CENTINELA FEED, INC.

What CENTINELA FEED, INC. does

Centinela Feed, Inc. is a privately held, family-owned pet supply retailer founded in 1974 and headquartered at 2727 Maricopa Street, Torrance, California. The company operates 21 physical retail stores across five Southern California counties—Los Angeles, Orange, San Diego, Ventura, and Riverside—serving dog and cat owners with pet food, treats, supplements, toys, grooming supplies, collars and harnesses, carriers, bedding, apparel, litter, stain and odor products, and flea and tick treatments. The product mix is deliberately skewed toward premium, natural, and ethically sourced brands across dry, wet/canned, frozen raw, refrigerated, freeze-dried, air-dried, and dehydrated formats, including Open Farm, Vital Essentials, Ziwi Peak, Stella & Chewy's, Primal, Smallbatch, Lotus, and Steve's Real Food. Pricing on the catalog spans roughly $1.59 for small supplements to $171.99 for bulk frozen-raw packages.

The company sells through three coordinated channels: (1) its 21 physical stores, which also host in-store services including self-serve dog wash, dog training classes, anesthesia-free teeth cleaning (Breath Savers), professional dog grooming, and a mobile veterinary service; (2) a direct-to-consumer e-commerce site on Salesforce Commerce Cloud (Demandware), supporting in-store pickup, curbside pickup, and same-day delivery within a 15-mile radius of stores where inventory is available; and (3) an Autoship/Subscribe & Save recurring-delivery program offering 30% off the first order and 5% off subsequent reorders, with flexible weekly to every-12-week cadences. A Frequent Buyer loyalty program supplements these streams. Revenue mechanics are split across one-time retail transactions, recurring subscription revenue, and professional service fees. The customer base is a single horizontal segment of pet parents—predominantly dog and cat owners—addressing needs in nutrition, health and wellness, training, grooming, and parasite prevention. The technology stack integrates Google Maps APIs for store-locator functionality and Fiserv for payment processing, and the site is maintained to WCAG 2.1 Level AA accessibility standards.

Centinela Feed carries no disclosed outside investment, parent company, funding rounds, or M&A history, and operates exclusively within the Southern California geography. The business is led by CEO Chris Nakagawa, who has anchored the company's community-engagement strategy—sustained support of The Midnight Mission (since 1998), the Torrance-South Bay YMCA (since 2014, including a Title Sponsor role), the Exceptional Children's Foundation (since 2014), and numerous local pet adoption groups—earning a U.S. Congressional Certificate of Recognition in 2003 and the ECF Business Partner Award in 2017. Marketing is conducted via content marketing (educational blog on raw diets, training, flea prevention, and probiotics), email/newsletter promotions, and organic social media on Facebook, Instagram, YouTube, TikTok, and LinkedIn.

Name

CENTINELA FEED, INC.

Legal name

Centinela Feed Inc

Website

https://centinelafeed.com

Company type

Private

Founded year

1974

Operating status

Operating

Short description

Centinela Feed is a family-owned pet supply retailer operating 21 stores across Southern California plus an e-commerce site, selling premium dog and cat food, supplies, and in-store services like grooming, training, and mobile veterinary care to pet parents.

Ownership category

akta.pro rank

Product category

Pet Supplies Retail

NAICS

Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (81291)

akta.pro primary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

akta.pro secondary industries

Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Pet food retail
• Pet supplies
• Dog grooming services
• Pet training classes
• Online pet store

