PetCity
PetCity is a Baltic-region omnichannel pet care platform (Estonia, Latvia, Lithuania) combining 42 retail pet centers, a Magento e-commerce platform, and 9 veterinary clinics offering food, accessories, grooming, training, and pet insurance brokerage to individual pet owners.
- Company typePrivate
- Founded2016
- HeadquartersVilnius, Lithuania
- Headcount251–500
- GTM typeB2C
- OfferingServices
What PetCity does
PetCity is a Baltic-region omnichannel pet care retailer and services platform headquartered in Tallinn, Estonia, operating under the legal entity Pet City OÜ. The company was founded in 2016 and was acquired by Finnish pet care specialist Musti Group Nordic Oy (Nasdaq Helsinki-listed) in 2025 as part of that group's European expansion. PetCity runs 42 physical pet centers across the three Baltic states — 18 in Estonia (including 1 franchise), 15 in Latvia, and 8 in Lithuania — alongside e-commerce storefronts (petcity.ee, petcity.lv, petcity.lt) built on the Magento platform and delivering across the region via parcel lockers, couriers, and in-store pickup.
The product and service offering is the broadest in the Baltic pet market and combines retail (pet food, accessories, toys, grooming supplies, clothing, beds, carriers, and pet pharmacy items for dogs, cats, small animals, birds, and reptiles) with veterinary clinics (9 Estonian locations including a 24/7 clinic at Rannamõisa, operated jointly with Eesti Veterinaaria Kliinikum OÜ), professional grooming, training services, quick nail clipping, and a pet insurance brokerage through partner insurers. Customer engagement is driven by the PetCity Sõber loyalty program (6+1 free deals on pet food and cat litter, €6 birthday coupons, member-only pricing) and the PetCity Väike Sõber junior club.
Revenue is generated through four streams: pet product retail (one-time unit purchases), veterinary professional services, pet insurance brokerage commissions, and grooming services. Pricing is standard unit retail with free delivery thresholds (€45 to parcel lockers, €99 courier) and optional installment financing via ESTO and Montonio/Inbank. Distribution is entirely regional — Estonia, Latvia, and Lithuania — with no global footprint. Technology is conventional e-commerce and analytics (Magento, Google Analytics, HotJar, Facebook Pixel); no proprietary AI or data products are disclosed.
PetCity firmographics
Firmographics- Name
- PetCity
- Legal name
- Pet City OÜ
- Website
- https://petcity.ee
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- PetCity is a Baltic-region omnichannel pet care platform (Estonia, Latvia, Lithuania) combining 42 retail pet centers, a Magento e-commerce platform, and 9 veterinary clinics offering food, accessories, grooming, training, and pet insurance brokerage to individual pet owners.
- Ownership category
- akta.pro rank
PetCity industry classification
Industry- Product category
- Pet Retail and Veterinary Services
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet Care (except Veterinary) Services (81291), Veterinary Services (54194)
- akta.pro primary industry
- Pet Supplies Omnichannel (CRAFAEAJ)
- akta.pro secondary industry
- Pet Services (Grooming, Training, Daycare) (CRALAIAJ)
Keywords
Where PetCity is headquartered
LocationHeadquarters
- HQ city
- Vilnius
- HQ country
- Lithuania
- HQ region
- Europe
Offices9 records
Markets served
PetCity business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Pet Product Retail: Sale of pet food (dry, wet, frozen), accessories, toys, grooming supplies, and health products through physical stores and e-commerce
- Veterinary Services: 24/7 veterinary clinic services across multiple locations in Estonia including consultations, treatments, and pet pharmacy
- Pet Insurance: Pet insurance brokerage services offered through partner providers
- Grooming Services: Professional pet grooming services available by appointment
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for pet products |
| Other | Pay-as-you-go | Free delivery threshold |
| Subscription | Monthly | PetCity Sõber Loyalty Program Members |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
PetCity product offering
Product offeringCore offering
PetCity operates an omnichannel pet care platform across the Baltic region, combining physical pet retail centers, a Magento-based e-commerce store, veterinary clinics, and professional services (grooming, training, pet insurance brokerage). The company sells pet food, accessories, toys, grooming supplies, and health products for dogs, cats, small animals, birds, and reptiles through 42 retail locations and online, while also delivering 24/7 veterinary care in select markets.
Product overview
PetCity is a comprehensive pet retail and services platform operating across the Baltic region (Estonia, Latvia, Lithuania) under the Musti Group Nordic. The core offering combines an e-commerce platform (PetCity E-pood) with physical retail pet centers (18 in Estonia including 1 franchise, 15 in Latvia, 8 in Lithuania) and veterinary clinic services (PetCity Loomakliinik, including a 24/7 Rannamõisa clinic). The platform offers pet food, accessories, toys, grooming products, and specialized items across multiple categories for dogs, cats, small animals, birds, and reptiles. Additional services include professional grooming, training, pet insurance, and quick nail clipping. The loyalty program (PetCity Sõber) provides a 6+1 reward system where every 7th bag of pet food or cat litter is free, plus birthday coupons and exclusive member offers. The company also operates the PetCity Väike Sõber junior loyalty club. The e-commerce platform integrates with ESTO and Montonio for installment payments, and offers various delivery options including parcel lockers, courier, and in-store pickup across the Baltic region.
Differentiator
Problem solved
Functional benefit
Brands
- PetCity Sõber: Loyalty program offering 6+1 deals on pet food and cat litter, birthday gifts for pets, and exclusive member promotions.
