available at select locations. GROOMBAR brand offers premier grooming experience.
3. Self-Serve Dog Wash: Self-service dog wash stations where pet owners pay to use professional-grade facilities, shampoos, conditioners, dryers, and tools. Some locations offer free nail trims with dog wash usage.
4. Dog DayCamp/Daycare Services: Dee-O-Gee Dog DayCamp offered at select EarthWise Pet locations. Provides full-day and half-day care with supervised play, enrichment activities, and socialization.
5. Franchise Fees & Royalties: Franchise-based business model where locally owned stores pay franchise fees and ongoing royalties to the parent company. Stores include EarthWise Pet, Nature's Pet, GROOMBAR, and other brand banners.
6. Free Nutrition Consultations: Free in-store consultations with certified pet dietitians to drive customer engagement and product sales. No obligation to purchase required.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

EarthWise Pet operates a coalition of over 200 locally owned franchise stores across the United States that sell curated holistic pet food and supplies and offer pet wellness services including professional grooming, self-service dog wash, dog daycare, and free in-store nutrition consultations with Certified Pet Dietitians. The portfolio spans 13+ brand banners (EarthWise Pet, Nature's Pet, PET DEPOT, GROOMBAR, Dee-O-Gee, Bentley's Pet Stuff, etc.) supported by an AI-powered nutrition chatbot and a Certified Pet Dietitian training program.

Product overview

EarthWise Pet is a coalition of over 200 locally-owned holistic pet nutrition stores and wellness spas across the United States, operating under a unified brand experience since 1977. The platform offers a comprehensive portfolio of products and services organized around pet wellness: the core EarthWise Pet retail stores provide curated holistic pet food (including premium brands like Acana, Orijen, Stella & Chewy's) and thoughtfully sourced pet supplies; GROOMBAR and in-store grooming services deliver professional dog and cat grooming; self-wash stations enable DIY pet bathing; Dee-O-Gee Dog DayCamp offers daycare services at select locations; and Ask EarthWise provides 24/7 AI-powered nutrition advice. The coalition includes 12 sub-brands/acquired brands (Nature's Pet, PET DEPOT, Loyal Biscuit, Dee-O-Gee, GROOMBAR, Wags to Whiskers, Bark Avenue, Pet Pros, All 4 Pets, Bentley's Pet Stuff, Protein for Pets, Muttz) all offering free in-store consultations with Certified Pet Dietitians. The company differentiates through its holistic philosophy, species-appropriate nutrition focus, and educational content via blogs, podcasts, and video libraries.

Differentiator

Problem solved

Functional benefit

Brands

• GROOMBAR: Premier grooming experience with spa-like atmosphere for dogs, equipped with top-notch facilities and highly trained groomers.
• Dee-O-Gee Dog DayCamp
• Ask EarthWise

Products and services

• Holistic Pet Food Carefully curated retail selection of premium holistic pet foods including brands like Acana, Orijen, The Honest Kitchen, Stella & Chewy's, and Primal Pet Foods, vetted for quality, sustainability, and species-appropriate nutrition. Available to pet owners in EarthWise Pet and affiliated brand stores.
• Pet Toys & Supplies Retail category offering eco-friendly leashes, collars, natural treats, supplements, beds, crates, carriers, grooming essentials, and toys for cats and dogs.
• Dog Grooming Professional dog grooming services including breed-specific trims, spa treatments, bathing, brushing, nail trimming, and ear cleaning. Some locations feature the GROOMBAR premium spa experience with highly trained groomers.
• Cat Grooming Professional cat grooming services including bathing, brushing, nail trimming, ear cleaning, sanitary trims, and lion cuts, available at select locations with trained staff.
• Self-Wash Dog Wash Facility Self-service dog wash stations equipped with proprietary shampoos, brushes, high-velocity dryers, and professional tools, allowing pet parents to groom their dogs themselves with staff assistance available. Some locations offer free nail trims with dog wash usage.
• Dee-O-Gee Dog DayCamp Dog daycare services at select EarthWise Pet locations offering full-day and half-day care with supervised socialization opportunities, enrichment activities, and constant supervision in clean, safe facilities under experienced professional care.
• Free Nutrition Consultations In-store consultations with Certified Pet Dietitians providing personalized, science-based nutritional advice for pets at no charge to customers, designed to drive engagement and product sales.
• GROOMBAR Sub-brand offering a premier grooming experience with a spa-like atmosphere for dogs, equipped with top-notch facilities and highly trained groomers at select EarthWise Pet locations.
• EarthWise Pet Franchise Opportunity Franchise program enabling local entrepreneurs to open and operate pet nutrition stores and wellness spas under the EarthWise Pet family of brand banners, including access to the Certified Pet Dietitian training program, supplier network, and marketing support.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Partnerships

One partnership is on record.

• Veterinarians and Pet HospitalscoreStrategic or Co-development PartnerEarthWise Pet actively partners with veterinarians nationwide to further their mission of holistic pet nutrition. The partnership includes access to exclusive discounts for pet hospital clients, advanced nutritional tools, and continuing education resources. Veterinarians can also join the Pet Dietitian training program to expand their expertise in nutrition.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Healthy Spot: Premium pet retail + grooming + daycare chain in California. Directly comparable wellness-oriented assortment and in-store service offerings.
• Pet Supplies Plus: Large US franchise-based pet retail chain (~700+ stores) carrying food, supplies, grooming, and self-wash. Directly comparable franchise model and service mix to EarthWise Pet.
• Kriser's Natural Pet: Specialty retailer of natural pet food, supplies, grooming, and self-wash with locations across the US. Closely mirrors EarthWise Pet's holistic, service-rich store model.
• Hollywood Feed: Specialty pet retailer focused on natural/holistic pet food, supplies, and grooming across ~170 stores in the US. Comparable premium/wellness positioning and in-store service model.

Broad incumbents

• PetSmart: North America's largest specialty pet retailer with stores, grooming, training, and vet hospitals (Banfield). Broad incumbent competing across EarthWise's categories at much larger scale.
• Petco: National specialty pet retailer with full-service veterinary hospitals (VCA) and growing nutrition/wellness focus. A broad incumbent increasingly competing in EarthWise's premium nutrition and vet-aligned service space.
• Chewy: Leading online pet food and supplies retailer with growing veterinary and pharmacy services. Significant competitive pressure on EarthWise's consumables basket, though limited overlap on in-store grooming/daycare.

Regional players

• Mud Bay: Employee-owned pet retail chain with ~60 stores concentrated in the Pacific Northwest. Comparable natural/holistic assortment and grooming/self-wash services, but geographically focused.

Others

• Natural Balance Pet Foods: Premium pet food brand carried by EarthWise and sold across specialty retail. Not a direct retail peer, but a comparable supplier-side player in the premium/functional pet nutrition category.

Emerging players

• BarkBox / Bark Shop: Subscription and e-commerce pet brand focused on toys, treats, and food. Comparable premium/holistic brand curation but operates purely online with a DTC model rather than brick-and-mortar.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/EarthWisePet
• Facebookfacebook.com/EarthWisePet
• Instagraminstagram.com/earthwisepet
• Xx.com/OHEarthwisePet
• LinkedInlinkedin.com/company/earthwisepetsupply

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries13 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 EarthWise Pet