Schulze Heimtierbedarf celebrates its 40th anniversary

Sponsored by Schulze Heimtierbedarf GmbH
Schulze Heimtierbedarf celebrates its 40th anniversary

Founded with a passion for pets, the family business Schulze has grown into a global leader in innovative, eco-friendly pet products with a focus on quality.

While on a sailing trip in the early 1980s, Reinhard and Marlies Schulze struggled to find quality food for their dog – a boxer. This gave them the idea to create their own pet food brand.

Global presence

What began 40 years ago at a kitchen table, with a garage workspace and the family car for deliveries, has grown into a globally recognized company.

Today, Schulze’s products are distributed across Europe and have even entered the Chinese market. The company is now led by the second generation, Dirk Schulze, supported by CEO Jesper Bach Sørensen since 2021.

In-house products plus European distribution

Schulze offers a diverse range of innovative products, all developed inhouse.

The company aims to stay ahead of trends by offering the best equipment and cutting-edge formulas with unique ingredients – while always ensuring a balanced and complete diet for dogs and cats. Its motto: “Feed healthily instead of just feeding until full” reflects this commitment.

A standout product is the super-premium brand, PORTA21, which has gained widespread popularity among pet owners and retailers throughout Europe, earning consistent 5-star reviews on online platforms. The brand is known for its strong tradition, quality and focus on pet health.

In addition to creating its own products, Schulze is the exclusive European distributor for a number of top US brands. These include STARMARK, which specializes in training, activation and durable dog toys, and PIONEER PET, known for its innovative drinking fountains.

Sustainability throughout

Schulze Heimtierbedarf is known for its pioneering approach to eco-friendly products, such as the patented SOFT CAT line of environmentally friendly cat litter.

Made from grass and corn fibers, and produced using green energy, the range has been extended this year with SoftCat Yucca, which offers the same ecological benefits.

The company prioritizes the issue of waste reduction, with a long-term plan to make packaging sustainable and recyclable as well as low waste. This strategy should take it further along the path to reducing its carbon footprint.

Enhanced retail services

Since August 2023, Schulze has focused on enhancing services for distributors and retail partners by creating an exclusive B2B portal. This portal provides convenience, fast access to products and special deals.

To celebrate its anniversary this year, Schulze has introduced attractive offers and products to bring in new customers. Schulze products are available in pet specialty stores throughout Europe – whether you’re a local resident or visiting from elsewhere.