Super Zoo
Super Zoo is a Czech omnichannel specialty pet retailer, part of Plaček Group, operating 206+ stores and an e-commerce platform serving pet owners across dogs, cats, small mammals, birds, aquatics, and reptiles, with private-label brands and adjacent vet and grooming services.
- Company typePrivate
- Founded2010
- HeadquartersPodebrady, Czechia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Super Zoo does
Super Zoo (legal entity Plaček Pet Products s.r.o.) is a Czech omnichannel specialty retailer of pet supplies, operating as the retail arm of the family-owned Plaček Group. The company runs more than 206 physical stores across the Czech Republic alongside a comprehensive e-commerce platform at superzoo.cz, supported by a mobile app, a loyalty program called Super zoo family, and value-added services including in-store veterinary clinics (Super zoo veterina), dog grooming salons (Super zoo salon), a breeding club, and personalized consultations delivered in-store and via WhatsApp.
The core product offering is organized into six vertical categories: dogs, cats, small mammals, birds, aquaristics, and terraristics, spanning food, treats, accessories, antiparasitics, veterinary diets, habitat equipment, and live animal sales. The company has built a private-label portfolio of four brands—Ontario (dog and cat food), Elbeville (supplements and functional wet food), Prospera Plus (small mammal food), and Rasco Premium (dog food)—to capture higher-margin assortment. Distribution combines same-day and express delivery, personal pickup within 60 minutes from any of 200+ stores, 24/7 stores, and free shipping above 1,500 Kč. Underlying technology consists of a standard e-commerce platform with Google SSO, Bookio-integrated consultation booking, GoPay payments, and WhatsApp-based customer support; no proprietary AI/ML capability is evidenced.
The business model is predominantly transaction-based retail (both online and in-store) supplemented by subscription-style loyalty economics through Super zoo family, which offers 10% registration discounts, family pricing, and a 100% pet food taste guarantee. Marketing relies on content-led acquisition via the Poradna advice hub, a podcast, digital magazine, SEO on high-intent product queries, social media, and email. Super Zoo serves individual Czech pet owners as a B2C retailer; the only named organizational partner is the nonprofit Libchavští Chlupáči z.s. as a charitable recipient. The company also distributes Generali Česká pet insurance as a co-marketed financial product. No public listing, funding rounds, or institutional investor information is disclosed, and the parent group Plaček Pet Products s.r.o. handles returns logistics from Poděbrady.
Super Zoo firmographics
Firmographics- Name
- Super Zoo
- Legal name
- Plaček Pet Products s.r.o.
- Website
- https://superzoo.cz
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Super Zoo is a Czech omnichannel specialty pet retailer, part of Plaček Group, operating 206+ stores and an e-commerce platform serving pet owners across dogs, cats, small mammals, birds, aquatics, and reptiles, with private-label brands and adjacent vet and grooming services.
- Ownership category
- akta.pro rank
Super Zoo industry classification
Industry- Product category
- Pet Retail
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (81291), Veterinary Services (54194)
- SIC
- Retail-Miscellaneous Retail (5900)
- akta.pro primary industry
- Pet Supplies Omnichannel (CRAFAEAJ)
- akta.pro secondary industries
- General Pet Supplies Retail (Multi-category) (CRALAHAA), Pet & Animal Supplies Marketplaces (CRAFABAH)
Keywords
Where Super Zoo is headquartered
LocationHeadquarters
- HQ city
- Podebrady
- HQ country
- Czechia
- HQ region
- Europe
Offices3 records
Markets served
Super Zoo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- E-commerce Sales: Online sales of pet supplies through superzoo.cz e-commerce platform with home delivery options
- Retail Store Sales: In-store sales across 206 physical retail locations throughout the Czech Republic
- Personal Pickup (Osobní odběr): Customers order online and pick up at nearby stores within 60 minutes or from central warehouse within 2 business days
- Loyalty Program Membership: Super zoo family loyalty program offering discounted family prices, 10% registration discount, and exclusive member benefits
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard retail pricing for non-members |
| Subscription | Monthly | Super zoo family loyalty program pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Super Zoo product offering
Product offeringCore offering
Super Zoo is the largest pet supplies retail chain in the Czech Republic, operating 206+ physical stores alongside an e-commerce platform (superzoo.cz) and a mobile app. It sells pet food, accessories, toys, and healthcare products across dogs, cats, small mammals, birds, aquaristics, and terraristics categories, complemented by private label brands (Ontario, Elbeville, Prospera Plus, Rasco Premium), a loyalty program (Super zoo family), free in-store and WhatsApp consultations, personal pickup, same-day and express delivery, and value-added services like veterinary clinics and dog grooming.
