Fressnapf
Fressnapf | Maxi Zoo is Europe's leading specialty pet supplies retailer, operating around 2,600 physical stores and an omnichannel e-commerce platform across 15 European countries, serving individual pet owners with roughly 31,000 SKUs across food, accessories, and pet health services.
- Company typePrivate
- Founded1990
- HeadquartersKrefeld, Germany
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Fressnapf does
Fressnapf is Europe's leading specialty pet supplies retailer, operating under the unified Fressnapf | Maxi Zoo brand across approximately 2,600 physical stores in 15 European countries (Germany, Austria, France, Italy, the Netherlands, Belgium, Denmark, Sweden, Norway, Poland, Czechia, Hungary, Luxembourg, Spain and Finland). Founded in 1990 by Torsten Toeller in Erkelenz, Germany, and headquartered in Krefeld, the company employs around 20,000 people from more than 50 nations and serves individual pet owners across all major animal categories — dogs, cats, small animals, birds, horses, aquatics, terrarium and garden/pond — through a catalogue of roughly 31,000 SKUs.
The core product is the omnichannel retail of pet food, accessories, health products and services. Technology infrastructure includes the GK CLOUD4RETAIL cloud-based store-management platform deployed across 2,750+ stores in 15 countries, the Maxizoo mobile app for iOS and Android, the Fressnapf Friends loyalty programme integrated with PAYBACK, and an in-house online shop supporting Click & Collect and multiple payment options (PayPal, Apple Pay, Google Pay, Riverty). The company also operates adjacent services such as the Fressnapf x apodiscounter online pharmacy, Fressnapf Tierversicherung pet insurance, Online-Tierarzt telemedicine, Fressnapf Salon grooming, and Activet veterinary clinics, alongside a portfolio of exclusive private-label brands (AniOne, MultiFit, Premiere, Real Nature, Select Gold, Rinti, and others).
Fressnapf generates revenue primarily through unit-priced retail sales across company-owned and franchised stores, augmented by franchise royalties from approximately 230 franchise partners operating 800 markets, and incremental contributions from international operations including Italy (post-Arcaplanet acquisition in July 2024). Distribution operates through four channels: physical retail stores, the e-commerce platform, the mobile app, and Click & Collect, with logistics handled by DHL (including climate-neutral GoGreen shipping). The company remains privately held, majority-owned by founder Torsten Toeller, with private equity firm Cinven as a minority shareholder since July 2024.
Fressnapf firmographics
Firmographics- Name
- Fressnapf
- Legal name
- Fressnapf Tiernahrungs GmbH
- Website
- https://fressnapf.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Fressnapf | Maxi Zoo is Europe's leading specialty pet supplies retailer, operating around 2,600 physical stores and an omnichannel e-commerce platform across 15 European countries, serving individual pet owners with roughly 31,000 SKUs across food, accessories, and pet health services.
- Ownership category
- akta.pro rank
Fressnapf industry classification
Industry- Product category
- Pet Retail
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (81291), Veterinary Services (54194)
- akta.pro primary industry
- General Pet Supplies Retail (Multi-category) (CRALAHAA)
- akta.pro secondary industries
- Pet Supplies Omnichannel (CRAFAEAJ), Pet Supplies Inventory-led Online Retailers (CRAFADAH), Pet Food & Treats Retail (CRALAHAB)
Keywords
Where Fressnapf is headquartered
LocationHeadquarters
- HQ city
- Krefeld
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Fressnapf business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Sales: Physical and online retail sales of pet supplies, food, accessories, and health products across ~2,600 stores and e-commerce platform
- Franchise Revenue: Franchise model with 230 partners operating 800 markets, generating franchise fees and royalties
- International Operations: Revenue from international expansion across 15 European countries including Italy (Arcaplanet acquisition), France, Denmark, and others
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Physical retail stores offering full product range |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Fressnapf product offering
Product offeringCore offering
Fressnapf operates a pan-European omnichannel pet supplies retail business, selling pet food, accessories, and care products through more than 1,700 physical stores and a comprehensive online platform across 11 European countries. The offering is supplemented by in-store grooming salons, partner-operated veterinary clinics (Activet), online veterinary consultations, an online pet pharmacy partnership (apodiscounter), pet insurance distribution, and a loyalty program (Fressnapf Friends).
