Pet Pharmacy

What Pet Pharmacy does

Pet Pharmacy, operating as Dierenapotheek.nl, is a Netherlands-headquartered online pet pharmacy that sells veterinary medicines, preventive care products, supplements, and specialized diet foods for dogs, cats, horses, small animals, birds, and fish. The platform is built around a self-serve e-commerce storefront carrying 2,000+ SKUs, with same-day dispatch for orders placed before 16:00 via a PostNL shipping partnership that supports home, pick-up point, and parcel locker delivery across the Netherlands and Belgium. The technical stack combines an e-commerce front-end, an order-management workflow, and an integrated veterinary advice channel where customers can consult practicing veterinarians and paraveterinarians by phone (+31 (0) 75-6150141) or email. The company extends its surface with a knowledge bank of educational articles on pet health, a "Buddycoins" loyalty program (1 coin per €1 spent, redeemable at 200 coins = €10 discount), and a mobile companion (HuisdierenApp) offering vet-finder and video-consultation features.

The business runs a direct-to-consumer, transaction-based revenue model with unit pricing (€5.95 standard shipping, free shipping above €59.95 within NL and BE) and a €59.95 free-shipping threshold that acts as an AOV lever. Pricing includes BTW (Dutch VAT), and products span both prescription and OTC veterinary medicines, with retail authorization under the CBG-MEB veterinary medicines framework. Customers are segmented horizontally by animal type (dogs/cats primary, plus horses, small animals, birds, fish), with a prevention-focused value proposition ("Voorkomen is beter dan genezen"). The brand is operated within Pet Service Holding NV, a publicly listed entity on Euronext Amsterdam (ticker NL0015001HZ9) whose portfolio also includes DrPetCare.de (Germany), Petlux, and the BudgetPets physical retail concept. Reported customer KPIs are strong: 9/10 feedback rating on Feedback Company, 96% recommendation rate, and 1M+ customers served across the parent group's brands.

Name

Pet Pharmacy

Legal name

Pet Service Holding NV

Website

https://dierenapotheek.nl

Company type

Public

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Dierenapotheek.nl is an online veterinary pharmacy headquartered in the Netherlands, selling 2,000+ pet medications, supplements, and diet foods direct-to-consumer across NL and BE, with on-staff veterinary advice, PostNL fulfillment, and a Buddycoins loyalty program.

Ownership category

akta.pro rank

Product category

Online Veterinary Pharmacy

NAICS

Pharmacies and Drug Retailers (456110), Pet and Pet Supplies Retailers (45991)

SIC

Pharmaceutical Preparations (2834), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Online Veterinary Pharmacies & E-commerce Retailers (HLAMAIAF)

akta.pro secondary industries

Pet Pharmacy Retail (Prescription) (CRALAHAD), E‑prescribing, Pharmacy Ordering & Medication Management (Rx, Refills, Home Delivery Integrations) (HLAMAGAF), Veterinary & Therapeutic Pet Diets (Prescription) (AFADAFAH)

Keywords

• Veterinary pharmacy
• Pet medications
• Online pet care
• Pet health products
• Animal supplements

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product transactions across 2000+ veterinary medicines and pet care products for dogs, cats, horses, small animals, birds, and fish
2. Free Shipping Threshold Revenue: Orders exceeding €59.95 qualify for free shipping within Netherlands and Belgium, driving basket size optimization

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Dierenapotheek.nl is an online pet pharmacy offering more than 2,000 veterinary medicines, supplements, diet foods, and pet care products for dogs, cats, horses, small animals, birds, and fish. The platform combines self-serve e-commerce with expert veterinary advice from licensed veterinarians and paraveterinarians available via phone and email, complemented by same-day shipping on orders placed before 16:00 weekdays.

Product overview

Dierenapotheek.nl is an online pet pharmacy operated by Pet Service Holding NV, offering a comprehensive e-commerce platform for pet medications, healthcare products, and nutrition. The product portfolio includes prescription and over-the-counter veterinary medications (dewormers like Milbemax, Milpro, Panacur; flea/tick treatments like Vectra, Seresto, Effipro, Advantage, Frontline), therapeutic diet foods (Specific, Sanimed), supplements (Pharmox, Synopet), and pet care products. Additional offerings include a loyalty program (Buddycoins), a companion pet mobile app (HuisdierenApp) with telemedicine features, and the PETLUX automatic cat litter box. The company serves dogs, cats, horses, small animals, birds, and fish across the Netherlands and Belgium.

