What Pet Service Holding does

Pet Service Holding N.V. (Euronext Growth Paris: ALPET) is a Netherlands-based, publicly listed holding company that operates an integrated pet care platform across the Netherlands, Germany, Belgium and broader Europe. Founded in 2021, the group runs four owned e-commerce storefronts — Dierenapotheek.nl, Dierapotheek.com, Pharmacy4Pets.nl and DrPetCare.de — offering veterinary medicines, dietary food, supplements and accessories, alongside proprietary consumer brands Vitaux (supplements), Aesculaap (veterinary supplies), Van Ree, Jachtinstinct and NPRM (horse registration). Following the August 2025 acquisition of Petlux B.V., the group also distributes patented premium pet hardware (litter boxes, feeding and drinking systems, running wheels) to more than 250 European retail stores. The group serves approximately 1 million pet-owning customers, veterinary practices via wholesale (Aesculaap), and retail chains (Pets Place, Mobexpert), and is extending into pet insurance distribution through a multi-year partnership with Figo Pet Insurance and a discount-format retail concept (BudgetPets) launching July 2026.

The business model combines transactional e-commerce revenue (one-off purchases across online pharmacies and accessories), B2B wholesale/distribution margins, Petlux hardware sales, and — beginning in 2026 — recurring insurance distribution commissions and physical retail. The technology layer is a multi-tenant e-commerce platform ecosystem with localized language sites (Dutch, English, French, German), supported by an existing distribution center that BudgetPets will leverage for in-store fulfillment; no proprietary AI/ML, mobile-platform differentiation or SaaS architecture is disclosed. Revenue reached €13.6M in FY2025 (+7.7% YoY) against a Dutch pet care market of approximately €2B and a European market of 80M+ pet-owning households, with management guiding to €17–18M in 2026 (+25–32%). FY2025 EBITDA is expected to be slightly negative owing to one-time Euronext Growth listing costs, acquisition integration, and platform investments, with H1 2025 having delivered +14% organic growth before NVWA regulatory headwinds on cross-border prescription veterinary medicines (estimated €1.0M Q4 2025 revenue impact) prompted the pivot toward insurance distribution and discount retail.

Name

Pet Service Holding

Legal name

Pet Service Holding N.V.

Website

https://petserviceholding.com

Company type

Public

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Pet Service Holding N.V. (ALPET) is a Netherlands-listed, integrated pet care platform operating e-commerce pet pharmacies, wholesale veterinary distribution, the Petlux premium accessories brand, a forthcoming BudgetPets discount retail chain, and a Figo Pet Insurance distribution partnership, serving roughly 1 million pet owners across the Netherlands, Germany and broader Europe.

Ownership category

akta.pro rank

Product category

Online Pet Pharmacy & Pet Care Retail

NAICS

Pharmacies and Drug Retailers (456110), Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)

SIC

Retail-Drug Stores And Proprietary Stores (5912), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Online Veterinary Pharmacies & E-commerce Retailers (HLAMAIAF)

akta.pro secondary industries

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet Pharmaceuticals & Veterinary Supply Distribution (CRAOAKAD), Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ)

Keywords

• Online pet pharmacy
• Pet medication retail
• Pet care e-commerce
• Veterinary wholesale distribution
• Pet supplement brand

Headquarters

HQ city

Wormerveer

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce (B2C Consumer Platforms): Revenue from online sales of veterinary products, pet supplies, and accessories through owned platforms including Dierenapotheek.nl, Dierapotheek.com, Pharmacy4Pets.nl, and DrPetCare.de. Includes both prescription and OTC products, though regulatory changes have impacted prescription-only sales outside Netherlands.
2. Wholesale/Distribution (B2B): B2B wholesale activities serving veterinary practices and retail customers. Contributed to H1 2025 growth alongside consumer platforms.
3. Pet Insurance Distribution: Multi-year partnership with Figo Pet Insurance to distribute pet insurance products in Netherlands (with Germany expansion planned). Creates recurring revenue streams through insurance distribution commissions. Dutch pet insurance market estimated at €120 million annual gross premium volume.
4. Petlux Premium Products: Revenue from innovative patented premium pet products acquired in August 2025. Petlux targets €10 million revenue by 2028 and expected to contribute approximately €2.5 million annually to PSH results as of 2026.
5. BudgetPets Retail: Physical retail concept offering low-price pet products similar to discount retail model. First store opening in Bussum July 2026. Supported by existing distribution center and online infrastructure for efficient scaling.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels4 records

Core offering

Pet Service Holding operates multiple owned online pet pharmacies (Dierenapotheek.nl, Dierapotheek.com, Pharmacy4Pets.nl, DrPetCare.de) selling veterinary medicines, prescription and OTC pet medications, dietary food, supplements, and accessories to pet owners in the Netherlands, Germany and other European markets. The company complements these B2C platforms with B2B wholesale distribution of veterinary products to veterinary practices and retail chains, the Patented Petlux premium product line (advanced litter boxes, feeding systems, running wheels) sold through 250+ European stores, a discount pet retail concept (BudgetPets, first store opening July 2026), and a pet insurance distribution partnership with Figo Pet Insurance.

Product overview

Pet Service Holding operates as a unified platform combining multiple e-commerce brands, retail concepts, wholesale operations, and service offerings in the European pet care market. The core offering consists of online pet pharmacies (Dierenapotheek.nl, Dierapotheek.com, Pharmacy4Pets.nl) and the German platform DrPetCare.de, supplemented by proprietary brands including premium supplements (Vitaux), veterinary supplies (Aesculaap), and other pet product brands (Van Ree, Jachtinstinct, NPRM, HuisdierenApp). The portfolio was significantly expanded through the August 2025 acquisition of Petlux, a premium pet product manufacturer and distributor. New growth pillars include BudgetPets (discount retail concept launching 2026) and the Figo Pet Insurance distribution partnership. The company also engages in wholesale activities and veterinary product distribution, serving both consumer and professional markets across Europe.

