Mounds Pet Food Warehouse

What Mounds Pet Food Warehouse does

Mounds Pet Food Warehouse is a privately held, 100% employee-owned regional specialty pet retailer founded in 1963 in Blue Mounds, Wisconsin. The company operates four physical retail locations across Southern Wisconsin (Madison West, Madison East, Janesville, Sun Prairie), each offering curbside pickup, and an e-commerce storefront at shop.moundspet.com. Its product mix combines third-party pet supplies (food, toys, treats, beds, accessories for dogs, cats, birds, small animals, and reptiles) with a proprietary private-label pet food portfolio under the Mounds Brand: Dog Power (Original, Chicken & Rice, and Lamb Meal & Rice formulas, 22-26% protein), Purrfect Cat (Original and Chicken & Pea Grain Free formulas, 30-36% protein), and Wild Bird Seed (Finch Mix, Supreme Mix, Madison Mix). Private-label products are formulated by animal nutritionists, manufactured in the Midwest, and carry a 100% satisfaction guarantee with no recalls on record.

The company monetizes through direct-to-consumer retail transactions across physical stores and online, supplemented by a Frequent Buyer Program (Buy 10 or 12 Get 1 Free) powered by Astro Loyalty, gift cards ($5-$300 online; any amount in-store), and a Brand Ambassador Program that distributes quarterly product boxes in exchange for social media promotion. Distribution is exclusively regional (Southern Wisconsin), with no wholesale, franchise, or B2B channels disclosed. Community engagement is central to the go-to-market: Mounds runs in-store adoption events, hosts a satellite adoption center at the Janesville store, and maintains ongoing partnerships with more than 15 local rescue organizations, humane societies, and police K9 support groups, supplemented by the 'Power to the Pets' donation campaign.

The business has remained locally and privately owned throughout its history, transitioning in January 2015 from founder Ken Mack's original ownership through a 1999 management buyout to full employee ownership under Tim Walton. The 2025 fiscal year saw a strategic consolidation/relocation of two Madison-area stores into larger combined facilities, signaling reinvestment in the physical footprint rather than geographic expansion. Mounds has no external investors, no public filings, no disclosed revenue figures, and operates without any AI/ML or proprietary technology infrastructure beyond standard e-commerce, loyalty SaaS, and social media tooling.

Name

Mounds Pet Food Warehouse

Legal name

Mounds Pet Food Warehouse

Website

https://moundspet.com

Company type

Private

Founded year

1963

Operating status

Operating

Short description

Mounds Pet Food Warehouse is an employee-owned regional specialty pet retailer operating four stores across Southern Wisconsin, selling its proprietary Dog Power and Purrfect Cat private-label pet foods alongside third-party pet supplies, supported by curbside pickup, e-commerce, and a loyalty program.

Ownership category

akta.pro rank

Product category

Pet Supplies Retail

NAICS

Pet and Pet Supplies Retailers (45991), Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)

akta.pro primary industry

Pet Food & Treats Retail (CRALAHAB)

akta.pro secondary industries

Pet Supplies Omnichannel (CRAFAEAJ), Pet Supplies Inventory-led Online Retailers (CRAFADAH), Dry Kibble (Dog & Cat) (CRADAFAA)

Keywords

• Pet food retail
• Pet supplies
• Premium pet nutrition
• Dog food
• Cat food

Headquarters

HQ city

Sun Prairie

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Retail Store Sales: Physical retail sales of pet food, supplies, toys, and accessories across four Wisconsin store locations
2. E-commerce Online Sales: Online sales through shop.moundspet.com with in-store and curbside pickup options
3. Private Label Pet Food: Sale of proprietary brand pet foods (Dog Power, Purrfect Cat) manufactured in the Midwest
4. Frequent Buyer Program: Astro Loyalty-powered frequent buyer program where customers earn free products after purchasing qualifying quantities
5. Gift Cards: Sale of gift cards in-store and online in amounts between $5-$300

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Mounds Pet Food Warehouse is a brick-and-mortar pet supply retailer operating four retail locations in Southern Wisconsin (Madison West, Madison East, Janesville, Sun Prairie). The company sells its proprietary Mounds Brand pet foods — Dog Power (three dog formulas), Purrfect Cat (two cat formulas), and Wild Bird Seed (three blends) — alongside third-party pet supplies including food, treats, toys, beds, and accessories for dogs, cats, birds, small animals, and reptiles. Supporting services include curbside pickup, online shopping via shop.moundspet.com, a Frequent Buyer Program powered by Astro Loyalty, in-store adoption events with local rescues, and gift cards.