Product overview
Super Zoo is a Czech pet supplies retail chain and e-commerce platform operating 206+ physical stores across the Czech Republic. The core offering is a unified omnichannel platform combining an e-shop, loyalty program (Super zoo family), mobile app, and physical retail locations. The product portfolio spans six main categories: Dogs (food, toys, accessories, antiparasitics, care products), Cats (food, litter, scratchers, toys), Small Mammals (hamsters, rabbits, guinea pigs, ferrets), Birds (food, cages, accessories), Aquaristics (aquariums, equipment, fish), and Terraristics (terrariums, reptiles, amphibians). Key private label brands include Ontario (dog and cat food), Elbeville (pet supplements), Prospera Plus (small mammal food), and Rasco Premium (dog food). Additional services include veterinary clinic, dog grooming salon, personalized consultations, personal pickup, 24/7 stores, bulk dispensing, pet insurance, podcast series, and an advisory blog platform.
Differentiator
Problem solved
Functional benefit
Brands
- Super zoo family: Loyalty program offering discounted prices and benefits to registered members
- Super zoo veterina
- Super zoo salon
- Super zoo magazín
Products and services
- Super Zoo E-shop Online e-commerce platform for pet supplies, allowing customers to browse, search, and purchase products across multiple categories including pet food, accessories, toys, and health products for dogs, cats, small mammals, birds, aquariums, and terrariums.
- Super zoo family Loyalty Program VIP customer loyalty program offering exclusive discounts, family prices, 10% registration discount on first purchase, and a 100% taste guarantee on pet food.
- Super zoo Mobile Application Mobile shopping application for pet supplies offering exclusive Suprovky special deals refreshed twice monthly, with a 10% discount for new users on download and convenient shopping access.
- Konzultace na míru (Custom Pet Consultations) Free expert consultations available online via WhatsApp or in-person at stores, covering pet selection, equipment, feeding, and care topics.
- Super zoo veterina (Veterinary Clinic) Veterinary clinic services for pets, integrated with the retail locations under sub-brand Super zoo veterina.
- Super zoo salon (Dog Grooming Salon) Professional grooming and styling services for dogs at Super Zoo locations under sub-brand Super zoo salon.
- Osobní odběr (Personal Pickup) Same-day pickup service at 206+ physical store locations. Orders are ready in 60 minutes if in stock at the chosen store, or within 2 business days from the central warehouse.
- Expresní rozvoz (Express Delivery) Same-day and express delivery options for time-sensitive pet supply needs, with free shipping for orders over 1,500 Kč.
- Prodejny non-stop 24/7 (24/7 Stores) Selected retail locations operating 24 hours a day, 7 days a week, providing round-the-clock access to pet supplies.
- Pojištění psů a koček (Pet Insurance) Pet insurance offering for dogs and cats provided in partnership with Generali česká pojišťovna, with promotional discounts offered to Super Zoo customers.
- Ontario (Private Label Pet Food) Super Zoo's private label pet food brand offering dry and wet food for dogs and cats, including specialized formulas for different life stages and sizes.
- Elbeville (Private Label Pet Supplements) Super Zoo's private label brand offering pet supplements and functional wet foods with natural ingredients for joint, skin, and urinary health.
- Prospera Plus (Private Label Small Mammal Food) Super Zoo's private label premium pet food brand for small mammals such as hamsters, rabbits, guinea pigs, and ferrets.
- Rasco Premium (Private Label Dog Food) Super Zoo's private label premium pet food brand offering dog food products.
- Chovatelský klub (Breeding Club) Breeding club service for dog owners providing specialized support, resources, and guidance for breeders.
Companies that use Super Zoo
Customer profileNamed customers2 records
Segments6 records
Ideal customer profiles2 records
Super Zoo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Super Zoo partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and supporting.
- Generali ČeskécorePartnership offering pet insurance for dogs and cats with Super Zoo providing promotional discounts on insurance products to pet owners
- Plaček GroupcoreSuper Zoo is part of Plaček Group, operating as the retail pet supplies division of the family-owned Czech pet products company. Plaček Pet Products handles returns processing at their facility in Poděbrady.
