Brekz
Brekz Group B.V. is a Netherlands-based online pet-supplies retailer selling food, accessories, and medications across nine European countries via localized e-commerce storefronts and iOS/Android apps, targeting individual dog, cat, rodent, and bird owners with a price-leadership positioning.
- Company typePrivate
- Founded1949
- HeadquartersMaarssen, Netherlands
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Brekz does
Brekz (Brekz Group B.V.) is a Netherlands-based, privately held online retailer of pet food, accessories, and medications operating exclusively through e-commerce across nine European countries — the Netherlands, Belgium, France, Germany, Italy, Austria, Denmark, Switzerland, and Sweden — via localized storefronts under brekz.nl and country-specific domains. Founded in 1949 as a chicken-rearing business and rebranded from its original Broekhuizens pet-store identity, the company closed its last physical location in 2015 to operate as an online-only retailer. Its core product mix spans dog and cat food (including premium and veterinary therapeutic lines from Royal Canin, Hill's Prescription Diet, Eukanuba, Orijen, and Acana), accessories (leashes, beds, grooming, toys, scratching posts), rodent and bird products, and diermedicijnen (pet medicines such as Milbemax, Drontal, Advantage, and Seresto). The platform is a standard SSL-encrypted e-commerce stack with native iOS and Android apps for reorder and app-only promotions.
The business runs on a direct-to-consumer, one-time-transaction revenue model with no disclosed subscription mechanic. Pricing is positioned up to 40% below traditional pet stores, supported by a free-shipping threshold of €35, a €4.99 standard shipping fee below that, and a €15 minimum order. Payment coverage includes iDEAL/Wero, PayPal, Klarna, credit cards (via Docdata Payments), bank transfer, and Mr Cash for the Belgian market, while DPD serves as the core logistics partner with Track & Trace and Predict time-window delivery. Marketing relies on a weekly Voordeelmail newsletter, Facebook organic presence, Criteo and Google retargeting, Trustpilot-hosted reviews (55,117 verified), and Tips & Advice content.
The customer base is composed of individual pet owners across Europe — primarily dog and cat owners, with a secondary cohort of rodent and bird owners — addressed as a horizontal persona segmentation with no enterprise or B2B channel. Customer concentration is structurally low, but the model depends on repeat-purchase frequency and category-level demand rather than large anchor accounts. No external funding rounds, M&A, or public-ownership signals appear in the source data, indicating self-funded organic growth, a profile consistent with steady, multi-country scaling rather than venture-driven hyper-growth.
Brekz firmographics
Firmographics- Name
- Brekz
- Legal name
- Brekz Group B.V.
- Website
- https://brekz.nl
- Company type
- Private
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Brekz Group B.V. is a Netherlands-based online pet-supplies retailer selling food, accessories, and medications across nine European countries via localized e-commerce storefronts and iOS/Android apps, targeting individual dog, cat, rodent, and bird owners with a price-leadership positioning.
- Ownership category
- akta.pro rank
Brekz industry classification
Industry- Product category
- Online Pet Retail
- NAICS
- Pet and Pet Supplies Retailers (45991)
- SIC
- Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Pet Supplies Omnichannel (CRAFAEAJ)
- akta.pro secondary industries
- Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Small Animal Food (rabbit/guinea pig/hamster) (CRADAFAJ)
Keywords
Where Brekz is headquartered
LocationHeadquarters
- HQ city
- Maarssen
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Brekz business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Online Pet Product Sales: Direct-to-consumer online sales of pet food, accessories, and pet medications. One-time transaction model where customers purchase individual products or bundles. No subscription model mentioned.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard order pricing with free shipping threshold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Brekz product offering
Product offeringCore offering
Brekz is an online-only pet supplies retailer that sells pet food, accessories, and medications for dogs, cats, rodents, and birds through its e-commerce websites and mobile app across multiple European countries. The company offers products from premium brands including Royal Canin, Hill's Prescription Diet, Eukanuba, Orijen, and Acana, along with therapeutic diets and over-the-counter pet medications such as deworming and flea/tick treatments.
Product overview
Brekz is an online pet supplies retailer operating exclusively through e-commerce, offering a comprehensive range of pet products across multiple categories including dog food, cat food, accessories, and pet medications. The core offering consists of pet food products from premium brands like Royal Canin, Hill's Prescription Diet, Eukanuba, Orijen, Acana, Lukos, Prestano, Prins, and Seberus, complemented by specialized therapeutic diets for pets with health conditions. The product portfolio also includes dog and cat accessories, rodent and bird products, and diermedicijnen (pet medicines) such as deworming and flea/tick treatments. Brekz operates a mobile application for iOS and Android alongside its web platform, enabling customers to shop, reorder, and access exclusive offers. The business model emphasizes competitive pricing with claims of up to 40% savings compared to physical retail stores, offering products in various package sizes including bulk/grootverpakking options and bonus bags with free additional product.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Pet Supplies Store E-commerce platform (brekz.nl and localized European sites) selling pet food, accessories, and medications for dogs, cats, rodents, and birds to individual pet owners, with home delivery via DPD courier.