Differentiator

Problem solved

Functional benefit

Brands

• DrPetCare.de: German online pet pharmacy operated by Pet Service Holding NV serving the German market.
• Petlux
• BudgetPets
• HuisdierenApp

Products and services

• Dierenapotheek.nl Online Pet Pharmacy Storefront Webshop offering more than 2,000 veterinary medicines, supplements, diet foods, and care products for dogs, cats, horses, small animals, birds, and fish, with same-day shipping before 16:00 and free delivery from €59.95.
• HuisdierenApp Mobile Application Free mobile application for pet health management including consultation features, available to pet owners across the Netherlands and Belgium.
• Buddycoins Loyalty Program Free loyalty rewards program allowing customers to earn coins on purchases that can be redeemed for discounts on future orders.

Quantifiable outcome

• 96% customer recommendation rate
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Figo (Pet Insurance)minorGTM or Marketing PartnerCollaboration with Figo to offer pet insurance products to customers. Promotional banner displayed on website encouraging pet owners to insure their pets.
• PostNLcoreChannel Partner/ Reseller/ DistributorExclusive shipping partner for all package deliveries. Offers next-day delivery for orders before 16:00, with options for home delivery, pickup points, and parcel lockers across Netherlands and Belgium.
• MolliecoreTechnology or IntegrationPayment service provider handling all payment processing including iDeal, Credit Card, Klarna, Bancontact, PayPal, and Przelewy24 transactions.
• Pet Service Holding NVcoreOthersParent company operating Dierenapotheek.nl, DrPetCare.de, and Petlux brands. Publicly listed on Euronext. Strategic investor supporting expansion including new BudgetPets retail concept.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Chewy Pharmacy: Largest US online pet retailer with an integrated prescription pharmacy offering autoship veterinary medications. Comparable as a mass-scale online pet pharmacy + retail platform, though significantly larger and broader in assortment.
• zooplus: Leading European online retailer of pet food and supplies operating across 30+ countries. Comparable as a European online pet retail platform, with overlapping SKU categories in diets, supplements, and OTC preventives, though not a regulated vet pharmacy specialist.
• bitiba: European online pet supplies retailer active in NL/BE/DE and other EU markets. Comparable generalist competitor for OTC pet pharmacy and supplies shopping in the same geographies, with broader assortment but no authorized vet dispensing capability.

Emerging players

• DocMorris: European online pharmacy selling prescription and OTC medicines direct-to-consumer across NL, DE, and other EU markets. Comparable as a regulated online medicine retailer, though focused on human pharma with limited veterinary extension.
• PawSquad: UK-based veterinary telemedicine and online pharmacy platform offering video consults and home delivery of prescribed pet medicines. Comparable as a digital-first vet consultation + pharmacy model, though UK-focused and earlier-stage.

Regional players

• The Animal Pharmacy (UK): UK-authorized online retailer of prescription and OTC veterinary medicines. Comparable format and regulatory positioning, but primarily serves the UK rather than the Benelux market.
• 1-800-PetMeds (PetMeds): Established US online pet pharmacy selling OTC and prescription veterinary medications via mail order. Comparable online vet pharmacy model, but operates primarily in the US rather than EU.
• Dr. Hölter Online Tierarztapotheke: German online veterinary pharmacy selling prescription and OTC veterinary medicines to German-speaking pet owners. Comparable as a directly regulated online vet pharmacy, but primarily serving Germany rather than NL/BE.

Direct peers

• Pharmacy4pets (NL): Dutch online pet pharmacy offering veterinary medicines, supplements, and care products to NL pet owners. Closely comparable as a same-geography, same-format online vet pharmacy competitor.
• VetSource: US-based online veterinary pharmacy and pharmacy management platform operating as a home-delivery vet pharmacy partner to veterinary practices. Directly comparable as an authorized online channel for prescription veterinary medicines with integrated ordering and practice-management workflows.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/dierenapotheek.nl
• Instagraminstagram.com/dierenapotheeknl
• LinkedInlinkedin.com/company/dierenapotheek-nl

Compliance2 records

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 Pet Pharmacy