Musti Group
Musti Group is the leading Nordic pet care specialist, operating an omnichannel retail platform across seven European countries that serves approximately 1.9 million pet parents with food, supplies, grooming, veterinary and spa services.
- Company typePublic
- Founded1988
- HeadquartersHelsinki, Finland
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Musti Group does
Musti Group Oyj is the leading Nordic pet care specialist, operating an omnichannel retail platform across seven European countries (Finland, Sweden, Norway, Estonia, Latvia, Lithuania and Portugal) under multiple banners including Musti ja Mirri, Arken Zoo, Musti Norge, Pet City and ZU. The company serves pet parents with a curated assortment of branded and private-label pet food, accessories, and non-food products, complemented by grooming, training, veterinary clinic and spa services at selected locations, and by an own-brand manufacturing capability that supplies premium, mid-range and value tiers including sustainable lines such as RESPLOOT.
The underlying operating model is a 495-513 store physical network combined with proprietary e-commerce platforms (Peten Koiratarvike, Vetzoo) that together generated EUR 508.9 million of FY2025 net sales, of which approximately 22.9% came from online channels. The technology stack is conventional retail: a central warehouse, a loyalty club covering 1.8-1.9 million customers, an internal training platform (Pawcademy), and integration pilots such as the Lost Pet Alarm system partnered with Karkurit.fi. There is no disclosed proprietary AI, marketplace, or platform-layer technology; differentiation rests on store density, private-label sourcing and category expertise rather than software IP.
Musti is controlled by Portuguese conglomerate Sonae SGPS (approximately 80.85% via Flybird Holding Oy following a EUR 700 million takeover), with a free float listed on Nasdaq Helsinki since the February 2020 IPO at a EUR 293 million initial market capitalization. Revenue grew 14.4% in FY2025 and approximately 12% CAGR since 2019, driven by a combination of organic same-store gains, private-label mix shift, and the bolt-on acquisitions of Pet City in the Baltics (2024, EUR 18 million) and ZU in Portugal (December 2025, EUR 12.9 million). FY2025 adjusted EBITDA margin was 12.2% but the company reported a EUR 3.7 million net loss, indicating that top-line expansion is currently outpacing profitability as integration costs and acquisition financing are absorbed.
Musti Group firmographics
Firmographics- Name
- Musti Group
- Legal name
- Musti Group Oyj
- Website
- https://mustigroup.com
- Company type
- Public
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Musti Group is the leading Nordic pet care specialist, operating an omnichannel retail platform across seven European countries that serves approximately 1.9 million pet parents with food, supplies, grooming, veterinary and spa services.
- Ownership category
- akta.pro rank
Musti Group industry classification
Industry- Product category
- Pet Care Retail
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991), Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Veterinary Services (54194), Pet Care (except Veterinary) Services (81291)
- SIC
- Retail-Food Stores (5400)
- akta.pro primary industry
- Manufacturing, Private Label & Co-Manufacturing for Animal Diets (HLAMAHAO)
- akta.pro secondary industries
- Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL), Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF), Dry Kibble (Dog & Cat) (CRADAFAA), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Life-Stage & Breed/Size-Specific Formulas (CRADAFAG), Custom & Private-Label Pet Food Manufacturing (AFADAFAO)
Keywords
Where Musti Group is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices8 records
Markets served
Musti Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Pet Food Products: Sale of pet food products including both branded and private-label products manufactured at the company's own factory. Includes premium, mid-range, and value offerings across dog and cat food categories.
- Pet Supplies and Non-Food Products: Sale of pet accessories, toys, beds (including RESPLOOT recycled products), grooming supplies, and other non-food pet care products.
- Pet Care Services: Services including grooming, training, veterinary clinics, and spa services offered at select store locations. Q4 2025 saw expansion to 54 vet clinics and 196 spas across the network.