Headquarters

HQ city

Torrance

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Physical and e-commerce retail sales of pet food, treats, supplies, and accessories. Products include dry/wet/canned/frozen raw/freeze-dried/air-dried foods, toys, grooming supplies, health & wellness products, flea & tick treatments, litter, and more. Average product prices range from $1.59 to $171.99.
2. Autoship/Subscribe & Save: Recurring subscription model offering 30% off first Autoship order and 5% off every reorder. Customers can schedule automatic deliveries on flexible cadences from weekly to every 12 weeks.
3. In-Store Services: Additional revenue from services including Self-Serve Dog Wash, Dog Training Classes, Anesthesia Free Teeth Cleaning (Breath Savers), Dog Grooming, and Mobile Vet services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Centinela Feed retails pet food, treats, supplies, and accessories for dogs and cats through 21 physical stores across Southern California and an integrated e-commerce website, complemented by in-store services (dog training, self-serve dog wash, anesthesia-free teeth cleaning, dog grooming, mobile vet) and a same-day local delivery and Autoship subscription service. The assortment emphasizes premium, natural, raw, freeze-dried, and air-dried formats from brands such as Open Farm, Stella & Chewy's, Vital Essentials, Ziwi Peak, Primal, Smallbatch, and Lotus.

Product overview

Centinela Feed & Pet Supplies is a family-owned pet retail chain operating 21 physical store locations across Los Angeles County, Orange County, San Diego County, Ventura County, and Riverside County, with an e-commerce platform powered by Salesforce Commerce Cloud (Demandware). The core product offering spans Dog Food and Cat Food across multiple formats (dry, wet, frozen raw, freeze-dried, air-dried, refrigerated, and dehydrated), Pet Treats, Flea & Tick Products, and Health & Wellness Supplements. The company differentiates through premium and ethically-sourced brands including Open Farm, Vital Essentials, Ziwi, Stella & Chewy's, and Smallbatch. Complementing its retail operation, Centinela Feed offers in-store services including Dog Training Classes, Self-Serve Dog Washing Stations, Anesthesia-Free Teeth Cleaning (Breath Savers), Dog Grooming, and Mobile Vet. The business also provides same-day local delivery within a 15-mile radius of its stores and operates a Frequent Buyer loyalty program. The product portfolio is organized around a single unified retail offering with services and delivery as supporting components.

