Dec's Pets
Dec's Pets is a family-owned online pet retailer based in Wexford, Ireland, selling pet supplies across dogs, cats, small pets, birds, fish, and reptiles via decspets.ie with shipping to Ireland, the UK, and the EU, supplemented by in-store grooming, training, and walking services.
- Company typePrivate
- Founded2018
- HeadquartersWexford, Ireland
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Dec's Pets does
Dec's Pets is a family-owned online pet retailer headquartered in Wexford, Ireland, operating since October 2018. The business runs a direct-to-consumer e-commerce platform (decspets.ie) selling pet care supplies across six animal categories — dogs, cats, small pets, birds, fish, and reptiles — plus gifts and a health-and-wellbeing sub-vertical, shipping via DPD next-day courier to Ireland, the UK, and the EU under EUR and GBP pricing.
Product breadth spans hundreds of SKUs including food, treats, supplements, collars, leads, harnesses, beds, crates, toys, bowls, grooming supplies, flea/tick preventatives, and small-animal and aquatic accessories, with branded lines such as KONG, NODENS cat food, and Woolly Wolf sustainable gear. The technology stack is described as a standard e-commerce platform with no proprietary features; the firm layers recurring and flexible payments via Stripe, PayPal, Klarna, Apple Pay, and Google Pay, plus a Subscribe & Save 10% subscription program (coupon SUBSCRIBE10).
Commercially, Dec's Pets monetizes through three streams: one-time product sales across the catalog, recurring subscription deliveries, and on-site services at its Wexford flagship including professional grooming (Aoife and Hannah), force-free dog training with partner Rob, and group dog walking meetups. Multi-channel marketing runs through a Trustpilot-anchored website, an active Instagram presence, an email newsletter, an insights blog, and the 'Rob the Dog Podcast,' with industry recognition including the Irish eCommerce Awards 2023 (Winner), National Digital Awards 2024 (Winner), and Irish eCommerce Awards 2025 (Shortlist), and an Enterprise Ireland support event recorded in 2023.
Dec's Pets firmographics
Firmographics- Name
- Dec's Pets
- Legal name
- Dec's Pets
- Website
- https://decspets.ie
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dec's Pets is a family-owned online pet retailer based in Wexford, Ireland, selling pet supplies across dogs, cats, small pets, birds, fish, and reptiles via decspets.ie with shipping to Ireland, the UK, and the EU, supplemented by in-store grooming, training, and walking services.
- Ownership category
- akta.pro rank
Dec's Pets industry classification
Industry- Product category
- Pet Care Retail
- NAICS
- Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (81291)
- akta.pro primary industry
- Pet Supplies Inventory-led Online Retailers (CRAFADAH)
- akta.pro secondary industries
- Pet Supplies Retail (CRALAIAI), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL)
Keywords
Where Dec's Pets is headquartered
LocationHeadquarters
- HQ city
- Wexford
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
Dec's Pets business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Direct sales of pet supplies including food, toys, accessories, health products, and treats across multiple pet categories (dog, cat, bird, fish, reptile, small animals). Products are sold at individual unit prices through the e-commerce platform.
- Subscription (Subscribe & Save): The company offers a subscription program where customers can subscribe to receive regular deliveries of products, saving 10% on purchases. Coupon code SUBSCRIBE10 provides the subscription discount.
- Services (Grooming, Training, Walking): On-site services offered at the Wexford store location including professional dog grooming (Aoife and Hannah), force-free dog training sessions held at the store, and group dog walking meetups organized via WhatsApp.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free delivery threshold |
| Unit Pricing | Pay-as-you-go | Standard delivery rate |
| Subscription | Monthly | Subscribe and Save 10% |
| Unit Pricing | Pay-as-you-go | Individual products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Dec's Pets product offering
Product offeringCore offering
Dec's Pets is a family-run online pet retailer that sells pet care products across six animal categories — dog, cat, bird, fish, reptile, and small animals — through its e-commerce platform decspets.ie, with shipping to Ireland, the UK, and the EU. The business also operates a physical store in Wexford that provides professional dog grooming (Aoife and Hannah), force-free dog training, and group dog walking meetups. A Subscribe & Save subscription program offers recurring deliveries at a 10% discount via coupon code SUBSCRIBE10.
