petline
Petline (PETLINE A.E.) imports and distributes premium pet food, accessories, and veterinary products in Greece via a 1000+ partner wholesale network and a B2C e-commerce storefront, with dedicated veterinary and breeder divisions.
- Company typePrivate
- Founded1994
- HeadquartersSpata, Greece
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What petline does
Petline (PETLINE A.E.) is a Greek pet products distributor and retailer founded in 1994 and headquartered in Spata, Attica. The company imports, distributes, and markets pet food, treats, accessories, and veterinary products across Greece through a hybrid B2B/B2C model: wholesale distribution to a stated network of 1000+ partners — including pet shops, veterinary clinics, grooming salons, and breeders — alongside direct-to-consumer sales via the petline.gr/shop e-commerce storefront.
The product portfolio centers on an exclusive Greek distribution portfolio of international premium and clinical brands: Profine (super-premium dog and cat food), FORZA 10 (clinical/veterinary therapeutic diets), Ever Clean (clumping cat litter), BOXBY and CORE (functional and dental treats), CLUB4PAWS and Calibra (complete pet food lines), Natural Code (natural-ingredient pet food), Ownat (monoprotein diets), and the 2024-introduced FIDOVET functional pet beverages. Core technology is conventional e-commerce infrastructure — separate B2C, B2B-Pet, and B2B-Vet ordering portals, the latter hosted on vet.petline.gr — plus XML data feeds for electronic integration with wholesale partners. No proprietary AI/ML systems, API platform, or mobile application is documented.
The business model is one-time/wholesale transactional revenue across four streams: wholesale/B2B sales to retail and professional partners, retail/B2C e-commerce, veterinary products distribution (including pharmaceutical distribution on behalf of third parties), and design/development of proprietary pet accessories. Pricing follows pay-as-you-go terms: wholesale prices exclude VAT plus packaging and shipping; B2C unit prices include applicable taxes (sample SKUs range €2.95 to ~€85). The company is structured as a Greek Anonymi Etairia (public limited company form), independently and privately held, without disclosed venture capital, parent company, or public listing. Quality management is governed by an ISO 9001:2015 certification spanning import, distribution, and accessory design, and the firm is GDPR-compliant. Operating geography is domestic Greece.
petline firmographics
Firmographics- Name
- petline
- Legal name
- PETLINE A.E.
- Website
- https://petline.gr
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Short description
- Petline (PETLINE A.E.) imports and distributes premium pet food, accessories, and veterinary products in Greece via a 1000+ partner wholesale network and a B2C e-commerce storefront, with dedicated veterinary and breeder divisions.
- Ownership category
- akta.pro rank
Where petline is headquartered
LocationHeadquarters
- HQ city
- Spata
- HQ country
- Greece
- HQ region
- Europe
Offices1 record
Markets served
petline business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale/B2B Sales: Petline operates as a wholesale distributor of pet food, accessories, veterinary products, and animal feed, selling to professional partners including pet shops, veterinary clinics, breeders, and other retailers throughout Greece. The company offers XML feeds for electronic ordering and maintains dedicated B2B platforms.
- Retail/B2C E-commerce: Direct-to-consumer online sales through petline.gr/shop, offering products to pet owners including pet food, treats, and accessories for dogs, cats, fish, birds, and rodents.
- Veterinary Products Distribution: Distribution of veterinary pharmaceuticals, diagnostic reagents, consumables, and scientific/technical support services for veterinary clinics and professionals.
- Pet Accessory Design and Development: Design and development of pet accessories as part of the quality management system scope.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | B2B Wholesale Pricing |
| Unit Pricing | Pay-as-you-go | B2C Retail Pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
petline product offering
Product offeringCore offering
Petline is a Greek wholesale distributor and retailer of pet products, importing and distributing premium international pet food, treats, accessories, and veterinary pharmaceuticals. The company operates specialized sales divisions (Veterinary Division, Breeders Division, Aquarists) serving B2B professional clients, alongside a B2C e-commerce platform serving individual pet owners in Greece.
Product overview
Petline is a Greek pet products distributor offering a comprehensive portfolio of pet food, treats, accessories, and veterinary supplies. The company operates as a B2B and B2C platform with distinct divisions for professionals (veterinary clinics, breeders) and pet owners. Key product brands include Profine (premium superpremium dog and cat food), FORZA 10 (veterinary clinical diets), Ever Clean (cat litter), BOXBY and CORE (pet treats), CLUB4PAWS and CALIBRA (complete pet food lines), Natural Code (natural pet food), Fidovet (functional pet beverages), and Vetapro (veterinary pharmaceuticals). The company also provides B2B XML feeds for partner integration and maintains a dedicated Veterinary Division for professional animal health suppliers.
