Pelomatto
Pelomatto is an Italian at-home pet grooming service founded in 2023, sending vetted professional groomers to customers' homes across six regions and operating four branded grooming counters inside Arcaplanet pet retail stores in Northern and Central Italy.
- Company typePrivate
- Founded2023
- HeadquartersMilan, Italy
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Pelomatto does
Pelomatto is an Italian at-home pet grooming service founded in 2023 by William Selmo and Ferdinando Volpe within the Mamazen startup studio, operating under the legal entity S3 S.r.l. Società Benefit. The company sends professional groomers (10+ years average experience) to customers' homes across six Italian regions (Lombardia, Piemonte, Veneto, Emilia Romagna, Liguria, Lazio) for dogs and cats up to 18 kg, using the customer's own bathtub or shower rather than a mobile grooming van. All grooming is performed using Urban Dog© cruelty-free bio products, and the platform enforces a 4-pets-per-day cap per groomer to protect service quality.
The core technology is a mobile-first booking platform (app.pelomatto.it) that handles price calculation, service selection, scheduling, and groomer assignment, supplemented by WhatsApp as the primary customer communication channel. Payment is collected in-person at the end of the service via POS, Satispay, or cash. The platform functions as a marketplace connecting pet owners with vetted, largely freelance or employed professional groomers. Pelomatto also operates four branded grooming counters inside Arcaplanet, Italy's leading pet retail chain, located in Curno (Bergamo), Garbagnate Milanese, Padova, and Marghera (Venice), which extends the service to pets up to 60 kg and provides a walk-in physical channel.
The business model is unit-priced, pay-as-you-go per appointment with no subscriptions or recurring contracts; categories include bath, bath + trimming, full grooming, stripping, antiparasitic baths, hydrating masks, ozone therapy, complete cat grooming, and standalone nail trimming. The company monetises through both direct-to-consumer online self-serve booking and walk-in retail traffic captured via the Arcaplanet counters. A €430K funding round was closed in 2024 via the Mamazen ecosystem, and over 10,000 pets have been served to date.
Pelomatto firmographics
Firmographics- Name
- Pelomatto
- Legal name
- S3 S.r.l. Società Benefit
- Website
- https://pelomatto.it
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pelomatto is an Italian at-home pet grooming service founded in 2023, sending vetted professional groomers to customers' homes across six regions and operating four branded grooming counters inside Arcaplanet pet retail stores in Northern and Central Italy.
- Ownership category
- akta.pro rank
Pelomatto industry classification
Industry- Product category
- Pet Grooming Services
- NAICS
- Pet Care (except Veterinary) Services (81291)
- akta.pro primary industry
- In-Home Mobile Pet Grooming (Client Premises) (HSANABAB)
- akta.pro secondary industries
- Bath & Brush Packages (HSANAAAC), Haircut & Styling (Breed-Specific/Custom) (HSANAAAD)
Keywords
Where Pelomatto is headquartered
LocationHeadquarters
- HQ city
- Milan
- HQ country
- Italy
- HQ region
- Europe
Offices6 records
Markets served
Pelomatto business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Home Grooming Services: Grooming services are priced per appointment and collected at end of service by the groomer (POS, Satispay, or cash). Services include bath, bath + fur trimming, full grooming, and specialised treatments (antiparasitic bath, mask, ozone therapy). Customers book online or via WhatsApp.
