Australia & New Zealand's Most Trusted D2C Brands 2026 › Pet Circle
#20 of 100 – Pets & Kids

Pet Circle

Online-only pet supplies retailer that delivers food, treatments and accessories to more than 700,000 customers.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 86/100
Pet Circle ranked #20 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score82.12out of 100
ANZ D2C rank#20 of 100
HeadquartersSydney, NSW, Australia
Founded2011
Latest revenueA$373.4M revenue (FY2025, year ended 30 Jun 2025)
Trust pillar86/100

The Pet Circle story

Pet Circle was founded in Australia in 2011 by Mike Frizell and James Edwards and is owned today by Private, venture-backed and founder-led. It is one of 4 Pets & Kids brands in this year's ranking, where it places #1.

Why people trust Pet Circle

It has traded since 2011, serves more than 700,000 customers and is described by Startup Daily as Australia's largest online pet retailer.

The watch-out

Revenue fell 2.9 per cent in FY2025 and the net loss widened 39.8 per cent to A$36.9M.

Why Pet Circle ranks #20

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 86 out of 100.

Room to grow

Brand Recall, scored 76 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Pet Circle scores 82.12 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
86
Brand Recall (18%)
76
Brand Positioning (15%)
84
Brand Love (15%)
84
Product, Innovation & Delivery (10%)
84
Digital & Financial Soundness (6%)
78
Governance & ESG (4%)
66

Versus its nearest rivals

18CHOICETech · 82.6819StanTech · 82.6220Pet CirclePets · 82.1221Australian EthicalFinancial Services · 81.96222degreesTech · 81.94

Questions people ask

What rank is Pet Circle in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Pet Circle ranks #20 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 82.12 out of 100.

Why is Pet Circle trusted?

It has traded since 2011, serves more than 700,000 customers and is described by Startup Daily as Australia's largest online pet retailer.

What is Pet Circle's revenue?

A$373.4M revenue (FY2025, year ended 30 Jun 2025), as per company filings.

Who owns Pet Circle?

Pet Circle is owned by Private, venture-backed and founder-led. It was founded in 2011 in Australia and is based in Sydney, NSW, Australia.

What is Pet Circle's biggest challenge?

Revenue fell 2.9 per cent in FY2025 and the net loss widened 39.8 per cent to A$36.9M.

Key facts

BrandPet Circle
Company / ownerPrivate, venture-backed and founder-led
HeadquartersSydney, NSW, Australia
Founded2011
Founder(s)Mike Frizell and James Edwards
Latest revenueA$373.4M revenue (FY2025, year ended 30 Jun 2025), as per company filings
SectorPets & Kids
Country of originAustralia

Sources

  • Financial accounts lodged with the regulator (ASIC or the New Zealand Companies Office) or published by the company
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.