In an industry dominated by Chewy and Petco, a 23-person family operation in Tennessee is quietly generating $3.7M annually by selling what other retailers won't: bulk natural dog chews. ValuePetSupplies isn't chasing growth at all costs—it's building a defensible, high-margin niche that larger players can't replicate.

"They're not selling pet supplies—they're selling peace of mind for dog owners who want natural, long-lasting chews without the markup."

The product catalog reads like a butcher's inventory: ValueBull Bully Sticks, collagen chips, Himalayan yak cheese, beef cheeks, trachea, gullets, hooves, cow and pig ears, chicken feet. This isn't a generic pet store—it's a specialist in natural chews that other retailers consider too niche or too messy to stock. The bulk model (indicated by keywords like 'dog chew treats bulk' and 'pet jerky chicken bulk') creates a high average order value that offsets lower traffic volumes.

• Family-owned for 20 years with zero VC backing—proving profitability doesn't require growth hacking
• 58% direct traffic indicates a cult following, not a transactional customer base
• Specialized product mix (bully sticks, trachea, hooves) creates a moat against generalist retailers
• 2,893 Trustpilot reviews at 4.7/5 suggests operational excellence in fulfillment and customer service