- Brekz Mobile App
Quantifiable outcome
- Products up to 40% cheaper than traditional pet stores
- +1 more outcomes
Companies that use Brekz
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Brekz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Brekz partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- DPDcorePrimary delivery partner for all shipments. Handles package delivery across Europe with Track & Trace functionality. Provides Predict service for delivery time windows.
- iDEAL | WerocorePrimary payment method for Dutch customers enabling secure bank transfers.
- KlarnaminorBuy Now Pay Later service allowing customers to pay after delivery.
- PayPalminorDigital wallet payment option for secure online transactions.
- Docdata PaymentsminorPayment service provider handling credit card transactions (Visa, Mastercard).
- TrustpilotcoreCustomer review platform hosting over 55,000 verified reviews. Enables customer feedback and builds trust through transparent reviews.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Brekz competitors and assessment
Company assessmentDirect peers
- Zooplus: Pan-European online pet supplies retailer and Brekz's most direct competitor; operates across the same nine+ countries with a broader catalog and stronger brand. Comparable online-only D2C pet retail model targeting identical value-conscious pet owners.
- Medpets: Dutch-headquartered online pet retailer and pharmacy with strong presence in pet medications and health products. Direct peer given overlapping Dutch customer base, similar online-only model, and shared assortment of veterinary and OTC pet products.
- Bitiba: Discount-oriented online pet supplies retailer owned by Zooplus, operating across Europe with a similar value-positioning to Brekz. Directly competes on price-sensitive pet food and accessories across overlapping markets.
Regional players
- Maxi Zoo: European pet retail chain owned by Fressnapf, operating across multiple markets including Germany, France, and Italy where Brekz is also active. Competes on assortment breadth and price but through a physical-store-led model rather than online-only.
- Jollyes: UK-based pet supplies retailer expanding into Europe with comparable value-positioning and premium-brand assortment. Regional peer in European pet retail not yet active in Brekz's core markets but expanding.
- Petworld: Dutch online and physical pet supplies retailer carrying comparable premium and everyday pet food brands. Direct overlap on assortment and target customer in the Netherlands, though it retains a physical store footprint that Brekz does not.
- Animaux Market: French online pet supplies retailer competing with Brekz in France on similar price-led positioning and assortment. Regional peer in the French pet e-commerce market.
Broad incumbents
- Chewy: Leading US online pet supplies retailer with autoship subscription mechanics and strong private-label penetration. Comparable business model and category focus; relevant benchmark for European online pet retail evolution.
- Amazon: Global e-commerce marketplace selling pet food, accessories, and medications across all of Brekz's nine markets. Competes on price, assortment, and Prime delivery speeds; broad incumbent shaping customer expectations on convenience.
Emerging players
- Tails.com: Subscription-based tailored dog nutrition service operating in the UK and parts of Europe. Adjacent competitor for the higher-margin nutrition and subscription segments Brekz currently lacks.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Brekz social profiles
Digital presenceBrekz compliance and trust
Trust signalCompliance2 records
Brekz financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brekz leadership team
Management profileNumber of profiles
Profiles1 record
Brekz funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brekz 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 Brekz
What does Brekz do?
Brekz is an online-only pet supplies retailer that sells pet food, accessories, and medications for dogs, cats, rodents, and birds through its e-commerce websites and mobile app across multiple European countries. The company offers products from premium brands including Royal Canin, Hill's Prescription Diet, Eukanuba, Orijen, and Acana, along with therapeutic diets and over-the-counter pet medications such as deworming and flea/tick treatments.
Is Brekz a public or private company?
Brekz is a private company. It is classified as family owned and is currently operating.
When was Brekz founded?
Brekz was founded in 1949. It employs 101 to 250 people.
Where is Brekz based?
Brekz is headquartered in Maarssen, Netherlands, in the Europe region.
How does Brekz make money?
One revenue line is on record: online Pet Product Sales.
Who are Brekz's main competitors?
Direct peers on record are Zooplus, Medpets and Bitiba. Regional players are Maxi Zoo, Jollyes, Petworld and Animaux Market. Broad incumbents are Chewy and Amazon. Tails.com is listed as an emerging player.
Does Brekz have an API?
No public API is recorded for Brekz.
What industry is Brekz in?
Brekz's product category is Online Pet Retail. Its primary akta.pro industry code is CRAFAEAJ, Pet Supplies Omnichannel, with a secondary code of CRALAHAC, Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick). Its NAICS code is 45991 and its SIC code is 5399.