Sell your pet store for
what it's actually worth.

Most brokers have never run a business. We built and sold a $2.2 million pet store here in Ontario. Now we help others do the same.
100+
Businesses valued
From single stores to multi-location operations. We know what yours is worth.
$500K–$5M
Independent pet retail
This is our entire focus. Not restaurants, not retail in general — pet stores.
$0
Success-based only
Our fee comes from your closing price. We're only paid when you are.
From the founder

I've been exactly
where you are.

II
Ioan Ilea
Founder, Whiterock Brokerage · Former pet store owner, GTA

A few years ago I was on your side of this — running a pet store in the GTA. So I know that we all love cats, but dogs are simply better customers. I also know Amazon and Chewy aren't your "real" competition. And I know that Kane was likely your biggest supplier, until suddenly, they weren't.

Before opening my pet store, I spent years at the bank valuing other people's businesses. It turned out to be exactly the right background to have when it was my own business on the line — I know how buyers think, and what they pay more for when the story is told right. When we sold, we got the outcome we deserved.

I started Whiterock to help other pet store owners get the exit they've always dreamed of. If you've never had someone walk you through what your business is actually worth — and why — that's where we start.

II
Ioan Ilea
Founder, Whiterock Brokerage · Former pet store owner, GTA

Pet retail has quirks that
general brokers miss.

We know which levers to pull to get you a higher valuation.

01
Your supplier terms are an asset
Favourable supplier terms — like getting paid by customers before you pay suppliers — put more money in your pocket and increase what a buyer will pay for the business.
02
Amazon isn't your competition
Independent pet retail has a strong story to tell — and telling it the right way reframes the competitive picture in your favour and lifts your valuation.
03
Inventory isn't just a line item
In most deals, inventory is negotiated separately — which means you can get paid for it on top of your sale price, meaningfully increasing your final number.
04
Leases make or break deals
A lease that doesn't transfer cleanly can stall or kill a deal — knowing what to look for early keeps things on track.
How it works

It starts with an
honest valuation.

By the end of the call, you'll know what your store is worth and what the path to a deal actually looks like.

01
A valuation built for your pet store
We start with Seller's Discretionary Earnings and apply multiples specific to independent pet retail — not the generic retail benchmarks that have nothing to do with how your store actually runs.
02
Your financials, cleaned up properly
Owner salary, personal expenses, one-time costs — normalizing these correctly can materially increase what a buyer pays, and getting it wrong costs you at the table.
03
What a buyer will push back on — and why
We'll tell you exactly what drives your number up and what a buyer will try to use to reprice at the table. Most owners never hear this until it's too late.
04
No pressure. No timeline.
Not ready to sell? That's fine. At minimum you'll walk away knowing what your store is worth — and who to call when the time is right.
What our clients are saying.

What our clients
are saying.

We had no idea what we were actually sitting on. Whiterock looked at our business from angles we hadn't even considered and came back with a valuation way higher than we thought we could defend. We closed with the right buyer at the right price — couldn't be happier.
AA
Adrian A.
Toronto, ON · Sold 2025

Let's talk about selling
your pet store.

A free 30-minute call. We'll explain how valuation works for a business like yours — honestly, and in plain language.

Have a question first? Send us a message.

© 2025 Whiterock Advisory. All rights reserved.