Product overview

Mounds Pet Food Warehouse is a brick-and-mortar pet supply retailer with four Wisconsin locations (Madison West, Madison East, Janesville, Sun Prairie) offering its proprietary Mounds Brand pet food alongside third-party pet supplies. The core product line consists of Dog Power and Purrfect Cat premium pet foods available in multiple formulas (original, chicken & rice, lamb & rice, chicken & pea grain-free for dogs; original and chicken & pea grain-free for cats), plus Wild Bird Seed in three blends (Finch Mix, Supreme Mix, Madison Mix). The company supports these products with services including curbside pickup, online shopping via shop.moundspet.com, a Frequent Buyer Program powered by Astro Loyalty, in-store adoption events, a Brand Ambassador Program, and gift cards. Mounds operates as an employee-owned business and emphasizes community involvement through partnerships with local animal rescues and police K9 units.

Differentiator

Problem solved

Functional benefit

Brands

• Dog Power: Premium dog food brand offering multiple formulas including Original Formula, Chicken & Rice Formula, and Lamb Meal & Rice Formula. All formulas are made in the Midwest and never recalled.
• Purrfect Cat
• Wild Bird Seed

Products and services

• Dog Power Original Formula Premium dog food formulated for all life stages featuring chicken meal as the primary protein source (24% protein, 12% fat), enriched with Omega 3 & 6 for coat health, and AAFCO-compliant for growth and maintenance.
• Dog Power Chicken & Rice Formula Dog food with real chicken as the first ingredient (26% protein, 16% fat), featuring brown rice and barley for sustained energy, glucosamine and chondroitin for joint health, probiotics for digestive health, and free from corn, wheat, and soy.
• Dog Power Lamb Meal & Rice Formula Premium dog food featuring lamb as an alternative protein source (22% protein, 13% fat), enriched with Omega 3 & 6, glucosamine and chondroitin for joint support, and gut-friendly probiotics; free from corn, wheat, and soy.
• Purrfect Cat Original Formula Premium cat food for all life stages (30% protein, 14% fat) featuring chicken by-product meal as the main protein source, enhanced with Omega 3 & 6 for a shiny coat, and formulated to meet AAFCO feline nutrient profiles.
• Purrfect Cat Chicken & Pea Grain Free Grain-free cat food featuring chicken as the first ingredient (36% protein, 16% fat), balanced with L-Carnitine and taurine for cardiovascular health, prebiotics and probiotics for digestive support, and Omega 3 & 6 for coat health.
• Mounds Finch Mix Bird Seed Wild bird seed blend containing thistle seed, dehulled sunflower pieces, canary seed, white millet, and red millet, designed to attract finch varieties with a 100% satisfaction guarantee.
• Mounds Supreme Mix Bird Seed Premium wild bird seed blend with white millet, cracked corn, black oil sunflower, striped sunflower, and safflower to attract a wide variety of bird species.
• Mounds Madison Mix Bird Seed Wild bird seed blend featuring cracked corn, white millet, and black oil sunflower to attract a variety of bird species, backed by a 100% satisfaction guarantee.
• Curbside Pickup Contactless order pickup service available at all four Mounds locations. Customers place orders online and retrieve items at their vehicle without entering the store.
• Frequent Buyer Program Rewards program powered by Astro Loyalty that tracks purchases and provides free items after buying a specified number of bags (typically Buy 10 Get 1 Free or Buy 12 Get 1 Free). Customers can manage punch cards via the Astro Loyalty app on iOS and Android.
• Gift Cards Gift cards available in-store for any amount or online for amounts between $5 and $300. Gift cards include a $2/month fee after 12 months of non-use.
• Adoption Services In-store pet adoption partnership service connecting local rescue organizations with prospective pet owners. Adoption events are hosted at Mounds store locations including a Satellite Adoption Center at Janesville. Adopted pets receive free adoption kits with supplies.

