Zoo.se
ZOO.se is a Swedish omnichannel pet retailer operating 16 physical stores across Sweden and an e-commerce storefront serving Sweden, Norway, and Finland, offering 10,000+ pet food, accessory, and care products plus in-store veterinary and grooming services to Nordic pet owners.
- Company typePrivate
- Founded1988
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Zoo.se does
ZOO.se, operated by Pet Pawr Group AB, is a Swedish omnichannel pet retailer founded in 1988/1989 and headquartered at Linnégatan 89D in Stockholm. The company serves Nordic pet owners through a portfolio of 16 physical stores across Sweden and an e-commerce storefront delivering to Sweden, Norway, and Finland, supported by a mobile app for iOS and Android. Its assortment covers approximately 10,000 stock-keeping units spanning dog and cat food, treats, accessories, beds, toys, aquatics, bird, reptile, and small-animal supplies, anchored by international premium brands such as Acana, Orijen, Eukanuba, Hill's Science Plan, Monster, Hunter, Non-stop Dogwear, and Tractive, alongside two owned labels — ZOO GOOD (pet food and treats manufactured in Europe to FEDIAF standards) and the "Selected by ZOO" house brand. Each physical store co-locates a veterinary clinic and offers grooming services such as nail clipping, integrating services and product retail in a single footprint.
The business model is direct-to-consumer retail across food, accessories, and pet care services. Revenue is generated primarily through one-time unit-priced product sales, supplemented by professional veterinary services delivered in-store. Customer-facing pricing ranges from approximately 10 SEK for entry-level consumables to 2,569 SEK for premium beds; free shipping is offered on orders above 499 SEK, and ZOO Club — an annual membership loyalty subscription — provides tiered member pricing on select SKUs. Marketing relies on content (tips and advice editorial), email newsletters segmented by species, seasonal campaigns with promotional discounts up to 50%, an affiliate program, and social proof via a 4.6 Trustpilot rating. The customer base is the broad Swedish and Nordic pet-owner household segment, served horizontally across the pet lifecycle from puppy/kitten to senior.
In March 2023 ZOO.se acquired Tinybuddy AB, a Gävle-based pet e-commerce operator with SEK 120 million in turnover across Northern Europe, taking the retail footprint to 16 stores and elevating the group to the second-largest pet retailer in the Nordic region; the Tinybuddy founders became co-owners of ZOO.se. The company is privately held with no institutional investor backing beyond a 2022 eEquity round, no parent company, and no public listing; it employs between 51 and 100 people and is led by CEO and board member Christer Åberg. Legal entity is Pet Pawr Group AB, domiciled in Sweden.
Zoo.se firmographics
Firmographics- Name
- Zoo.se
- Legal name
- Pet Pawr Group AB
- Website
- https://zoo.se
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ZOO.se is a Swedish omnichannel pet retailer operating 16 physical stores across Sweden and an e-commerce storefront serving Sweden, Norway, and Finland, offering 10,000+ pet food, accessory, and care products plus in-store veterinary and grooming services to Nordic pet owners.
- Ownership category
- akta.pro rank
Zoo.se industry classification
Industry- Product category
- Pet Retail
- NAICS
- Pet and Pet Supplies Retailers (459910), Veterinary Services (54194), Pet Care (except Veterinary) Services (812910)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)
- akta.pro secondary industry
- Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters) (CRALAHAL)
Keywords
Where Zoo.se is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Zoo.se business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Pet Food: Retail sales of pet food including dry food, wet food, and specialized veterinary diets across multiple brands and private label ZOO GOOD
- Product Sales - Pet Accessories: Retail sales of pet accessories including beds, collars, toys, grooming products, and health care items
- Veterinary Services: Veterinary clinic services offered at physical store locations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing across 10,000+ SKUs |
| Subscription | Annual | ZOO Club membership program |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Zoo.se product offering
Product offeringCore offering
ZOO.se is a Nordic pet retailer selling food, treats, accessories, beds, toys and health products for dogs, cats, small animals, birds, reptiles and fish through an e-commerce platform serving Sweden, Norway and Finland, complemented by 16 physical stores in Sweden that host integrated veterinary clinics and grooming services. The assortment includes the private-label ZOO GOOD brand plus premium third-party brands such as Acana, Orijen, Eukanuba, Hills Science Plan and Hunter.
Product overview
ZOO.se operates a multi-channel pet retail business combining an e-commerce platform serving Sweden, Norway, and Finland with 16 physical Swedish stores featuring integrated veterinary clinics. The core offering centers on over 10,000 pet products spanning food, treats, accessories, beds, toys, and health supplies for dogs, cats, small animals, birds, reptiles, and fish. The company distinguishes through its private-label ZOO GOOD pet food and treats brand, supported by premium international brands including Acana, Orijen, Eukanuba, Hills Science Plan, Monster, and Hunter. In-store services include veterinary care, nail clipping, and grooming. The business expanded significantly in March 2023 through the acquisition of Tinybuddy AB, positioning ZOO.se as the second-largest Nordic pet retailer.
Differentiator
Problem solved
Functional benefit
Brands
- ZOO GOOD: ZOO.se's own private label brand for pet food, snacks and treats for dogs and cats. Developed with carefully selected ingredients, high palatability and balanced nutrition according to FEDIAF recommendations. Products are manufactured in Europe with European raw materials.
