What Dyrekassen does

Dyrekassen is a Norwegian online pet supply retailer specializing in food and accessories for dogs and cats, operating under Pet XL Group AS and headquartered in Oslo. Founded in 2013, the company serves Norwegian pet owners through a direct-to-consumer e-commerce platform built on Magento with SSL encryption, cookie-based personalization, subscription management, and product comparison features. The core offering centers on Auto-påfyll, a subscription-based auto-refill service allowing customers to schedule recurring deliveries of pet food and supplies with flexible intervals and automatic best-price optimization, providing at least 15% discount versus one-time purchases.

The platform supports an extensive product catalog of 700+ SKUs across dry food (783+ products), wet food (288 products), veterinary diets (180+ products), treats, toys, and accessories, with partnerships spanning premium brands including Royal Canin, Acana, Orijen, Eukanuba, Hill's, Specific, Optimeal, Nordic Nature, Carnilove, and ZOO GOOD. Proprietary sub-brands include Nordic Nature (Norwegian-produced), Optimeal (super-premium), and Specific (veterinary diets). The company integrates with Bring for nationwide Norwegian logistics and Qliro for payment processing including invoice and installment options. The Smaksgaranti (taste guarantee) allows returns of dry food within 30 days if pets are unsatisfied.

Revenue is generated primarily through product sales with both one-time purchases and recurring subscriptions, supplemented by shipping fees on orders below 599 NOK, freight surcharges, uncollected package fees (250 NOK), and outlet/discounted product sales. The go-to-market is entirely direct-to-consumer via the company's own e-commerce website with no physical stores. Customer segments span general Norwegian dog and cat owners plus a secondary segment requiring veterinary/specialized diets. Distribution is exclusively online with nationwide delivery via Bring's home delivery and pickup point networks.

Name

Dyrekassen

Legal name

Pet XL Group AS

Website

https://dyrekassen.no

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Dyrekassen is a Norwegian online pet food and supplies retailer serving Norwegian dog and cat owners through a subscription-based e-commerce platform with nationwide delivery via Bring logistics and payment processing through Qliro.

Ownership category

akta.pro rank

Product category

Online Pet Retail

NAICS

Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

Pet Care & Pet Supplies DTC (CRAFACAH)

akta.pro secondary industries

DTC Pet Food Delivery (AFAIANAM), Veterinary & Therapeutic Pet Diets (Prescription) (AFADAFAH)

Keywords

• Online pet supplies
• Pet food retail
• Pet subscription delivery
• Veterinary pet diets
• Pet accessories

Headquarters

HQ city

Bergen

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (E-commerce): Dyrekassen generates revenue primarily through direct online sales of pet food (dry, wet, veterinary), cat litter, treats, toys, and accessories for dogs and cats. Customers purchase one-time at listed prices or subscribe via Auto-påfyll for recurring deliveries. The subscription model provides predictable recurring revenue with automatic best-price optimization.
2. Freight & Delivery Fees: Revenue from shipping fees on orders below 599 NOK. Additional fees apply for oversized/pallet shipments. Uncollected packages incur a 250 NOK fee. Delivery surcharge revenue flows through Bring's logistics network.
3. Outlet/Discounted Products: Dyrekassen operates an outlet section with discounted products and time-limited campaigns, driving additional revenue through discounted inventory turnover.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Dyrekassen is a Norwegian online retailer selling pet food, treats, toys, accessories, cat litter, and veterinary diets for dogs and cats. Its core service is the Auto-påfyll auto-refill subscription, which schedules recurring deliveries of pet food and supplies directly to Norwegian households. Products span multiple brands across premium, super-premium, and veterinary tiers, with nationwide delivery via Bring logistics.

Product overview

Dyrekassen is a Norwegian online pet supply retailer operated by Pet XL Group AS, offering a comprehensive e-commerce platform for dogs and cats. The core offering centers on an Auto-påfyll (auto-refill subscription) service that delivers pet food and supplies to customers' doors on a scheduled basis. Product portfolio includes multiple pet food brands (Nordic Nature, Optimeal, Specific, Royal Canin, Hill's, Orijen, Acana, and others) across dry food, wet food, veterinary diets, treats, and accessories. The company integrates with Bring for shipping across Norway and Qliro for payment processing. Key services include taste guarantees, flexible subscription management, and home delivery with contactless options. The platform also features a blog (Dyrebloggen) and customer service with over 35 years of experience in pet nutrition.

