Building a pet company with global reach
Schulze Heimtierbedarf is a family business based in the small German town of Porta Westfalica. A sailing trip 40 years ago was how it all started.
In the early 80s, Reinhard and Marlies Schulze were on a sailing trip. When the supply of their favorite pet Boxer’s food ran out, it was almost impossible for them to find suitable, high-quality food. That was a light bulb moment. The couple decided to create their own healthy pet food brand.
Global presence
What started at their kitchen table, in their garage, and with their car as the delivery service, has turned into a company with a global presence. Today, Schulze’s products are distributed throughout the European continent, and they have even made their way onto the Chinese market.
The company is managed by Dirk Schulze, the second generation of the family, since 2021 supported by Jesper Bach Sørensen as CEO.
Own and other brands
Schulze offers a wide range of innovative products they’ve developed in-house. The company seeks to not only be on trend with the best equipment as well as formulas that have novel or unique ingredients, but also to provide a balanced and complete diet for dogs and cats. Its motto is ‘Feed healthily instead of just feeding full’.
For example, super premium brand PORTA21 has become a favorite among pet owners and dealers across Europe, with 5-star reviews on online channels. The name is synonymous with tradition, quality and health.
Besides creating its own products, Schulze is an exclusive distributor in Europe of the American brands Starmark (dog toys) and Pioneer Pet (drinking fountains).
Sustainability
The Schulze Heimtierbedarf company is characterized by its pioneering innovation in eco-friendly products, such as its patented line of environmentally friendly cat litter SoftCat. This product is made from grass and corn fibers and is produced with green energy.
The company also places great emphasis on its waste reduction policy. The manufacturer has an ambitious long-term plan for making its packaging sustainable, recyclable and low waste to help reduce its carbon footprint.
Retail excellence
In August 2023, Schulze launched a new, exclusive portal for its retail partners that offers convenience, speed and availability of products as well as exclusive deals. Consumers can buy the Schulze products in pet specialty stores all around Europe – whether they live there or are on a trip!