Products and services
- ZOO.se Online Store
- ZOO.se Physical Stores
- ZOO GOOD Pet Food and Treats
- Veterinary Services
- ZOO Club Loyalty Program
- ZOO.se Mobile App
- Selected by ZOO House Brand
Companies that use Zoo.se
Customer profileSegments1 record
Ideal customer profiles1 record
Zoo.se technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Zoo.se partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Tinybuddy ABcoreZOO.se acquired Tinybuddy AB, an e-commerce pet company based in Gävle with turnover of SEK 120 million operating across Northern Europe. The transaction resulted in Tinybuddy founders becoming co-owners of ZOO.se, strengthening ZOO.se's position as the second largest pet retailer in the Nordic region.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Zoo.se competitors and assessment
Company assessmentDirect peers
- Musti Group: Finland-headquartered, publicly listed operator of specialist pet retail chains (Musti, Peten Koiratarvike, Animani etc.) across the Nordics and Baltics. Directly comparable to ZOO.se as the largest Nordic pet retailer with omnichannel stores plus integrated veterinary and grooming services; explicit benchmark for ZOO.se's '#2 Nordic' claim.
- Arken Zoo: Sweden-based omnichannel pet retail chain with physical stores across Sweden and an e-commerce store. Most direct home-market competitor to ZOO.se, operating the same product categories (food, accessories, supplies) with overlapping brand portfolio and similar SMB/consumer target.
- Pets at Home: UK-listed omnichannel pet retailer operating over 450 stores many co-located with in-store veterinary practices (Veterinary Partners) and grooming salons. Closest international analogue to ZOO.se's stores-with-vets model; useful proxy for retail-plus-recurring-services economics.
- Fressnapf (Maxi Zoo): Pan-European specialty pet retailer headquartered in Germany operating 'Fressnapf' stores in DACH and 'Maxi Zoo' across other markets, plus an integrated e-commerce platform. Comparable category scope and omnichannel mix overlapping with ZOO.se's assortment and online reach across Nordic countries.
- Zooplus: Europe's largest online-only pet supplies retailer operating in 30+ countries including Sweden, Norway, and Finland. Competes directly with ZOO.se's online channel and represents the structural pure-play e-commerce benchmark against which ZOO.se's omnichannel-plus-stores model must defend share.
- BITIBA: European online pet supplies retailer (sister brand to Zooplus) operating across multiple European countries. Comparable as a lower-priced pure-play online alternative in the same Nordic online markets ZOO.se serves digitally.
- Jollyes: UK-based specialist pet retailer with both physical stores and an online store. Comparable mid-sized omnichannel peer — similar store-with-services positioning and SMB/consumer focus, offering a useful UK analogue for ZOO.se's Swedish footprint.
Regional players
- Dogman (Dogman AB): Sweden-headquartered specialist in dog and outdoor pet equipment, including harnesses, leashes, apparel, and adventure gear. Adjacent Nordic competitor overlapping with ZOO.se's Hunter and Non-stop dogwear categories; useful regional comparable for the dog-accessories category.
Broad incumbents
- PetSmart: North America's largest specialty pet retailer with ~1,700 stores, in-store services (grooming, training, in-store vet through partner hospitals), and a leading online offering. Operates at vastly larger scale but is the global template for the omnichannel pet retailer with private-label and vet-services flywheel that ZOO.se aspires to at Nordic scale.
Others
- Evidensia (IVC Evidensia): Sweden's largest veterinary care group operating clinics across the country. Not a direct retail competitor but the structural benchmark for veterinary service depth in the Swedish market and a potential partnership, supplier, or competitive overlap for ZOO.se's store-based vet clinics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Zoo.se social profiles
Digital presenceZoo.se compliance and trust
Trust signalCompliance1 record
Zoo.se financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zoo.se leadership team
Management profileNumber of profiles
Profiles1 record
Zoo.se subsidiaries and ownership
Company hierarchySubsidiaries1 record
Zoo.se funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zoo.se M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Zoo.se
What does Zoo.se do?
ZOO.se is a Nordic pet retailer selling food, treats, accessories, beds, toys and health products for dogs, cats, small animals, birds, reptiles and fish through an e-commerce platform serving Sweden, Norway and Finland, complemented by 16 physical stores in Sweden that host integrated veterinary clinics and grooming services. The assortment includes the private-label ZOO GOOD brand plus premium third-party brands such as Acana, Orijen, Eukanuba, Hills Science Plan and Hunter.
Is Zoo.se a public or private company?
Zoo.se is a private company. It is classified as venture growth investor backed and is currently operating.
When was Zoo.se founded?
Zoo.se was founded in 1988. It employs 51 to 100 people.
Where is Zoo.se based?
Zoo.se is headquartered in Stockholm, Sweden, in the Europe region.
How does Zoo.se make money?
Three revenue lines are on record. Product Sales - Pet Food is the primary driver. The others are product Sales - Pet Accessories and veterinary Services.
Who are Zoo.se's main competitors?
Direct peers on record are Musti Group, Arken Zoo, Pets at Home, Fressnapf (Maxi Zoo), Zooplus, BITIBA and Jollyes. Dogman (Dogman AB) is listed as a regional player. PetSmart is listed as a broad incumbent. Evidensia (IVC Evidensia) is listed as an others.
Does Zoo.se have an API?
No public API is recorded for Zoo.se.
What industry is Zoo.se in?
Zoo.se's product category is Pet Retail. Its primary akta.pro industry code is CRALAHAM, Pet Apparel & Accessories Retail (Leashes, Collars, Clothing), with a secondary code of CRALAHAL, Small Animal Supplies Retail (Rabbits, Guinea Pigs, Hamsters). Its NAICS code is 459910 and its SIC code is 5945.