Fressnapf

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.

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

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

• Pet retail
• Pet food supplies
• Pet accessories
• Pet care services
• Omnichannel pet retail

Headquarters

HQ city

Krefeld

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Physical and online retail sales of pet supplies, food, accessories, and health products across ~2,600 stores and e-commerce platform
2. Franchise Revenue: Franchise model with 230 partners operating 800 markets, generating franchise fees and royalties
3. International Operations: Revenue from international expansion across 15 European countries including Italy (Arcaplanet acquisition), France, Denmark, and others

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core 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

Named customers2 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

Integration8 records

AI capability2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• KormotechminorChannel Partner/ Reseller/ Distributor · 8 February 2026Ukrainian pet food manufacturer Kormotech expanded into Romania through Fressnapf retail partnerships, introducing its products across multiple retail outlets to increase market share.
• HornbachminorChannel Partner/ Reseller/ Distributor · 8 February 2026German DIY retailer Hornbach partnered with Kormotech and Fressnapf for pet food distribution in Romania.
• ZooRoyalminorStrategic or Co-development Partner · 5 January 2026Collaboration 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/BonnminorStrategic or Co-development Partner · 5 January 2026Airport partnership for dog stress relief initiatives during New Year's Eve, benefiting approximately 750 dogs and their owners.
• Hilton Munich AirportminorStrategic or Co-development Partner · 5 January 2026Hotel partnership for dog stress relief initiatives during New Year's Eve, benefiting approximately 750 dogs and their owners.
• GK SoftwarecoreTechnology or Integration · 9 September 2025Fressnapf migrated 2,750+ stores across 15 European countries to GK's cloud-based CLOUD4RETAIL platform for unified store services management.
• PAYBACKcoreGTM or Marketing Partner · 18 December 2024Ongoing loyalty program partnership where PAYBACK points are earned on Fressnapf purchases, providing customer rewards and engagement.
• ArcaplanetcoreStrategic or Co-development Partner · 4 July 2024Fressnapf 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 KrefeldminorOthersLong-standing sponsorship of local handball club HSG Krefeld, representing regional community engagement.

Scale indicators9 records

Recent moves12 records

Expansion highlights6 records

Direct 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

• LinkedInlinkedin.com/company/fressnapf-holding-se
• Instagraminstagram.com/fressnapf
• Facebookfacebook.com/Fressnapf
• YouTubeyoutube.com/@Fressnapf
• TikToktiktok.com/@fressnapf

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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 Fressnapf