PetCity

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.

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

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

• Pet retail
• Veterinary services
• Pet grooming
• Pet insurance
• E-commerce pet supplies

Headquarters

HQ city

Vilnius

HQ country

Lithuania

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Product Retail: Sale of pet food (dry, wet, frozen), accessories, toys, grooming supplies, and health products through physical stores and e-commerce
2. Veterinary Services: 24/7 veterinary clinic services across multiple locations in Estonia including consultations, treatments, and pet pharmacy
3. Pet Insurance: Pet insurance brokerage services offered through partner providers
4. Grooming Services: Professional pet grooming services available by appointment

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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)

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Musti Group Nordic OycoreStrategic or Co-development PartnerPet 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 OÜcoreStrategic or Co-development PartnerPet 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 ASminorChannel Partner/ Reseller/ DistributorESTO 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 OÜminorChannel Partner/ Reseller/ DistributorMontonio provides installment payment services and financing solutions for PetCity e-commerce customers, working with Inbank Finance as the credit provider.
• Insurance PartnersminorChannel Partner/ Reseller/ DistributorPetCity 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

Broad 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

• YouTubeyoutube.com/channel/UC7rDyBWxljcmC4RNQPNzZvQ
• Facebookfacebook.com/petcity.ee
• LinkedInlinkedin.com/company/petcity-as
• Instagraminstagram.com/petcity.ee
• TikToktiktok.com/@petcity.ee

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 PetCity