e-kennel OÜ

Name

e-kennel OÜ

Legal name

e-kennel OÜ

Website

https://e-kennel.com

Company type

Private

Founded year

2004

Operating status

Operating

Ownership category

akta.pro rank

Product category

Online Pet Food Retail

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Pet & Animal Supplies Marketplaces (CRAFABAH)

akta.pro secondary industries

Dry Kibble (Dog & Cat) (CRADAFAA), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Premium dog food
• Pet food distribution
• Salmon dog treats
• Pet nutritional supplements
• Online pet store

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: One-time product sales of Kronch premium dog food products including dry foods (13.5kg bags), treats, and supplements. Revenue generated through direct online transactions with customers paying via bank link or bank transfer.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

e-kennel OÜ operates a direct-to-consumer e-commerce store distributing the Kronch brand of premium dog food products in Estonia. The product line consists of fresh-salmon-based dry dog foods, grain-free treats, and nutritional supplements manufactured in Denmark by Henne Pet Food. Orders are placed through a WordPress-based online store, paid via Estonian bank link, and delivered via courier or Smartpost parcel lockers within Estonia.

Product overview

e-kennel OÜ operates an e-commerce pet food store specializing in the Kronch brand of premium dog food products made from fresh salmon. The Kronch product line includes four main dry food varieties (Active, Basic, Main, and Optimal in 13.5kg bags) designed for different dog life stages and energy needs, complemented by treats (Original 100% and Pocket), food supplements (Pemmikan energy bars and salmon oil). All Kronch products are manufactured in Denmark by Henne Pet Food, emphasizing fresh salmon as the primary ingredient rather than fishmeal, with the company serving as the exclusive Estonian distributor.

Differentiator

Problem solved

Functional benefit

Products and services

• Kronch Active 13.5 kg Premium complete dry feed for adult dogs with higher energy needs, made with fresh salmon and rich in omega-3 and omega-6 fatty acids. Sold in 13.5 kg bags at €82.00 per bag.
• Kronch Basic 13.5 kg Premium complete dry feed for adult and young dogs with normal energy requirements, formulated with fresh salmon proteins and fats, rich in omega-3 and omega-6 fatty acids. Sold in 13.5 kg bags at €78.00 per bag.
• Kronch Main 13.5 kg Premium complete dry feed for dogs with normal or lower energy needs, including seniors and overweight dogs, with a low fat content of only 10g per 100g of food. Sold in 13.5 kg bags at €66.00 per bag.
• Kronch Optimal 13.5 kg Complete dry feed specially formulated for puppies and pregnant dogs, made from high-quality fresh salmon and rich in omega-3 and omega-6 fatty acids. Sold in 13.5 kg bags at €86.00 per bag.
• Kronch Original 100% Grain-free dog treat made from 100% fresh salmon, rich in omega-3 and omega-6 fatty acids. Available in 175g (€5.70) and 600g (€10.70) sizes.
• Kronch Pocket Grain-free dog treat made from fresh salmon and potatoes, with a dry, non-greasy texture that does not stain hands or clothing. Available in 175g (€5.70) and 600g (€10.70) sizes.
• Kronch Pemmikan Energy Bar Energy-rich supplemental feed for working dogs (hunting, police, border guard), competition dogs, and show dogs; also suitable for pregnant and lactating dogs. Sold in a 400g package at €7.00.
• Kronch Salmon Oil High-quality low-temperature-pressed salmon oil supplement for dogs and cats, recommended for animals suffering from allergies, rheumatism, and skin and coat problems (itching, hair loss, dull coat). Available in 500ml (€20.00) and 1000ml (€30.00) sizes with a hygienic dispenser pump.

Quantifiable outcome

• Kronch dog food sold in Estonia for at least 17 years with stable quality

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

One partnership is on record.

• Henne Pet FoodcoreChannel Partner/ Reseller/ DistributorDanish manufacturer of Kronch premium dog food products. e-kennel OÜ serves as the Estonian importer/distributor for Kronch products. Products are manufactured in Denmark and feature fresh salmon as the primary ingredient. Kronch production facility is located near a leading European fish processing operation, ensuring fresh salmon supply.

Scale indicators2 records

Expansion highlights4 records

Emerging players

• BarkBox: Subscription-based DTC pet products company (US-focused but indicative of the subscription pet model). Comparable as a reference point for the subscription/auto-replenishment model that e-kennel could layer onto its dry food business.

Direct peers

• Zooplus: Europe's largest online pet retailer, selling food, accessories and pharma across 30+ countries including Estonia. Directly comparable as a DTC e-commerce pet supplies platform serving the same end-customer with overlapping assortment.
• Bitiba: Online-only pet retailer (historically a Zooplus subsidiary) shipping across Europe including the Baltics. Comparable as a pure-play DTC pet food e-commerce competitor targeting the same value-conscious but quality-seeking dog owner segment.

Broad incumbents

• Fressnapf / Maxi Zoo: Europe's largest omnichannel pet retailer with both physical stores and an online shop. Comparable as a multi-channel premium pet supplies retailer overlapping with e-kennel on dry kibble, treats and supplements.
• Royal Canin: Premium, life-stage and breed-targeted pet food brand owned by Mars. Comparable as a premium positioning competitor in the same dog nutrition category where e-kennel sells Kronch.
• Nestlé Purina: World's largest pet food manufacturer and brand owner (Pro Plan, Purina ONE, etc.). Comparable as the dominant premium and mass-market pet food competitor that e-kennel indirectly competes against for Estonian dog-owner spend.
• Acana / Orijen (Champion Petfoods): Premium 'biologically appropriate' pet food brand distributed globally including Europe. Comparable as a premium-positioned dry kibble and treat brand competing for the same health-conscious dog owner.

Regional players

• PetCity Estonia: Leading Estonian pet retail chain with both physical stores and online ordering. Comparable as a regional incumbent competing for the same Estonian dog-owner wallet across food, treats and accessories.
• Zoomarket Estonia: Estonian online pet supplies retailer offering food, toys and accessories with local delivery. Closely comparable as a domestic Estonian e-commerce competitor in the same product categories.

Others

• Henne Pet Food: Danish manufacturer of the Kronch brand that e-kennel distributes. Comparable as the upstream supplier/partner; understanding Henne's economics is relevant since e-kennel's margin structure depends on this relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pg/EKennelEesti/about/?ref=page_internal

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 e-kennel OÜ