Product overview
Fressnapf | Maxi Zoo is a unified omnichannel pet retail platform combining physical superstores (~2,600 stores across 15 European countries), a full e-commerce online shop (with Click & Collect and multiple payment/shipping integrations), and a suite of adjacent services. The core offering is the retail sale of pet supplies across all major pet categories: dogs, cats, small animals, birds, horses, aquatics, terrarium, and garden/pond. This core is supported by private-label exclusive brands (AniOne, MultiFit, Fit Fun, Premiere, Real Nature, Select Gold, Rinti), the Fressnapf Friends loyalty program (integrated with PAYBACK), the Maxizoo mobile app, in-store services (Fressnapf Salon grooming, Activet veterinary clinics), an online pharmacy partnership (apodiscounter), pet insurance, an online vet telemedicine service, and a franchise model with ~230 partners operating ~800 markets. The international brand Maxi Zoo serves non-German European markets with the same format. The product portfolio does not include a SaaS platform, API, or developer-facing products.
Differentiator
Problem solved
Functional benefit
Brands
- Maxi Zoo: European pet retail brand operating under the Fressnapf | Maxi Zoo umbrella across 15 European countries
- fnx
- Fressnapf Friends
- tierisch engagiert
- Fressnapf Salon
- Dr. Fressnapf
- Fressnapf Apotheke
- Fressnapf Tierversicherung
Products and services
- Fressnapf Retail Stores
- Maxi Zoo
- Fressnapf Online Shop
- Maxizoo Mobile App
- Fressnapf Friends
- Fressnapf Salon
- Activet Tierarztpraxen
- Online-Tierarzt
- Fressnapf x apodiscounter
- Fressnapf Tierversicherung
- Fressnapf Franchise Program
- Fressnapf Exclusive Brands
Quantifiable outcome
- €3.6 billion revenue with 2% YoY growth
- +1 more outcomes
Companies that use Fressnapf
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Fressnapf technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability2 records
Feature3 records
Fressnapf partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- KormotechminorUkrainian pet food manufacturer Kormotech expanded into Romania through Fressnapf retail partnerships, introducing its products across multiple retail outlets to increase market share.
- HornbachminorGerman DIY retailer Hornbach partnered with Kormotech and Fressnapf for pet food distribution in Romania.
- ZooRoyalminorCollaboration with ZooRoyal to provide stress relief for dogs during New Year's Eve at Cologne/Bonn Airport and Hilton Munich Airport, creating quiet zones and distributing stress-reducing goods for approximately 750 dogs.
- Flughafen Köln/BonnminorAirport partnership for dog stress relief initiatives during New Year's Eve, benefiting approximately 750 dogs and their owners.
- Hilton Munich AirportminorHotel partnership for dog stress relief initiatives during New Year's Eve, benefiting approximately 750 dogs and their owners.
- GK SoftwarecoreFressnapf migrated 2,750+ stores across 15 European countries to GK's cloud-based CLOUD4RETAIL platform for unified store services management.
- PAYBACKcoreOngoing loyalty program partnership where PAYBACK points are earned on Fressnapf purchases, providing customer rewards and engagement.
- ArcaplanetcoreFressnapf fully acquired Arcaplanet, a leading Italian pet care retailer, adding over 560 stores and expanding presence in Italy. This acquisition brought Fressnapf's total store count to approximately 2,600 across 14 countries.
- HSG KrefeldminorLong-standing sponsorship of local handball club HSG Krefeld, representing regional community engagement.
Scale indicators9 records
Recent moves12 records
Expansion highlights6 records
Fressnapf competitors and assessment
Company assessmentDirect peers
- Pets at Home: UK-listed specialty pet retailer operating ~450 stores plus veterinary practices (Vets4Pets) and grooming salons. Pets at Home is the closest publicly traded analog to Fressnapf's omnichannel specialty retail plus adjacent services model in Europe.
