‘Shared success brings people together’

The effects of this year's Interzoo are still being keenly felt at Woko Tierbedarf GmbH. ʻThe trade fair was an incredible success for us,ʻ says Sarah Kochs, the company's managing director, summing up the event. While the intensive follow-up work on the contacts made is ongoing, one thing is certain: the distributor was able to establish numerous new business relationships. For the family-run business, having a presence in Nuremberg is important anyway: ʻIt’s simply brilliant to be able to take part in such a world-leading trade fair in our own country as a German company.ʻ

The Woko team is constantly on the lookout for that ‘special something’ to present pioneering, trend-setting products to specialist retailers and trade fair visitors there. Kochs travels to international industry events, such as those in Orlando and Bologna, to draw inspiration, which she then presents to a wide audience in Nuremberg for the DACH region.

Around 20 years ago, Wolfgang Koch laid the foundations for today's company by founding Woko Tierbedarf GmbH. Having started his career in the meat industry, he entered the pet sector with a classic product: pure, dried pig’s ear. But that was not all. He successfully introduced foreign brands to the German market, took over their distribution, and helped them to grow.

Today, the business rests on two solid pillars. On the one hand, there is the exclusive distribution of strong international brands such as Applaws, Whimzees, 4Pets, Quapas, No-Hide, OneOneOne, CleverCat, Doggi, Feliway and Adaptil.

 Secondly, there are bespoke private-label concepts in the natural chews sector. ʻWe’ve had an exclusive partnership with an ostrich farm in South Africa since last year. As the EU general importer, this allows us to expand our product portfolio by 35 ostrich items. In addition to the private-label range, our customers can purchase a total of more than 300 snacks via our own brand, Ecostar,’ Kochs explains. Woko currently has 24 brands in its portfolio, plus its customers’ own brands. The entire spectrum for dogs and cats is covered, from accessories and trend items to complete feeds and snacks.

The distributor’s unique selling point is that the brands entrust everything to Kochs and her team. ‘Advertising, training, in-store events, comprehensive support – for us, that’s practically a duty,’ explains the managing director. The real challenge, then, is to cleverly position these international brands, products and private labels within the shops. For around six years now, a clear strategy has been in place for the portfolio: new brands are only accepted on the basis of exclusive rights. The service goes far beyond mere logistics. Together with customers, Kochs and her team visualise and plan product placements and brand presence digitally. The result is a bespoke overview of the possibilities.

Although Woko operates across the EU, around 80 per cent of its turnover is generated in Germany and Austria. ʻBusiness doesn’t simply stop at national borders, and that has always been clear to us,’ says the head of sales. The customer network is wide-ranging, as any retail outlet can, in principle, be a Woko customer. Alongside traditional pet shops, DIY stores and chemists are becoming increasingly important. ʻThere’s a lot going on in this area at the moment, and we want to actively support this change.’

In doing so, the company relies on three pillars:

1. A conceptual approach: When Woko chooses a brand, it offers the full product range. There are no half measures.

2. Close ties with head offices: We have built up a close relationship with the retailers’ head offices over many years.

3. Supporting independent retailers: The individually owned and managed shops are particularly close to Woko’s heart – after all, the company has grown alongside them.

In September, many in-store exhibitions organised by customers are once again on the agenda. These events are very special for the Woko team as the shops provide a direct link to the end consumer and such exchanges are always valuable and exciting. 

Woko's latest success with the Origami Box, a foldable product from the young Swiss brand 1one1, demonstrates the company's real knack for spotting trends and its ability to find the needle in a haystack. Although Woko has a whole range of large transport boxes and avoids competing with its own products, this one was allowed to join the portfolio. Why? Because its clever folding system makes it a truly innovative standout. Woko submitted the box to the 2025/26 Products of the Year Awards, promptly clinching the category win in the accessories section! ʻThe product is not only novel, but also beautifully crafted. A good dose of gut instinct and a bit of luck are, of course, part of it too,' says Kochs, delighted with the award. A win like this makes us proud of our shared success and naturally forges an even closer bond between wholesaler and manufacturer. It also shows that our instinct for trends has paid off because ultimately, attracting attention is the key to success at the point of sale.

Behind the scenes at Woko, the final stages of a long and smooth handover process are currently underway. The process was set in motion around ten years ago. Since then, father and daughter have co-managed the company as a dual leadership team, dividing the responsibilities between them. While Sarah Kochs, who had previously gained many years' experience in the textile and fashion industry, oversaw sales, her father was in charge of purchasing.

Wolfgang Kochs now intends to gradually step back by the end of the year. He is letting things fade out gently and sees the whole process as fluid. He has no intention of turning his back on the industry entirely. He is now officially handing over the reins to his daughter. The founder’s second daughter is also now working in the family business. ʻIt just fell into place over time, but it was never a fixed plan from the outset,‘ the entrepreneur emphasises. The transition has proceeded entirely without any pressure from the family. ʻI’m simply grateful for the trust I’ve been able to earn here over the years.‘ As the two of them have been carrying out the handover in their day-to-day lives for years and have very close family ties, there has never been a bottleneck in innovation. ʻMy father was always open to new ideas, so nothing ever had to be put on the back burner.‘

Sarah Kochs feels right at home in the pet industry. ʻPets play a huge role in society today. This means that we all have a duty to do our jobs exceptionally well.‘ She approaches her profession with complete authenticity. As a dog owner herself, she knows exactly what consumers are looking for and what they need, and her own four-legged friend conveniently serves as a reliable tester for all new products.

Alongside day-to-day operations, a major project is planned for the near future. Woko currently employs between 40 and 45 staff. Its approximately 4,000 square metres of warehouse space are currently spread across two sites. The main aim is to consolidate everything in a single location. The search for a suitable property of this size has been ongoing for some time, but has proven far from straightforward. Until the perfect property is found, Woko is taking it in its stride: ʻUntil then, we’ll just carry on being true masters of making space!ʻ.

This is the long version of the article from the print edition of PET worldwide 4/2026.