zooplus

What zooplus does

zooplus SE is a Munich-headquartered, pure-play online retailer of pet food and supplies, founded in 1999 and operating localized webshops in more than 30 European countries. The company serves over 10 million customers across categories spanning dogs, cats, small animals, fish, birds and horses, offering a catalog of 8,000+ brand products and 9,000+ articles alongside a private-label portfolio marketed under zooplus Originals (Rocco, Wild Freedom, Wolf of Wilderness, Purizon, Lukullus, Tigerino) and zooplus Basics. Its platform combines a transactional e-commerce storefront, a third-party seller marketplace (Marktplatz), mobile applications for iOS and Android, and subscription, loyalty and breeder programs (zooplus Abo, zooplus Club, zooPunkte, Welpenclub, Kittenclub, Züchterprogramm).

The underlying technology is a multi-country e-commerce platform with localized front-ends, supported since 2024 by a Global Capability Center in Hyderabad, India established in partnership with Infosys, and data/market-intelligence infrastructure delivered through a partnership with NielsenIQ. Distribution relies on third-party logistics partners DHL and DPD for pan-European fulfillment. Since July 2025, zooplus has been jointly controlled by private equity firms EQT and Hellman & Friedman following an approximately EUR 3.5 billion take-private transaction; the company is undergoing a restructuring program focused on efficiency and cost optimization. As an EQT portfolio company, zooplus has access to Google Cloud's AI stack including Gemini Enterprise, positioning AI-driven personalization and merchandising as an emerging capability layer on top of the existing commerce platform.

Name

zooplus

Legal name

zooplus SE

Website

https://zooplus.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

zooplus SE is a Munich-based, pure-play online retailer of pet food and supplies serving over 10 million customers across 30+ European countries via localized webshops, a subscription program, private-label brands, and a third-party marketplace, now jointly owned by EQT and Hellman & Friedman.

Ownership category

akta.pro rank

Product category

Online Pet Retail

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Pet Supplies Inventory-led Online Retailers (CRAFADAH)

akta.pro secondary industries

General Pet Supplies Retail (Multi-category) (CRALAHAA), Pet Food & Treats Retail (CRALAHAB), Pet & Animal Supplies Marketplaces (CRAFABAH)

Keywords

• Online pet supplies
• Pet food retail
• Pet e-commerce
• Pet subscription service
• Pet care products

Headquarters

HQ city

Muenchen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: zooplus generates revenue through direct online sales of pet food and pet supplies to consumers. Products are sold at retail prices with shipping fees, and customers can opt for subscription orders for recurring revenue.
2. Subscription/Auto-ship Program: The zooplus Abo (subscription) program provides recurring revenue through regular auto-ship orders, offering customers a 5% discount on subscription items.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

zooplus operates a pan-European online retail platform selling pet food, accessories, and care products across more than 30 countries. The company offers 8,000+ branded and 9,000+ total articles to pet owners (dogs, cats, small animals, fish, birds, horses), supported by a subscription autoship program, loyalty rewards, own-brand labels, and a third-party seller marketplace.

Product overview

zooplus operates as a multi-category online pet supplies retail platform, functioning as both a direct e-commerce retailer and a marketplace for third-party sellers. The core offering is the zooplus Online Shop, supported by a subscription service (zooplus Abo), a mobile app, and editorial content (zooplus Magazin). The company sells its own private-label brands under the 'zooplus Originals' umbrella (Rocco, Wild Freedom, Wolf of Wilderness, Purizon, Lukullus, Tigerino) alongside third-party branded pet food and accessories. Additional value-added services include loyalty programs (zooplus Club, zooPunkte), specialized clubs for puppies and kittens, a marketplace for third-party sellers, and animal welfare initiatives. The platform serves customers across over 30 European countries through localized web shops.

