OurPetsLife
OurPetsLife is a Manchester-based multi-brand pet products company selling vet-approved dog and cat care items (dental, supplements, grooming, nutrition) through Shopify e-commerce, UK trade accounts, and 16 international distributors across 27 countries.
- Company typePrivate
- Founded2018
- HeadquartersManchester, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What OurPetsLife does
OurPetsLife is a Manchester-based, privately held pet products company founded in 2018 by Elliot Roxby. It operates a multi-brand portfolio covering dog and cat categories across dental care, supplements, grooming, anxiety treatment, nutrition, accessories, and memorial products, with sub-brands including OurDogsLife, Dr Ted, Petsie, ProBioPets, NutriBone, Forthglade, NAW, Oh So Precious, and Infusions. The company sells vet-approved and natural-ingredient products, with dental care for dogs and at-home cat health diagnostics (Dr Ted urine test kits) positioned as its specialties, and holds a pending patented product collection announced at PATS 2024.
The underlying technology stack is a Shopify-powered DTC e-commerce site (ourpetslife.co.uk) with subscription/subscribe-and-save functionality, alongside a separate Shopify-based wholesale portal (ourpetslifewholesale.com) for trade accounts. Distribution is hybrid: direct-to-consumer sales to UK pet owners, B2B sales to over 100 UK trade account holders and large retailers including Jollyes, and international distribution through 16 distributor agreements covering 27 countries. Trade shows (PATS, London Vet Show), social media (Instagram), and influencer collaborations are used to drive both consumer demand and B2B lead generation.
The business model combines transactional B2C unit sales with subscription recurring revenue, wholesale B2B distribution with 60-day payment terms and free shipping for approved trade accounts, and international distribution revenue. In 2025 the company underwent a strategic shift to a B2B-led model, with B2B revenue growing 55% year-on-year from £125,000 in 2023 to £350,000 in 2025 and a stated target of £600,000 run-rate in 2026. International revenues now exceed UK domestic revenues, and the company has raised approximately £570,000 from GC Angels across 2024 and 2025 rounds, plus a March 2025 Seedrs-led round, to fund international expansion.
OurPetsLife firmographics
Firmographics- Name
- OurPetsLife
- Legal name
- OurPetsLife Limited
- Website
- https://ourpetslife.co.uk
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- OurPetsLife is a Manchester-based multi-brand pet products company selling vet-approved dog and cat care items (dental, supplements, grooming, nutrition) through Shopify e-commerce, UK trade accounts, and 16 international distributors across 27 countries.
- Ownership category
- akta.pro rank
OurPetsLife industry classification
Industry- Product category
- Pet Care Products
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991), Animal Food Manufacturing (3111)
- akta.pro primary industry
- Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
- akta.pro secondary industries
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Pet Treats & Chews (AFADAFAF), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Treats & Chews (CRADAFAE)
Keywords
Where OurPetsLife is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
OurPetsLife business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- B2B Distribution: Revenue from selling to distributors and pet retailers. B2B revenues grew 55% year-on-year from £125,000 in 2023 to £350,000 in 2025, targeting £600,000 run-rate in 2026.
- Wholesale Trade Accounts: Direct wholesale relationships with pet shops offering 60-day payment terms and free shipping. Over 100+ new trade accounts opened through PATS 2024.
- Direct-to-Consumer E-commerce: Retail sales through own e-commerce platform with subscription/subscribe and save options. Free next-day delivery on orders over £30.
- International Distribution: Revenue from international expansion through 16 new distributor agreements covering 27 countries. International sales now exceed UK domestic revenues.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Trade/Wholesale Accounts |
| Unit Pricing | Pay-as-you-go | B2C E-commerce Standard |
| Subscription | Monthly | Subscription/Subscribe and Save |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
OurPetsLife product offering
Product offeringCore offering
OurPetsLife is a Manchester-based multi-brand pet care company that develops, curates, and distributes vet-approved dog and cat products spanning dental care, supplements, grooming, anxiety treatment, natural food, treats, and at-home diagnostics. The company sells through its own e-commerce platform, a wholesale trade portal, and a network of 16 international distributors across 27 countries, with approved-supplier status at UK retailer Jollyes.