Differentiator
Problem solved
Functional benefit
Brands
- Vet Division: Veterinary equipment division offering professional veterinary supplies and equipment
Products and services
- Profine Dog & Cat Food Super-premium dog and cat food brand distributed by Petline in Greece, featuring marine complex (shrimp and salmon oil), sea weeds and prebiotics. Includes puppy, adult, and clinical diet formulas.
- FORZA 10 Veterinary Diets Clinical veterinary diet brand offering therapeutic pet foods for dogs and cats addressing conditions such as IBD, intestinal disorders, skin sensitivities, renal issues, diabetes, and weight management.
- Ever Clean Cat Litter Premium clumping cat litter with patented active carbon technology for odor elimination. Available in multiple variants including lavender, spring garden, unscented, extra strong, and multiple cat formulas.
- BOXBY Dog Treats Natural dog treats including chicken wings, bone snacks, strips, sushi, mini bones, and multivitamin supplements. Made with high protein content and no additives.
- CORE Pet Treats Functional pet treats including dental treats and BOOST line for kittens and adult cats targeting brain/eye development, skin/coat health, immune system support, and digestive health.
- CLUB4PAWS Pet Food Complete pet food line for dogs and cats including puppy, adult, sterilized, indoor, sensitive digestion, urinary health, and hairball formulas with INTEGRAMIX formula for overall health support.
- Natural Code Pet Food High-quality pet food brand using 100% natural raw materials without artificial flavors, colors, or preservatives. Offers puppy and adult formulas with various protein sources.
- CALIBRA Premium Pet Food Premium pet food line with balanced nutrition, no wheat or soy. Includes cat and dog products for adults, kittens, sterilized pets, and veterinary diet variants.
- Fidovet Pet Beverages & Toppings Functional pet products including energy drinks and toppings for dogs, positioned as innovative products in the Greek pet market.
- Vetapro Veterinary Pharmaceuticals Veterinary pharmaceutical and supplement products including Lipofer, Liposomal Vitamine B12, Cat Lysine, Urinosomal, Hemosomal, Pancreosomal, Episomal, Calmasomal, and Neurosomal formulations.
- Veterinary Division (Vet Equipment) Specialized division providing veterinary equipment, supplies, diagnostics, and pharmaceuticals through dedicated veterinary partners and clinics network across Greece.
- B2B XML Feeds Service XML data feed service for business partners to access product catalog, pricing, and availability information for B2B ordering integration.
- Ownat Pet Food Pet food including Ownat Classic Monoproteic for dogs with food allergies, featuring single animal protein sources and natural ingredients.
Quantifiable outcome
- 1000+ partners throughout Greece
- +1 more outcomes
Companies that use petline
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles5 records
petline technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
petline partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- ProfinecorePetline distributes Profine super-premium pet food products in Greece. Profine offers grain-free and low-grain dog and cat foods with high meat content (up to 70%), seafood complexes, and botanical ingredients. Products include puppy, adult, and senior formulas as well as clinical diet options.
- FORZA 10corePetline distributes FORZA 10 clinical diet pet food in Greece. FORZA 10 offers therapeutic pet foods for dogs and cats addressing conditions such as IBD, intestinal disorders, skin sensitivities, renal issues, diabetes, and weight management with phased feeding protocols.
- EverCleancorePetline distributes EverClean premium cat litter products. EverClean features clumping cat litter with activated carbon technology for odor control, available in various formulations including unscented, scented, lavender, and multiple cat formulas.
- BOXBYcorePetline distributes BOXBY pet treats and snacks for dogs and cats. Products include training treats, dental treats, and functional treats with natural ingredients, high protein content, and no artificial additives.
- CLUB4PAWScorePetline distributes CLUB4PAWS pet food products in Greece. CLUB4PAWS offers super-premium cat and dog food with INTEGRAMIX formula for overall health support, including options for different breeds, life stages, and specific needs.
- CalibracorePetline distributes Calibra premium pet food including dog and cat formulas. Products include puppy, adult, and clinical diet options without wheat or soy.
- Natural CodecorePetline distributes Natural Code pet food products in Greece. Natural Code creates high-quality pet foods with 100% natural raw materials, no artificial aromas, colors, or preservatives.