- In-Store Grooming Services: Grooming services delivered at physical store locations inside Arcaplanet pet retail chains in Curno, Garbagnate Milanese, Padova, and Marghera. Same service categories as home; accommodates pets up to 60 kg.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bath |
| Unit Pricing | Pay-as-you-go | Bath + Fur Trimming |
| Unit Pricing | Pay-as-you-go | Bath + Full Cut |
| Unit Pricing | Pay-as-you-go | Bath + Stripping |
| Unit Pricing | Pay-as-you-go | Antiparasitic / Dermatological Bath |
| Unit Pricing | Pay-as-you-go | Mask / Ozono Therapy |
| Unit Pricing | Pay-as-you-go | Complete Cat Grooming |
| Unit Pricing | Pay-as-you-go | Nail Trim Only |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Pelomatto product offering
Product offeringCore offering
Pelomatto offers professional in-home pet grooming services (bathing, trimming, full cuts, and specialty treatments) for dogs and cats up to 18 kg, with groomers travelling to the customer's home carrying all equipment and Urban Dog© bio products. The company also operates four branded grooming counters inside Arcaplanet pet retail stores in Curno, Garbagnate Milanese, Padova, and Marghera, accommodating pets up to 60 kg. Customers book and calculate pricing online via app.pelomatto.it or WhatsApp, and pay the groomer in person at the end of the service.
Product overview
Pelomatto operates a dual-channel pet grooming service comprising (1) a mobile at-home grooming service bringing professional groomers to customer homes across Northern and Central Italy, and (2) four fixed in-store locations inside Arcaplanet pet retail chains. The at-home service (Toelettatura a Domicilio) uses groomers who travel with equipment and bio products to serve dogs and cats up to 18 kg; the in-store service handles all sizes up to 60 kg. Core services include bathing, hair trimming, full grooming cuts, and wire-hair stripping for dogs, plus bathing, dry sanitization, and coat care for cats. Optional add-ons include antiparasitic baths, hydrating masks, and ozone therapy. Customers book via the company's web app or WhatsApp. The company was founded in 2023 and closed a €430,000 funding round in September 2024 as part of Mamazen startup studio.
Differentiator
Problem solved
Functional benefit
Products and services
- Toelettatura a Domicilio (In-Home Pet Grooming Service) Professional pet grooming performed at the customer's home for dogs and cats up to 18 kg. Groomers bring all equipment, professional tools, and Urban Dog© bio products, using the customer's own bathtub or shower. Services include bathing, hair trimming, nail cutting, ear cleaning, full cut, wire-hair stripping, antiparasitic/dermatological baths, hydrating masks, and ozone therapy. Booking via app.pelomatto.it or WhatsApp; payment collected in person at end of service.
- Toelettatura in Negozio (In-Store Pet Grooming Service) Professional pet grooming delivered at four branded counters inside Arcaplanet pet retail stores across Northern Italy (Curno BG, Garbagnate Milanese MI, Padova PD, Marghera VE). Services accommodate dogs and cats of all sizes up to 60 kg, including the same bath, full grooming, stripping, antiparasitic, mask, and ozone therapy treatments offered at home.
Quantifiable outcome
- Over 10,000 pets served in approximately 2 years of operation
- +3 more outcomes
Companies that use Pelomatto
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles2 records
Pelomatto technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Pelomatto partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- ArcaplanetcorePelomatto operates 4 branded grooming counters inside Arcaplanet pet retail stores across Italy. Arcaplanet is Italy's leading pet retail chain, providing Pelomatto with high-foot-traffic retail locations and proximity to pet supply shoppers. This channel allows Pelomatto to serve pets of all sizes (up to 60 kg) that exceed the 18 kg limit for home service.
- Urban Dog©minorPelomatto exclusively uses Urban Dog© professional bio grooming products that are not tested on animals. Urban Dog© is a professional pet care product brand whose products are used to guarantee service quality and sustainability differentiation.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Pelomatto competitors and assessment
Company assessmentDirect peers
- Pawshake: Pawshake is a Europe-wide marketplace connecting pet owners with in-home pet care providers, including groomers, dog walkers, and pet sitters. It is directly comparable to Pelomatto's at-home service model in Italy, with overlapping value proposition (owner-attended sessions, marketplace dispatch, vetted professionals).
- PetBacker: PetBacker is a global marketplace connecting pet owners with pet care service providers, including mobile groomers. It is directly comparable as an in-home pet services marketplace with grooming as a primary service category and a similar professional-vetting model.