- BookiosupportingOnline booking system provider used for scheduling personalized consultations at Super Zoo stores and via WhatsApp
- GoPaysupportingPayment gateway provider for online credit card payments and bank transfers through the Super Zoo e-commerce platform
- GooglesupportingSingle Sign-On (SSO) integration allowing customers to register and login using Google accounts on superzoo.cz
- WhatsAppsupportingCustomer communication platform for WhatsApp consultations and support during extended hours
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Super Zoo competitors and assessment
Company assessmentDirect peers
- Zooplus: Pan-European online pet supplies retailer operating across CEE including Czech Republic. Strong direct competitor in the e-commerce pet retail channel where Super Zoo competes, with a focus on subscription-driven pet food delivery.
- Fressnapf / Maxi Zoo: Europe's largest pet retail chain with hundreds of physical stores across multiple countries including operations adjacent to Czech Republic. Operates an omnichannel pet supplies model comparable to Super Zoo, covering food, accessories, and live animals.
- Pet Center Czechia: Czech pet retail chain with physical stores and e-commerce presence in the same domestic market as Super Zoo. Competes directly on overlap of dog, cat, and small animal category ranges.
- Chewy: US-based pure-play pet e-commerce retailer with a subscription model and broad assortment across pet food, supplies, and pharmacy. Comparable to Super Zoo's online channel and analytical use of autoship-style features.
- Pets at Home: UK-based pet retail chain with in-store grooming, veterinary clinics, and loyalty programs. Closely comparable to Super Zoo's combination of physical retail, professional services, and loyalty infrastructure.
Broad incumbents
- Petco: Large US pet specialty retailer operating physical stores and e-commerce with full assortments including pet services. Comparable omnichannel pet retail model even though primarily serving the North American market.
- Alza.cz: Czech general e-commerce leader with significant pet category presence and extensive retail network. Competes with Super Zoo on Czech online traffic and also serves as a comparison point for omnichannel strength in the Czech market.
- Amazon Czechia: Global e-commerce marketplace with growing pet supplies presence in Czech Republic. Represents the broad competitive pressure from large generalist online retailers on Super Zoo's e-commerce channel.
Regional players
- PETstock: Regional pet retail chain operating a comparable omnichannel model with pet services, grooming, and loyalty programs. Operates in a different geography but is structurally similar to Super Zoo's retail-plus-services approach.
Emerging players
- Kočičí žrádlo: Czech specialist pet food retailer focused on quality and natural food for cats and dogs. Niche player in Super Zoo's category but competes on premium product positioning and customer loyalty.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Super Zoo social profiles
Digital presenceSuper Zoo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Super Zoo leadership team
Management profileNumber of profiles
Super Zoo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Super Zoo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Super Zoo
What does Super Zoo do?
Super Zoo is the largest pet supplies retail chain in the Czech Republic, operating 206+ physical stores alongside an e-commerce platform (superzoo.cz) and a mobile app. It sells pet food, accessories, toys, and healthcare products across dogs, cats, small mammals, birds, aquaristics, and terraristics categories, complemented by private label brands (Ontario, Elbeville, Prospera Plus, Rasco Premium), a loyalty program (Super zoo family), free in-store and WhatsApp consultations, personal pickup, same-day and express delivery, and value-added services like veterinary clinics and dog grooming.
Is Super Zoo a public or private company?
Super Zoo is a private company. It is classified as corporate owned and is currently operating.
When was Super Zoo founded?
Super Zoo was founded in 2010. It employs 11 to 50 people.
Where is Super Zoo based?
Super Zoo is headquartered in Podebrady, Czechia, in the Europe region.
How does Super Zoo make money?
Four revenue lines are on record. E-commerce Sales are the primary driver. The others are retail Store Sales, personal Pickup (Osobní odběr) and loyalty Program Membership.
Who are Super Zoo's main competitors?
Direct peers on record are Zooplus, Fressnapf / Maxi Zoo, Pet Center Czechia, Chewy and Pets at Home. Broad incumbents are Petco, Alza.cz and Amazon Czechia. PETstock is listed as a regional player. Kočičí žrádlo is listed as an emerging player.
Does Super Zoo have an API?
No public API is recorded for Super Zoo.
What industry is Super Zoo in?
Super Zoo's product category is Pet Retail. Its primary akta.pro industry code is CRAFAEAJ, Pet Supplies Omnichannel, with a secondary code of CRALAHAA, General Pet Supplies Retail (Multi-category). Its NAICS code is 459910 and its SIC code is 5900.