- Arcaplanet: Italy's largest specialty pet retailer with over 560 stores, fully acquired by Fressnapf in July 2024. Prior to acquisition, Arcaplanet was the most direct national competitor to Fressnapf | Maxi Zoo in Italy and remains relevant as a brand-retained subsidiary.
- Zooplus: Formerly the largest online pet supplies retailer in Europe, now owned by the Hellmann Group. Zooplus is the closest direct peer to Fressnapf's online retail business, competing head-to-head across multiple European countries with a similar multi-category pet assortment.
Regional players
- Tom & Co: Specialty pet retail chain operating across France, Belgium, Spain, and Luxembourg. Tom & Co is a direct regional competitor to Fressnapf | Maxi Zoo in Western European markets with a comparable store-based specialty retail model.
- Jollyes: UK specialty pet retailer with over 100 stores, comparable in model (food, accessories, grooming, veterinary services) but operating solely in the UK. Relevant regional peer for benchmarking store economics and adjacencies in a mature market.
- Pet Lovers Centre: Listed specialty pet retailer with the largest store network in Asia (Singapore, Malaysia, Thailand, etc.). Operates a similar multi-category pet retail plus services model and is a useful regional comparable for international expansion playbooks.
Broad incumbents
- Amazon: Global e-commerce incumbent and the principal structural threat to Fressnapf's online pet supplies business. While not a specialty competitor, Amazon's breadth, logistics, and pricing power shape the competitive ceiling on Fressnapf's e-commerce margins.
- Petco Health and Wellness: US-listed omnichannel pet retailer combining merchandise with veterinary (Thrive), grooming, and training services. Operates at much larger scale than Fressnapf in a more consolidated US market, serving as a comparable for the omnichannel pet retail + services playbook.
- PetSmart: North America's largest specialty pet retailer, owned by BC Partners. Operates a similar store-plus-services-plus-digital model (including in-store PetSmart PetsHotel boarding and grooming) and is the broader incumbent benchmark for global pet specialty retail scale.
Others
- Mars Petcare: Largest global pet food manufacturer (Royal Canin, Pedigree, Whiskas). Mars is both a key supplier to Fressnapf and a vertical competitor through its own pet care brands, making it a critical ecosystem participant to monitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Fressnapf social profiles
Digital presenceFressnapf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fressnapf leadership team
Management profileNumber of profiles
Profiles1 record
Fressnapf subsidiaries and ownership
Company hierarchySubsidiaries3 records
Fressnapf funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fressnapf 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 Fressnapf
What does Fressnapf do?
Fressnapf operates a pan-European omnichannel pet supplies retail business, selling pet food, accessories, and care products through more than 1,700 physical stores and a comprehensive online platform across 11 European countries. The offering is supplemented by in-store grooming salons, partner-operated veterinary clinics (Activet), online veterinary consultations, an online pet pharmacy partnership (apodiscounter), pet insurance distribution, and a loyalty program (Fressnapf Friends).
Is Fressnapf a public or private company?
Fressnapf is a private company. It is classified as private equity controlled and is currently operating.
When was Fressnapf founded?
Fressnapf was founded in 1990. It employs 5,001 to 10,000 people.
Where is Fressnapf based?
Fressnapf is headquartered in Krefeld, Germany, in the Europe region.
How does Fressnapf make money?
Three revenue lines are on record. Retail Sales are the primary driver. The others are franchise Revenue and international Operations.
Who are Fressnapf's main competitors?
Direct peers on record are Pets at Home, Arcaplanet and Zooplus. Regional players are Tom & Co, Jollyes and Pet Lovers Centre. Broad incumbents are Amazon, Petco Health and Wellness and PetSmart. Mars Petcare is listed as an others.
Does Fressnapf have an API?
No public API is recorded for Fressnapf.
What industry is Fressnapf in?
Fressnapf's product category is Pet Retail. Its primary akta.pro industry code is CRALAHAA, General Pet Supplies Retail (Multi-category), with a secondary code of CRAFAEAJ, Pet Supplies Omnichannel. Its NAICS code is 459910.