Product overview
Dec's Pets is an online pet shop offering a comprehensive eCommerce platform for pet care products across multiple categories: Dogs, Cats, Small Pets, Birds, Fish, Reptiles, and Gifts & Occasions. The core offering consists of physical pet supplies (food, treats, toys, accessories, health products) supplemented by in-store services (grooming, training, dog walking) at their Wexford location and content services (podcast, blog). The product portfolio includes both generic product categories and branded sub-brands like NODENS cat food, with additional value-added services including Subscribe & Save subscriptions and Klarna payment options.
Differentiator
Problem solved
Functional benefit
Products and services
- Dog Care Products Shoppable online category of dog care products including food, treats, supplements, collars, leads, harnesses, muzzles, ID tags, travel accessories, beds, crates, kennels, toys, bowls, grooming products, flea and tick prevention, cooling products, clothing, and puppy supplies. Targeted at dog owners across Ireland, UK, and EU.
- Cat Care Products Shoppable online category of cat care items including NODENS cat food, flea/tick/wormer treatments, cat litter (including tofu cat litter), treats, beds, toys, scratchers, bowls, health products, kitten supplies, accessories, collars, grooming items, and carriers. Targeted at cat owners across Ireland, UK, and EU.
- Small Pet Care Products Shoppable online category covering rabbits, guinea pigs, hamsters, gerbils, chinchillas, and mice — including bedding, feeders, water bottles, food, cages, care products, toys, treats, and carriers. Targeted at small-animal owners across Ireland, UK, and EU.
- Bird Care Products Shoppable online category of bird supplies including domesticated bird food, cages, treats, accessories, health and wellbeing products, wild bird products and feeders, wild bird food, and poultry products. Targeted at bird keepers across Ireland, UK, and EU.
- Fish Care Products Shoppable online category of aquatic supplies including fish food, tanks and accessories, tank ornaments, aquarium plants, pond supplies, and fish accessories. Targeted at fish and pond hobbyists across Ireland, UK, and EU.
- Reptile Care Products Shoppable online category of reptile care items including bedding and substrates, reptile food, and health and wellbeing products. Targeted at reptile owners across Ireland, UK, and EU.
- Professional Dog Grooming Services In-store professional pet grooming services delivered at the Wexford store location by trained groomers Aoife and Hannah, covering full grooming and nail cutting for small animals. Targeted at local pet owners in the Wexford area.
- Force-Free Dog Training Services Progressive, force-free dog training sessions held at the Wexford store using positive-reinforcement methods to build the bond between dog and owner. Targeted at local dog owners in the Wexford area.
- Group Dog Walking Meetups Free weekly group dog walking socialisation meetups held in Wexford and organised via WhatsApp group. Targeted at local dog owners seeking socialisation opportunities for their dogs.
- Subscribe & Save Program Recurring-delivery subscription program offering a 10% discount on pet product orders via coupon code SUBSCRIBE10, allowing customers to schedule regular deliveries of food, treats, and other supplies. Targeted at individual pet owners seeking convenience and recurring savings.
Quantifiable outcome
- Irish eCommerce Awards 2023 - Winner
- +3 more outcomes
Companies that use Dec's Pets
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Dec's Pets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Dec's Pets partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- DPDcoreDec's Pets uses DPD courier service for all deliveries within the Republic of Ireland and Northern Ireland. Orders placed before 12pm Monday-Thursday are delivered the next day. Standard delivery rate is €6.50 for orders up to 30kg.
- GreenSparkminorCarbon offset partnership to off-set carbon emissions. Dec's Pets aims to be carbon negative and uses GreenSpark to offset their carbon footprint.
- KlarnacorePayment services partnership offering customers flexible 'Shop Now, Pay Later' options. Klarna provides buy-now-pay-later functionality at checkout.
- Woolly WolfminorPremium dog gear brand stocked by Dec's Pets. Woolly Wolf collars are made from 100% recycled PET bottles, GRS certified, designed in Finland. Priced from €14.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Dec's Pets competitors and assessment
Company assessmentBroad incumbents
- PetSmart: North America's largest specialty pet retailer with stores, e-commerce, grooming, training, and pet pharmacy services. Useful comparable for the multi-category + services + online model that Dec's Pets operates, though operating in a different geography and at vastly larger scale.
