What Pets Place does

Pets Place is a privately held Dutch omnichannel pet and garden retailer headquartered in Apeldoorn, Netherlands, operating more than 200 physical stores across the Netherlands and Belgium alongside a Magento-based e-commerce storefront at petsplace.nl. Founded in 2008 by Margriet Alex Tierolff, the company carries approximately 30,000 SKUs spanning dogs, cats, rodents and rabbits, fish and aquariums, birds, farm animals, horses and riders, reptiles and amphibians, angling, garden, and workwear categories. Its product catalog includes premium branded offerings (Royal Canin, Hill's Prescription Diet, Eukanuba, Trixie, Versele-Laga) as well as a growing private-label line such as Pets Place Adult Maxi Krokante Brokken.

The business operates a hybrid direct-to-consumer model combining brick-and-mortar retail with e-commerce and click-and-collect fulfillment (Bestel & haal op bij jou in de buurt), supported by free shipping on orders over €35 and a repeat-purchase functionality (Herhaalaankoop). Beyond products, Pets Place delivers in-store services through three operational extensions: Dogwash (self-service and professional dog washing), Trimsalon (grooming salon), and Vets Place (in-store veterinary consultations and vaccinations). A strategic co-location partnership with Boerenbond expands the retail footprint into garden, outdoor living, and workwear, while a distribution agreement with Figo adds pet insurance as an ancillary revenue stream. The Pets Place Premium subscription membership creates a recurring-revenue loyalty layer with exclusive discounts and benefits.

Revenue mechanics span one-time product sales across multiple categories, professional services revenue from grooming and veterinary care, affiliate referral commissions from insurance distribution, and subscription recurring revenue from the Premium membership. Customer segments are fragmented across pet owners, garden enthusiasts, fishing hobbyists, and workwear buyers, with no single segment materially concentrated. Marketing is delivered through social media (Facebook, TikTok, Instagram, Pinterest, YouTube), email newsletters, an advice blog, weekly print promotional folders, and in-store community events. Revenue figures, funding rounds, and detailed ownership structure are not publicly disclosed in source materials.

Name

Pets Place

Legal name

Pets Place

Website

https://petsplace.nl

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Pets Place is a Dutch omnichannel pet and garden retailer operating 200+ stores and an e-commerce platform across the Netherlands and Belgium, selling 30,000 SKUs to pet owners and garden enthusiasts, with in-store grooming, veterinary, and insurance 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

Pet Supplies Omnichannel (CRAFAEAJ)

Keywords

• Pet retail stores
• Pet food products
• Pet care services
• Pet supplies ecommerce
• Animal care products

Headquarters

HQ city

Apeldoorn

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Sale of pet food, accessories, toys, and health products across multiple categories including dogs, cats, small animals, birds, fish, horses, and reptiles. Also includes private-label products such as Pets Place Adult Maxi Krokante Brokken.
2. In-Store Services: Dogwash (self-service dog washing), grooming salon (Trimsalon), and veterinary services through Vets Place partnership offering vaccinations and health consultations.
3. Pet Insurance Referral: Partnership with Figo pet insurance, earning referral commissions for insurance policy sign-ups.
4. Premium Membership: Pets Place Premium subscription program offering exclusive discounts and benefits to members.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Pets Place is an omnichannel Dutch pet retail chain operating 200+ physical stores across the Netherlands and Belgium alongside a petsplace.nl e-commerce platform carrying approximately 30,000 SKUs of pet food, accessories, and care products for dogs, cats, rodents, birds, fish, horses, reptiles, and farm animals, as well as adjacent garden, angling, and clothing categories. The chain complements its merchandise with in-store value-added services — Dogwash self-service washing, Trimsalon grooming, and Vets Place veterinary consultations — and runs a Premium membership program providing exclusive discounts, click-and-collect fulfillment, repeat-purchase scheduling (Herhaalaankoop), and free shipping on orders above €35.

Product overview

Pets Place is a Dutch pet and garden retail chain (dierenwinkel) operating as both an e-commerce platform and physical store network with over 200 locations across the Netherlands and Belgium. The company offers a comprehensive product portfolio organized into two main categories: Animal & Garden (Dier & Tuin) and Clothing (Kleding). The Animal category includes dedicated sections for Dogs (Hond), Cats (Kat), Rodents & Rabbits (Knaagdier & Konijn), Fish & Aquarium (Vis & Aquarium), Birds (Vogel), Farm Animals (Erfdier), Horses & Riders (Paard & Ruiter), Reptiles & Amphibians (Reptiel & Amfibie), Angling (Hengelsport), and Garden Animals (Tuindier). Beyond physical products, Pets Place operates complementary services including Dogwash (professional dog washing), Trimsalon (grooming salon), Vets Place (veterinary services), and an insurance offering via Figo. The company also carries therapeutic pet food brands like Hill's Prescription Diet and maintains a private label product line. The online platform offers approximately 30,000 products in stock with free shipping over €35 and offers click-and-collect (Bestel & haal op) services.

Differentiator

Problem solved

Functional benefit

Brands

• Pets Place Premium: Premium membership program offering exclusive benefits and discounts to members.