Product overview
OurPetsLife is a Manchester-based premium pet products company operating both B2C and B2B channels through its e-commerce platform and trade wholesale portal. The company offers a multi-brand portfolio spanning dog and cat products across dental care, supplements, grooming, anxiety treatment, nutrition, and accessories. Core sub-brands include OurDogsLife (vet-approved dog products), Dr Ted (cat health monitoring including urine test kits), ProBioPets (probiotic supplements), NutriBone (bone broth products), Petsie (revolutionary toothbrushes), Forthglade (natural dog food), and Oh So Precious (pet memorial keepsakes). The company distributes through 27 countries via 16 distributor agreements and is an approved supplier to Jollyes pet retailer. Products are marketed as vet-approved where applicable, with sustainability messaging around biodegradable poop bags and eco-friendly products.
Differentiator
Problem solved
Functional benefit
Brands
- OurDogsLife: Hero brand of OurPetsLife; vet-approved products for dogs including dental care, grooming, health supplements; founded first before branching into other pet products
- Dr Ted
- Petsie
- ProBioPets
- NutriBone
- Ocean Paws
- Infusions
- Oh So Precious
- NAW
- Monster Chocs
Products and services
- OurDogsLife Vet-approved products for dogs including dental care kits, grooming accessories, supplements (skin and coat), Paw and Nose Balm, Flea and Tick Kit, and travel accessories; positioned as the original hero brand of the OurPetsLife portfolio.
- Petsie Revolutionary pet oral care brand featuring electrolytic toothbrushes with replacement heads designed for effective pet dental hygiene.
- Dr Ted Cat health monitoring products including innovative urine test kits for at-home screening that detect blood, pH and glucose levels to help identify kidney disease, diabetes, urinary tract infections and other feline health concerns.
- ProBioPets Probiotic pet wellness supplements featuring powdered formulas with up to 10 billion and 5 billion CFU probiotics for gut health and overall pet wellbeing.
- NutriBone Premium bone broth products for pets made from grass-fed cattle, providing collagen with superior absorption and low-calorie benefits for coat, joints and gut health.
- Oh So Precious Heartfelt keepsake and memorial gifts for pet owners, including paw print frames, memorial planters, tea light holders, keepsake bottles for pet fur or ashes, and memorial keyrings.
- Forthglade Natural wet and dry dog food brand offering grain-free cold-pressed foods, variety packs, and breed-specific formulas including puppy, senior, and light options.
- NAW Natural Dog Treats Natural protein-packed dog treats made from free-range, hormone-free off-cuts including buffalo ears, goat ears, lamb feet, beef trachea and chicken feet, made with 100% real ingredients and no additives.
- Infusions Range of herbal infusions formulated with salmon oil for pet joint support, targeted at health-conscious pet owners.
Quantifiable outcome
- 55% B2B revenue growth year-on-year (2023-2025)
- +2 more outcomes
Companies that use OurPetsLife
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
OurPetsLife technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
OurPetsLife partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- JollyescoreAppointed as an approved supplier to Jollyes, one of the UK's largest pet retailers. This provides significant retail distribution for OurPetsLife products.
- International Distributors (16 agreements)core16 new distributor agreements secured across 27 countries including Portugal, Romania, Norway, UAE, and Kuwait, enabling international expansion with international sales now exceeding UK revenues.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
OurPetsLife competitors and assessment
Company assessmentBroad incumbents
- Zooplus: Europe's largest online pet retailer, operating across multiple European countries. Comparable as a pan-European pet supplies retailer with overlapping SKU breadth and an international distribution model that OurPetsLife is now beginning to replicate via its 16 distributor agreements.
