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Pascal Hänle from Pets Deli:

If You Can Take a Two-Week Vacation and Not Open Your Laptop, the Company Is Working

Pascal Hänle

Chief Operating Officer

Company

Pets Deli

Location

Berlin, Germany

Bio

Pascal Hänle is the Chief Operating Officer (COO) at Pets Deli, based in Berlin, Germany. He has spent over nine years at the company, steadily climbing the ranks through key leadership roles in business development, R&D, and operational excellence. Prior to this, he built his foundational career experience in consulting and IT at Lexware. Pascal holds a Bachelor of Science in Economics from the University of Freiburg and specializes in logistics, quality management, and financial planning.

Pascal Hänle is the Chief Operating...

description

Pets Deli® is one of the market leaders in the German D2C pet food market. Our vision "A better world for pet lovers" starts anew with every product. This path requires great ideas, pure passion and the best minds in their field. When it comes to pet lifestyle we don’t follow trends, we create them. The fundamental basis of our mission is to provide pet lovers with the highest possible quality pet food to support a healthy and fit life for their beloved pets. And whilst doing that we also strive to create services, additional products and offer professional advice that allows our customers to always choose the best products for your pet. Everything we do, we do with passion, grit and the drive to create a better world for pet lovers.

Pets Deli® is one of the...

Actionable Takeaways

The Laptop Test: The Real Sign Your Company Is Working:

The clearest indicator that a company has built genuine structural integrity isn't revenue or profit — it's whether the COO can take two weeks of vacation without opening a laptop once; when that becomes possible, it means processes are real, people are trusted, and the business is not dependent on any one person.

Good Margins Are Built by Unglamorous Work:

Economies of scale don't appear automatically as a company grows — they require meticulous, repetitive, often boring supplier renegotiations, diversification projects, and process optimizations; even renegotiating a €20-30K paper supplier matters, because all those small blocks of margin add up.

Over-Preparing Is Its Own Risk:

The Brexit overstock mistake — buying hundreds of thousands of euros of dry food to hedge against supply disruption — teaches a counter-intuitive lesson: scenario preparation is valuable, but over-preparation consumes capital, creates new risks (best-before dates), and prevents companies from seizing opportunities that arise during uncertainty.

Ownership Requires Permission to Be Wrong:

Real ownership — the kind that creates fast, decentralized decision-making — requires leaders to step back even when they would decide differently; the moment a leader consistently overrides decisions, people stop making them, and the operational speed and accountability that ownership creates collapses.

D2C and B2B Are Structurally Different Operational Problems:

D2C builds on predictable repurchase behavior that enables accurate forecasting, purchase planning, and fulfillment optimization; B2B with major retail partners like Rewe is volatile and unpredictable — when you've built every process for one model and add the other, the complexity multiplies in ways that require rebuilding operational infrastructure from scratch.

The Rebuild Is Harder Than Starting Fresh:

Taking over a bankrupt company's assets and rebuilding felt harder than starting new — the old product portfolio, supplier relationships, logistics setup, and systems all needed to be replaced simultaneously while keeping customers; Pascal describes it as rebuilding the plane while flying it.

Culture Requires Active Maintenance Through Transitions:

When the founding team is replaced over time by new employees who never experienced the startup phase, culture doesn't just continue — it drifts; at Pets Deli, the thread that survived all those transitions is that employees genuinely care about pet welfare because they have pets themselves — a natural connection that transcends headcount milestones.

Work With People You Actually Like:

Pascal's hiring philosophy evolved over time: he used to believe that professional competence was sufficient regardless of personal chemistry; he now believes that if you work with someone daily, you need to genuinely like working with them — mutual respect is not a nice-to-have, it's a prerequisite for the kind of sustained collaboration that builds lasting companies.

Conversation Highlights

Pascal Hanle, Chief Operating Officer of Pets Deli, tells one of the more unusual origin stories in German DTC: a pet food company that went bankrupt, was bought out of insolvency, and was handed to its most tenacious early employee to rebuild from scratch — beginning with Pascal literally sawing frozen meat blocks with a bow saw in the office kitchen to test new suppliers. Now in his 10th year at the company, with 135 FTEs, a warehouse that grew from 3,000 to 11,000 square meters, B2B accounts at Rewe and Edeka, and a target of €100M by 2030, Pascal shares what it actually takes to build durable unit economics, why ownership is the only metric that matters beyond revenue, and why the real sign of a healthy company is whether its COO can spend two weeks in Egypt without opening a laptop.

Topics Discussed

  • How Pascal joined Pets Deli 1, survived the insolvency, and became the first real employee of Pets Deli 2 after an asset deal
  • The rebuild of 2017-2018: completely changed product portfolio, took over supply chain and logistics internally
  • The bow saw moment: sourcing new meat suppliers and sawing frozen meat blocks in the office kitchen to test quality
  • Why the original business model (frozen pet food, outsourced supply chain) had structurally terrible unit economics
  • The core lesson: good margins don’t come from economies of scale — they come from meticulous, unglamorous supplier renegotiations
  • The Brexit overstock mistake: overpreparing for supply disruption led to €200-300K of dry food running into best-before dates
  • The vacation health test: two weeks in Egypt, laptop never opened — that’s when you know the company is working
  • Current company: 135 FTEs across HQ (65-70), 5 physical stores, and a 45-person warehouse in Frankenberg
  • Warehouse expansion: 3,000 sqm → 11,000 sqm, all logistics now fully in-house
  • B2B growth: Rewe, Edeka as major retail partners; ~1,000 Rewe POS locations; targeting 50%+ B2B revenue growth
  • D2C vs. B2B operational challenge: D2C has predictable repeat behavior for forecasting; B2B is erratic and fast-moving
  • Ownership philosophy: real ownership requires letting people make decisions — even the wrong ones — or ownership dies
  • The 4:30am warehouse story: shift lead showed up independently to recount audit items; now manages half the warehouse
  • From startup to company: the first 20 employees are gone; processes replaced personal relationships; culture requires deliberate maintenance
  • 2030 goal: €100M revenue; expanding German footprint and potentially entering new markets
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