- Holidog: Holidog is a European pet services platform offering in-home pet care including dog walking, pet sitting, and grooming across multiple countries. Comparable to Pelomatto's marketplace structure (vet professionals + booking app) and continental expansion ambitions.
Broad incumbents
- Pets at Home: Pets at Home is the UK's largest pet specialist retailer, offering in-store grooming services through its Groom Room salons. Comparable to Pelomatto as a retail-anchored grooming services operator with high foot traffic and professional staff, though focused on store-based rather than home delivery.
- Arcaplanet: Arcaplanet is Italy's largest pet retail chain with 150+ stores and its own in-store grooming services. It is both Pelomatto's distribution partner (hosting 4 branded counters) and a broad incumbent competitor in Italian pet grooming, controlling the most valuable physical-channel customer flow.
- Maxi Zoo: Maxi Zoo is a leading European pet retail chain (part of Fressnapf Group) with stores across Italy and in-store grooming services. Comparable to Pelomatto as a multi-region Italian pet retailer offering professional grooming as an attached service, though without an in-home offering.
- Rover: Rover is a publicly-listed (NASDAQ: ROV) global pet services marketplace primarily focused on dog walking and pet sitting, with grooming as a secondary vertical. Comparable as a marketplace with vetted professional providers and consumer-facing booking, though broader in scope than Pelomatto's grooming-first focus.
- Wag!: Wag! is a US-based pet services marketplace offering dog walking, pet sitting, and grooming bookings with vetted providers. Comparable to Pelomatto as an app-driven marketplace with similar provider-vetting and dispatch logic, though serving a different geography.
- Dogtopia: Dogtopia is a North American franchise network of pet daycare, boarding, and spa/grooming facilities. Comparable to Pelomatto as a multi-location pet services operator with rigorous staff training standards, though primarily daycare-anchored rather than grooming-anchored.
Regional players
- L'Isola dei Tesori: L'Isola dei Tesori is a large Italian pet retail chain with stores primarily in Northern Italy and an in-store grooming offering. Comparable to Pelomatto's Arcaplanet counters as a competing retail-anchored grooming channel within the same geographic footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Pelomatto social profiles
Digital presencePelomatto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pelomatto leadership team
Management profileNumber of profiles
Profiles2 records
Pelomatto funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pelomatto M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pelomatto
What does Pelomatto do?
Pelomatto offers professional in-home pet grooming services (bathing, trimming, full cuts, and specialty treatments) for dogs and cats up to 18 kg, with groomers travelling to the customer's home carrying all equipment and Urban Dog© bio products. The company also operates four branded grooming counters inside Arcaplanet pet retail stores in Curno, Garbagnate Milanese, Padova, and Marghera, accommodating pets up to 60 kg. Customers book and calculate pricing online via app.pelomatto.it or WhatsApp, and pay the groomer in person at the end of the service.
Is Pelomatto a public or private company?
Pelomatto is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pelomatto founded?
Pelomatto was founded in 2023. It employs 1 to 10 people.
Where is Pelomatto based?
Pelomatto is headquartered in Milan, Italy, in the Europe region.
How does Pelomatto make money?
Two revenue lines are on record. Home Grooming Services are the primary driver. The others are in-Store Grooming Services.
Who are Pelomatto's main competitors?
Direct peers on record are Pawshake, PetBacker and Holidog. Broad incumbents are Pets at Home, Arcaplanet, Maxi Zoo, Rover, Wag! and Dogtopia. L'Isola dei Tesori is listed as a regional player.
Does Pelomatto have an API?
No public API is recorded for Pelomatto.
What industry is Pelomatto in?
Pelomatto's product category is Pet Grooming Services. Its primary akta.pro industry code is HSANABAB, In-Home Mobile Pet Grooming (Client Premises), with a secondary code of HSANAAAC, Bath & Brush Packages. Its NAICS code is 81291.