- E-commerce/Online Sales: Online sales through brands like Peten Koiratarvike and Vetzoo, representing approximately 22-24% of total net sales. Online channel share increased with ZU acquisition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wide curated assortment across multiple price points |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels7 records
Musti Group product offering
Product offeringCore offering
Musti Group is the leading Nordic pet care specialist operating an omnichannel business across 7 countries (Finland, Sweden, Norway, Estonia, Latvia, Lithuania, Portugal). The company sells branded and private-label pet food and supplies through 495+ physical retail stores and e-commerce platforms, and provides pet care services including veterinary clinics, grooming, training, and pet spa services.
Product overview
Musti Group is a leading Nordic pet care specialist operating an omnichannel business model across Finland, Sweden, Norway, the Baltic countries (Estonia, Latvia, Lithuania), and Portugal—seven countries total. The portfolio includes retail store brands (Musti ja Mirri, Arken Zoo, Musti Norge, Pet City, ZU), online brands (Peten Koiratarvike), veterinary services (VetZoo, VetZoo Se, ZU clinics), and private label brands (RESPLOOT, Smaak, Feel Active). Services include grooming, training, veterinary clinics, and spa services. The company operates over 470 physical stores combined with e-commerce platforms, and offers innovative services like the Lost Pet Alarm system. Recent acquisitions of Pet City (Baltics, 2024) and ZU (Portugal, 2025) expanded the geographic footprint and added veterinary and spa services to the portfolio.
Differentiator
Problem solved
Functional benefit
Brands
- RESPLOOT: Product brand offering pet beds and toys made from recycled PET bottles
- Feel Active
- Smaak
- Pawcademy
- Pawternity Leave
- Lost Pet Alarm
Products and services
- Musti ja Mirri Flagship Finnish pet retail chain offering a curated assortment of pet products in food and non-food categories along with pet care services for pet parents across Finland.
- Arken Zoo Leading pet retail chain in Sweden operating stores and e-commerce, serving pet parents across Sweden as part of the Musti Group portfolio.
- Musti Norge Norwegian pet retail chain operating stores and e-commerce, serving pet owners in Norway.
- Pet City (Estonia, Latvia, Lithuania) Baltic pet retail chain acquired in 2024, operating pet stores and veterinary clinics across Estonia, Latvia, and Lithuania.
- ZU Portuguese pet retail, veterinary, and spa service operator acquired in December 2025. Operates 65 retail stores including 24 veterinary clinics with FY 2024 turnover of EUR 27.6 million.
- Peten Koiratarvike Finnish online pet supplies retailer offering a wide range of pet products through e-commerce.
- VetZoo Veterinary service brand operating in Norway and Sweden, providing pet care services through clinic locations.
- RESPLOOT Own brand of pet beds and toys made from recycled PET bottles, representing sustainable product development.
- Smaak Premium cat food product line with dry and wet food in new delicious flavors, focused on pet nutrition and wellbeing.
- Feel Active Sustainable outdoor pet products line designed for dogs and their parents, enabling safe and enjoyable outdoor activities in all seasons.
- Pet Grooming and Spa Services Pet wellness and grooming services offered at select store locations across the network, including 196 spa locations after the ZU acquisition.
- Veterinary Clinic Services Veterinary clinic services offered through the network including 54 vet clinics after the ZU acquisition, providing professional pet healthcare.
- Musti Loyalty Club Loyalty club program with over 1.9 million customers, offering targeted communication, special offers, and dedicated online account access to members.
- Pet Food Products (Branded and Private Label) Sale of pet food products including both branded and private-label products manufactured at the company's own factory, covering premium, mid-range, and value offerings across dog and cat food categories.
Quantifiable outcome
- 14.4% net sales growth in FY2025 to EUR 508.9 million
- +4 more outcomes
Companies that use Musti Group
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
Musti Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Musti Group partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- MCRetail SGPS (Sonae Group)coreMCRetail SGPS sold ZU ( Produtos e Serviços para Animais, S.A.) to Musti Group. Both MCRetail and Musti are part of the Sonae Group, making this an intra-group transaction. ZU operates 65 retail stores in Portugal including 24 vet clinics.
- Magnum GroupcoreMagnum Group sold Pet City OÜ and Pet City Klinika UAB to Musti Group for EUR 18.0 million enterprise value. This acquisition expanded Musti's presence to the Baltic markets (Estonia, Latvia, Lithuania).