Differentiator

Problem solved

Functional benefit

Brands

• Optimeal: Super-premium category dog and cat food developed in collaboration with veterinarians, featuring high-quality proteins and natural ingredients without artificial colors or preservatives.
• Specific
• Nordic Nature
• Gustaf & Evita

Products and services

• Auto-påfyll (Auto-refill Subscription) Subscription-based automatic delivery service for pet food and supplies, allowing Norwegian pet owners to schedule recurring deliveries with flexible intervals. Subscribers receive the best available price with automatic campaign price adjustments and can pause or cancel anytime.
• Hundefôr (Dog Food) Complete assortment of dry food, wet food, veterinary food, and treats for dogs covering all life stages, breeds, and dietary requirements. Brands include Royal Canin, Acana, Orijen, Eukanuba, Hill's, Specific, Optimeal, Nordic Nature, ZOO GOOD, and others.
• Kattemat (Cat Food) Dry food, wet food, veterinary food, cat litter, and treats for cats covering all life stages and dietary needs. Brands include Royal Canin, Optimeal, Specific, Eukanuba, Carnilove, Nordic Nature, and others.
• Dog Toys and Accessories (Hundeleker) Range of dog toys including activity toys, balls, pull toys, chew toys, plush toys, interactive puzzles, and accessories such as clothing, harnesses, collars, leads, beds, and grooming tools. 283+ toy SKUs available.
• Nordic Nature Norwegian-produced dog food brand made from Norwegian raw materials with high protein digestibility, hypoallergenic formulas, and omega-3 from krill. Available in varieties for puppies, adults, seniors, sensitive skin, athletic, and light weight management.
• Optimeal Super-premium dog and cat food developed with veterinarians, featuring high-quality proteins, no artificial colors or preservatives, and formulations for immunity support, digestive care, joint support, and weight management.
• Specific Veterinary diet dog and cat food with science-based formulations covering conditions including allergies, weight management, joint support, digestive support, heart and kidney support, and crystal management. Available in dry and wet food formats.
• Gustaf & Evita Swedish brand founded in Stockholm in 1995 offering dog clothing, harnesses, collars, leads, and cat harnesses with functional and stylish design using water-repellent materials.
• Pritax Pet accessories brand offering dog toys, cat toys, dog waste bags, reflectors, LED lights, cat harnesses, dog beds, travel accessories, and grooming tools.

Quantifiable outcome

• Auto-påfyll subscribers save at least 15% on all products compared to one-time purchase prices
• +1 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• BringcoreChannel Partner/ Reseller/ DistributorBring is the exclusive logistics partner for Dyrekassen, handling all order fulfillment and delivery across Norway. Bring offers home delivery (Bring Hjemlevering) and pickup point delivery (Bring Postpakke) services throughout Norway, including to remote areas.
• QlirocoreTechnology or IntegrationQliro is the primary payment services partner, providing invoice (14-day payment), installment plans, card payment processing, and direct bank transfer options. Qliro is mandatory for subscription (Auto-påfyll) payments. Qliro handles all customer-facing payment modifications (payment date changes, installment plans) directly.
• Pet XL Group AScoreOthersPet XL Group AS is the parent company that operates Dyrekassen and shares all customer data and operations across all its entities, including physical stores, websites, and sales channels.
• Pet Pawr Group Norge A/ScoreOthersPet Pawr Group Norge A/S (Dyrekassen) is the registered legal entity operating the Dyrekassen.no e-commerce business. Org: 927 702 150. The company shares customer data within the group for internal record-keeping and service improvement.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zoo.no (Selected by ZOO): Major Norwegian online and brick-and-mortar pet retailer. Direct competitor carrying overlapping premium and veterinary brands across dog and cat food with home delivery in Norway.
• Zooplus: Europe's largest online pet retailer, operating across multiple EU markets with subscription-style recurring orders and an extensive SKU catalog. Directly comparable DTC pet e-commerce model at much larger scale.
• Bitiba: Zooplus-owned value-oriented online pet retailer with a Norwegian storefront. Competes head-on with Dyrekassen on price positioning across pet food and accessories.

Regional players

• Animail.se: Swedish online pet retailer focused on home delivery of pet food and accessories with subscription options. Comparable DTC model in the adjacent Nordic market.
• Pets.dk: Danish online pet retailer with subscription offerings and broad assortment. Closely comparable Nordic DTC e-commerce model in a neighboring market.

Broad incumbents

• Maxi Zoo (Fressnapf): Part of Fressnapf Group, Europe's largest pet retail chain operating physical stores plus e-commerce across the Nordics. Competes on assortment and omni-channel reach rather than subscription depth.
• Musti Group (Musti ja Mirri / Arken Zoo): Nordic-listed pet retail specialist operating Musti, Mirri, and Arken Zoo banners across Finland, Sweden, and Norway. Comparable premium pet positioning with both physical and online channels.
• Chewy: US-based pet e-commerce leader known for autoship subscription, broad assortment, and strong customer service. Provides a benchmark for what scaled DTC pet subscription operations can become.

Emerging players

• VetPlanet (Vetzoo / Vetplus): Nordic online retailer specializing in veterinary and therapeutic pet diets. Comparable focus on the veterinary prescription subset of Dyrekassen's assortment, with narrower pet-owner targeting.

Others

• Pet XL Group (operating parent): Parent operating company of Dyrekassen that also runs physical pet stores and other channels in Norway. Included as the corporate parent ecosystem sharing customer data and operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/dyrekassen

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dyrekassen