Products and services
- PetCity E-pood (E-commerce Platform)
Companies that use PetCity
Customer profileSegments4 records
Ideal customer profiles1 record
PetCity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature2 records
PetCity partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Musti Group Nordic OycorePet City OÜ is a subsidiary of Finnish pet care company Musti Group Nordic Oy. Musti Group acquired Pet City as part of its Baltic expansion strategy. The acquisition contributes to Musti Group's omnichannel reach across seven countries with €508.9 million in net sales (2025).
- Eesti Veterinaaria Kliinikum OÜcorePet City OÜ and Eesti Veterinaaria Kliinikum OÜ share a close operational relationship. The veterinary clinics operate under the Pet City brand while Eesti Veterinaaria Kliinikum OÜ is the legal entity providing veterinary services. They share IT systems, privacy policies, and recruitment processes.
- ESTO ASminorESTO provides installment payment services (järelmaks) for PetCity customers in Estonia. ESTO 3 enables interest-free 3-part payments while ESTO järelmaks offers longer-term financing options. Over 2,000 partner stores in the Baltics.
- Montonio Finance OÜminorMontonio provides installment payment services and financing solutions for PetCity e-commerce customers, working with Inbank Finance as the credit provider.
- Insurance PartnersminorPetCity offers pet insurance products through partner insurance providers, allowing customers to purchase pet coverage in-store and online.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
PetCity competitors and assessment
Company assessmentBroad incumbents
- Petco: US omnichannel pet care retailer with full-service veterinary hospitals (Vetco), grooming, training, and insurance offerings — a structurally similar integrated services-and-retail platform.
- PetSmart: North America's largest specialty pet retailer combining retail, grooming, training, and in-store vet hospitals (Banfield). Direct model comparable for integrated retail-and-services pet care ecosystems.
- Fressnapf: Europe's largest pet retail specialist with ~1,400 stores across multiple countries. Directly comparable omnichannel pet retail model (food, accessories, grooming services) and a potential future entrant/competitor in the Baltics via expansion.
- Pets at Home: UK's dominant omnichannel pet care retailer with in-store veterinary practices (Vets4Pets) and grooming salons. Closest international comparable for the 'retail + vet + grooming' one-stop model PetCity operates in the Baltics.
- Arcaplanet: Leading Italian pet retail chain with ~500 stores and integrated vet/grooming services. Highly comparable omnichannel, services-anchored concept though focused on Italy rather than the Baltics.
- Musti Group Nordic: PetCity's publicly listed parent company on Nasdaq Helsinki; operates omnichannel pet retail and vet clinics across the Nordics and Baltics. Closest comparable in business model and concept (vet-anchored pet retail), but at much greater scale and geographic breadth.
- Maxi Zoo (part of Fressnapf Group): Fressnapf's European specialty banner with comparable physical-store-plus-services format. Comparable omnichannel retail and grooming/service bundle relevant to PetCity's Baltic positioning.
Direct peers
- Zooplus: Europe's leading online-only pet supplies retailer, now owned by Hellman & Friedman. Competes with PetCity's e-commerce platform on assortment and price for pet food and accessories across Europe including Baltic-adjacent markets.
- Kika (Kika Group / Lithuanian pet retail): Lithuanian-headquartered pet retail chain with stores across the Baltics. Direct regional competitor to PetCity's pet center network, with overlapping product categories and Baltic geographic footprint.
Regional players
- PetShop.lv / local independent Baltic pet retailers: Independent and chain pet retail operators across Latvia and Estonia (e.g., local brick-and-mortar stores and online specialists) that compete with PetCity for category share in food, accessories, and small animals within the Baltics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
PetCity social profiles
Digital presencePetCity financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetCity leadership team
Management profileNumber of profiles
PetCity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetCity 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 PetCity
What does PetCity do?
PetCity operates an omnichannel pet care platform across the Baltic region, combining physical pet retail centers, a Magento-based e-commerce store, veterinary clinics, and professional services (grooming, training, pet insurance brokerage). The company sells pet food, accessories, toys, grooming supplies, and health products for dogs, cats, small animals, birds, and reptiles through 42 retail locations and online, while also delivering 24/7 veterinary care in select markets.
Is PetCity a public or private company?
PetCity is a private company. It is classified as corporate owned and is currently operating.
When was PetCity founded?
PetCity was founded in 2016. It employs 251 to 500 people.
Where is PetCity based?
PetCity is headquartered in Vilnius, Lithuania, in the Europe region.
How does PetCity make money?
Four revenue lines are on record. Pet Product Retail is the primary driver. The others are veterinary Services, pet Insurance and grooming Services.
Who are PetCity's main competitors?
Broad incumbents on record are Petco, PetSmart, Fressnapf, Pets at Home, Arcaplanet, Musti Group Nordic and Maxi Zoo (part of Fressnapf Group). Direct peers are Zooplus and Kika (Kika Group / Lithuanian pet retail). PetShop.lv / local independent Baltic pet retailers is listed as a regional player.
Does PetCity have an API?
No public API is recorded for PetCity.
What industry is PetCity in?
PetCity's product category is Pet Retail and Veterinary Services. Its primary akta.pro industry code is CRAFAEAJ, Pet Supplies Omnichannel, with a secondary code of CRALAIAJ, Pet Services (Grooming, Training, Daycare). Its NAICS code is 459910.