Scale indicators21 records
Recent moves8 records
Expansion highlights6 records
Musti Group competitors and assessment
Company assessmentEmerging players
- Chewy: US-listed pure-play online pet retailer with growing private-label and pharmacy verticals. Relevant comparable for the online and subscription share of Musti's business, though not a direct geographic competitor.
Broad incumbents
- Petco Health and Wellness: US-listed omnichannel pet retailer offering food, supplies, vet services, grooming, and training. Larger incumbent comparable on integrated pet care retail model; useful benchmark for Musti's services-led growth strategy.
- PetSmart: Largest North American specialty pet retailer with integrated vet hospitals (Banfield), grooming, and training. Larger and more diversified than Musti but operates the same category-leading omnichannel pet care playbook.
Direct peers
- Das Futterhaus: German cooperative specialty pet retail chain operating ~140+ stores in Germany and Austria. Similar franchise-style store model, premium product curation, and integrated grooming services make it a relevant structural peer.
- Tom&Co: Belgian specialty pet retail chain with stores and integrated grooming/vet services. Comparable specialist pet retail model with similar private-label focus and European footprint ambition.
- Maxi Zoo: Banner of Fressnapf Group operating physical pet superstores across multiple European countries including parts of Scandinavia and the Baltics. Closely comparable store-format competitor to Musti ja Mirri, Arken Zoo, and Pet City banners.
- Zooplus: Europe's largest online pet supplies retailer, acquired by Hellman & Friedman in 2024. Competes head-on with Musti's e-commerce brands (Peten Koiratarvike, Vetzoo) and pressures pricing in Nordic online channels.
- Jupiter Group: German specialty pet retail chain operating supermarkets and online channels focused on premium nutrition. Comparable to Musti's curated assortment, own-brand strategy, and integrated service offering.
- Pets at Home: UK-listed omnichannel pet care specialist operating retail stores, veterinary practices (Vets4Pets), and grooming salons with a private-label food range. Closest publicly traded comparable to Musti Group given its integrated store + vet + services model and similar scale (~GBP 1.5bn revenue).
- Fressnapf: Germany-based pan-European pet retail operator (including the Maxi Zoo banner) operating over 1,500 stores across Europe. Directly competes with Musti on multi-country specialist pet retail, omnichannel strategy, and own-brand pet food.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights5 records
Customer concentration
Musti Group social profiles
Digital presenceMusti Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Musti Group leadership team
Management profileNumber of profiles
Profiles8 records
Musti Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
Musti Group funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Musti Group M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Musti Group
What does Musti Group do?
Musti Group is the leading Nordic pet care specialist operating an omnichannel business across 7 countries (Finland, Sweden, Norway, Estonia, Latvia, Lithuania, Portugal). The company sells branded and private-label pet food and supplies through 495+ physical retail stores and e-commerce platforms, and provides pet care services including veterinary clinics, grooming, training, and pet spa services.
Is Musti Group a public or private company?
Musti Group is a public company. It is classified as corporate owned and is currently operating.
When was Musti Group founded?
Musti Group was founded in 1988. It employs 1,001 to 5,000 people.
Where is Musti Group based?
Musti Group is headquartered in Helsinki, Finland, in the Europe region.
How does Musti Group make money?
Four revenue lines are on record. Pet Food Products are the primary driver. The others are pet Supplies and Non-Food Products, pet Care Services and E-commerce/Online Sales.
Who are Musti Group's main competitors?
Chewy is listed as an emerging player. Broad incumbents are Petco Health and Wellness and PetSmart. Direct peers are Das Futterhaus, Tom&Co, Maxi Zoo, Zooplus, Jupiter Group, Pets at Home and Fressnapf.
Does Musti Group have an API?
No public API is recorded for Musti Group.
What industry is Musti Group in?
Musti Group's product category is Pet Care Retail. Its primary akta.pro industry code is HLAMAHAO, Manufacturing, Private Label & Co-Manufacturing for Animal Diets, with a secondary code of CRALAHAL, Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters). Its NAICS code is 459910 and its SIC code is 5400.