- Butchers Pet Care: One of the UK's largest pet food manufacturers (Dog Delight, Pet's Dinners). Comparable as a UK pet food brand with broad grocery and specialist retail distribution; overlaps with OurPetsLife's food and treats categories though at much greater manufacturing scale.
- Jollyes: One of the UK's largest pet superstore chains. Comparable as both a customer (OurPetsLife is an approved supplier) and a competitive benchmark for UK pet retail distribution, with overlapping product categories including pet food, treats, and accessories.
- Pets at Home: The UK's largest specialist pet retailer and product manufacturer (own-label brands including Wainwright's, Natures Menu, Bob Martin). Comparable as the dominant UK omnichannel pet retailer against which OurPetsLife competes for shelf space and consumer mindshare, though Pets at Home operates at vastly larger scale and is vertically integrated into veterinary services.
Direct peers
- Pet Drugs Online: UK online retailer of pet medications, supplements, and wellness products. Comparable as a specialist UK e-commerce-first pet health and wellness retailer serving a similar premium-conscious pet owner segment.
- VetUK: UK online pet retailer selling pet food, medication, supplements, and accessories direct to consumers. Comparable as a DTC-led UK pet supplies retailer with overlapping categories (supplements, dental, grooming) and a focus on price-competitive specialist delivery.
- Beaphar: European pet health and care products manufacturer (supplements, dental, parasite control). Comparable because its product mix (supplements, dental, hygiene, health monitoring) directly overlaps with OurPetsLife's hero categories, particularly dog and cat wellness SKUs.
- Lily's Kitchen: UK premium natural pet food brand. Comparable as a UK-headquartered premium pet brand sold through specialist retail and DTC channels, sharing OurPetsLife's natural-ingredients and vet-approved positioning, though focused primarily on food rather than the wider category portfolio.
- Bugalugs: UK-based pet grooming and care brand stocked by OurPetsLife. Comparable as a premium UK pet grooming brand competing for the same specialist retail shelf space and consumer wallet share in the dog grooming and hygiene categories.
- Pets Corner: UK specialist pet retailer focused on natural, healthy, and ethically sourced products. Comparable because it shares OurPetsLife's premium, vet-approved positioning and multi-channel retail/wholesale approach, although Pets Corner runs a larger owned-store footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
OurPetsLife social profiles
Digital presenceOurPetsLife financial estimates
Financial estimateRevenue estimate
Valuation estimate
OurPetsLife leadership team
Management profileNumber of profiles
Profiles2 records
OurPetsLife funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OurPetsLife M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OurPetsLife
What does OurPetsLife do?
OurPetsLife is a Manchester-based multi-brand pet care company that develops, curates, and distributes vet-approved dog and cat products spanning dental care, supplements, grooming, anxiety treatment, natural food, treats, and at-home diagnostics. The company sells through its own e-commerce platform, a wholesale trade portal, and a network of 16 international distributors across 27 countries, with approved-supplier status at UK retailer Jollyes.
Is OurPetsLife a public or private company?
OurPetsLife is a private company. It is classified as venture growth investor backed and is currently operating.
When was OurPetsLife founded?
OurPetsLife was founded in 2018. It employs 11 to 50 people.
Where is OurPetsLife based?
OurPetsLife is headquartered in Manchester, United Kingdom, in the Europe region.
How does OurPetsLife make money?
Four revenue lines are on record. B2B Distribution is the primary driver. The others are wholesale Trade Accounts, direct-to-Consumer E-commerce and international Distribution.
Who are OurPetsLife's main competitors?
Broad incumbents on record are Zooplus, Butchers Pet Care, Jollyes and Pets at Home. Direct peers are Pet Drugs Online, VetUK, Beaphar, Lily's Kitchen, Bugalugs and Pets Corner.
Does OurPetsLife have an API?
No public API is recorded for OurPetsLife.
What industry is OurPetsLife in?
OurPetsLife's product category is Pet Care Products. Its primary akta.pro industry code is CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick), with a secondary code of HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species). Its NAICS code is 459910.