A one-stop portfolio of premium pet brands.

1. 01

   Channels we own and operate

   Pet Inn Here is our own store — No. 1 in Taobao's pet category, with 380k store fans and 200+ imported brands operated since 2016. The brand flagships we run sit at TOP 1 in imported dog food on Tmall Global, with Annamaet at TOP 2 in grain-free senior and TOP 3 in low-fat dog staple food.

   TOP 1Imported dog food, Tmall Global
2. 02

   Insight that generates demand

   Chinese buyers want low fat and senior-dog health, not the coat benefits assumed overseas. We rebuild selling points, target audience and usage occasions around that need — which made us first mover in senior-dog functional food, and No. 1 in Tmall weight-loss and imported low-fat dog food.

   +30%Annual growth in Alibaba GMV
3. 03

   B2B distribution we run end to end

   A one-stop imported wholesale platform carrying 200+ brands and 10,000+ SKUs with no high minimum order. Price discipline at the source keeps channel margin intact, so partners keep pushing the brand — backed by sales scripts, product training, display and restocking, replicated store by store.

   15,000+Registered merchants across 5,000+ stores
4. 04

   An offline force on our own payroll

   A national field team we fund and manage, not an agent hand-off, working to a standard sales manual that makes every store repeatable. Only leading stores are signed, so premium brands sit where the buyers already are. Key accounts opened from zero: Sam's Club, Costco, Hema and Li Jiaqi livestream.

   2,000+Leading pet stores, national in 10 months
5. 05

   Marketing built in-house

   Planning, design and media sit in-house, so campaigns ship in days rather than agency cycles. Red Book and Douyin run daily, turning US product claims into local buying reasons — and the climb has been entirely organic, with no negative exposure to date. Offline compounds it: Pet Fair Asia, co-branded activations and premium key-account shelves.

   #140Red Book rank, up from #320
6. 06

   From insight to shelf

   One turnkey cycle: a competitor formula database and third-party tests, plant formulators leading R&D, the right plant and process for the product, pre-shipment lab checks, then a rollout we run ourselves. Our own New Zealand facility sits alongside co-manufacturing partners in the US, Europe and China.

   3 formatsBaked, extruded and freeze-dried

1. 01

   Insight before formulation

   Development starts with a competitor formula database, real consumer reviews and third-party test results — so we know what the shelf is missing before a recipe exists.

   InsightFormula database, reviews, third-party tests
2. 02

   Formulators lead the R&D

   Plant formulators lead development rather than reviewing it at the end, with nutrition institutes endorsing the finished formula.

   FormulaPlant-led R&D, institute endorsed
3. 03

   The right plant for the process

   Each recipe is matched to the right plant and the right process — baked, extruded or freeze-dried — instead of bending a formula to fit one line.

   SourcingBaked, extruded, freeze-dried
4. 04

   Tested before it ships

   Pre-shipment lab checks and multi-dimensional trials run before anything leaves the plant for a Chinese shelf.

   TestingLab checks and multi-dimensional trials
5. 05

   Launch we run ourselves

   Packaging, claims and design are built in-house — then the rollout goes through channels we own and operate.

   LaunchPackaging, claims, design, rollout

Manufacturing

New Zealand

Self-owned, baked in-house

Europe

United Petfood, benchmark extrusion

United States

Multiple plants, baked and extruded

China

Broad access to top-tier local plants