Holistic Pet Supplement Brand, 10-Year DTC & Amazon Seller

Full Editorial Writeup

Founded in 2016, this is a holistic pet supplement brand selling daily-use consumables across a diversified channel mix: Amazon at 40% of revenue, its own branded websites at 35%, and a major pet retail marketplace at 25%. The company runs a tight 16-SKU catalog on the classic consumables playbook, low price point, high repeat rate, non-seasonal demand, and it has built genuine brand equity with an NPS of 81, a 4.6-star rating across 12,100-plus reviews, and a 2.9% return rate. At roughly $3.24M in revenue and $678K in SDE, it is priced at a 4x multiple with SBA pre-qualification, which matters for buyers looking to lever the deal.

What makes this more than a commodity FBA flip is the recurring revenue and owned audience. An estimated 40% of revenue comes through subscriptions, repeat customers drive 62% of DTC revenue, and LTV exceeds $205. The brand controls an email list of 39,200 and 10,300 SMS contacts that together generate about 32% of revenue, meaning a meaningful share of sales does not depend on winning the Amazon buy box or paying rising ad costs each cycle.

The growth story is credible but requires scrutiny. Revenue grew 46% from 2022-2023 to the 2025-2026 TTM while SDE grew 67%, but the most recent TTM shows revenue up only 1.0% with SDE up 9.66%, attributed to a marketplace listing reset and a logistics fulfillment issue the seller says are resolved. The business runs on EOS with limited owner involvement and a team expected to stay, positioning it as a relatively turnkey platform for an operator who can push DTC, paid social, and retail expansion.