Differentiator

Problem solved

Functional benefit

Brands

• zooplus Originals: Premium own-brand pet food including Rocco, Wild Freedom, Wolf of Wilderness, Purizon, Lukullus, and Tigerino
• zooplus Basics
• zooplus Abo
• zooPunkte
• zooplus Club

Products and services

• zooplus Online Shop (Core Platform) Core e-commerce retail platform offering pet food, supplies, and accessories to pet owners across 30+ European countries through localized webshops and a mobile app.
• zooplus Abo (Autoshipment Subscription)
• zooplus Originals (Private Label Brand Portfolio) Private label brand portfolio offering value-priced premium pet food including brands Rocco, Wild Freedom, Wolf of Wilderness, Purizon, Lukullus, and Tigerino.
• zooplus Basics Entry-level own-brand product line providing affordable pet supplies and food to budget-conscious pet owners.
• Marktplatz (Third-Party Seller Marketplace) Marketplace that allows third-party vendors to list and sell pet supplies through the zooplus platform, extending the assortment beyond zooplus's own inventory.
• zooplus Club (Loyalty Membership) Membership program providing additional benefits and savings for frequent pet supply shoppers.
• zooPunkte (Bonus Points Program) Points-based rewards program where customers earn points on purchases redeemable for prizes or donations to animal welfare organizations.
• zooplus Mobile App Mobile application for iOS and Android enabling convenient shopping, barcode scanning, and repeat ordering features for pet owners.
• Welpenclub (Puppy Club) Specialized membership club for puppy owners providing guidance, content, and exclusive offers for new dog owners.
• Kittenclub (Kitten Club) Specialized membership club for kitten owners providing guidance, content, and exclusive offers for new cat owners.
• Züchterprogramm (Breeder Program) Partnership program for registered breeders offering exclusive discounts and benefits on bulk pet supply purchases.
• Partnerprogramm (Affiliate Program) Affiliate marketing program allowing partners to earn commissions by referring customers to the zooplus platform.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• NIQ (NielsenIQ)coreStrategic or Co-development Partner · 9 February 2026zooplus partnered with NIQ to gain comprehensive data-driven market intelligence combining online and offline performance metrics across channels. The partnership enables zooplus to track performance, monitor competitive dynamics, identify emerging trends, and understand consumer behavior across categories and geographies.
• InfosyscoreTechnology or Integration · 10 October 2024Infosys and zooplus collaborated on AI-driven digital transformation to enhance e-commerce capabilities. Infosys helped zooplus set up a Global Capability Center (GCC) in Hyderabad, India, to support technology operations and innovation initiatives.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Chewy: Chewy is the leading pure-play online pet supplies retailer in the US, offering food, accessories, and pharmacy products direct-to-consumer with Autoship subscriptions. It is the most direct analog to zooplus's online-pet, subscription-led model in a different geography.
• Fressnapf: Fressnapf is Europe's largest specialty pet retailer with a large store network plus online operations across many EU countries, carrying pet food and accessories across categories. It is zooplus's closest omnichannel competitor in its home market.
• Bitiba: Bitiba is an online pet supplies retailer operating in several European countries and is retained as a separate brand within the zooplus family. It is a direct peer in the same product category, sharing the same platform capabilities and supply chain.

Regional players

• Pets at Home: Pets at Home is the dominant UK pet retailer combining physical stores, grooming, and online sales of pet food and supplies. It is comparable to zooplus as a multi-category pet retailer with strong subscription/repeat purchasing dynamics, though UK-focused.
• Arcaplanet: Arcaplanet is Italy's leading pet retail chain with a strong e-commerce operation, carrying a full multi-category pet food and accessories assortment. It competes with zooplus in the Italian market with similar breadth of pet categories.
• Kiwoko: Kiwoko is a major Spanish omnichannel pet retailer with stores and online sales across Iberia. It is comparable as a multi-category pet retailer with growing e-commerce presence competing against zooplus in Spain and Portugal.
• Tom & Co. Tom & Co. is a Benelux-focused omnichannel pet retailer operating stores and online in Belgium, the Netherlands, and Luxembourg. It is comparable as a specialty pet retailer with multi-category assortment competing with zooplus in those geographies.

Broad incumbents

• Amazon: Amazon operates the largest online marketplace with a broad pet supplies category in Europe, competing with zooplus on selection, Prime delivery economics, and pricing across the same SKUs and customer base.
• PetSmart: PetSmart is a large omnichannel pet retailer in North America (stores plus online) with a broad assortment of pet food and supplies. It is comparable as a multi-category pet retailer and, like zooplus, has leaned into subscription and own-brand strategies.
• Petco: Petco operates a large omnichannel pet care and supplies business in the US, including online ordering, subscription auto-ship, and own-brand pet food. It is comparable to zooplus in product scope and direct-to-consumer online model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/zooplusDE
• Facebookfacebook.com/ZooplusUK
• LinkedInlinkedin.com/company/zooplus-se

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

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 zooplus