Imazo

What Imazo does

Imazo AB is a privately held Swedish B2B wholesale distributor of pet supplies, headquartered in Vara, Sweden, and serving registered pet businesses (zoobutiker and adjacent operators) across the Nordic region. Founded in 1962 by Boo Boxe originally as an exporter of exotic animals and birds, the company pivoted in the 1970s into aquarium fish and progressively broadened its catalog into a full-spectrum pet trade assortment spanning aquatics, birds, rodents, cats, dogs, horses, and reptiles. Today it stocks 15,000-16,000 products sourced from more than 150 brand-level suppliers (including EHEIM, Tetra, Exo Terra, Kong, Juwel, Orijen, Acana, Versele-Laga, and others).

Its core product is wholesale distribution, monetized through transactional sales to approved B2B customers who must hold a registered pet business to qualify. Ordering is conducted through two regional e-commerce platforms: shop.imazo.se for Sweden, Finland, and Denmark, and shopno.imazo.se for Norway. Distribution is performed via Imazo's own fleet of trucks on a weekly cadence across all four Nordic countries year-round, eliminating third-party logistics dependency and underpinning the company's reliability positioning.

The customer base is intentionally fragmented across small and mid-sized pet retailers, online pet stores, veterinary clinics, kennels, and grooming salons, with no publicly named enterprise anchors. Imazo supports the relationship through a direct inside-sales model (headquarters visits are pre-booked) complemented by top-of-funnel presence on Facebook, Instagram, YouTube, and the company website. Ownership remains private with no disclosed external funding or institutional investors, and no APIs, mobile apps, or proprietary technology platforms are referenced beyond the webshops.

Name

Imazo

Legal name

Imazo AB

Website

https://imazo.se

Company type

Private

Founded year

1962

Operating status

Operating

Short description

Imazo AB is a Swedish B2B wholesale distributor founded in 1962, supplying over 15,000 pet products from 150+ brands to registered pet retailers across the Nordic countries via its own delivery fleet and regional webshops.

Ownership category

akta.pro rank

Product category

Pet Supplies Wholesale Distribution

akta.pro primary industry

Pet Supplies & Consumables Distribution (Litter, Pads, Waste, Grooming) (CRAOAKAB)

akta.pro secondary industry

Pet Food & Treats Distribution (CRAOAKAA)

Keywords

• B2B pet supplies
• Wholesale distribution
• Pet product wholesale
• Nordic pet retail
• Animal care supplies

Headquarters

HQ city

Vara

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Wholesale Distribution: Imazo operates as a wholesale distributor supplying pet shops and online retailers with pet products. They stock over 150 supplier brands totaling 15,000+ products, distributing via their own truck fleet across the Nordics. Revenue is generated through product sales to approved B2B customers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Imazo is a B2B wholesale distributor of pet supplies, selling pet food, accessories, and care products from more than 150 supplier brands (15,000+ SKUs) to registered pet businesses across Sweden, Norway, Denmark, and Finland. Customers order through regionally branded Imazo Webshop platforms and receive goods via Imazo's own in-house delivery fleet.

Product overview

Imazo is a B2B wholesale company serving pet retailers across the Nordic countries (Sweden, Norway, Denmark, Finland). The company operates two regional webstore platforms (shop.imazo.se for SE/FI/DK and shopno.imazo.se for NO) that enable pet shop retailers to browse and order from a catalog of over 150 supplier brands and 16,000+ products. Imazo's core offering centers on wholesale distribution of pet supplies including live animals, aquatics, bird, rodent, cat, dog, horse, and reptile products, complemented by their own fleet delivery service across Scandinavia. The company was founded in 1962 and has been supporting the pet trade for over 60 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Wholesale Pet Supplies Distribution B2B wholesale supply of pet food, accessories, and care products from 150+ supplier brands and 15,000+ SKUs to registered pet businesses across Sweden, Norway, Denmark, and Finland. Fulfilled via Imazo's own in-house delivery fleet.
• Imazo Webshop (SE / FI / DK) B2B online ordering platform for registered pet businesses in Sweden, Finland, and Denmark, providing access to Imazo's 150+ brand / 15,000+ SKU catalogue with ordering and account functionality.
• Imazo Webshop (NO) B2B online ordering platform for registered pet businesses in Norway, providing access to Imazo's 150+ brand / 15,000+ SKU catalogue with Norwegian-localised ordering and account functionality.

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered minor.

• EHEIMminorOthersAquarium equipment and fish tank manufacturer featured as a key supplier brand in Imazo's portfolio.
• Exo TerraminorOthersReptile and amphibian care products supplier included in Imazo's brand offerings.
• KongminorOthersPet toy manufacturer whose products are distributed through Imazo to Nordic pet retailers.
• JuwelminorOthersAquarium equipment brand available through Imazo's distribution network.
• TetraminorOthersFish food and aquarium care products distributed via Imazo.
• FleximinorOthersDog leashes and retractable leads supplier in Imazo's portfolio.
• CatitminorOthersCat care products available through Imazo's wholesale distribution.
• PetsafeminorOthersPet containment and training products distributed by Imazo.
• OrijenminorOthersPremium pet food brand included in Imazo's product range.
• AcanaminorOthersPet food brand available through Imazo's distribution to Nordic retailers.
• FluvalminorOthersAquarium and fish tank equipment manufacturer in Imazo's supplier network.
• Versele-LagaminorOthersBird and small animal feed brand distributed by Imazo.
• Ocean NutritionminorOthersFish food products available through Imazo's portfolio.
• TropicaminorOthersAquatic plants for aquariums distributed via Imazo.
• ArcadiaminorOthersReptile lighting and husbandry products in Imazo's assortment.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Piasecki: Polish pet products wholesaler/distributor supplying pet retailers across Central Europe. Closest direct peer to Imazo in business model — B2B wholesale of a broad pet-supplies assortment — though operating a different geography.

Regional players

• Musti Group: Largest Nordic pet retail chain operator (Musti, Arken Zoo, PetZoo). Comparable to Imazo as a Nordic pet-category incumbent with overlapping product mix, though Musti is retail/consumer-facing rather than B2B wholesale.
• Arken Zoo: Nordic pet retail chain owned by Musti Group, selling the same premium brands Imazo distributes (Orijen, Acana, etc.) directly to consumers across Sweden and the Nordics.
• Tom & Co: European pet retail chain operating in France, Belgium, Spain, Portugal and Luxembourg. Comparable product mix and supplier-brand portfolio to Imazo, though retail-led and primarily Western European rather than Nordic.
• Jollyes: UK high-street pet retail chain carrying a comparable premium-and-mainstream pet assortment. Adjacent peer in category overlap though operating a UK-focused retail model rather than Nordic wholesale.

Broad incumbents

• Zooplus: Leading European online pet supplies retailer carrying a comparable 15,000+ SKU assortment across the same premium and mass brands. Overlaps with Imazo's assortment depth but competes via direct-to-consumer online model rather than wholesale.
• PetSmart: Largest North American specialty pet retailer with an extensive assortment including live animals, premium food, and accessories. Comparable in product breadth and category leadership though operating a US-focused retail model.
• Fressnapf / Maxi Zoo: Europe's largest pet retail chain with a broad assortment and private-label portfolio. Comparable to Imazo in product breadth and multi-country European footprint, though operating a retail storefront model rather than B2B wholesale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCVuRiitHVAF-vgYP6byxkxQ
• Facebookfacebook.com/ImazoAB
• Instagraminstagram.com/imazoab
• LinkedInlinkedin.com/company/imazo-ab

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 Imazo