Dogman Group

What Dogman Group does

Dogman Group, operating under the legal name Dogman and Friends, is a privately held Swedish specialty pet supplies retailer founded in 1965 and headquartered in Åstorp, Sweden. The company sells a comprehensive range of pet products across dogs, cats, birds, small animals, aquarium fish, and horse & rider categories — spanning food (dry, wet, grain-free, veterinary, fresh), beds and furniture, grooming supplies, walking and travel accessories, toys, crates and carriers, healthcare and pharmacy products, and feeding equipment. Product is sourced from third-party brands and private-label lines and sold through an omnichannel footprint that includes a network of physical retail stores across Sweden, an e-commerce storefront at dogman.se, a dedicated B2B portal at b2b.dogman.se serving breeders and pet businesses, and outlet stores for discounted merchandise. The underlying technology is a standard e-commerce retail platform with no documented proprietary AI/ML components, app, or public APIs.

Name

Dogman Group

Legal name

Dogman and Friends

Website

https://dogman.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

101–250 employees

Short description

Dogman and Friends is a Swedish specialty pet supplies retailer, founded in 1965, selling food, accessories, and care products for dogs, cats, birds, small animals, aquarium, and horses through physical stores, e-commerce, B2B portal, and outlet channels.

Ownership category

akta.pro rank

Product category

Pet Supplies Retail

NAICS

Pet and Pet Supplies Retailers (45991), Veterinary Services (541940)

akta.pro primary industry

Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)

akta.pro secondary industry

Pet Bedding, Crates & Carriers Retail (CRALAHAF)

Keywords

• Pet supplies retail
• Pet food
• Pet accessories
• Veterinary pet food
• Pet grooming supplies

Headquarters

HQ city

Åstorp

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales (B2C): Physical and online retail sales of pet supplies including food, accessories, toys, and care products for dogs, cats, birds, small animals, and horses. Sales through owned retail stores and e-commerce platform.
2. B2B Sales: Business-to-business sales through dedicated B2B portal (b2b.dogman.se) targeting breeders and pet businesses.
3. Membership Program: Club Dogman membership program offering member-exclusive pricing (medlemspriserna) to registered customers.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Dogman Group is a Swedish specialty pet supplies retailer that sells food, accessories, beds, toys, grooming products, crates, healthcare items, and care equipment for dogs, cats, birds, small animals, aquariums, and horses through owned physical retail stores across Sweden, its own e-commerce platform dogman.se, and outlet locations. It additionally operates a Club Dogman membership program offering member-exclusive pricing, in-store veterinary services at select stores, and a dedicated B2B portal (b2b.dogman.se) for breeders and pet businesses.

Product overview

Dogman Group (Dogman & Friends) is a Swedish pet supplies retailer operating a multi-category e-commerce platform and physical retail stores. The core offering is a comprehensive pet supply store serving dogs, cats, birds, small animals, aquarium, and horse/rider categories. Product portfolio includes private-label and branded food (dry, wet, grain-free, veterinary, fresh), beds and furniture, grooming supplies, walking/travel accessories, toys, crates and carriers, healthcare/pharmacy products, feeding supplies, scratching posts and litter products. The company complements its retail offering with veterinary services at select stores, a customer loyalty program (Club Dogman), B2B services for businesses, and educational resources through blog posts and buying guides. The company emphasizes environmental sustainability in packaging and delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Club Dogman: Customer loyalty/ membership program offering exclusive deals and member pricing