Differentiator

Problem solved

Functional benefit

Brands

• BudgetPets: Discount retail concept offering low-price pet products (food, snacks, accessories, grooming) with a simple product range and focus on own-brand products. First store opened in Bussum, Netherlands in July 2026.
• Dierenapotheek.nl
• Dierapotheek.com
• Pharmacy4Pets.nl
• DrPetCare.de
• Vitaux
• Aesculaap
• Van Ree
• Petlux
• ALPET

Products and services

• Dierenapotheek.nl Online pet pharmacy offering medications, dietary foods, supplements, and care products for dogs, cats, horses and other pets in the Netherlands, with fast delivery and high customer ratings.
• Dierapotheek.com Online pet pharmacy offering medications, dietary foods and care products with fast delivery and high customer ratings, targeting Dutch-speaking and broader international consumers.
• Pharmacy4Pets.nl Online pet pharmacy platform providing pet medications and healthcare products for the Dutch and adjacent international markets.
• DrPetCare.de German online pet product store offering veterinary-quality products including supplements, care items, and health solutions for dogs and cats.
• Petlux Premium Patented Pet Products Premium, patented pet products including advanced litter boxes, feeding and drinking systems, and running wheels for cats; distributed to more than 250 retail stores across Europe including Pets Place (Netherlands) and Mobexpert (Hungary), targeting €10M revenue by 2028.
• Vitaux Pet Supplements High-quality dietary supplements for pets focused on naturally supporting vitality, resistance, and overall health.
• Aesculaap Veterinary Supplies Veterinary supplies and products brand, supported by B2B wholesale distribution operations.
• Van Ree Pet Products Pet products brand offering supplies and accessories for the Dutch pet care market.
• BudgetPets Discount Retail Stores Discount pet retail store concept offering low prices and a simple product range including pet food, snacks, accessories and grooming products, with an Action-style focus on competitive prices, fast turnover and own-brand products.
• Figo Pet Insurance Distribution Pet insurance distribution service delivered through PSH B2C platforms under partnership with Figo Pet Insurance (part of Pinnacle Pet Group), creating recurring commission-based revenue streams for pet owners in the Dutch market with planned expansion into Germany.

Quantifiable outcome

• Revenue growth of +7.7% to €13.6 million in 2025, with 14% organic growth in H1 2025
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Figo Pet Insurance (Veterfina N.V.)coreStrategic or Co-development Partner · 15 January 2026Multi-year partnership to distribute pet insurance products through PSH B2C platforms (Dierenapotheek.nl, Dierapotheek.com, Pharmacy4Pets.nl) starting in Netherlands with planned expansion to Germany via DrPetCare.de. Partnership aims to develop recurring revenue streams and expand pet care services amid regulatory changes impacting veterinary medicines. Figo Pet Insurance is part of Pinnacle Pet Group (PPG), the European market leader in pet insurance. Dutch pet insurance market estimated at €120 million annual gross premium volume with only 5% pet penetration rate.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Allivet: Allivet is a US-based online pet pharmacy offering prescription and OTC medications for veterinarians and pet owners. It is directly comparable to PSH's Dierenapotheek.nl and Pharmacy4Pets.nl prescription veterinary pharmacy business.
• Medpets: Medpets is a Germany-based online retailer of pet medications, supplements, and care products. It is a direct online competitor to PSH's DrPetCare.de platform in the German market and the broader online veterinary pharmacy category.
• Zooplus: Zooplus is the leading online pet supplies retailer in Europe, operating across multiple countries with a broad assortment of food, accessories, and pharmacy products. It is the closest scaled direct competitor to PSH's multi-country online pet pharmacy and supply platform.
• Bitiba: Bitiba is a Zooplus-owned online pet retailer focused on value-priced pet food and accessories across Europe. It is a direct online competitor to PSH's Dutch and German platforms, particularly relevant as PSH enters the discount segment with BudgetPets.

Broad incumbents

• Fressnapf: Fressnapf operates Europe's largest specialty pet retail chain (Fressnapf/Maxi Zoo) with over 1,800 stores. Its omnichannel pet retail presence across Germany and other European markets overlaps directly with PSH's wholesale and consumer platform business.
• PetSmart: PetSmart is North America's largest specialty pet retailer, combining in-store, online, and veterinary service offerings. It serves as a benchmark for the omnichannel pet retail + services model PSH is building across Europe.
• Chewy: Chewy is the largest US online retailer of pet food, supplies, and prescription medications, including Chewy Pharmacy. It demonstrates the scale potential of an integrated online pet pharmacy + retail model that PSH is emulating in Europe.
• Pets at Home: Pets at Home is the UK's leading omnichannel pet retailer with in-store veterinary services (Vets4Pets) and a growing online platform. Its integrated retail + vet + services model is comparable to PSH's combination of pharmacy, wholesale, retail, and BudgetPets store concepts.

Others

• Zoetis: Zoetis is the world's largest animal health pharmaceutical company, supplying veterinary medicines and diagnostics. As a supplier of products flowing through PSH's wholesale and pharmacy channels (Aesculaap, Dierenapotheek.nl), it is an ecosystem participant rather than a direct competitor.
• Mars Petcare: Mars Petcare is the global leader in pet food, veterinary care (Banfield, VCA, AniCura), and pet health products. As a dominant upstream supplier and pet services operator, it shapes the broader European pet care landscape in which PSH competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/petservice-holding-nv

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Pet Service Holding