- OwnatcorePetline distributes Ownat pet food including Ownat Classic Monoproteic for dogs with food allergies, featuring single animal protein sources (salmon, lamb, or Iberian pork) and natural ingredients.
- CORE Pet ProductsminorPetline distributes CORE pet treats and supplements including CORE DENTAL TREATS and CORE BOOST formulas targeting skin, coat, digestive, and immune system health.
- FIDOVETminorPetline distributes FIDOVET products including energy drinks and toppings for pets.
- Greek Guide Dogs CenterminorPetline supports the Greek Guide Dogs Center through social media awareness campaigns, promoting responsible behavior around guide dogs.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
petline competitors and assessment
Company assessmentBroad incumbents
- PetSmart: North America's largest specialty pet retailer of food, accessories, and services including in-store veterinary clinics. Comparable to Petline in combining retail, vet, and curated premium-brand distribution — though at US scale.
- Fressnapf | Maxi Zoo: Europe's largest pet specialty retailer operating 1,800+ stores across multiple countries. Comparable to Petline in multi-channel pet retail (stores + e-commerce + vet) but at vastly larger scale and with international footprint.
- Pets at Home: UK's dominant pet specialty retailer with integrated veterinary services (Vets4Pets) and grooming. Closely comparable business model to Petline — multi-channel pet food / accessories / vet services — at much larger UK scale.
- Petco: US specialty pet retailer integrating veterinary care, grooming, and premium pet food distribution. Mirrors Petline's diversified pet-care model but at significantly larger scale and with much broader owned brand portfolio.
Direct peers
- KIWOKO: Spain's largest specialty pet retail chain with veterinary clinics and grooming salons in-store. Closely mirrors Petline's multi-channel strategy combining pet food, accessories, and veterinary services under one operator in Southern Europe.
- Tiendanimal: Spanish omnichannel pet retailer (owned by KIWOKO/Grupo Iskay) operating both physical stores and e-commerce across pet food, accessories, and vet categories. Comparable to Petline in offering curated premium brands via integrated B2B and B2C channels.
- Arcaplanet: Italy's leading pet specialty retail chain with ~500 stores distributing premium pet food, accessories, and veterinary products. Shares Petline's model of multi-format retail + curated premium-brand distribution in a Southern European market.
Emerging players
- Zooplus: Europe's leading online-only pet retailer distributing premium food, treats, and accessories across 30+ countries. Comparable to Petline's B2C e-commerce shop in assortment and target customer, though Zooplus is pure-play digital and pan-European.
- Alcampo (Auchan Retail) Pet Care: Hypermarket pet assortment run within Alcampo (Spanish arm of Auchan), competing in premium pet food and accessories via grocery distribution. Comparable to Petline in the sense of distributing third-party premium pet brands, though via grocery rather than specialty channel.
Regional players
- Musti Group: Nordic pet specialty retail and veterinary services operator (Musti, Arken Zoo, Animail). Similar vertical integration of retail, vet services, and curated premium assortment, though geographically concentrated in Nordics rather than Greece.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
petline social profiles
Digital presencepetline compliance and trust
Trust signalCompliance2 records
petline financial estimates
Financial estimateRevenue estimate
Valuation estimate
petline leadership team
Management profileNumber of profiles
petline funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
petline 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 petline
What does petline do?
Petline is a Greek wholesale distributor and retailer of pet products, importing and distributing premium international pet food, treats, accessories, and veterinary pharmaceuticals. The company operates specialized sales divisions (Veterinary Division, Breeders Division, Aquarists) serving B2B professional clients, alongside a B2C e-commerce platform serving individual pet owners in Greece.
Is petline a public or private company?
petline is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was petline founded?
petline was founded in 1994.
Where is petline based?
petline is headquartered in Spata, Greece, in the Europe region.
How does petline make money?
Four revenue lines are on record. Wholesale/B2B Sales are the primary driver. The others are retail/B2C E-commerce, veterinary Products Distribution and pet Accessory Design and Development.
Who are petline's main competitors?
Broad incumbents on record are PetSmart, Fressnapf | Maxi Zoo, Pets at Home and Petco. Direct peers are KIWOKO, Tiendanimal and Arcaplanet. Emerging players are Zooplus and Alcampo (Auchan Retail) Pet Care. Musti Group is listed as a regional player.
Does petline have an API?
No public API is recorded for petline.