Products and services

• Dogman & Friends Pet Retail Store Swedish pet supplies retailer offering a comprehensive product range for dogs, cats, birds, small animals, aquarium, and horses, operated through physical retail stores across Sweden and the dogman.se online storefront.
• Dog Food (Hundmat) Dog food category offering dry food, wet food, grain-free, veterinary food, fresh food, and puppy food for dogs; targeted at dog owners.
• Cat Food (Kattmat) Cat food category offering dry food, wet food, grain-free, veterinary food, fresh food, and supplements for cats; targeted at cat owners.
• Pet Beds and Furniture Pet beds, cushions, blankets, houses, igloos, and related furniture for dogs and cats.
• Pet Treats (Hundgodis, Kattgodis) Bones and chew treats, reward treats, dental sticks, and cat treats for dogs and cats.
• Grooming Products (Päls och klor) Nail clippers, shampoos and conditioners, trimmers, scissors, drying coats and towels, brushes, and combs for dogs and cats.
• Walking and Travel Supplies Reflectors and blink lights, tracking and long lines, harnesses, waist belts, leashes, collars, poop bags, and travel bags and carriers for dogs and cats.
• Pet Toys (Hundleksaker, Kattleksaker) Interactive toys, soft toys, rubber toys, water toys, balls and frisbees, rope and tug toys, squeaky toys for dogs; interactive toys, cat wands, classic toys, catnip, balls, fish and mice, houses and tunnels for cats.
• Crates, Carriers, and Gates Car crates, fabric crates, steel crates, transport crates, dog bags, dog pens and gates, car grilles for dogs; cat carriers, transport crates, and cat bags for cats.
• Pet Healthcare (Hundens apotek) Calming products, toothbrushes and toothpaste, tick and parasite prevention, supplements and vitamins, ear care, eye care, wound care, and paw balms for dogs; tick prevention and calming products for cats.
• Feeding Supplies (Till matplatsen) Food bowls, mats, storage solutions, water bottles, automatic feeders and water fountains, and food dispensers for dogs and cats.
• Bird and Small Animal Products Food, habitats, and accessories for birds and small animals.
• Aquarium Products (Akvaristik) Aquarium supplies and accessories for aquarium pet owners.
• Horse and Rider Products (Häst & Ryttare) Products for horses and riders.
• Veterinary Services In-store veterinary services and supply of veterinary food for dogs and cats, including dedicated veterinary food categories.
• Club Dogman Membership Program Customer loyalty program offering registered members member-exclusive pricing (medlemspriser) and community benefits.
• Dogman B2B (Business-to-Business Portal) Dedicated B2B portal serving professional breeders and pet businesses with specialized bulk offerings and Breeders Club support.
• Outlet (Discounted Pet Products) Discounted and outlet pet products offered through dedicated outlet category and outlet stores in Sweden.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Petco: U.S. pet retail chain offering products, grooming, veterinary services, and training. Comparable in-store veterinary and services integration with retail; much larger scale and broader geographic footprint.
• Chewy: Pure-play online pet retailer with subscription autoship model and broad assortment across food, supplies, and pharmacy. Represents the e-commerce competitive threat to Dogman's online channel with significantly greater scale and logistics investment.
• PetSmart: North America's largest specialty pet retailer combining products, services (grooming, training, veterinary), and pet adoption. Comparable omnichannel and in-store services model at much larger scale, though operating in a different geography.
• Zooplus: Europe's largest online pet retailer, owned by HELLA, with broad assortment and pan-European delivery. Represents a significant cross-border e-commerce competitor for Dogman's online channel, particularly for branded food and supplies.

Regional players

• Pets at Home: UK's largest pet retailer offering pet products, services (grooming, veterinary), and an in-store veterinary model analogous to Dogman's. Comparable in-store vet integration and loyalty program structure, but operates exclusively in the UK.
• Maxi Zoo: Part of the Fressnapf Group, Maxi Zoo operates pet retail stores in Sweden with comparable multi-category pet supplies offerings. Direct Swedish competitor to Dogman with the backing of a larger European parent.
• Fressnapf: Pan-European pet retail chain headquartered in Germany with stores across multiple countries. Comparable omnichannel pet supplies model and assortment, though primarily operating outside Sweden with limited Nordic overlap today.

Direct peers

• Arken Zoo: Largest Swedish pet retail chain with physical stores and e-commerce, offering a comparable multi-category pet supplies assortment. Arken Zoo is Dogman's most direct national competitor in Sweden, competing on store footprint, product breadth, and breeder/B2B programs.
• Zoo.se: Swedish pet retailer with online and physical presence, offering similar multi-species pet supplies and accessories. Competes head-to-head with Dogman on assortment, pricing, and customer loyalty in the Swedish market.
• Musti Group: Nordic pet retail chain operating stores in Sweden, Finland, and Norway under multiple banners. Directly competes with Dogman in Sweden with greater regional scale and category depth across pet food, accessories, and services.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DogmanAB
• Instagraminstagram.com/dogmansverige
• LinkedInlinkedin.com/company/dogmangroup

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Dogman Group