Products and services

• Hond (Dogs) product line Complete range of products for dogs covering food (including super-premium and prescription diets from brands such as Royal Canin, Hill's and Trixie), beds, kennels, crates, collars, leashes, toys, training, travel, and cooling/warming accessories, sold in-store and via petsplace.nl.
• Kat (Cats) product line Comprehensive assortment for cats including dry and wet food, treats, litter boxes, litter, scratching posts, beds, toys, collars, harnesses, and travel carriers, available across the Pets Place store estate and online.
• Knaagdier & Konijn (Rodents & Rabbits) product line Specialty assortment of cages (Kooi & Hok), hutches, bedding, food, hay, treats, and care accessories for small pets such as hamsters, guinea pigs, rabbits, and other rodents.
• Vis & Aquarium (Fish & Aquarium) product line Aquatic assortment including aquariums, filters, lighting, heaters, decorations, water treatments, and fish food for tropical, cold-water, and marine setups.
• Vogel (Birds) product line Bird care products covering cages and aviaries (Kooi & Voliere), perches, feed, treats, toys, and supplements for parrots, canaries, finches, parakeets, and other pet bird species.
• Paard & Ruiter (Horse & Rider) product line Equestrian assortment for horse care and riders including feed, supplements, grooming, stable, tack, and rider equipment.
• Reptiel & Amfibie (Reptiles & Amphibians) product line Specialty reptile and amphibian husbandry products covering terrariums, lighting, heating, substrate, food, supplements, and decor for snakes, lizards, turtles, frogs, and similar species.
• Hengelsport (Angling) product line Fishing equipment and accessories including rods, reels, tackle, bait, lines, hooks, and related gear sold alongside the broader Pets Place assortment.
• Tuin (Garden) product line Garden, outdoor, and workwear assortment offered through the strategic Boerenbond partnership, providing combined pet and outdoor-lifestyle shopping under one roof at participating locations.
• Erfdier (Farm Animals) product line Feed, housing, and care products for backyard and smallholding farm animals such as chickens, goats, and sheep.
• Dogwash self-service washing In-store self-service Dogwash stations where customers can wash their dogs using professional equipment and products on the premises.
• Trimsalon (grooming salon) In-store pet grooming service offering hair trimming, coat care, and styling for dogs and cats by Pets Place groomers.
• Vets Place (veterinary consultations) In-store veterinary consultation and care service providing pet health checks, advice, and clinical services at selected Pets Place locations.
• Pets Place Premium membership Paid loyalty/membership program providing members exclusive discounts, special offers, and member-only promotions across the Pets Place assortment and services.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• BoerenbondcoreStrategic or Co-development PartnerStrategic partnership where Pets Place and Boerenbond operate together under one roof. Boerenbond stores offer garden products, outdoor living, seasonal items, workwear, and agricultural supplies alongside Pets Place pet products. This enables customers to shop for both pets and garden needs in a single location.
• Vets PlacecoreStrategic or Co-development PartnerIn-store veterinary services partnership offering pet health consultations, vaccinations, and professional pet care advice. Located within Pets Place stores, providing convenient access to veterinary care.
• FigominorGTM or Marketing PartnerPet insurance partnership offering insurance products to pet owners through the Pets Place platform. Customers can purchase pet health insurance at participating locations.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jollyes: UK physical pet retail chain with grooming services in-store and broader omnichannel build-out. Comparable on specialty store-based pet retail model with services attached.
• Tom & Co: Specialty pet retail chain operating primarily in Belgium and neighboring markets. The most direct Benelux geographic competitor, with comparable in-store grooming and product assortment strategy.
• Fressnapf: Europe's largest pet retail chain operating omnichannel stores across Germany and multiple European countries. Directly comparable to Pets Place in store-based pet supplies distribution, product breadth, and in-store service offerings.
• Pets at Home: UK's leading omnichannel pet specialist retailer with veterinary services (Vets4Pets) and grooming inside stores. Mirrors Pets Place's integrated retail-plus-services-plus-subscription model in a comparable Western European market.
• Maxi Zoo: European multi-country pet retail chain owned by Fressnapf Group, operating physical stores across Western and Central Europe. Directly comparable on physical footprint strategy, category breadth, and omnichannel evolution.
• Dierspecialist: Leading Dutch online pet supplies specialist competing head-on with petsplace.nl on assortment depth, price, and home delivery for routine pet food and accessories in the same domestic market.

Broad incumbents

• Amazon: Global e-commerce incumbent with extensive pet supplies assortment and Prime subscription. Sets the convenience and pricing benchmark that all European pet retailers, including Pets Place, must compete against.
• Petco: US omnichannel pet retailer combining stores, veterinary care, grooming, and training. Comparable as a broad incumbent in pet specialty retail offering the same integrated services-plus-products playbook Pets Place pursues.
• Bol.com: Dominant Dutch/Belgian general e-commerce marketplace with a sizable pet supplies assortment. Threatens Pets Place on price discovery and one-stop convenience for non-specialty pet purchases.
• Chewy: US online pet retail pure-play with autoship subscriptions and vertical private label expansion. Represents the e-commerce-native model that puts margin pressure on European omnichannel pet retailers like Pets Place.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/petsplaceNL
• YouTubeyoutube.com/user/petsplaceTV
• Facebookfacebook.com/NLpetsplace
• Instagraminstagram.com/petsplaceNL
• TikToktiktok.com/@petsplacenl
• Pinterestnl.pinterest.com/PetsPlaceBoerenbond
• LinkedInlinkedin.com/company/boerenbond-retail-bv

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

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 Pets Place