Differentiator

Problem solved

Functional benefit

Products and services

• Dog Food Dry dog food, wet and canned dog food, frozen raw food, refrigerated dog food, and alternative formats including dehydrated, freeze-dried, and air-dried dog food from multiple brands, available in-store and online for dog owners in Southern California.
• Cat Food Dry cat food, wet and canned cat food, frozen raw food, refrigerated cat food, and alternative formats including dehydrated, freeze-dried, and air-dried cat food for cat owners shopping in-store or online.
• Pet Treats Treats and chews for dogs and cats including freeze-dried treats, jerky treats, and dental treats from brands such as Stella & Chewy's, Vital Essentials, and Blue Buffalo, sold in-store and online.
• Flea & Tick Products Flea and tick prevention and treatment products for dogs and cats, including topical treatments (Advantage II, K9 Advantix II), flea collars (Seresto, Earth Animal), shampoos (TropiClean, Zodiac), and yard/home sprays (Advantage Yard & Premise Spray, TropiClean Natural Flea & Tick Home Spray).
• Dog Training Classes In-store dog training classes led by professional trainers to help pet owners with behavior correction, obedience, and skills development, available at physical store locations.
• Self-Serve Dog Wash Stations In-store self-serve dog wash stations at store locations where pet owners can bathe their dogs using provided equipment.
• Anesthesia-Free Teeth Cleaning In-store Breath Savers anesthesia-free pet teeth cleaning service for dogs at store locations to support dental health maintenance.
• Dog Grooming Professional dog grooming services available at store locations for pet owners seeking full grooming care.
• Mobile Vet Mobile veterinary services brought to store locations to provide convenient pet health care for pet owners.
• Same-Day Local Delivery Same-day delivery of online orders within a 15-mile radius of physical stores where inventory is available, including frozen items.
• Autoship Subscribe & Save Recurring subscription delivery program offering 30% off the first Autoship order and 5% off every subsequent reorder, with flexible delivery schedules from weekly to every 12 weeks and the ability to skip or cancel anytime.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Torrance-South Bay YMCAcoreStrategic or Co-development Partner · 1 January 2014Centinela Feed has been a longtime supporter of the YMCA since 2014. Support includes: Title Sponsor for Kids to Camps golf tournament (raising nearly $1M for children to attend camps), weekly pet food donations to home delivery senior clients with pets, and CEO Chris Nakagawa serving on the YMCA Board of Managers.
• Exceptional Children's Foundation (ECF)coreStrategic or Co-development Partner · 1 January 2014Centinela Feed partners with ECF through their WorkAbility program, hiring adults with developmental disabilities and providing work experience training for high school students at ECF's Kayne Eras School. Nearly 100 students have participated. Centinela Feed is also an Innovator Sponsor and supports ECF's annual Holiday Toy Drive. Awarded the Business Partner Award in 2017.
• The Midnight MissioncoreStrategic or Co-development Partner · 1 January 2003Centinela Feed and CEO Chris Nakagawa have been strong supporters of The Midnight Mission since 1998. The Midnight Mission offers paths to self-sufficiency to men, women and children who have lost direction through emergency services, 12-step recovery, family living, job training, and workforce development programs. Centinela Feed was awarded the Certificate of Congressional Recognition in 2003 and continues to sponsor The Midnight Mission's yearly gala at The Beverly Wilshire Hotel.
• Local Pet Adoption GroupsminorStrategic or Co-development PartnerMany Centinela Feed stores host Adoption Groups that hold adoption events in store to find new homes for pets. This community initiative helps connect rescued animals with potential owners.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mud Bay: Regional Pacific Northwest pet retailer with a curated natural-food assortment, omnichannel stores, and a staff-knowledge-driven model that closely mirrors Centinela's premium positioning and service-led experience.
• Hollywood Feed: Independent regional natural and premium pet retailer based in the Western U.S., with a comparable mix of premium/raw dog and cat food, in-store services, and a strong community-oriented identity—most directly comparable to Centinela's SoCal footprint.
• Natural Pawz: Texas-based regional specialty pet retailer carrying natural, grain-free, and raw food with an in-store service offering and customer-experience model closely aligned to Centinela's positioning.
• PetPeople: Midwest-based regional pet retailer specializing in natural and holistic pet food with knowledgeable staff, community-driven store design, and a comparable footprint size and store-count trajectory to Centinela.
• Tomlinson's: Texas regional specialty pet retailer focused on natural nutrition, supplements, and knowledgeable staff service, with a similar premium-store positioning to Centinela's SoCal operation.

Broad incumbents

• PetSmart: Largest U.S. pet specialty retailer (now combined with Chewy), competing head-on with Centinela in premium food, grooming, training, and veterinary services across both physical and digital channels.
• Petco: National pet retail incumbent operating hundreds of stores plus an expanding vet and services platform; competes directly with Centinela across premium foods and in-store services, but at vastly greater scale and assortment breadth.
• Pet Supplies Plus: Largest U.S. pet-specialty franchise with neighborhood-store design and a more value-oriented assortment; competes with Centinela on convenience and in-store service categories across adjacent Southern California markets.
• Chewy: Largest U.S. online pet retailer (owned by PetSmart) that competes with Centinela's e-commerce and Autoship program via national-scale assortment, autoship pricing, and growing same-day delivery investment.

Regional players

• Pet Valu: Canada-focused specialty pet retailer with curated food, in-store services, and community-oriented stores; comparable in assortment and service mix to Centinela but operates in a different (Canadian) geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@centinelafeedandpet
• Facebookfacebook.com/CentinelaFeedPetSupplies
• LinkedInlinkedin.com/company/centinela-feed-inc
• Instagraminstagram.com/centinelafeed/?hl=en
• TikToktiktok.com/@centinelafeed

Compliance1 record

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 CENTINELA FEED, INC.