Quantifiable outcome

• 9 local police K9 units supported with Dog Power dog food
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Dane County Humane SocietycoreStrategic or Co-development PartnerMajor rescue organization partnership for pet adoptions and shelter support. Receives pet food donations and hosts adoption events at Mounds locations.
• Friends of NoahcoreStrategic or Co-development PartnerLocal animal rescue organization partnered for adoption events at Mounds Janesville location.
• Green County Humane SocietycoreStrategic or Co-development PartnerRescue organization partnership for pet adoptions and community support.
• Czars PromiseminorStrategic or Co-development PartnerAnimal rescue organization receiving support through Power to the Pets campaign.
• Humane Society of Southern WisconsincoreStrategic or Co-development PartnerMajor rescue organization hosting adoption events at Mounds locations including Janesville. Regular volunteer visits.
• Underdog Pet RescueminorStrategic or Co-development PartnerRescue organization partnership through Power to the Pets campaign.
• Columbia County Humane SocietyminorStrategic or Co-development PartnerLocal humane society partnership for animal welfare support.
• Sauk County Humane SocietyminorStrategic or Co-development PartnerReceived Certificate of Appreciation in 2000. Ongoing rescue partnership.
• Wisconsin Vest A DogcoreStrategic or Co-development PartnerOrganization providing custom protective vests for Wisconsin police K9 units. Mounds supports through donations.
• Madison Cat ProjectminorStrategic or Co-development PartnerCat rescue organization partnership for adoption events and community support.
• Capital K9scoreStrategic or Co-development PartnerPolice K9 support organization receiving food and supply donations from Mounds.
• Heartland Farm SanctuarycoreStrategic or Co-development PartnerFarm sanctuary receiving construction support including new pavilion building and ongoing food donations.
• Henry Vilas ZoominorStrategic or Co-development PartnerLocal zoo receiving toy donations for animals through Power to the Pets campaign.
• Greyhound Pets of America - MadisonminorStrategic or Co-development PartnerGreyhound rescue organization hosting adoption events at Madison West location.
• Made New Dog RescueminorStrategic or Co-development PartnerDog rescue organization hosting adoption events at Madison East and Janesville locations.
• Susie Q's Cat RescueminorStrategic or Co-development PartnerCat rescue organization hosting adoption events at Madison East location.
• Duncan's Dog DaycareminorStrategic or Co-development PartnerDog daycare partner at East Madison location hosting nail trim events and sharing space information during grand opening.
• Astro LoyaltycoreTechnology or IntegrationLoyalty program platform provider for Frequent Buyer Program. Manages punch cards, special offers, and mobile app for tracking purchases and redeeming rewards.
• Various Local Rescue OrganizationscoreStrategic or Co-development PartnerMultiple rescue organizations participate in regular adoption events at Mounds stores including Greyhound Pets of America, Made New Dog Rescue, Friends of Noah, and Susie Q's Cat Rescue.

Scale indicators3 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• PetSmart: Largest North American specialty pet retailer with 1,600+ stores carrying broad pet food, supplies, and services (grooming, training, vet). Overlaps with Mounds in pet food but at vastly greater scale and assortment breadth.
• Petco: Major US pet retail chain with full-service veterinary and grooming offerings. Competes with Mounds on pet food and supplies, but operates at a national scale with owned services infrastructure.
• Chewy: The dominant online pet retailer in the US, owned by PetSmart's parent. Disrupts Mounds' traditional store-based model through home delivery, autoship, and broad product selection — the primary structural threat to single-region specialty pet stores.

Regional players

• Healthy Spot: California-based premium pet retailer with a curated assortment of natural and holistic pet food, in-store spa/grooming, and community events. Comparable in-store experience and premium positioning, but geographically focused on the West Coast.
• Chuck & Don's (now Pet Supplies Plus): Former Minnesota-based specialty pet retailer acquired by Pet Supplies Plus. Highlighted here because it was a direct regional peer (Midwest, four-store footprint, premium assortments) that ultimately consolidated, illustrating the path likely available to Mounds.

Direct peers

• Pet Food Express: Independently owned Northern California pet supply chain with a strong emphasis on community giving, premium pet food, and in-store adoption events. Shares Mounds' positioning around premium brands, community partnerships, and specialty pet retail.
• Kriser's Natural Pet: Mid-sized specialty pet retailer with stores in multiple US states emphasizing natural and holistic pet food, in-store grooming, and customer education. Comparable to Mounds in curated premium assortment and service-oriented store experience.
• Hollywood Feed: Regional specialty pet retailer founded in Memphis with a focus on curated premium pet food, in-store events, and community partnerships. Closely mirrors Mounds' model of employee-friendly culture, premium assortment, and local store footprint.
• Mud Bay: Employee-owned pet supply retailer with 50+ stores across the Pacific Northwest, carrying premium dog and cat food plus a strong private label (Clayton's). Directly comparable on the employee-ownership structure, premium assortment, and private-label-led value proposition.
• Pet Supplies Plus: The largest independent pet specialty retailer in the US with a franchise-heavy store model selling pet food, supplies, and services. Most directly comparable to Mounds in store-based specialty pet retail with curated assortments and community positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/PetFoodWarehouse
• Facebookfacebook.com/moundspet
• LinkedInlinkedin.com/company/moundspet
• Instagraminstagram.com/Moundspet

Revenue estimate

Valuation estimate

Number of profiles

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 Mounds Pet Food Warehouse