- Jollyes: UK high-street pet superstore chain with growing online channel offering food, accessories, and in-store grooming services. Comparable mix of retail + services + online to Dec's Pets, with broader UK national store footprint.
- Chewy: US-based pure-play online pet retailer with broad assortment, autoship subscription program, and premium customer service positioning. Most relevant comparable for Dec's Pets' online + Subscribe & Save + premium-service model, though at a fundamentally different scale.
- Pets at Home: UK's largest specialist pet retailer with both physical stores and a strong online channel across food, accessories, grooming and veterinary services. Directly comparable business model (multi-category pet supplies + in-store services) to Dec's Pets, just at vastly greater scale and geographically focused on UK vs. Dec's Pets' Irish base.
- Fressnapf / Maxi Zoo: Europe's largest pet specialist retailer with hundreds of stores across multiple countries including Ireland (Fressnapf Ireland), combining physical retail, online sales, and grooming services. Comparable omnichannel pet retail model to Dec's Pets but at significantly larger scale and more internationally diversified.
Direct peers
- Bitiba: European online pet supplies retailer (sister brand to Zooplus under REWE Group) offering lower-priced pet food, accessories, and supplies across multiple categories. Direct pure-play e-commerce peer in the inventory-led online pet retail model, competing on price and selection rather than services.
- Zooplus: Europe's leading pure-play online pet supplies retailer, selling food, accessories, and supplies across multiple pet categories via its e-commerce platform. Most directly comparable to Dec's Pets in channel (inventory-led online pet retail) and category breadth, though operating at pan-European scale rather than a focused Irish/UK footprint.
Regional players
- Petworld: Irish specialist pet retailer with both physical stores and online sales of pet food, accessories, and supplies. Direct Irish-market competitor with overlapping product categories and a similar family-business heritage in some respects.
- Petstop: Ireland's largest specialist pet retailer chain with multiple physical locations and growing e-commerce presence. Shares Dec's Pets' Irish market and similar multi-category pet supplies positioning, making it the closest geography-overlapping competitor.
Emerging players
- Pet Drugs Online / Animed Direct: UK online pet pharmacy and supplies retailer with subscription-style repeat purchase programs for pet medications, food, and supplies. Comparable in online-only pet retail and subscription mechanics to Dec's Pets' Subscribe & Save program.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Dec's Pets social profiles
Digital presenceDec's Pets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dec's Pets leadership team
Management profileNumber of profiles
Profiles1 record
Dec's Pets funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dec's Pets 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 Dec's Pets
What does Dec's Pets do?
Dec's Pets is a family-run online pet retailer that sells pet care products across six animal categories — dog, cat, bird, fish, reptile, and small animals — through its e-commerce platform decspets.ie, with shipping to Ireland, the UK, and the EU. The business also operates a physical store in Wexford that provides professional dog grooming (Aoife and Hannah), force-free dog training, and group dog walking meetups. A Subscribe & Save subscription program offers recurring deliveries at a 10% discount via coupon code SUBSCRIBE10.
Is Dec's Pets a public or private company?
Dec's Pets is a private company. It is classified as family owned and is currently operating.
When was Dec's Pets founded?
Dec's Pets was founded in 2018. It employs 11 to 50 people.
Where is Dec's Pets based?
Dec's Pets is headquartered in Wexford, Ireland, in the Europe region.
How does Dec's Pets make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are subscription (Subscribe & Save) and services (Grooming, Training, Walking).
Who are Dec's Pets's main competitors?
Broad incumbents on record are PetSmart, Jollyes, Chewy, Pets at Home and Fressnapf / Maxi Zoo. Direct peers are Bitiba and Zooplus. Regional players are Petworld and Petstop. Pet Drugs Online / Animed Direct is listed as an emerging player.
Does Dec's Pets have an API?
No public API is recorded for Dec's Pets.
What industry is Dec's Pets in?
Dec's Pets's product category is Pet Care Retail. Its primary akta.pro industry code is CRAFADAH, Pet Supplies Inventory-led Online Retailers, with a secondary code of CRALAIAI, Pet Supplies Retail. Its NAICS code is 45991.